My name is Craig Campbell and I am a Glasgow based SEO expert who has been doing SEO for 16 years. In this time I have gained extensive knowledge in the subject of SEO and have built up a wealth of experience in SEO and other digital marketing services. Read tips and tricks on how to market your business online, have a look to see what actionable SEO advice you can find.
SEMRush On-Page SEO Checker Tutorial, On-page SEO guide for Beginners. - YouTube
So just going back over SEMRush webinar that I’ve done lately and was on a tool called the On-Page SEO Checker. I’d done this webinar with Andy Crestodina and you will be able to see the full webinar at the bottom of this page. But this particular video’s just a brief overview of how the tool works, and where you find it and stuff like that.
When you log into SEMRush, you’ll be given a main menu down the left-hand side, and then if you click on projects, it will take you to this nice big dashboard here, that will allow you to set up a site audit, position tracking, on-page SEO checker, social media and various other things here that are all fairly useful, depending on what you’re doing.
So it’s this one third along from the left-hand side up the top. On-Page SEO Checker’s going to be the tool we’re talking about today. So if you just click on that. And you allow SEMRush to crawl your website. It will give you a nice overview that looks exactly like this. So you’ll be able to see, I did this on Thursday, March the 7th, which was the day that I did the webinar, and there. So this is the dashboard.
Very simple and easy to use. The first thing I want to talk about is, see if you have any feedback in any SEMRush tool. Up the top here you can send feedback if you want to request that SEMRush add any kind of features that you think will be helpful. They’re fairly good at listening to requests from people if they’re sensible.
But we’re going to look at what’s new in the On-Page SEO Checker. So it’s got a nice user-friendly interface. You can integrate the tool with Google Search Console, which will give you a lot more data. It gives you benchmarking, it gives your top 10 rivals. The top 10 rivals being the people that are on the top 10 positions in Google for your search terms. Task prioritization, so you can see on the left-hand side, which we’ll look at in a moment, which looks like that. So things will have three kinds of gold or yellow marks. That is high priority. And then it goes down to two and one for things that they may see as less important.
It also does have cert feature ideas, so feature snippets and reviews and various other bits and bobs. So it’s a great tool. Doesn’t do anything spectacular or anything here at all, but it’s very simple and easy to use, and if you’re doing client work, why not stick your tool through here and see what the suggestions are and then start to implement them? So you’ll be able to see here, I’ve got 35 backlink ideas, 33 technical ideas, no user experience, five featured snippet ideas, 35 semantic ideas and 104 content ideas. So, no matter who you are, there’s always going to be new ideas and suggestions, more content, whatever it’s going to be. More links or whatever. So there’s always going to be something useful comes from the back of this tool.
So optimization ideas. We can look at any of the pages on the website, so it gives you priority three, two, and then if you scroll down it’ll go to one. And it gives you different ideas for different pages. And it gives you the kind of total search volume for those pages as well. And you can see what you want to implement here, so the further down the list you go, the less search volume there is, so you might not want to push ahead with some of those ideas, but certainly work from the top and work your way down.
So you can also use the filters here. So it gives you the priority. The page, so that’s the URL of your website, the keywords, the search volume, and you can also use this little filter here if you just look for … If you’re only wanting cert feature ideas, then you can just find out about those, or if it’s backlinks ideas, then I’m sure most of your pages can do with backlinks. Technical issues and so on. So you can filter those down, or you can keep it as all ideas. Gives you the last updates and any actions so you can delete the page, edit keywords, do whatever you want. You can also import keywords and pages, either manually, using the search console, .csv file, or whatever you may want to do.
So, we can click on, say, the truth about click fraud and stuff like that. So if you click on the URL, on the top right-hand side, you can send any of this information to Trello, it’s quite important if you’re using staff to do that. But you can see here, there’s no keyword cannibalization. Search needs no improvements. If there was an issue or if you’d another page in your website that’s targeting the same kind of keywords, then it would tell you that there are potential issues there.
Then you’ve got content, so it’s telling me to use header one tags, it’s making my content more readable, provide a more relevant meta description, and everything else looks to be fine there. Page content’s long enough and stuff like that as well. Semantic ideas, so enrich your page content. So there certainly is room for improvement on that. As always, there’s going to be room for improvement on links, getting backlinks and stuff like that. We can also look at any kind of technical issues. There’s nothing on there at all, but there could be things like dodgy title tags, duplicate content, whatever it may be. And there’s also user experience. Page loads quickly enough, time on site is high enough, and the page has a low bounce rate. So they’re all good. And obviously, that data pulls from the search console.
So if you have something here that’s flagging up, for example, semantic. You can click on see detailed analysis and it gives you a whole bunch of information here. AdWords campaign, I’m using it. Rivals are using this word, these amount of times. This is my website and the percentages of the word or phrase usage against my rivals. And then you’ve obviously got TF, IDF here as well, and these are all things that you can look at against your rivals and tweak it accordingly and as you see fit.
You can also look at keyword usage, backlinks, content length, video usage. No one’s really using videos on the particular search terms. And readability. So, I’ve got 64 … It’s based out of zero to 100, zero being hard, 100 being easy. So mine is up there fairly high compared to some of the others. I think there’s only these guys on bounds, and a couple of other guys that have got a higher score. There’s other people there that readability’s not so high. So you can look at these kinds of things and go into more detail on your optimization ideas for anything, whatever it is going to be.
So, benchmarking, you can obviously use a typing filter here, and you can also show keywords that trigger the feature snippets first. And you can view the full analysis here, and it will give you the kind of … My page has only got 315 words. The top 10 average is 1500. So that’s something I potentially have to look at for that particular search term. Referring domain names, my page has zero. The top 10 average of 35. Top 10 also use videos. I don’t have a video on that page. So, there’s a massive amount of improvement I could do on that particular blog post that I’ve got on my website. And you can see all the guys … I’m a way down there, I haven’t put anywhere near as much time or effort into that particular blog post that I’ve got on there, so a massive amount of room for improvement there, compared to some of the guys that are ranking really well.
Idea tasks. So, keywords. It will tell me that I’ve got stuff to do. And people will often ask, “How do you then mark this as done?” When SEMRush crawls your website and see that I have implemented, some header one tags using tagged keywords, next time it crawls it, it will eliminate that from the to-do list and it’ll mark it as done. So you’ve got a filter here where it gives you all the kind of task ideas. Then you’ve got 219 to-do, and then you’ve got 95 that are done.
So, there’s a lot of work for anyone to be doing on their website. No one has a perfect website. So the On-Page SEO Checker is really simple and easy to use. It is also really good that you can pull this data onto a pdf and show it to clients, so if you’re doing client work you can obviously pull this stuff off, and obviously show them that you’re working on specific ideas, or you’ve got some benchmarking stuff that you think you’re weak on, and we need to work on this, because some people allow the client to do the content part, so you can certainly pull this information, send it to the client, and say, “We’re going to have to up the content because we’ve only got 300 words against everyone else who’s got an average of 1500 keywords.
So that is, in a nutshell, how the On-Page SEO Checker works on SEMRush. Quite a cool, tidy, simple, and easy to use tool on there, and I’m sure with anything it will always look to improve and add little functions and features. So if you have any questions, do get in touch with SEMRush, they’re always open to helping. Hopefully, you enjoyed the video. Thank you.
So the next SEO Meetup we have in Glasgow is on the 18th of April at 7 pm in the Barony Bar in Strathclyde Student Union.
You can register to attend this meetup via our meetup page.
Speakers at this SEO meetup will be
Ross Tavendale ( Type A Media )
Our first meetup in Glasgow was on the 13th of February 2019 and it was well attended so we have decided to move to a bigger venue in the hope we get more people attending this event. Meetups are not only good for picking up tips and advice from the wide range of speakers that we will attract, but the networking side of this is invaluable, meeting other Digital Marketing experts locally especially in Glasgow isn’t that easy as there are not a huge amount of events here in Glasgow or the surrounding areas, many of the big meetups and conferences tend to be down south.
Business to be had at Local Meetups
In my experience of speaking and attending local meetups, I’ve seen many people collaborate and work together on projects, working with local people you can see and meet up with regularly is a great way to do business, not everyone is comfortable outsourcing aspects of Digital to people they do not know. Personally, I used to steer well clear of these meetups and conferences as I didn’t want to share information with other people, I felt as if everyone would keep information to themselves, but I was very wrong.
Some of the people I talk to most, could be seen as competition but we work together and help each other, as there is enough business to go round, so you can collaborate on projects with others and it works very well, not only with fellow Glasgow experts but at any other conferences and meetups I attend, I end up talking to other people who have skills and expertise in areas that I might be weak on, and I can utilise them to make sure my projects are the best they can be.
Local SEO Glasgow
So at the meetup on the 13th of February I was talking about Local SEO, some tips and tricks that I find work well when trying to rank local websites, rather than posting some slides with no explanation of what’s on them, I’ve decided to make a video of me talking through my slides saying exactly what I was talking about at the SEO Meetup in Glasgow.
You can watch that on the video below.
Glasgow SEO Meetup, Digital Marketing Meetups in Glasgow - YouTube
The other speakers at the last SEO meetup didn’t want to have their slides recorded, but we do have a snippet of the event which you can see below, but it is ideal to get along to the meetup as some speakers give a lot of information away when they are not being recorded, and its important that we also try and encourage people to get along to the event itself.
