This Week In SEO 18
Search Analytic API, How to Do Competitor Research, and More
This week’s update is heavy on the tactical/education, with just one piece of important SEO news. Before we get into the best SEO posts of the past week, here’s this week’s Quick SEO Tip Video:
Double Check Your Meta Data in the SERPs:
Introducing Search Analytics API
On the heels of the announcement that Google is pulling its keyword research API, we are now being giving access to search analytics (in search console a.k.a. webmaster tools). Here’s the kind of things you’ll be able to do:
- Verify the presence of data (what’s the most recent date you can request?)
- Top 10 queries by click count
- Top 10 pages
- Top 10 queries in India
- Top 10 mobile queries in India
I assume there will be an explosion of new features in your favorite SEO tools (perhaps to make up for the decreased functionality of the keyword research API going away?).
Squeezing More Value From Your Most Important Landing Pages
This post is all about doing an inventory on your most important landing pages, in terms of SEO, and figuring out how to optimize them in various ways to make them perform better in the SERPs using a variety of tools and processes.
Before you start to update the pages you’ve identified as opportunities, you need to understand what not to eliminate from your page’s title and content. As I mentioned above, one oft-overlooked component of optimizing pages is to first see what the page is already ranking for. This will tell you two things:
- Where are the opportunities to make tweaks and help improve rankings on specific terms?
- What is the page currently ranking for that changes could negatively impact?
If you’ve got a big site with multiple landing pages and you’re not actively monitoring the performance of, this could be a good way to spend a few days of your time. Check it out.
Want to Rank Well? Just Get an Investment from Google Ventures
Jacob King takes us through the list of Google-backed companies and how well they are doing in the search engine’s results. From retail-me-not, to the recently talked-about Thumbtack.com, some of these companies are doing some super-shady stuff that is not reflected in the SERP presence or organic traffic growth charts.
This is a very interesting post, with some fascinating and well-researched data. Check it out and try to manage your jealousy…
Some interesting things to note about the data. The total estimated organic traffic cost is about $67 million per month and that is in the United States only. Certainly some of these domains are doing well in other countries so this number is actually much higher.
The next number I found interesting and rather low is the total amount of adwords spend. This is around $2.8 million, not bad compared to their estimated overall organic traffic cost, roughly 23 times the amount. Needless to say, their portfolio is reaping the rewards of their search engine quite strategically.
How to do Competitor Research
Competitor research is one of the core services any SEO should be proficient with. Understanding what competitors are doing to rank well, and how they are generating (or earning) links is part of a balanced
breakfast SEO analysis.
This Moz post is money–it takes you through the work flow of analyzing the competition, showing step by step a thorough process. If SEO is important to what you do, might want to take some notes here…
In order to facilitate this process (and make it easy to replicate, control, and document), I’ve created a step-by-step workflow with the different activities and factors to take into consideration, including identifying SEO competitors, gathering the potential keywords to target, assessing their level of difficulty, and selecting them based on defined criteria:
This post is short and to the point, featuring a graphic that says a lot more than a bunch of text could.
On Viral Link Building
This Ahrefs piece is basically “how to get killer links using infographics + outreach.” Not exactly a novel take on link building, but it’s a solid step-by-step framework on how to do it, so you might as well check it out and give it a try.
Fortunately, when it comes to SEO, things are not quite so secret, and we can use the power of Ahrefs to reverse engineer the formula for this particular link explosion.
And as it happens, the ingredients are actually quite simple.
Here they are: –
- 1 x decent quality infographic
- 1 x share in the right place
- 1 x emotive topic
- A dash of controversy
- Incur the Wrath of a Big Brand