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SEO - when doing the right things doesn't help you improve rankings
 

SEO - when doing the right things doesn't help you improve rankings

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    SEO - when doing the right things doesn't help you improve rankings SEO - when doing the right things doesn't help you improve rankings Presentation Transcript

    • Reverse Engineering Competitors Rankings
      8/31/2010
      @wilreynolds
    • 2
      3 steps
      Step 1 - Background on REAL client example
      Step 2 - How a losing SERP changed our process
      Step 3 - Turn data analysis into SERP improvement
    • 3
      “Let’s
      get
      Busy”
    • Client who has links from
    • 5
      Client profile
      10+ years online
      .edu links from research
      4 million searches / month
      Newspaper / magazine links
      Some SERPS are adult category
      CEO is sought after by media outlets
    • 6
      Competitive SERP
      Only 1 result in the top 10 of Google had a link from 1-2 of these quality magazine / newspaper sites
    • Tee-Ball right?
      7
    • This guy is gonna love me
      8
    • 9
      What did those big media drops do?
      Let me show you…
    • 10
    • 11
      Nothing Like Getting your Butt Kicked
    • 12
      To make you change the way you do things
    • What I needed…
      Needed to bring in a vast amount of data on the top 10 sites for target keyword.
      Include big brands and exact match domains even though you won’t learn a ton from them
      More KWs = uncover trends
      Needed to be way more deep than PR & link tallies
      SEOQuake was not going to do it (poor mans)
      13
    • 14
      Time to get some data
    • Manual Aggregation
      80 factors
      About ½ come from OSE or are calculated by multiple OSE metrics
      Others come from
      Twitter*
      Delicious
      Alexa
      Majestic
      YSE
      Google webmaster tools
      15
    • Manual Aggregation
      Factors
      # of links (excel limits at 10,000 – impacts %’s)
      Compare OSE, YSE, Majestic (conditional formats)
      Linking domains relative to # of links (sitewides)
      Linking domains w/o anchor
      Linking domains w/ domain name as anchor
      % of links with targeted anchor text
      % links from edus – ex: competitor
      16
    • Factors to review
      Factors
      Domain age
      mR & mT
      Major 301 event (trigger by outliers)
      Steady growth (.edus/ high mT)
      % keywords in domain
      # of linking domains over 25/50 domain auth
      % of linking domains over 25/50 domain auth
      % of links over 25/50 domain auth
      17
    • Manual Aggregation – Excel First
      18
    • 19
      The output of this data aggregation looks like this…
    • 20
      API’s and scripts make mistakes
    • 21
      Use validation to catch them
      • When PR is over 10
      • When # of OSE links > Majestic links
      • When AC Rank puts a domain in the top 10% yet it is not in the top 40% mT/mR
    • Visuals, Visuals, Visuals
      22
    • Visual Trends
      23
    • Link analysis visuals
      Go from this
      24
    • % Anchor text vs Brand Links
    • Link analysis
      To this…
      26
    • Importance of Visuals
      27
    • So what did we learn from this experience?
      28
    • Gameplan FIRST
      29
    • Use analysis to uncover Un-Natural link building profiles
      Yourself & Your competitors
      30
    • Un-Natural Works but is risky
      31
    • 32
      Client who is at 20% the average of the top 10 is 2.5% - time to diversify
    • Homepage link juice / domain authority on large sites does not really flow to article pages
      Authority links don’t add instant value
      Big sites paginate like crap and bury stories
      33
    • What happens when you get exact match anchor texton a page 1 link from the homepage of one the most popular women’s magazines in the world…
      34
    • What happens when you get exact match anchor texton a page 1 link from the homepage of one the most popular women’s magazines in the world…
      Nada
      35
    • Refuse to take a butt kickin’ lying down
      36
    • Here’s what we did about it…
      37
    • Getting the links we NEEDED
      Sought out pages that don’t cycle content that have been around for a LONG time:
      Sponsors
      In Kind Donations
      Testimonials
      Supporters
      38
    • You must socially promote the page where your link lives.
      Twitter
      Facebook
      Delicious
      39
    • You must socially promote the page where your link lives.
      Queries in Twitter
      Queries in Forums [keyword phrase] + powered by vbulletin / phpbb
      Subscribe to search results in yahoo
      Yahoo Answers
      40
    • Good homepage / evergreen page links
      Badges / Awards
      Watch the anchor text
      Wordcamp / other “camps”
      Edu discounts
      41
    • Bad homepage / evergreen page links
      Bought homepage links in blogrolls with exact match anchor text
      Watched bought links on homepages of “cigarette sites” work like a charm
      phpdircetory link swaps working like it was 2004
      42
    • What you learn from spammers
      Reverse engineering rankings lets you see how long spam and aggressive tactics last
      (actually watch the serps)
      43
    • I see a site with only reciprocals + 2 kws in domain winning
      44
    • 45
    • I see localcleaning up spam with one of our clients who has the weakest link profile in the top 10 (not in the 7 pack)
      46
    • Double D’s of SEO
      47
      D
      iversification
      efendability
    • Manual Aggregation
      48
      Download the exact / phrase match counter - http://bit.ly/boiFGz
    • Create your game plan
      49
    • 50
      • Stop building links
      • Build data on the top 10 and trend it (25 data points)
      • Sign up for Majestic SEO, Raven, other tools with API’s
      • Force yourself to practice excel
    • 51
      • Create visuals of how you are getting beat
      • Create conditional formats to trigger un-natural patterns for you and your competitors
      • Use conditional formats & trends to learn how long spam works
      • Execute your tail off
    • Critical takeaway
      52
      Stop link building without a game plan…