Reverse Engineering Competitors Rankings<br />8/31/2010<br />@wilreynolds<br />
2<br />3 steps<br />Step 1 - Background on REAL client example<br />Step 2 - How a losing SERP changed our process<br />St...
3<br />“Let’s <br />get <br />Busy”<br />
Client who has links from<br />
5<br />Client profile<br />10+ years online<br />.edu links from research<br />4 million searches / month <br />Newspaper ...
6<br />Competitive SERP<br />Only 1 result in the top 10 of Google had a link from 1-2 of these quality magazine / newspap...
Tee-Ball right?<br />7<br />
This guy is gonna love me<br />8<br />
9<br />What did those big media drops do?<br />Let me show you…<br />
10<br />
11<br />Nothing Like Getting your Butt Kicked<br />
12<br />To make you change the way you do things<br />
What I needed…<br />Needed to bring in a vast amount of data on the top 10 sites for target keyword.<br />Include big bran...
14<br />Time to get some data<br />
Manual Aggregation<br />80 factors <br />About ½ come from OSE or are calculated by multiple OSE metrics<br />Others come ...
Manual Aggregation<br />Factors<br /># of links (excel limits at 10,000 – impacts %’s)<br />Compare OSE, YSE, Majestic (co...
Factors to review<br />Factors<br />Domain age<br />mR & mT<br />Major 301 event (trigger by outliers)<br />Steady growth ...
Manual Aggregation – Excel First<br />18<br />
19<br />The output of this data aggregation looks like this…<br />
20<br />API’s and scripts make mistakes<br />
21<br />Use validation to catch them<br /><ul><li> 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</li></li></ul><li>Visuals, Visuals, Visuals...
Visual Trends<br />23<br />
Link analysis visuals <br />Go from this<br />24<br />
% Anchor text vs Brand Links<br />
Link analysis <br />To this…<br />26<br />
Importance of Visuals<br />27<br />
So what did we learn from this experience?<br />28<br />
Gameplan FIRST<br />29<br />
Use analysis to uncover Un-Natural link building profiles<br />Yourself & Your competitors<br />30<br />
Un-Natural Works but is risky<br />31<br />
32<br />Client who is at 20% the average of the top 10 is 2.5% - time to diversify<br />
Homepage link juice / domain authority on large sites does not really flow to article pages<br />Authority links don’t add...
What happens when you get exact match anchor texton a page 1 link from the homepage of one the most popular women’s magazi...
What happens when you get exact match anchor texton a page 1 link from the homepage of one the most popular women’s magazi...
Refuse to take a butt kickin’ lying down<br />36<br />
Here’s what we did about it…<br />37<br />
Getting the links we NEEDED<br />Sought out pages that don’t cycle content that have been around for a LONG time:<br />Spo...
You must socially promote the page where your link lives.<br />Twitter<br />Facebook<br />Delicious<br />39<br />
You must socially promote the page where your link lives.<br />Queries in Twitter<br />Queries in Forums [keyword phrase] ...
Good homepage / evergreen page links<br />Badges / Awards<br />Watch the anchor text<br />Wordcamp / other “camps”<br />Ed...
Bad homepage / evergreen page links<br />Bought homepage links in blogrolls with exact match anchor text<br />Watched boug...
What you learn from spammers<br />Reverse engineering rankings lets you see how long spam and aggressive tactics last<br /...
I see a site with only reciprocals + 2 kws in domain winning<br />44<br />
45<br />
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 ...
Double D’s of SEO<br />47<br />D<br />iversification<br />efendability<br />
Manual Aggregation<br />48<br />Download the exact / phrase match counter - http://bit.ly/boiFGz<br />
Create your game plan<br />49<br />
50<br /><ul><li> Stop building links
 Build data on the top 10 and trend it (25 data points)
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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

  1. 1. Reverse Engineering Competitors Rankings<br />8/31/2010<br />@wilreynolds<br />
  2. 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. 3<br />“Let’s <br />get <br />Busy”<br />
  4. 4. Client who has links from<br />
  5. 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. 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. 7. Tee-Ball right?<br />7<br />
  8. 8. This guy is gonna love me<br />8<br />
  9. 9. 9<br />What did those big media drops do?<br />Let me show you…<br />
  10. 10. 10<br />
  11. 11. 11<br />Nothing Like Getting your Butt Kicked<br />
  12. 12. 12<br />To make you change the way you do things<br />
  13. 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 & link tallies<br />SEOQuake was not going to do it (poor mans)<br />13<br />
  14. 14. 14<br />Time to get some data<br />
  15. 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. 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. 17. Factors to review<br />Factors<br />Domain age<br />mR & 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. 18. Manual Aggregation – Excel First<br />18<br />
  19. 19. 19<br />The output of this data aggregation looks like this…<br />
  20. 20. 20<br />API’s and scripts make mistakes<br />
  21. 21. 21<br />Use validation to catch them<br /><ul><li> When PR is over 10
  22. 22. When # of OSE links > Majestic links
  23. 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. 24. Visual Trends<br />23<br />
  25. 25. Link analysis visuals <br />Go from this<br />24<br />
  26. 26. % Anchor text vs Brand Links<br />
  27. 27. Link analysis <br />To this…<br />26<br />
  28. 28. Importance of Visuals<br />27<br />
  29. 29. So what did we learn from this experience?<br />28<br />
  30. 30. Gameplan FIRST<br />29<br />
  31. 31. Use analysis to uncover Un-Natural link building profiles<br />Yourself & Your competitors<br />30<br />
  32. 32. Un-Natural Works but is risky<br />31<br />
  33. 33. 32<br />Client who is at 20% the average of the top 10 is 2.5% - time to diversify<br />
  34. 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. 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. 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. 37. Refuse to take a butt kickin’ lying down<br />36<br />
  38. 38. Here’s what we did about it…<br />37<br />
  39. 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. 40. You must socially promote the page where your link lives.<br />Twitter<br />Facebook<br />Delicious<br />39<br />
  41. 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. 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. 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. 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. 45. I see a site with only reciprocals + 2 kws in domain winning<br />44<br />
  46. 46. 45<br />
  47. 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. 48. Double D’s of SEO<br />47<br />D<br />iversification<br />efendability<br />
  49. 49. Manual Aggregation<br />48<br />Download the exact / phrase match counter - http://bit.ly/boiFGz<br />
  50. 50. Create your game plan<br />49<br />
  51. 51. 50<br /><ul><li> Stop building links
  52. 52. Build data on the top 10 and trend it (25 data points)
  53. 53. Sign up for Majestic SEO, Raven, other tools with API’s
  54. 54. Force yourself to practice excel</li></li></ul><li>51<br /><ul><li>Create visuals of how you are getting beat
  55. 55. Create conditional formats to trigger un-natural patterns for you and your competitors
  56. 56. Use conditional formats & trends to learn how long spam works
  57. 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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