0
Why are they ranking higher
than me?
SEO competitor analysis.

Feb	
  2014	
  
Kelvin	
  Newman	
  –	
  Founder	
  Rough	
...
Rough Agenda...
!
Helping digital marketers meet, learn and do their job a
little better

CONTENT
brightonSEO. MARKETING M...
WARNING	
  
!

Super	
  simplified	
  explanation	
  of	
  
SEO	
  ahead

3
Technical	
  Stuff	
  
+	
  
Good	
  Links	
  
=	
  
Profit
4
Technical	
  Stuff	
  
+	
  
Good	
  Links	
  
=	
  
Profit
5
Technical	
  Stuff	
  
+	
  
Good	
  Links	
  
=	
  
Profit
6
GOOGLE	
  AREN’T	
  THE	
  ENEMY	
  THEY’RE	
  THE	
  
SocialCrawlytics
REFEREE
Competitive Informed link
building
• The	
  most	
  successful	
  of	
  your	
  link	
  building	
  efforts	
  
will	
  be	...
Determining Who Your
competitors are
• InsUncUvely	
  you’ll	
  know	
  who	
  your	
  main	
  
compeUtors	
  are	
  howev...
MajesticSEO
• hXps://www.majesUcseo.com/
MajesticSEO
• MajesUcSEO	
  is	
  one	
  of	
  the	
  most	
  powerful	
  and	
  
comprehensive	
  link	
  building	
  too...
MajesticSEO Findings...
• Using	
  Econsultancy	
  as	
  an	
  example	
  compeUtor	
  we	
  
can	
  learn	
  the	
  follo...
SEOmoz OpenSiteExplorer
• hXp://www.opensiteexplorer.org/
OpenSiteExplorer
• OpenSiteExplorer	
  doesn’t	
  have	
  the	
  depth	
  of	
  index	
  or	
  
funcUonality	
  of	
  Maje...
OpenSiteExplorer Findings
• One	
  of	
  the	
  best	
  features	
  of	
  OSE	
  is	
  how	
  easy	
  it	
  is	
  to	
  
b...
Social Crawlytics
• hXp://socialcrawlyUcs.com/
SocialCrawlytics
• Understanding	
  which	
  pieces	
  of	
  content	
  are	
  mostly	
  
widely	
  shared	
  on	
  your	
...
SocialCrawlytics Findings
• It’s	
  widely	
  reported	
  that	
  social	
  share	
  do/could	
  
influence	
  search	
  re...
Tom Anthony’s Link Profiler
• hXp://www.seomoz.org/blog/link-­‐profile-­‐tool-­‐to-­‐discover-­‐
linking-­‐acUvity
Tom Anthony’s Link Profiler
• This	
  is	
  one	
  of	
  a	
  growing	
  number	
  of	
  shared	
  Google	
  
docs	
  avai...
Not	
  about	
  the	
  actual	
  links	
  but	
  the	
  
themes
TRACK	
  DOWN	
  THE	
  TIPPING	
  POINT	
  LINKS
34
Any Questions?
• Any	
  follow	
  quesUons	
  do	
  get	
  in	
  touch	
  
– kelvin@roughagenda.com	
  
– twiXer.com/kelvi...
Why are they ranking higher than me?  by @kelvinnewman #tfma2014 with @theidm
Why are they ranking higher than me?  by @kelvinnewman #tfma2014 with @theidm
Why are they ranking higher than me?  by @kelvinnewman #tfma2014 with @theidm
Why are they ranking higher than me?  by @kelvinnewman #tfma2014 with @theidm
Why are they ranking higher than me?  by @kelvinnewman #tfma2014 with @theidm
Why are they ranking higher than me?  by @kelvinnewman #tfma2014 with @theidm
Why are they ranking higher than me?  by @kelvinnewman #tfma2014 with @theidm
Why are they ranking higher than me?  by @kelvinnewman #tfma2014 with @theidm
Why are they ranking higher than me?  by @kelvinnewman #tfma2014 with @theidm
Why are they ranking higher than me?  by @kelvinnewman #tfma2014 with @theidm
Why are they ranking higher than me?  by @kelvinnewman #tfma2014 with @theidm
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Why are they ranking higher than me? by @kelvinnewman #tfma2014 with @theidm

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Why are they ranking higher than me? Some of the fundamentals of Off-site competitive research for link building

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Transcript of "Why are they ranking higher than me? by @kelvinnewman #tfma2014 with @theidm"

