You say that you have better domain rating than your competition. You have more links than your competition. So how come you’re still unable to outrank them?
So here is an interesting case that was sent to me by a guy whose name is Joe. We have a client website, we have competitor website, and we have a keyword that they are competing for. I’m not going to read any of them because I’m sure I will get it wrong.
Let’s just put this keyword into Google search and see where both sides rank. As you can see, the competitor website ranks at spot number one and actually the client website is nowhere to be found. I already checked that. And as usual, I am going to use a Trev’s tools to take a detailed look at this situation. This time, I’m going to use a tool called domain comparison. You can find it under labs menu. So let’s compare these two sites and see which one seems to be more powerful. First of all, let’s look at the domain rating. Thirty seven and twenty eight. This is a clear win for the client site. Then scroll down to referring domains 11 and 13. I won’t consider this to be a huge advantage for the competitor site. Now let’s look at the referring pages. One hundred and six to six and twenty again, the client side wins. Now, let’s scroll down to the bottom of this report to check out the timeline. What I see here is that the competitor did some link building last year, but does not build a lot of new links these days. And actually, all of that makes me think that the issue is not related to the amount or the quality of backlinks, I’m going to open both sides and see how well they are optimized for the key word that they are competing for. So now let’s take our keyword and see how many times it can be found on each website. So it’s two occurrences for the competitor website. And two occurrences for the client website. And again, if you look at the titles, it’s there for both sides as well. So, again, no one wins here, which makes it a very cool case, if you ask me, because both sides are equally optimized for the keyword and the client side actually has more links, but still unable to outrank the other side. But there’s something really important that we haven’t checked yet. This is the anchor text of the back links that point to both sides. Let’s compare them to. So I’m going to open the good old side explorer tool by a Trev’s and put both sides there. And what I’m interested in is the anchors report.
As you can see, the anchor text of incoming backlinks is either generic like View website or visit our website or simply refers to the actual domain name of this site, which is plumbing. What I’m trying to say is that by looking at the anchor texts of the incoming links, Google gets zero information about the keyword that this website is relevant to, because basically most people refer to it just by the domain name. And that is why while ranking this site, Google refers to, it’s on page optimization. And as you can see, this website is perfectly optimized for the keyword Edinborough plumbers. But let’s check the anchor text report for the client site. I’m not sure if you need my commentary to see that the backlinks profile of this site is heavily optimized towards this keyword loading plumbing services with 53 percent of all backlinks using this particular keyword, which basically tells Google, Hey, this website is about London plumbing Services.
Once I saw this, I wasn’t surprised when I did a Google search for this keyword. And saw that the client’s website is actually ranking spot number one, and this pretty much explains why this site does not rank for the keyword Edinborough plumbers. It’s because you can’t build almost a hundred back links telling Google, Hey, my website is relevant to London Plumbing Services and then expect Google to rank you for the keyword Edinborough plumbers just because you have it on your page a couple of times. And now this site has two options. The first one is to build a lot of links with the anchor text Edinborough plumbers to tell Google, Hey, this is what my website is relevant to. But then I can guarantee you that you’re going to lose your ranking for London Plumbing Services because a single page can be relevant to two different keywords at the same time. And the second option is to create a new page specifically optimized for the keyword Edinborough plumbers. And with the euro like that, my prediction is that a page like this will instantly rank in like top 50 results of Google or maybe, if you’re lucky, in top 20 and then it’s up to you. If you build a few links to it and make it rank like top three or even at the first spot.