Glasgow SEO Meetup - YouTube
So do sign up for the next Glasgow SEO Meetup, it’s completely FREE.
Below is the transcribed version of the main video:
So, we held a Glasgow SEO meetup on the 13 of February. I just want to share my slides with the people that weren’t able to make it. The slides I’m not going to just share simple slides, they do need an explanation, hence why I’m doing it in a video. So, I want to thank everyone again for turning up, it was the first SEO meetup we’ve had in Glasgow for a number of years, and it was a great turn out, met a lot of good people. And we are coming back to do it in April at a new venue, the Strathclyde Student Union, which will allow us to hold up to 150 people. There’s also cheap beer, and we will be hosting a whole heap of other meetups, and we will have other good speakers in attendance so you can continue to learn and hear different stories and advice and all that good stuff. So, hopefully, the Glasgow SEO meetup does become popular.
First Local SEO Meetup in Glasgow
But what I’ve done at the first local SEO meetup, I wasn’t too sure who would turn up, the level of skills that would be in the room, and stuff like that. So, I started off with a talk I’ve done a couple of times. So, it was local SEO, no bullshit tips and tricks to rank locally. I will start off.
So, I was talking about, you know, I speak at SEO conferences, stuff like that, just giving the audience a bit about myself. Liked by some, speak at loads of different events. And then you get guys like this who will go out there and call me a criminal, that I scam people, and stuff like that, all because they believe I do black cat SEO, which some people think is totally illegal.
But, it’s all nonsense, there are no real hacks when it comes to SEO. We maybe do different tactics, do things that maybe someone else wouldn’t and stuff like that, but I do affiliate marketing stuff and it’s all for myself. So, I don’t really have to play within the customer guidelines or whatever. The only person I’m putting at risk is myself.
So, that’s one of the affiliate websites that I just started, 7,000 keywords ranking, gets decent traffic. I’ve got drop shipping websites that make a considerable amount of money. I’ve got a couple of them. So, that’s the kind of stats there.
So, I do like to think I’ve got a broad range of skills. I’ve been in the industry for 17 years, and have a fairly good track record. But this talk was about local SEO. So, local search statistics in 2018, it will tell you that 88% of consumer, local business searches on a mobile device either call or visit the business within 24 hours. 46% of all searches in Google are seeking local information. And 97% searched online to find a local business. So, the stats are really high for people who are looking for small local businesses. In particular, if it’s someone looking for a plumber or whatever, they don’t want someone up in Aberdeen for example, they need someone local, so they will go something like Plumbers in Glasgow, or in Paisley, or wherever you may be based.
So, you’ve got with standard SEO a number of different factors. Off-page SEO, on page SEO. Technical SEO, as the main things that kind of drive SEO as such. Local SEO is kind of the map listings and you’ve got your page that looks like this. And what happens is you can set yourself up with a local map listing, and what you can do is either get your postcard delivered to the address where you claim your business is, or you can get phone verification. Now, in a lot of instances, phone verification isn’t available purely because you don’t have any citations, you don’t have any credible work history. There’s nothing that Google would check to verify you’re a legit business.
So, if that’s the case, they will send a postcard out to you. So, it’s the first thing you should be doing, is setting up your local my business listing if you don’t already have one. Now, it’s quite simple and easy to set up. The screen is very similar to the one in front of you, business name, country, region, street address, postcode. All that kind of stuff.
Now, once you fill all that out, people can suggest an edit. Just bear this in mind. So, anyone can go in there and change the name, the location, the hours, and everything else of your Google My Business listing. And the reason that I mention this is if you don’t verify your listing, someone else can take your listing from you, and you’re not notified. Once you very your My Business listing, Google … so if anyone was to suggest an edit to the opening times or anything else, you would be instantly notified that someone’s changed the times, and you can either approve it or change it back to what it was. But if you don’t verify your listing, it will tell you there, that’s a Google Maps forum, people’s competition was stealing leads by changing phone numbers in Google Maps. And that’s obviously something that people are still doing to this day.
Verify your GMB Listing
So, you need to make sure it is verified, otherwise, competition can potentially take your map listing right off you. So, if that’s someone complaining, and there’s no real legal recourse as far as Google is aware. You can do a formal report if you contact Google My Business support. The reality is they don’t care, they don’t really help you. You’re just a number. So, do bear that in mind and make sure you verify your own business listing right from the offset, in case someone does that to you.
Now, what is really important for your Google My Business listing is not links, is not content, it’s not anything like that, that would stand you in good stead doing search engine optimization. Local business is completely different, and what they look for is what is known as NAP, and that’s the name, address, and phone number. And they want that to be consistent throughout the citations that you’ve got for your website.
So, you don’t want to use multiple locations on the same page, for example, if you’ve got an office in Inverness, Manchester, Glasgow, London, you don’t want to have all of those locations in the one page. You want to have them all on individual pages. You don’t want to use acronyms for your name, address, and postcode. And you don’t want to overdo name, address, and postcode either, and spam everywhere.
So, what is NAP+W? You’ll hear people talk about that as well. It’s name, address, postcode, and website. So, whatever you want to call it. But regardless, acronyms, so for example, and I know it’s laughable, I’m not a doctor, but if I was a doctor, it could be Dr Craig Campbell at 123 Test Street, New York. And the postcode, other people may put in Dr Craig Campbell 123 Test and then St. rather than Street. And then you have Dr C. Campbell, 123 Test Street, blah, blah, blah. So, that’s inconsistent in that listing, they’re not the same. And you want to remain consistent, as consistency is the key. That’s Google looking for a consistent name, address, postcode verifications of your business.
Local Citations for SEO
So, you can get local citations, you can get citations on a whole heap of websites. Yell, Thomson Local, tons of other ones, Yelp, Hot Frog, there’s loads of directives out there. You don’t need a million of these, it’s ideal to get some good citations though. There is a good service out there called citationsbuilder.com, and you can use one of these packages to get your citations rather than you doing it yourself. Just copy and paste, they can actually do it for you. They also do a free citation audit to check for inconsistent NAP on your citations.
The key part of this whole thing with Citations Builder is, and it’s a common mistake that people make, so what I tend to find is people who do citations will copy and paste their business description and everything else. Copy and paste it into all the different directories, and what happens if you’re feeding all these directories duplicate content. So, you might find that one or two of these get indexed by Google. What’s different about Citations Builder is they actually spin the content to make it unique. They also send your citations to an indexing tool. So, what they try and do is make sure that if you buy the 35 citations package, that you’re going to get as many of those 35 citations indexed as you possibly can.
You’re not going to get 100% of them indexed, but if you get between 60 or 70%, you’re doing well. And that is what Google is looking for when it comes to My Business, they’re looking for citations. So, look at Citations Builder, it’s really important that your citations get indexed though, or they’re not going to benefit your website.
Do Citations Help with GMB Listings?
Now, I’ve taken this screenshot from a company called Blue Corona over in America. And they’re talking about NAP and how does it help SEO. And they’re telling you that for starters, make sure your NAP is correct on your website as well as other sites throughout the web. And all the kind of stuff. So, that’s another company verifying it.
Now, when you’re doing this, setting up your Google My Business, make sure that you use the same Google account for your Google My Business as your analytics and search consul. Tie them all together. If you want to, you can also you Twilio and make sure that you get a local number, rather than some mobile number or whatever else. I think a local number certainly ties in with a local business, and your citations, and everything else, and it will work well for you.
But back to the NAP, Tim Capper, a well-known expert who does a lot of Google Local stuff, will tell you that citations are a local search ranking factor. And it’s critical that you keep your citations correct and up to date across all your business listings.
And you’ll see there that he also goes on to say that keep your NAP consistent, and all of that kind of stuff because that is what Google is looking for. It’s not the only thing Google or looking for, they obviously use relevance, distance, and prominence. But, the citations do take you a long way when it comes to local rankings.
The postcode trick. So, if you ever hear people talking about the postcode trick, it’s actually that NAP thing we just spoke about. And basically, Google is looking for your postcode, or your name, address, postcode, or whatever you want to call it. And a lot of people then top up the citations they’ve got with a bit of spam, whether they use Scrape Box, GSA, or Money Robot.
And it’s all with a view to getting more of those citations indexed because they feel that if the guy in position A has 100 citations, for example, they might want to get 120 or 130. That’s not the answer. But you can do this to try and get ahead of the competition. Money Robot, an example here. You want quality citations rather than quantity. And you want them indexed. So, don’t spam it up too much. Nothing wrong with a little bit, but be careful.
Does Google Reviews Help Local SEO?
Do Google Reviews help when it comes to your Google My Business rankings? Absolutely not. So, this particular search term was lawyers in London. And you’ll see that the top, or the position A, has no reviews. The second one has 23, and the third one has six. So, the answer here is reviews don’t help. But they do build trust with customers. They can also help people click in your map listing, so click through rate is impacted, which is always a good sign for Google. And having good reviews is certainly not a bad thing.
Doing Fake Reviews
If you’re going to do fake reviews, people do it, it’s not ideal, try and get your customers to do it if you can. But if you’re going to do it, drip feed them on. Don’t just do five-star reviews, do try and keep it natural looking. Write reviews differently, and do other random reviews rather than just using fake personas that are just leaving reviews constantly. It’s not good. And as I say, you can simply ask your clients to give you real reviews.