  1. 1. Why are they ranking higher than me? SEO competitor analysis. Feb  2014   Kelvin  Newman  –  Founder  Rough   Agenda     @kelvinnewman
  2. 2. Rough Agenda... ! Helping digital marketers meet, learn and do their job a little better CONTENT brightonSEO. MARKETING MeasureFest SHOW BiddableWorld Completely Email AffiliateHuddle
  3. 3. WARNING   ! Super  simplified  explanation  of   SEO  ahead 3
  4. 4. Technical  Stuff   +   Good  Links   =   Profit 4
  5. 5. Technical  Stuff   +   Good  Links   =   Profit 5
  6. 6. Technical  Stuff   +   Good  Links   =   Profit 6
  7. 7. GOOGLE  AREN’T  THE  ENEMY  THEY’RE  THE   SocialCrawlytics REFEREE
  8. 8. Competitive Informed link building • The  most  successful  of  your  link  building  efforts   will  be  informed  by  understanding  what  has   worked  for  you  compeUtors.   – There  are  a  number  of  tools  and  techniques   available  to  beXer  understand  the  “context”  of  your   link  building.   • MajesUcSEO   • SEOmoz  OpenSite  Explorer   • SocialCrawlyUcs   • Tom  Anthony’s  Link  Profiler
  9. 9. Determining Who Your competitors are • InsUncUvely  you’ll  know  who  your  main   compeUtors  are  however  you  need  to  also   understand  the  compeUtors  who  are  link  building   effecUvely.   – There’s  several  approaches  to  finding  similar  sites   online.   • The  “related:domain.com”  advanced  search  query   • LinkedIn  Company  Insights  “People  Also  Viewed”   • Who  ranks?  
  10. 10. MajesticSEO • hXps://www.majesUcseo.com/
  11. 11. MajesticSEO • MajesUcSEO  is  one  of  the  most  powerful  and   comprehensive  link  building  tools.  It  is  one  of  the   best  tool  and  understanding  the  ‘when’  in  link   building.   – QuesUons  to  be  asking  yourself  when  using  the  tool.   • Any  URL’s  which  get  the  lion’s  share  of  links?   • Which  pieces  of  content  don’t  just  get  the  most  link  but  the   most  trusted  and  diverse  links.   • Are  there  academic  or  educaUonal  insUtuUons  which  are   parUcular  supporUve  of  your  sector.  
  12. 12. MajesticSEO Findings... • Using  Econsultancy  as  an  example  compeUtor  we   can  learn  the  following.   • Topics  about  avoiding  negaUve  tend  to  get  beXer  linked  that   posiUve.   • List  posts  tend  to  the  get  well  shared.   • Are  there  academic  or  educaUonal  insUtuUons  which  are   parUcular  supporUve  of  your  sector.     • Blog  posts  tend  to  aXract  more  links  than                                                   reports  but  the  quality  of  the  links  are  much  higher.
  13. 13. SEOmoz OpenSiteExplorer • hXp://www.opensiteexplorer.org/
  14. 14. OpenSiteExplorer • OpenSiteExplorer  doesn’t  have  the  depth  of  index  or   funcUonality  of  MajesUcSEO  but  it  is  far  more  intuiUve  and   easy  to  master.   – QuesUons  to  be  asking  yourself  when  using  the  tool.   • Does  the  different  index  of  links  highlight  different  well  linked   content?   • Understand  the  most  trusted  linking  domains  to  see  who  links   oien  to  a  lot  of  different  content,  these  are  worthy  of   extensive  relaUonship  building.   • OpenSiteExplorer  is  much  beXer  at  communicaUng  how   different  sites  compare  on  metrics,  why  are  some  site  strong   in  some  areas
  15. 15. OpenSiteExplorer Findings • One  of  the  best  features  of  OSE  is  how  easy  it  is  to   benchmark  yourself  as  agains  compeUtors.   – Using  Econsultancy,  Smart  Insights  &  Mashable  we   can  learn  the  following.   • The  raUo  between  followed  and  no-­‐followed  links  on  SI  and  M  are   similar,  E  has  a  much  lower  raUo  of  no  followed  links,  why  is  this?   and  what  can  we  learn  from  that?   • Outside  of  brand  name  anchor  text  Econsultancy  has  a  high  number   of  ‘author  brand’  anchor  text  links,  is  this  a  deliberate  strategy?   • The  Nemlix  piece  is  well  regarded  by  OSE  despite  not  having  many   social  shares,  what’s  unique  about  this  piece?
  16. 16. Social Crawlytics • hXp://socialcrawlyUcs.com/
  17. 17. SocialCrawlytics • Understanding  which  pieces  of  content  are  mostly   widely  shared  on  your  and  compeUtor  sites  will   help  you  appreciate  what  works  and  what  doesn’t   in  your  niche.   – QuesUons  to  be  asking  yourself  when  using  the   tool.   • Is  there  a  parUcular  content  type  that’s  popular?  i.e.   infographics  v.s.  videos  v.s.  podcasts  etc.   • Does  sharing  on  one  network  vastly  out  number  another?   • What  are  the  underlying  ‘needs’  the  popular                                                         content  is  addressing?
  18. 18. SocialCrawlytics Findings • It’s  widely  reported  that  social  share  do/could   influence  search  results.  We’ll  cover  how  and  why   later.   – InteresUng  findings  based  on  the  Econsultancy.   • The  Content  that  is  most  widely  socially  shared  doesn’t  always   ‘match’  with  the  most  linked.   • TwiXer  and  LinkedIn  share  the  content  more  widely.   • Google+  really  seems  to  favour  content  about  Google   properUes.   • Lists  conUnue  to  dominate,  but  trend  lists,   • i.e.  13  thinks  in  2013  seem  to  get  widely                                                           shared  but  less  widely  linked.
  19. 19. Tom Anthony’s Link Profiler • hXp://www.seomoz.org/blog/link-­‐profile-­‐tool-­‐to-­‐discover-­‐ linking-­‐acUvity
  20. 20. Tom Anthony’s Link Profiler • This  is  one  of  a  growing  number  of  shared  Google   docs  available  which  takes  out  much  of  the  heavy   liiing  of  link  analysis.   – It  requires  either  a  SEOmoz  API  or  to  manually  cut  and  paste  some  data   from  Open  Site  Explorer     – QuesUons  to  be  asking  yourself  when  using  the  tool.   • Is  there  a  compeUtor  in  the  space  that  is  ‘unusual’  in  how  it’s  links   are  distributed?   • Even  if  there’s  a  good  general  fit  what  causes  the  anomalies?   • How  does  the  distribuUon  in  this  sector  differ  from  others?  is  their   normal  different?
  21. 21. Not  about  the  actual  links  but  the   themes
  22. 22. TRACK  DOWN  THE  TIPPING  POINT  LINKS
  23. 23. 34
  24. 24. Any Questions? • Any  follow  quesUons  do  get  in  touch   – kelvin@roughagenda.com   – twiXer.com/kelvinnewman   – 07917  851  501
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