Struggling to analyze your competitors to know if you can realistically outrank them?
In this training, I cover a full competitor analysis from spotting authority sites, backlinks, content, etc. & how to determine whether or not you can outrank them.
- 01:56 – How To Find Out If The Keyword Is Dominated By Authority Sites
- 07:49 – Are There Other Niche Sites Ranking?
- 09:12 – How Much Content Do Your Competitors Have?
- 19:55 – How To Find The Quality Of Your Competitors Backlinks
Daryl Rosser: Hey guys, Daryl Rosser here. In this video I want to show you how to analyze the competitors of a keyword to know if you can outrank it okay, because I noticed that a lot of people really struggle with “Is this a good keyword or not?”, “Can I beat these competitors?”, and in many cases people enter a market and they’ll spend 3 months, 6 months, 12 months time, and loads and loads of money, thousands of dollars on PBNs and what not, trying to outrank these sites and then they can’t get past like page three or page two or whatever else, right? So in this video I want to show you how to actually analyze the competitors and the really simple, dumb down approach to how you can analyze competitors and see if you can actually rank for a keyword because frankly, I think most people over-complicate this and they look at metrics and stuff that doesn’t even matter, right. The metrics that matter is what actually is behind the metrics and the actual things making up those metrics that actually matter, right?
Daryl Rosser: So I’ll explain, by actually just showing you, so here’s what I’ve got, right? I’ve got three different keywords here. I’ve got best juicer reviews, I’ve got best laptop reviews and I got plumbers London. Okay. And I’m gonna show you roughly what sort of checklist I use when I’m looking at these keywords and how I decide if I can go after them, if they’re too competitive or anything like that. And I also know guys, by the way, that I’m very lazy. So rather than ranking for like plumbers London, I’ve done a separate video for this, I would rather rank for like plumber Pimlico. Right? Which is actually an area and a company I think. Right. But I want to rank for something like this or plumbers Highgate, right? Because it’s so much freaking easier and you get much less leads, but then I just rank for the same sort of thing over loads and loads of areas within London.
Daryl Rosser: Right. But that’s a separate video, but that’s kinda of how I do it. But then I also go after London, but I know it’s much more competitive, but I just have the budget to do that right. But starting off, just go into, um, how to actually analyze the competitors of these three keywords here. Okay. And while I do this I got a little checklist to help me, um, help you guys out. So the first thing is, is to check, do they have big authority sites ranking for these keywords? Okay. So, notice I’m not starting with metrics or anything like that. Is there big authority sites ranking for these keywords? Okay. Best use reviews, let’s have a look. Right? Okay, so I don’t really know this niche whatsoever, but let’s have a look. I’m guessing by the name. Goodhousekeeping.com is an authority site. I don’t really know. I could open it up and double check, but I don’t know, but it sounds kind of like it, right?
Daryl Rosser: Again, and just guessing by the domains. TrustedReviews.com, Independent, obviously a big site, Which.co.uk, right? I’m in Vietnam as I record this, I usually use Google UK, that may screw up the results, I don’t really care that much. I’m just giving you guys a rough example, right. Good Housekeeping, looking at the site, I’m going to presume this is a legit site, like a big authority site, right? But you can do a little bit of research and actually throw them into Ahrefs and check how big the sites are, but we’re going to see that there’s a few different authority sites here, right? Good Housekeeping, which is technically number one, but the featured snippet is taken over by this site, which looks more like an affiliate site but it’s hard to say. And there’s some other legit authorities here, The WireCutter, Trusted Reviews. Again, I don’t know this niche, right? But you can see quite a few, Independent, Top10Reviews.com. I think so, I’m not sure. Which.co.uk. Now there’s a few authority sites here but there’s also a bunch of other affiliates here, like Best Cold Press Juices, at a guess is an affiliate site. Just to have a look right. And we pull this up and yeah, you can just tell right? You just instantly look at it and see it’s an affiliate site, right? Not an authority site. If I say authority I just mean a big, big ass site, right? That dominates that niche, right? So The WireCutter, have a look at their site, or Independent.co.uk, these are legit big ass brands. Okay.