Click through rate. I’m going to go back to that. So, click through rate is an important thing. If a particular map listing is getting hit on a more frequent basis, then it’s..
SEMRush Keyword Gap Tutorial, How to use Keyword Gap on SEMRush - YouTube
SEMRush Keyword Gap Tool
Hi guys, just doing another tutorial on one of SEMrush’s tools. This tutorial’s about the keyword gap tool, which is a relatively new tool from SEMrush. It’s one we’ve done a webinar on a few weeks back.
The webinar’s obviously me giving a brief overview of what the tool does, which I’m going to go over in a second, but we also have a guy called Jake Bohall who’s based over in America who was showing people how he dissects the information exposed into a spreadsheet and then, find opportunities to go for keywords there.
So, it’s quite a cool spreadsheet, which I’ll also link to below, and if you guys are interested in anything like that. But, to go back into the tool and just going to show you briefly how it works. It’s nothing complex fairly simple and easy to use, and where do you find the tool?
When you log in SEMrush, you see your usual dashboard over on the left-hand side, here.
And, on the left-hand side, you see GAP analysis. So, I’ll just zoom in so that you can see that.
And, if you open that up, it’s got a keyword gap, backlink gap and bulk analysis, so the tool is the backlink gap tool that we’re gonna be talking about.
So, when you click on that, it opens up these nice dashboards here, and it basically tells you what the tool does, so it compares up to five domain names. It can compare organic keywords, paid keywords or PLE keywords, which is Google shopping.
You can select intersection types. You can look for common keywords. You need keywords, or you need a domain’s keywords.
So, it does allow that advanced boards, and you can mess about with that and see in the data that comes back from that. We can explore the data. Use the filters and by keyword position volume, CPC, competition, and all that kinda stuff.
You can also export the data and you can visualize the data it’s getting, visualization thing, be it if you want to show that to clients and stuff like that. I always find that stuff like that, in terms of visual looks and sometimes works better for clients, then it does people like yourself who would probably build trust and tracing the data.
So, what you do is make sure that you select the right database first and foremost, so when it says database, you do have the ability to then scroll down into the country of your choice and SEMrush does have over 100 countries on there.
You can also select whether a device type, so desktop or mobile, and you can select things like currency here to GPP for the cost per click information. So, after that, you put in your domain names, so click, put on the domain name and first. Down below that, just here, you can select whether it’s organic paid or PLE keywords. For this example, I’m going to use organic keywords.
I’m gonna use a couple of other competitors who I know blog regularly, so Matthew Woodward just put his domain in there. I’m only gonna do four for this example. So, once you’ve entered all the domains you want to look at, there’s a green button over on the right-hand side here, which says, “Go.” You just click go.
And it will come up with nothing found. Now, the reason that this comes up with nothing found is, I’ve not selected all keywords here. So, this little bubble here, you want to make sure that you select all keywords between all the websites and then click go again.
And, it should come with the information.
So, I’m just gonna scroll down. What you can see are 459 keywords.
There are 70 searches per month for that. A keyword difficulty, 57.08. Cost per click, zero, competitive, 0.57. I think in the campaign page’s results is 81 million so we can see the other, Matthew Woodward ranks really well for that sales team. Only gets 70 searches so you can use functions on here. I’m gonna place that again and get the highest.
So, I’m going to get the highest volume search terms on there.
Finding Keyword Opportunities
So, you can see again, Matthew Woodwards position 18 for Fiverr, which gets 19,500 searches a month, but obviously, you can scroll down here and find good keyword opportunities. Ones that are on page one, for example. WPNG and the hosting company gets 4,400 searches. Matthew’s in position eight for that. None of the other guys are on there, so that’s a keyword opportunity. And, it’s really up to yourself what you determine what a keyword opportunity is.
You know, it might be a keyword that’s relevant to the affiliate views that you’re trying to promote or whatever you need be. You know, there are thousands of opportunities here between as a whole to get more blog posts out there. And so, you can have a look at all that and dissect all the data.
Filtering your Keywords
You can also use advanced filters, so you can include or exclude specific keywords and volume difficulty, the average cost per click and stuff like that, and you can also use containing what match and exact match begins with or ends with and add the filters there to filter down all these kinda keywords. So, it’s quite a good way of looking at data and see more opportunities there is.
Over here, on the right-hand side, you can export those data as well. And if you wanted to export it digitally to the clients, and if you click enable charts there, it does give you the red as being Matthew Woodward, the orange being Matt Diggity. The blue ones myself, and the green one’s Andy Drinkwater. We can see who the big player is there in terms of keywords between comparison with us all.
Matthew Woodward been blogging longer than most people and put a hell of a lot of hard work and effort into it, so I would fully expect to see that there and you know, that’s lots of people out blogging out there, probably want to aspire to do as well as Matthew Woodward so that is a kind of brief overview of the tool, there.
Now, you don’t have to. You can do one, you know, a comparison from my own website with Matthew Woodward and I can eliminate Matt Diggity and Andy Drinkwater or whatever. You don’t have to do five. It’s just an option to do up to five and if you wanted to. So, it’s really up to yourself what kind of comparison you want to do.
Dissecting the Data
And, you know, that is the kinda key basis of the tool, and what I mentioned at the start of the webinar was Jake Bohall who I’d done the original webinar with, was showing people how to use this detail, put it into a spreadsheet, and then, use your specific things to tell people, you know, keywords that you wanted to push, or keywords that you wanted to maintain and it’s all based in different metrics, so everyone’s different but it’s probably worth watching the film webinar if you really want to know how you how you can dissect information and also see Jake’s spreadsheet because what Jake does is export all this data, put it into a spreadsheet and then works from there to find out the best opportunities based on what he wants to do.
Also, what I would like to highlight it, with any SEMrush tool, if you feel that there’s something else that can be added to this tool in terms of functionality or whatever, you can send a suggestion if you press the green button up here, which will allow you to give SEMrush a better feedback if you feel that there’s something missing from the tool, but as I say, the tool is fairly basic. It’s fairly new, so I’m sure they will add to things as people suggest other things there. But, if you are looking for keyword opportunities then the keyword gap to tool is the perfect one to do that, and it’s simple and easy to use, as I’ve just described and as I say, something you can help yourself with, you know, without getting through spreadsheets of trying to work from your memory.
You can pull all this stuff up within seconds on SEMrush. And yeah the functionality there that may help you going forward, so hopefully you enjoyed that.
Hi guys, so I’m just going to show you the backlink gap tool and what it does. So, the backlink gap tool is another one of SEMrush’s great little features that not everyone knows about. You can basically see from the dashboard here where it says enter yours and your competitor’s domain names. They will analyze the website backlink profiles and discover untapped backlink opportunities. It also says you will receive a list of domain names to target in your link building campaign, so great little tool. If that can do the grunt work for you, then why not?
You know, if you were going to do spreadsheets and compare backlink data from your website to one of your competition’s, then it would be a lot of work. So, where do you find the tools? So, you’ve got your SEMrush dashboard as you can see down the left hand side, and if I just close this over, you’ll see there’s an option here, gap analysis, so if I just click on the little arrow there, you see we’ve got keyword gap and backlink gap, so we want to select the backlink gap tool for this particular tutorial.
As I say, it brings up this nice dashboard here. Now, basically what you can do, it’s very simple and easy to use, you can enter your domain name and up to four of your other competitors’ domain names. So you simply add the domain names in these boxes up the top here, so I’m going to add in my own website. I will add then Andy Drinkwater’s, iqseo.org. I will add in Matthew Woodward’s.co.uk, and I will also add in Matt Diggity, diggitymarketing.com.
Now, it’s very simple and easy to do. You just enter the root domain name in here and you can add that, as I say, you can add up to four of your competitors, and I’ve only done three just now just for demonstration purposes, and then you see a green icon in the top right hand corner. So, if you just zoom in here and click on that green button, it will then give me an overview of the backlink profiles of these websites.
So, you’ve got here you can look at that data from the last three months to the last year to all time. It basically gives you a graph there from the past year, or if I zoom into all time, then I can check our backlink profiles over all time. So, you can see the blue line which is my website. The orange line’s Andy Drinkwater’s, green line’s Matthew Woodward’s and the brown line is Matt Diggity.
So, you can look at these over a period of time, but I am going to set this back to three months, and you’ll see people’s graphs are kind of steady. Not any kind of major increases or anything like that. So, you can look at this chart scope here and it will have my website, as I see Andy Drinkwater’s, Matthew Woodward’s and Matt Diggity’s. If for any reason you would want to exclude anyone from this graph, you can see untick Matthew Woodward and it will remove the green line.
You may also want to remove Andy Drinkwater’s and do a direct comparison between myself and Matt Diggity, or add someone in, remove Matt Diggity. You can play about with this and do it to suit yourself.
Another cool feature is notes. If you’re using VAs or you’ve got team members as part of your team, then you can add notes in here as well so you could put a title in and description and leave a note for someone who may be working on your account, and you can obviously put the date in or whatever it may be as well. So, you can add notes in here which is quite a cool little feature.
Basically, if you scroll further down past the graph, you’ll be given a list of referring domain names. Now, it will give you the referring domain name here, then it will give you an authority score. Now, the authority score is just the score that SEMrush give you and it’s calculated based on paid score, domain score, trust score and some other data internally through SEMrush. That gives you a kind of idea as to how powerful your particular link’s going to be.
