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

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

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