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Actionable Metrics and Diagnostics- SMX West 2011

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Actionable Metrics and Diagnostics- SMX West 2011

  1. 1. Metrics Using Excel & Link Data Justin Briggs SEO Consultant
  2. 2. Purpose of Metrics •Actionable Insights •Delivering Change •Getting s#!t done
  3. 3. Link Data
  4. 4. Competitive Link Metrics
  5. 5. Averages and Spread
  6. 6. Important Competitive Metrics Linking Root Domains Exact Anchor LRD Anchor % Distribution 803 544 67.7 788 328 41.6 177 49 27.7 106 20 18.9 194 15 7.7 121 0 0 337 11 3.3 361 (AVG) 138 23.8 306 (STD DEV) 213 24.3 80 (EXAMPLE) 30 37.5 Get more LRD “OK” but needs more Over optimized
  7. 7. Visualize
  8. 8. Qualitative Metrics
  9. 9. A Few Qualitative Metrics • What “type” of links • blogs, directories, embeds, etc. • Quality of links • comment links, pages with ads, etc. • Relevance of links • contain keyword, # of keyword occurrences
  10. 10. Build a Scraper http://dis.tl/build-scraper
  11. 11. Profiling Link Type
  12. 12. Link Velocity Trends
  13. 13. Link Growth Rate
  14. 14. Real Link Growth Rate
  15. 15. Real World Example: Paid Link Penalty
  16. 16. Where is the “bad” juice coming from? The sum of PA of A bit too much linking URLs with link value relative this anchor text. to brand name. Disclaimer: JCPenny isn’t a client
  17. 17. Finding the Links The potential paid links. Hmm?
  18. 18. Learn More distilled.co.uk/excel-for-seo/
  19. 19. Justin Briggs SEO Consultant • Justin.Briggs@distilled.co.uk • twitter.com/JustinRBriggs Distilled • www.distilled.co.uk Seattle based SEO, geek, film buff, zombie lover.

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