So, for example, google.com 99, wordpress.org 96 and so on. So, the authority score is listed there and you can see quite clearly if you’re asking me which links would I be looking for, I’d be looking for ones with decent authority scores. The other ones that pass the most linkages, and the links that you probably you want to get first and foremost. So, that is what authority score is.
Matches, now that’s a total number of analyzed domain names that are linking to a particular website that we’ve put in here. So, for example, google.com, Matthew Woodward has got 23 links from google.com, and myself, Andy Drinkwater and Matt Diggity don’t, so that’s an opportunity for us.
Now, we can click on this number 23 under Matthew Woodward, and it takes us to the backlink too, and it automatically adds the filters here and it will give us exactly matching google.com and it will basically give us a list of the links that Matthew Woodward has got from google.com, and you can see the length here and all that kind of stuff.
So, you can actually see what Matthew Woodward’s got and then you can obviously try and go and get that for yourself. And you can do that for any domain name out there that’s on here. So, you can click on the number, so for example, if I look at weebly.com, there are four out of four matches, so there are four websites listed on there, and all four of us have a link or multiple links on weebly.com.
So, that’s not a backlink opportunity for me because I’ve already got one. GitHub.com, one out of the four guys have got a link on GitHub, the lucky guy there, Matthew Woodward again. So, obviously Matthew’s a very well known SEO guy and does a lot of tutorials and been around for many years, so he is likely to have the biggest bunch of stuff out there. But that as a guy starting out from now or two years ago, you’re going to find these opportunities, so you can continually go through this list to find opportunities for yourself that Matthew Woodward’s got or Matt Diggity’s got or Andy Drinkwater’s got, and try and acquire these for yourself.
There’s literally tons of data here, and you want to go through all of this data to make sure that you get the best opportunity that you possibly can to beat your rivals. At the end of the day, we all want to get as many links as we possibly can.
Now, you can also export this data, so over on the right hand side here, you can export this data into an Excel spreadsheet or a CSV file, entirely up to yourself what you want to do. But basically, the tool is very simple and easy to use. It will allow you to quickly establish what links one of the other guys have got that you don’t and then you can work on how you’re going to get them, whether you do outreach or you’re paying a VA to do the outreach or whatever it’s going to be.
You want to give them this list and say here’s the opportunities that I want, these guys have got it, try and make it happen for me. So, that is basically how the backlink gap tool works. You can select a domain name that you’d like to analyze and get new ideas, so you can analyze my website here, and see what that particular domain name can do compared to some of the other guys.
So you can see there, it’s not going to give me any kind of green boxes because it’s analyzing my domain name, but it’s given me these other opportunities all in these green boxes here, highlighting them for me as links that I don’t have.
So, you can very quickly go through that spreadsheet and see there that Matthew Woodward has loads and loads more domain names than me. Andy Drinkwater has a few and Matt Diggity has a few as well that are untapped opportunities for me, and as I say, you get a light green shading on it, as you can see that’s white. Then it’s got the light green shade, then I can click on these to see that those opportunities are, and it just again takes me to the backlink tool, and it’s going to give me the exact links that Matthew’s got that I don’t.
So, it’s really simple and easy to use, and it just identifies those backlink opportunities very easily for you, rather than get into a tool, checking what they’ve got, and then you do a bit of outreach and then you forget what the next step is. This puts it all in one nice dashboard for you, and that’s what the backlink gap tool can do for you. It’s not got any cool other functions and features, it’s just very simple and straight to the point with this particular tool.
If you do have any questions, I’m sure, or any feedback you can also send feedback to SEMrush in the top right hand corner, so if you feel there’s something else that they should add to the tool, feel free to send that feedback through to SEMrush and they also do have other link building tips on there, which you can have a look at.
So, thank you very much for watching this tutorial. Hope you enjoyed it.
Spamzilla Tutorial and Review, great tool for finding expired domains - YouTube
When it comes to buying good domain names, it isn’t just as simple as registering some fresh name that you just thought of. While yes, registering a new domain can be beneficial if you are starting up a new business and you have a great brand name to go with. However, if you plan on using any domains for things such as PBN’s or linking power then there are a lot of different factors you need to consider. You want to first off find a domain name that is relevant to you and your niche, then you need to check to see if anything suspicious or spammy has happened within the domains lifespan. Then you want to check that the domain metrics.
All of those checks are so important but can seem pretty overwhelming and time-consuming if you don’t have the right tools to help you out.
This is where Spamzilla comes in. This is a tool that helps bring all of these metrics together in one place. With some of their own stats and scores that can help you further determine which domains are best and which you should stay away from.
Before I explain how this tool works we first need to take a look at the price.
There are 2 different pricing options with Spamzilla, free and paid.
In the free version, you will have basic access to the tool, allowing you to review up to 25 domains a month. This will give you some good metrics and can definitely help you gauge whether your domain names are spam free or not.
The paid version however, has a lot more features for you to take a look at. The 2 key ones being a whole database of expired domains for you to look at and the ability to see a domains backlink profile. Spamzilla has millions of expired domains listed on the tool that is updated on a daily basis.
You can filter through all of these domains using loads of different metrics from some of the industry standard tools. On top of this, you can check up to 1850 of your own custom domains a month compared to the free version.
Now that we’ve got the pricing out of the way, it’s time to take a look at some of the tools we use.
The first thing you’ll notice is the huge list of domain names. But before I talk about them we first need to take a look at some of the options up at the top.
So as you can see there is a search bar at the top where you add any keywords you like, and Spamzilla will return results including your word.
So for example, I simply typed in “sport” here and a list of 8,941 domains are displayed all containing the word sport in one way or another.
Next to the keyword search bar is a “+” button. This lets you add your own list of domains for Spamzilla to run its spam score against.
Once you click on the button you’ll see a box pop up like the one above, all you do is enter the domains that you want Spamzilla to take a look at and what you can also do is name the list of domains so you can save it for later use. In this example, I am just running a quick scan on a few well-known brands.
Once you send your list of domains to Spamzilla you’ll have a few options of what you’d like to do with them. First of all, select every domain in your list and click on the “start” button on the top left corner. This will run a check to see each of their spam scores.
So as you can see each of the domains have a result and an SZ score. The result is split into 3 different categories: spam, suspicious and clear.
The SZ (Spamzilla) score is a scale from 1 – 100 with the higher score meaning more spam has occurred.
In this example, it looks like “pepsi” has the cleanest domain name and websites “game” and “booking.com” have the highest level of spam.
To get back to the list of expired domains Spamzilla provides click on the “domains table in the top right-hand corner of the page.
Once you are back here the next button along the list allows you to view any lists that you have previously saved so you can revisit the domains in future and check to see how the spam score has changed.
Lastly, we have Spamzilla’s filters.
As you can see from the screenshot above, there are loads of different metrics here that you can narrow down and analyse with your list of domains. Like I had mentioned previously, Spamzilla pulls data from lots of industry tools and with the filters here you can decide which is most important to you.
You’ll also notice on the top right-hand side there is the option to save your filters, you can then load these up in future to save time going through each of these settings.
Now that we’ve had a look at the various settings you can go through it’s time to start looking through the domains.
Here I’ve simply applied a filter to see the sites with the lowest spam score.
The columns are split into very easy to understand sections:
Domain – This is the site in question, obviously it’s up to yourself what kind of domain name that you’d like to buy.
Source – T website that the domain is currently held for auction, clicking on this will take you the page where you can bid on the domain name.
TF (Trust Flow) – The majestic trust flow is a very important metric, this goes hand in hand with Citation flow.
CF (Citation Flow) – Citation Flow is another Majestic metric, the more even the ratio of these two the more likely it is a spam free domain.
Maj BL – This is the number of backlinks that majestic have found on the domain, the quantity here isn’t quite as important as the quality of the backlinks.
Maj RD – This is the referring domains that are pointing to your site. In other words, this is the number of domains pointing to your website.
Maj Topics – These are the different categories for a sites backlinks, in helps you understand what kind type of websites is linking to the domain.
Maj Lang – This is the language of the site’s backlinks, not the language of the domain itself.
Ahrefs, Moz, SEMRush – Spamzilla include metrics for all of these tools SEO tools. If you want to look further into their stats you will have to purchase a subscription to those tools directly but the data provided on Spamzilla is very useful to determine a domains quality.
Age – The age of a domain starts from when it was first registered. So for example, if a domain name was bought in 2010 then at the time of writing this the domain would be 9 years old.
SZ Score – Based on Spamzillas own metrics, they have a ranking system from 1 to 100 to determine how spam free the site is. Clicking on this metric will open up a new window, which gives you some more information.
What Spamzilla has done here is pulled data from both the way back machine and screenshots.com to let you see what kind of websites have been on the domain in the past. So instantly you can see with your own eyes if there is any sort of spam taking place. On the right there is a little more information on the domain with the score displayed again.
The other feature here that is very useful is the “backlinks” section. This lets you take a look at 100 of the backlinks currently pointing to the site. While you can take a look at these on tools such as majestic and ahrefs you don’t actually need any of those tools to look at these links. As you can also see along the left-hand side there are loads more info available such as the anchor text of the links and what the word count looks like throughout the site’s history.
Opening the Spamzilla score is also just another way to view a lot of the data previously mentioned.
Google Index – You can see the number of pages that are still indexed on Google’s database
Date added – This is the date that the domain was added to Spamzilla
Price – This is the price of the expired domain on their current auction.
