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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? 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

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

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  • 1. Why are they ranking higher than me? SEO competitor analysis. Feb  2014   Kelvin  Newman  –  Founder  Rough   Agenda     @kelvinnewman
  • 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. WARNING   ! Super  simplified  explanation  of   SEO  ahead 3
  • 4. Technical  Stuff   +   Good  Links   =   Profit 4
  • 5. Technical  Stuff   +   Good  Links   =   Profit 5
  • 6. Technical  Stuff   +   Good  Links   =   Profit 6
  • 7. GOOGLE  AREN’T  THE  ENEMY  THEY’RE  THE   SocialCrawlytics REFEREE
  • 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. 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. MajesticSEO • hXps://www.majesUcseo.com/
  • 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. 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. SEOmoz OpenSiteExplorer • hXp://www.opensiteexplorer.org/
  • 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. 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. Social Crawlytics • hXp://socialcrawlyUcs.com/
  • 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. 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. Tom Anthony’s Link Profiler • hXp://www.seomoz.org/blog/link-­‐profile-­‐tool-­‐to-­‐discover-­‐ linking-­‐acUvity
  • 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. Not  about  the  actual  links  but  the   themes
  • 22. TRACK  DOWN  THE  TIPPING  POINT  LINKS
  • 23. 34
  • 24. Any Questions? • Any  follow  quesUons  do  get  in  touch   – kelvin@roughagenda.com   – twiXer.com/kelvinnewman   – 07917  851  501