Expires – The date that the auction ends and the highest bidder wins the domain.
Spamzilla does a great job of vetting domain names, it gives you loads of data from the biggest and best SEO tools that would cost you way more to buy their individual subscriptions. On top of this, Spamzilla is adding new expired domains to their own database every day which makes your job of searching for great ones even easier.
To get access to all of the tool’s features it does come with a cost, however the free version is there essentially so you can try it for yourself. I would definitely recommend that anyone give Spamzilla a shot and if you’re serious about buying expired domains then paying for access to their huge database is worth the money.
The use and popularity of sentiment analysis have been on a sharp rise for the past four years, and it is something you are going to start hearing more about; especially in the marketing and SEO sectors. As digital communication continues to expand, people are becoming more interested in learning more about the way companies are viewed by others, as well as how they communicate with us. Sentiment analysis allows you to delve right into the world of tone and context, but it’s not without its faults. In this guide, the only one you’ll need, everything is fully explained with handy examples.
What is Sentiment Analysis?
The simplest definition of sentiment analysis is the process of analysing pieces of text to determine their emotional tone; so, you can tell if they have a positive, negative, or neutral attitude towards the topic they are writing about. However, there is more to the concept of sentiment analysis.
It is also known by the name opinion mining, and is often found within a natural language processor. While it has been in development for a little while now, the increased amount of public and private data being shared on the web means that it is becoming something that more and more people are interested in learning more about; especially in relation to companies and politicians.
The Depth of Sentiment Analysis
When we talk about the depth of sentiment analysis, it also refers to the scope. There are actually three levels of scope that this form of analysis can be applied to:
– Document Level. This takes a look at the sentiment within an entire document.
– Sentence Level. This looks at the sentiment of a single sentence.
– Sub-Sentence Level. This looks at the sentiment of sub-expressions within a sentence.
After looking at the scope, it’s good to delve into the different types of sentiment analysis, allowing further exploration of just how deep this actually goes. Most systems will focus on polarity, which is whether the emotion is positive, negative, or neutral. However, there are others that can detect specific emotions as well as intentions (interested or uninterested).
Here are some of the top forms of sentiment analysis:
– Fine-Grained. This focuses on the traditional polarity results, but gives you a little more detail. So, instead of just having positive, neutral, and negative, you can also add very positive and very negative to the mix for results with extra detail.
– Emotion Detection. This system usually uses a complex machine learning algorithm to tell you the specific emotion behind the text, and it can even be used alongside polarity. However, it doesn’t take into account that everyone expresses themselves differently and may misinterpret sarcasm.
– Aspect-Based. This uses the polarity system, but instead of looking at the overall emotional tone, it focuses on the emotions relating to a specific feature, or aspect, of the product. So, if someone said that Crème Eggs taste awful now because of the new recipe, the analysis would focus on the negativity associated with the new taste.
– Intent. This is all about looking at what people do with the text they write as opposed to what they are saying. It helps machines to differentiate between a complaint and a request for help, so that the emotion behind the text is not misinterpreted, or that the margin is at least a lot smaller.
– Multilingual. This can be very difficult, but it is possible, and resultantly it is often useful for companies that have an international presence. Some of it may require you to code it yourself, but most of the resources are readily available online for you to download and implement.
How Does it all Work?
Sentiment analysis is all about using a combination of methods and algorithms in order to keep things flowing smoothly and track mentions. You can create your own program if you are really savvy in the field, but if not, there is software out there that you can download and purchase for your own use. Brand24 actually have a really good and reliable software that is quite inexpensive when compared to others out there. It’s good to know how things work though, and this section takes you through the basics.
There are three main classifications for the methods and algorithms that make up sentiment analysis, and they are as follows:
– Rule-Based. This is all about sentiment analysis working with a set of rules that have been created manually and without an automatic system.
– Automatic. This relies on the work of machine learning techniques that process the data and then learn from it to create accurate readings.
– Hybrid. This combines the above systems to create one that, essentially, has the best of both worlds. In many ways, it is the best option of the three.
With the basics explained in the short descriptions above, here is a little more information on how each of the three work, starting with the rule-based classification. This tends to use a type of scripting language that is able to define polarity and subjectivity within a written opinion, and to do this a clearly defined set of rules needs to be written into the text.
While it can work very well, it is also quite a basic system because it is not usually able to comprehend the way in which words are combined. While there is the option to create more advanced processes, it can be difficult to maintain because there are going to be manual updates for things like new expressions and vocabulary.
The automatic methods don’t need manually created algorithms, and instead, rely on machine learning to determine the polarity of the text in question. The model needs training, and it will take time because it has to be fed information so that it can learn how to correctly determine tone and emotion, but the maintenance and overall implementation tends to be less work than doing it all manually. Obviously, there is a little room for error because machines are not currently able to fully comprehend the range and depth of human emotion, but on the whole, it is quite an accurate and reliable system to use.
Why Would You Use it?
There is evidence to suggest that 80% of data in the world is not structured or organised, which is a shockingly high percentage. A great deal of this comes from text-based data like emails, social media posts, support tickets, and chats. These can be really tricky to sort through and organise correctly, as well as incredibly time-consuming and expensive to analyse. This is where sentiment analysis systems come in, because they are there to help you make sense of everything and process them, making things easier and much more efficient.
As a result, it has a good number of advantages to it:
– Scalability. It allows for data to be processed quickly and in a cost-effective manner, which saves you a lot of time that can be spent focusing on other aspects of your business.
– Real-Time Analysis. All of the information appears in real-time, which means that you can assess the views of customers live, and are also able to handle situations, like a PR crisis, quickly and effectively.
– Consistent Criteria. We all read things differently, and we only really agree on the sentiment behind text around 60% of the time. An algorithm like this one means that the tone is no longer seen in a subjective manner and a more accurate reading can be taken.
In addition to this handy information, here are a few reasons why people use sentiment analysis for their business:
– They can identify negative mentions and comments, allowing them to assess the situation and see if they are able to make improvements to the way their company is run.
– They can track customer reactions to changes in products, as well as try to stop social media crises from occurring.
– They can track users that are incredibly happy, showing them where they are going right, but also giving them the chance to find potential brand ambassadors for further promotion of their products.
Issues with Sentiment Analysis
Of course, sentiment analysis is not without its challenges, and there are a few key ones that it faces. As the technology continues to evolve, the hope is that these will effectively be eliminated, but for now, they remain a bit of an obstacle.
When sentiment analysis starts scanning text, it is not able to take into account the context of the words or expressions being used. Unless the context in question is specifically mentioned as well, machines are not able to learn about it either. This can change the polarity of the result when the scan is finished. It is possible to reduce the margin for error with context, but it requires a lot of work.
This is hard for many humans to detect, let alone a complex algorithm, so it is no surprise that sarcasm (and irony) are difficult for sentiment analysis systems. Again, it is something that can cause results to show a different polarity to the one intended by the author, which can skew the overall readings slightly. There is no text cue to help a machine learn about sarcasm because it is a more complex emotion and tone that they are currently unable to read or comprehend.
This tends to refer to comparing a new product to an old one or one from a competitor, and it is another area where the algorithm can become confused. It’s another case of context, and it can be quite hard to read. Some comparisons do not need any contextual cues in order to be read, but others do, and unless you have done a lot of pre-processing, you might need to look through some of them manually.
There are two types of emoji; Western and Eastern. Both forms are used frequently across social media and can be difficult for sentiment analysis software to read. There is a way around this though, and it requires all emojis to be pre-processed so that the algorithms can take them into account when it is reading through the text. It’s a lot of work, but it can help to improve the accuracy of the readings.
#5 The Subjectivity of Neutrality
The reason this one can be complicated is because the definition of neutral text is very subjective, and down to what individuals determine it to be. However, to make things easier, it is good to look at a general definition of the term. Here are some things you can expect to see in a neutral mention or comment:
– Desires and wishes: things a customer would like to see implemented in the future. Not comparisons though, as these tend to be positive or negative.
– Irrelevant information.
– Objective texts that do not contain explicit opinions on the topic or product.
The Accuracy of Sentiment Analysis
This is probably the most important question because the accuracy of sentiment analysis means a lot. Yes, there are some issues and challenges with this technology, but even humans have a hard time with context and tone a lot of the time; especially in text form as opposed to the spoken word. You will find that sentiment analysis is accurate around 70-80% of the time, and while this is not perfect, it is an incredibly high percentage, and one that warrants a seal of approval in terms of reliability. It can make a huge difference to your business, and while the need for manual work will be needed from time to time, it’s really useful to see the general opinions and feelings held by your customers. Is sentiment analysis worth it? Absolutely.
Examples of Sentiment Analysis: Brands, Politics, and People
This final section is both a great source of examples taken from Brand24 (social and web mentions tool), but also quite a bit of fun to go through. We have gathered data for companies like RyanAir, as well as political movements like Brexit, and even the general opinion on Theresa May. Scrolling through here will provide you with the perfect opportunity to see Sentiment Analysis in action, including some of the challenges that were mentioned earlier on in this piece.
You might remember that last year Ryanair had thousands of delayed and cancelled flights, costing customers thousands of pounds and leading to some pretty nasty comments on social media. There is a lot of debate as to whether the airline handled the situation well, but since then the delays have continued, and so has negative feedback on social media. It does make me wonder if they actually use Sentiment Analysis tools.
Theresa May vs Ryanair
Data back from 2018 Dec
This comparison is just a little fun really, and it’s an interesting graph to look at. You can read a little more about why we chose May and Brexit below.
Sentiment Analysis Results for Theresa May: Last 30 days
So, why would I choose Theresa May and Brexit for sentiment analysis? Both of these are issues that people are deeply divided on, and the reactions on social media continue to enforce this.
You can see in the pie charts above that opinion is still very much nearly equally divided as to whether they feel positively about both May and Brexit. In the UK, these are massive topics, and they aren’t ones that are taken lightly either. After all, they will completely change the country; and whether it will be for better or worse is still hotly debated.
Below: Number of web and social mentions. The red line is the number of negative mentions.
SEMRush Sentiment Analysis
Semrush sentiment analysis. Negative mentions are manually reviewed. I chose Semrush because it is a market leader in SEO, and there are generally very positive things said about it. Of course, every business has those that dislike it or feel it could be better, but how many of the mentions are actually negative? Sometimes, a manual review is required, and this is something we have looked into.
Below, you will find a few examples of the challenges sentiment analysis has; showing the need for manual review of the results at times. These tweets aren’t actually saying negative things about the company, but because they contain one or more words that are processed by the algorithm as being negative, they are processed as such. By manually reviewing this, you can see how many of the negative mentions are actually legitimate.
The same goes for Ahrefs, as this is another situation where sentiment should be manually reviewed. If it is not, as you can see below, the data can be misleading.
SEMRush Content Analyzer Tool Tutorial, How to use SEMRush Content Analyser - YouTube
Hi guys, so I’m going to do a video on content analyzer on SEMrush. So I’ve done a webinar to be with SEMrush, but due to people not being able to see the screen size properly, we’re not going to be doing a live demo on the webinar itself. We’ll be using slides. But I’ve also put up a video for you as well, so that you can walk through the video if you prefer to use that method.
So the tool in question to be is going to be the content analyzer two. So where you find content analyzer is under “projects”. So if you create a project for your website, whether you’re doing a site order or any of the other stuff, you will find content analyzer down here, in the bottom right hand corner.
I’m going to open up content analyzer. Now, normally what happens is you’ll have a couple of green buttons, right about in this position here.
This will let you add your analytics and add your sales console axis. You do want to make sure that you add those, purely so that you can get all this kind of data as accurate as you possibly can. So integrate analytics and sales console into your SEMrush account and it will give you all of this kind of data.
So what does content analyzer do? So that’s so we can analyze the content on your website and allow you to be able to manage quickly overview what might need updated or what’s kind of weak in terms of content and stuff like that. So it’s quite a good tool. What you do is you add your website and then the tool will scan your website, all your URLs from your site map and everything else, and it will then feed you back this information here.
So what you’ve got the potential to do here is, first and foremost is using the filters. So the filters are key, in my opinion. So, for example, if I want to look at articles that are 500 words minimum long, and if I put that filter in and apply the filter, it’s going to show me all the URLs that have what’s from at least 500 and above. But you can also, with that filter, you’ll put 500 here, for example, and there’ll be no more than 500 words on that page, and that’s something you may want to improve upon, and may want to get more content put on that page or whatever it may be. So you can use your filters to do that and quickly get to the root of the kind of weak content that’s on your website.
You can also, if you get definite sub-folders and stuff here, filter all that down. You can also filter it down on sessions, paid views, and if you click advance filters here, you can also filter it down to shares, back links, bounce rate, search queries, content updates. There it’s called in tags. So we’ll go into tags later, but the rest of these are all self-explanatory and you can create your own filters if you want. So if I want to potentially repurpose content that get more than 10 shares, then that gives me that data right there and I can go and deal with that.
First, before I jump on, you can save a filter. So if you have a normal process that you may want to update content that’s got 500 words or less, and has 10 or more shares, that may be a good starting point for you and you may want to filter all that down and what coordinates first and foremost. So you can save that filter then and call it whatever you want. And every time you go in there, you can continue to use that filter. But you can mess about with the filter as you please.
Now, below here, it gives you a whole heap of information, URL and various other parts here, all these kind of columns are all listed here.
So you may or may not want to use some of this stuff that’s on here. So, for example, if I don’t want to really bother with the meta descriptions, if I uncheck that, you’ll see over on the right hand side that meta descriptions disappears. If I also click each one, you’ll see that each one is just about to disappear now.
Author might not be of interest, either. But then you may want to look at what shares and back links, as well as the table tags, so that may be the only things that I’m interested in looking at. So I can have a look at this and deal with it accordingly. So you can manage the columns yourself. Now, that’s all easy to do.
Now, what you can also do is add tag yourself, so you can manually go through this and see pure content. So you can add tags and you can also filter down on the custom columns and stuff, as well. So if you want to only focus in stuff that you have maybe tagged as pure content, then you can also do that, too.
So that’s basically as an overview of what you can do, how many shares you’ve got, and it gives you … you can quickly drill down into your potentially weakest content on your website and try and address that and build on that. You know, no one has the perfect amount of content on their website, so we do want to improve all the time. And there’s nothing wrong with getting into a post and adding to it and making it better, adding a video, or whatever it may be. And it’s obviously, the bigger the website, the harder it is for you to establish what content we can watch. But the fact that SEMrush have the content analyzer here allows you to drill down very quickly, which is good.
Now, what is also quite good on here. Obviously, as I say, you can create your own columns. So what you can do here is if you click on a particular URL, it gives you the ability to add a tag up here and you can have a look at the content, and you may want to potentially suggest that it gets rewritten or whatever, so you can give people tasks. So you could say rewrite the whole blog post. Rewrite. So I can add that as a task. And if I’m definitely using the task to myself, I can obviously mark that as it’s done, so it goes with a score through it and anyone else viewing this can see this has been actioned.
But I can also send these tasks to Trello and I can also send them to Google Calendar, if you’re going to send these tasks to a member of your team. So you can do that. You can also take notes and you could also invite members of your team to be able to go into the content analyzer, too, just put their email address in there and allow that person to come in and collaborate on your projects. So you can basically get through your content here, and you can see that’s a header one, and you can scroll down and see what you might want to change on that particular task. But you could also add tags here. You may see perfect or tag up with whatever you want basically. So you can go through that and work your way through all for your URLs.
You can just get this tab up, if this is what you want to work with, it will show you the sessions. So you can see that obviously when I put this particular post out it got some traction for a few days, and now it’s kind of dead. It was kind of small news story with a bug on the Google map listings. But you can see it’s kind of dying away. But it’s had some shares and had some sessions and that set. But what I could do is add to that, change it, republish it, get it shared on social media again, and you’ll see all of these URLs will all have definite metrics based on your analytics. So you can scroll through your URLs and see what kind of traction some of these get.
What [inaudible 00:08:44] training courses on another blog post I’ve got and it gets kind of steady traffic, it’s not something that goes up in down in a massive way, by basis, but as I say, other articles go up and down like a yo yo, depending on when you share them and stuff, as well. So you do want to look at this, and you can also have a look at the kind of metrics [inaudible 00:09:10] and make a choice as to whether you want to improve that or do something with it.
You could also click here and it’s got the top five search queries and your possession, as well, for every URL. So it’s quite a cool feature and allows me to see this particular article doesn’t have any great ranking, so I probably want to do something with it. No new traffic, so there’s work to be done here. So I can then assign that task, put some notes on here saying not happy with it, it doesn’t really rank [inaudible 00:09:49] or the average possession of 30, and allows me to store that note. And I will then get someone to deal with that, with the [inaudible 00:10:02] or redirect it, or whatever it may be, to make sure every post on my website is offering value essentially. That’s what I would like to do, long term, as I’m sure most of you would. So you can assign tasks and everything else there as well.
So that’s the basic overview of that part of the tool. And we’ve got a little part here, content sense. So we see content that’s older than 24 months. You know, it’s got 8%, it might have 12 URLs there, stuff that needs to be updated, quick review. Content update in the last six months, pure content. What SEMrush will determine is pure content is what’s up to 200 and I’ve got a few blog posts on here that are not so good. So you do want to make sure that you use content sense accordingly and obviously, that will flag up anything that you potentially should be analyzing.
You’ve also got this other part here on content analyzer which is called post tracking. Now, I’ve used the SEMrush as an example here, because what you can do is analyze posts of either your own website or your competitor. So if you see a great blog post and you want to see how it’s going, what back links it’s getting, estimated reach, key words that it ranks for, social shares, then you can put that in. So I’ve used a post from SEMrush, which was we have the lovely Olga Andrienko there winning at the SEMrush Nordic Awards. So there’s a blog post here just getting on about SEMrush Nordic Awards and people can enter.
This particular award ceremony and all that kind of stuff. And it’s promoting a webinar. But I can analyze that content and see what kind of traction it got. And you can do that with any number of blog posts or whatever, and whether they’re coming from your competition or your own website, you can do that. And you can obviously add tags and stuff like that, as well. And you can add key words and stuff like that in here, and drill it all down. You could also search by URL or title if you do have a whole bunch on there and you want to have a look at that.
But again, they’ve also got filters here, authors here, that you can filter all down by tags, referral traffic or estimated reach. So if you have 500 blog posts that you’re watching over a period of time, you can certainly filter that down by your favorite author or maybe the one that’s getting the most referral traffic and whatnot.
So that is the content analyzer two in a nutshell. I don’t want to go into the ins and outs, because we do have an expert on the blog, on the actual webinar, who will be showing us exactly how he uses the tool. But the content analyzer certainly does help you establish good and bad content on your website. Very simple and easy to use and something that I think a lot of people should start implementing into their strategy. There’s nothing better than using tools. And even if you want to report to a client that you’re doing stuff or have got pure content or whatever, it helps you educate the client or talk them around then to, you know, if they’re asking you, “What are you doing? What are you doing?” You can say, “Listen, you’ve got a whole bunch of bad content on there that maybe needs repurposed.”
And you can give them something that they can hold you accountable for. So hopefully that gives you a good overview as to how it all works.
If you don’t have access to SEMRush and you would like to try this out I have negotiated a FREE 14 day trial with SEMrush for anyone who reads my blog, although you do have to enter card details you can try out SEMRush for 14 days FREE of charge.
Deliverability is key when it comes to a successful email campaign. It refers to the percentage rate of emails delivered to the inbox versus the total emails sent. With improved email deliverability, your email marketing campaign will have a higher ROI, or return on investment, which is the cost of sending the emails divided by the number of clients who responded.
Email deliverability is a very dynamic part of email marketing, as there is never one solution, and no guarantees of scoring a high success rate. In fact, it can even be a problem with major franchises. According to a study in the Journal of Direct, Data and Digital Marketing Practice, a whopping one-third of major companies had their emails flagged as spam. By setting aside the time and effort to understand the complex nature of deliverability, you’ll find yourself well on your way to crafting a top-notch email campaign.
If you are an email marketer, just starting out, you might wonder why any of this is relevant. I mean, you’ve been sending emails out to your friends and family for years, and so how could an email campaign be any different. Well, it is, and it’s strikingly different. When it comes to email campaigns, even the most legitimate of emails can find themselves ending up being blocked or sent to the spam folder by ISP’s. However, whether it’s subscribers that alert you to the issue, or test emails, there are ways around this problem.
In the following article, I’ll do my best to explain why this happens and what you can to solve it by introducing you to email authentication and how engagement and reputation affect your deliverability.
How Authentication Impacts Your Emails Deliverability
Let’s face it, spammers want to get their emails into your inbox. One of the ways they do this is to use multiple IP addresses. Fortunately for you, your mailbox provider is wise to this trick and will assess the sender’s authentication, as well as how long the IP address has been active, when it comes to deciding what to let through the gateway, and what not to.
An authenticated email means that the email is from the individual, group or organization that has actually sent it. In other words, it’s a verification technique, verifying that the domain in the sender’s address is in fact, that sender. The protocols used by ISP’s are in place to protect you from scams such as phishing. If your ISP cannot be certain the sender is on the up and up through these protocols, the email will be filtered. So, if you have authentication issues, your email campaign will not be as successful as you’d like. In order to get a good idea of what goes into email authentication, we can start with the basics: Sender Policy Framework, Sender ID, DKIM, and DMARC.
Sender Policy Framework or SPF
SPF checks the HELO identity of the server that sent the message, as well as the MAIL FROM section, which represents the sender’s email address. When you send emails in your campaign, each email that enters the recipient’s box will check the IP address to make certain it is permitted to send emails on your behalf.
When you send emails in your campaign, Sender ID will use an algorithm, known as the Purported Responsible Address, or PRA, which will take a look at the content, concentrating on the ‘From Address’ that your clients see. While Sender ID is not as prevalent as it once was, some ISP still uses it.
DomainKeys Identified Mail, or DKIM
DKIM creates both a public and a private key. The public key is found in the DNS, and the private key is accessible to the mail server. This means that when you send out your campaign emails, the header will contain a private key for the ISP to verify. DKIM also ensures that your email was not hijacked while in transit and edited before it hit the inbox.
In summary, when your campaign email encounters its destination, the inbound server will attempt to determine the source of the sender. The inbound server will test to see if the email is indeed, from who it claims to be from. So, a good way to make sure that your emails can pass this hurdle, do not send them from a free webmail address. Instead, use your own domain email address. Here, you’ll be able to manage your DKIM.
To manage your own DKIM is effort well spent when trying to increase your email deliverability. DKIM authentication is a way for you to have greater control over the authentication process. This means that the recipient’s mailbox will not see your emails as phishing or spam campaigns. As suggested earlier, you’ll want to send your campaign emails out from your own, personal domain email address. The process should be straightforward, with little variation between providers. This means that you’ll simply access your account settings, click on authenticate email, and then start the process.
Domain Message Authentication Reporting and Conformance, or DMARC
DMARC is designed to protect you from scams such as phishing, and compliments both DKIM and SPF protocols. Here, both the Marketer and Recipient are protected. Mailbox providers such as Gmail, Hotmail, and Yahoo require that all emails comply with the DMARC protocols. DMARC is valuable when it comes to protecting your reputation when spammers use your domain to send out junk mail. When you have DMARC and SPF authentication watching your back, your emails will be authenticated, and your deliverability ensured. Email authentication matters, as a marketer, it protects your reputation and your brand, while enhancing deliverability.
Engagement and Reputation
Engagement refers to how your recipients engage with your emails. Did you know that ISP’s construct a profile based on how recipients react to your emails? Well, they do, and it’s for this reason that you only send emails which are ones your recipients will find engaging. To do this, always check on your bounce rate, open rate, and spam rate, as well as removing invalid email addresses from your list, as well as removing any from the content of your email.
If your recipient opens the email, replies moves it to a folder or adds you to an address book, your ISP will view these as all good signs, and hence add to your reputation. A low bounce rate of under 5 percent and a spam rate of 0.1 percent or less is also a good indicator of healthy engagement.
However, if the recipient deletes the email prior to even opening it means that they could care less, so absolutely no engagement exists. If they mark it as spam, it also is a sign that no engagement exists. You also want to check your domain and IP reputation against blacklists. You can do this quite easily by using this free Blacklist check tool:
There’s no one formula to calculate a sender’s reputation. In fact, mailbox providers usually use their own reputation filters. In general, a reputation based filter examines each incoming email, performing it’s very own threat assessment, and checks for complaints against the sender, content, spam traps, blacklists, and the overall volume of emails.
Online Tools to Check Sender Reputation
There are some tools available to you to do random checks on your reputation as a sender. In doing random checks, you’ll get a good idea of how solid your reputation is, and if it is not, then you are alerted to the problem and can look for a fix. In general the higher your score, the better your email deliverability rate.
Return Path controls approximately 70 percent of the whitelist market and is the undisputed global leader when it comes to email deliverability. They do this by their intuitive attempts at spam management, which works by verifying emails from reputable sender’s based on a scoring system. This scoring system allows Return Path to whitelist, verified, reputable senders. Return Path also provides email campaigners a variety of services to assist them in improving their marketing stats.
There’s no doubt about it, the success of your email campaign depends on the knowledge you have regarding the role filter technology plays in your endeavors. So, it’s crucial to know how your spam filter works, and understand how your email service utilizes them.
When it comes to authentication, it was your inbound server making the decision as to whether the email was from an authenticated sender. Here with your spam filters, it’s all about content. Email accounts will have spam filters which will examine your email content as a whole, judging it on its own criteria. If your content happens to meet the criteria, your email gets sent to the spam folder. Such criteria can include:
Repeated use of the dollar symbol: “$”
The message typed all in Caps
Large areas of unused space, frequent unnecessary spacing
Large bold font sizes or irregular font sizes
Consistent use of misspelled words
Spammy subject lines which portray scam activities
Poor grammar and punctuation
The email contains links from blocked domains
For good examples, just go to your own spam folder, and take a look at the content of these emails. Chances are good, that they will all be about earning the most amount of cash in the least amount of time, trying to get you into a pyramid scheme or business scam. From reading these, you can get a good idea of the criteria used.
How to Check Campaign Emails for Spammy Content
When it comes to your content, remember to keep it useful to increase deliverability. Avoid messages that make exaggerated claims, are manipulative, pushy, or cheap. To give you a basic idea, check this small sample of trigger words to help you keep your email out of the spam folder:
F r e e
We hate spam
If you are new to email marketing, and still concerned about content, there are a host of free, online services where you can paste your content, and receive a report. These sites include:
If you’ve discovered that you’ve been blocked by an ISP, contact that ISP and see if you can get yourself removed from the blocked list. To do this, take a look at your delivery reports to find out which ISP blocked you. Next, hit up the ISP’s site and follow the steps to get yourself removed. Whatever information the ISP asks for, just give them.
Permission Based Email Lists Enhance Deliverability
Having a permission-based email list can increase email deliverability, which can then lead to an increase in sales and productivity. With a permission-based email list, you have clients who have given you permission to receive your campaign emails. Permission can be granted directly, by the individual subscribing or adding their email to your list, or by already in a relationship with that business, individual or organization.
By sending your emails to those who have given you either implied or direct permission, your open and click-through rates can reach 30 to 40 percent. As you can see, sending emails to those on a permission basis, means that you’ll also have a much higher ROI for your efforts:
How does this type of list affect your deliverability rates? Simple. Email campaigns built on the foundation of permission means that your emails will not be seen as spam. Remember email providers want to protect their users, so pay close attention to complaints and emails marked as spam. Once their email providers realize that your emails are marked as spam by recipients, they’ll automatically filter them to the spam folder.
As you can see, spam filters are an absolute necessity when it comes to preventing us from being in contact with spammers or phishers. We need these filters, which makes it all the more crucial for email marketers to know exactly how they work, and use them to their advantage. By knowing how filters work, how to control their authentication, as well as how content affects your engagement and reputation, email marketers can ensure that their message can pass through the gateways, and find themselves in their client’s inbox, where they belong.
So this is an SEO case study where I will share the information it took to rank this website, what was done to rank them well on a small SEO budget. It can be done, it obviously won’t work in every niche quite as easily as I done this, but I will explain my thoughts and how some good basic on-page SEO can get you a massive head start when trying to win business online.
With this particular SEO case study, the job was handed to me on a plate as technically the website was in great shape, it had a lot of CRO and many other tweaks to make the most of what traffic was already on there, as you can imagine that is music to my ears not having to deal with devs and iron out a ton of tedious problems which is regular with SEO.
Now with this case study, you can check the graphs and stuff using Ahrefs which are the ones used in the below screenshots.
The website is a Magento E-commerce website, it’s very well built and was lucky enough to manage a website that had a good solid SEO structure and the guys there had a good understanding of on-page SEO
So this client had a wide range of blinds to sell so the project started Mid September 2017, the client was a friend of a friend who basically needed a website audit and overview that everything was in good shape and then needed work on the backlink profile as what was a weak area for them.
SEO Case Study Rankings
You will see the website has a small amount of steady traffic over 2017 until around the September time which is when I started to implement some work on the backlink side of things, Now luckily over the years, I have been fortunate enough to have worked a lot in the home improvement niche which has allowed me to be able to get links fairly easily for this particular client, which I drip fed on over months to get the desired impact on the rankings.
Technical SEO and Site Structure
I was extremely lucky to have taken over this project with a website being in almost perfect shape, and that isn’t always the case, but I do feel getting a good solid foundation to work from is one of the most important things that you can do. People don’t always take the technical side of SEO seriously, they think it is all about content and links, but you can get massive gains on making a bad website good from a technical point of view. But as I say this wasn’t something I had to implement in this particular case.
Link Building Strategy
So as far as things go, links were the missing piece of the jigsaw with this client, with little or no links other than some local citations this website had poor domain metrics and poor rankings, with a handful of keywords on page 1, and the rest on page 2 and below I started to use some of the websites I already had access too, old client sites, some of my lead gen sites and sites that some of my SEO friends manage.
Drip feeding these links on over a few months started to see the website rankings increase at quite a decent rate, now I didn’t go hammering out 100+ links on this project, it was around 25 decent very relevant links, with the vast majority of these links being placed on websites in a guest post type format, new article that was relevant to this particular client.
So this process took about 10 weeks to do and by around December 2017, we had seen the traffic jump up from around 1000 hits per month to around 5000 hits per month.
So there was significant growth in the first 3 months of SEO, this client was wanting to rank for nationwide search terms just so you are aware, so it was nice to get that jump in traffic and the client was over the moon.
Getting from 5k hits to 10k per month
So the next step of the job was for me to continue to improve the clients’ organic traffic, although delighted with what was happening, clients always want more. And it did take me another 5 months to get them from 5000 monthly hits to 10,000 monthly hits as there is increased competition on some of the generic search terms that get a lot of searches, so working on them over the next 5 months was the goal so that we could continue to see a good rise in traffic.
But adding a low amount of good quality relevant links wasn’t going to cut it, so the link building strategy had to become a little more aggressive, but by May 2018 I managed to get the website to exactly where I wanted it to be as you can see from the below screenshot.
So what did I do here?
So as well as still tapping into the guest blog opportunities I was able to get from my contacts, I was using someone who was a specialist in outreach, again getting some good quality relevant links in a guest blog type of format, so the person doing the outreach was getting me links on some decent relevant websites, but there was a twist, I was then using PBN’s, Niche Edits and some automated tools to juice up these guest posts I was getting via outreach.
So why do that? Well getting a link on a website is all good and well, but we want that link to be as powerful as possible, so many SEO’s will use PBN’s, Niche Edits and a number of other things to make those guest posts more powerful, this means that the client site is not at risk of any penalty, but we can utilise more sketchy tactics, but ensuring that the clients website was never at risk.
This tactic was used as I was in a competitive market working on a tight budget and didn’t have the resources to go out and acquire the big powerful links that are out there, so I created powerful links using alternative tactics.
So where next after 10,000 monthly hits?
So with good growth getting the 10,000 monthly hits, what was my next goal? Well with this client, they didn’t fully appreciate or understand SEO and didn’t want to spend any more money, so we were on the same budget, so it was pretty much rinse and repeat what I had done above to see how much more growth I could get, and by December 2018 I had managed to get the website up to 14,000 monthly hits, so in the space of 12 months i got them 13 x more traffic which was a good achievement.
As of December 2018, the client felt the website was starting to stagnate, with no increase in the budget it was a case of maintaining what traffic was there and trying to squeeze any more traffic that I could get out of the campaign but was a pretty impressive job. But the client started to think that they should be saying the same level of growth on a constant basis, and without an increased budget it is impossible to provide that, so the client relationship started to break down, although I tried to educate the client to the best of my ability, they felt they would move on and see if someone else could get constant growth for the budget they were on.
Client SEO Conclusion
So working on a project like this where a client pays you and you rank well, and all of a sudden when the client gets to where they want to be you can very often find yourself cast aside as the client may or may not fully understand what you have done for them and to what actual volume. I did this for this client as it was a friend of a friend no other reason and wanted to help this guy out, he was a great guy and didn’t part on any bad terms.
However one point in this case study I would like to make is to always keep client expectations realistic, as there is never going to be constant growth, it will peak and level out at some point unless you do increase your spend and scale up accordingly.
But with some good simple link building techniques, I was able to get this growth for this client using those exact tactics.
So today I found a massive flaw on Google My Business, so as you all know anyone can suggest an edit on anyone’s website, Google allows people to be able to go and suggest edits but providing you have verified your account you will normally be notified of any changes and edits to your account.
But wait till you hear this, you can suggest a business has yet to open using any old Google account ( you don’t have to be a local guide ) and within a day your listing goes down, sounds like bullshit I know, but this actually happened to one of my own websites and when digging about I found the flaw.
I tried and tested this on a few other of my own websites using a couple of different Gmail accounts and found out that it works just as I thought. Cannot believe such a flaw has got through Googles testing but it would appear it has done.
I’ve made a video showing how easy this that you can see below, No notification nothing at all when someone does this on the opening date of your business, really bizarre flaw and now what we will have is people doing this on a massive scale, I was posting about this on my Facebook page and a few guys were actually saying this was part of some peoples Local SEO Strategy.
I’m one for tricks and bending the rules a little, but being able to Delist someones GMB listing is a bit of a joke, it will be a free for all and there is no real way to defend yourself against this flaw other than logging in every day and manually checking your GMB listing. And I for one do not want to have to check GMB listings as one of my daily processes for my money sites so hopefully, this raises awareness of the problem and Google patch that flaw up fairly quickly.
How Someone can ruin your GMB Local SEO Traffic - YouTube
Hi guys. Just a quick video to show you a massive flaw in Google My Business. So normally, locally if you Google SEO Glasgow, I normally come in the top slot here. So no real reason for that to change. So I was wondering what was going on and I went through my Google My Business listing and I seen that someone changed my opening date ’til the 15th of January 2020.
Now, I’ve not been notified whatsoever of this change. So people can simply go in to anyone’s website. So whether it’s a builder in London. You can go to any My Business listing and you can suggest an edit. Now you can change name, you can do whatever, and you can go down to add an opening date.
Now you can basically save … By default, it’ll say this place is already open. You could switch that to not open yet. Click done. Now I’m not gonna do that. Not gonna touch the guy’s listing. But you can basically click done, and what’ll happen is, within a few hours, that guy who doesn’t get any notification, has his map listing removed because he’s not opened.
So it’s a massive flaw on Google My Business and although I’m normally used to doing things a bit outside the box when it comes to ranking well, I think there’s a massive flaw that does need addressed and you have to be careful. So, when you’re not being notified of these kind of changes, it can leave you with your map listing down and obviously if your generating revenue and money, it’s very simple and easy for any old Tom, Dick or Harry to go in and suggest an edit, and wipe your map listing out.
So, at present, this works very well. It’s mid-January 2019. Can’t believe there’s such a flaw. Obviously what will happen here, is I’m gonna go back and change my own listing back to 2019 and it will go pending. It will tell you that a couple of days time, I think it can take up to three days for these changes to take effect. But very quickly, what will happen is, if I Google SEO Glasgow, there, my map listing comes back. So, it’s a bit of a joke and a massive, massive flaw for that to happen. Obviously, people just can Willy Nilly log in, change the opening date and basically mess up the traffic that you get from your Google My Business listing, so be very aware. Do log in and check manually. You can go into your Google My Business, check that opening date and make sure you keep on top of it because I’m sure, when videos go out, and more and more people find about this flaw, the more and more people are gonna find that they’re losing traffic from the My Business listing.
So be very, very careful, very aware of this weird and wonderful flaw that Google seems to allow to happen at the moment. I’m sure it will be patched up very soon but, yeah, just be careful man.