Daryl Rosser: So let’s just change that checklist as big ass brands, okay, that’s a nice easy way. Big ass brands. Okay. Do they have big ass brands ranking for this keyword. The WireCutter, a New York Times company. That’s a big ass brand. Independent. And I think, you know what that is right? Big ass brands ranking. Okay. So that’s a bad sign, but it’s a good sign when you see affiliate sites right? But let me show you another, we’ll go back to that, it’s number two but let’s have another look at another keyword here. And I’m going kind of fast-paced, just slow it down, I’ll put a transcript below the video on our blog or anything like that. Um, but I want to go through a few different things. Okay. So another keyword here. “Best laptop reviews”, TechRadar.com, freaking huge site. CNET.com if I said that right…
Daryl Rosser: Um, huge site. PCMag, LaptopMag, TrustedReviews.com, The WireCutter, PCWorld, Telegraph, Digital Trends, T3, right? These are all huge freaking sites, right? Or big ass sites as we were saying before, right? So looking at this keyword, I know instantly that I’m not even going to attempt to rank for this keyword. Okay? I won’t even try. It’s just way too competitive with all these massive sites, so I’m not even going to go after that, right? So it’s a very easy way of looking at it and saying, “Hey, I don’t want to go after this, it’s too freaking competitive”. Okay? Here’s another example that’s not a review site. So, right, these ones are like typical for like Cost-Per-Sale offers. Where you get paid a commission, you promote this product, you promote a juicer, you get paid 5-10%, whatever, a commission for every sale that you generate, same with laptops, right?
Daryl Rosser: For plumbers in London, you going to do this for either a plumbing client or for a brand new site, they’re going to sell the leads or the traffic on that site, right, to a local company. Okay. So you have an advantage if you’re doing local SEO and you’ve got a client, you can use their website and they already have existence of age, they have an existing brand name. You already have existing traffic and links possibly. So that’s all going to help. So when you decide if you can rank a client for a term like plumbers London, then that also comes into consideration and that’s a whole different video. It’s something we cover in more detail in Ranking Blueprint inside our Scientific Rankings membership. Okay? But it’s not something I can really cover in this video, right? But having a look at this, right? So what I’m going to look at here is how big these sites are, right? So I can see the Pimlico Plumbers, I did a little research just before. These guys are a big ass brand in this niche, in this area, right? And I know that because the guys were featured on TV and they do all sort of stuff if you have a look on their site you can tell it’s a big site. Right? So that’s another checklist item, but let’s go back to the checklist and let’s kind of expand on this right?
Daryl Rosser: So what I was saying before, if you go to JuiceReviews, okay, one of the other things I like to look at is if there’s other affiliates ranking for this keyword. Right. So you have a look, Best Cold Press Juices we saw before. I don’t know what Ecokarma.net is. Just have a look at it. Um, Organic Newsroom is the one that’s number one in the featured snippet, another three here. Let’s have a look and see if these guys are affiliates. Right. So we already saw one of them is an affiliate. Organic Newsroom? It’s hard to say it looks pretty cool. Actually. It’s all Amazon reviews though. So that’s kind of obvious when you see the Amazon reviews, right? You see “Shop on Amazon”, right? So that’s an affiliate site. I don’t know how much of an affiliate site, but it is an affiliate site for sure. I’m scrolling through here, it looks like an Amazon affiliate site and there you go the costs and if you click these, I’m sure it takes you to Amazon links. Okay. So Amazon affiliate sites, right? So we know now that, okay, affiliate sites are starting to rank for these terms, right? So it means that it’s not mega competitive. There’s other affiliates managing to get in here. Okay.
Daryl Rosser: LapReviews. None. Like maybe these guys are like using affiliate links like TechRadar and stuff, but they’re huge brands. Again, I separate them. Um, when I say affiliate sites, it could just mean like niche sites or people that are doing stuff like other SEOs, right? They’re promoting Amazon as well, but they don’t really count as big ass brand. So is it a niche site or is it a big ass brand? So we can add this to the checklist, “Are there other niche sites ranking”, right? Okay. And basically check, is there other sites already ranking. Now on a local level is different, right? So what I was mentioning here before, like Pimlico Plumbers is a big ass brand and if you have a look at their site and you can see like these guy got like an OBE which is some UK thing if it doesn’t even matter. Right? But these are big brands, you can see it by all the pages on their site, right? It’s a big brand. Whereas I’m going to look down this list for a local level and see if there’s any sort of SEOs doing stuff here. Right? So this one here, London-Plumber.co.uk. That makes me a bit happier because it’s like, okay, there’s an SEO sort of person going in here and ranking some EMD style or exact match domain, which means keyword focused, um, domain here, right? So you can see here a site that’s ranking London plumber, but I don’t really see loads of London plumber keywords here, right?
Daryl Rosser: So again, we can keep going and more and more keywords here, but most of them are legit brands in London. So if I’m trying to rank a Pay-Per-Lead site where I just rank a brand-new domain like PlumbersLondon.co.uk or LondonPlumbers or whatever, right? It’s going to be much more difficult if all of these are legit brands, actually, these guys are number three in the map pack at the bottom here right. So they actually are a brand, but it’s using EMD. But I’m looking for like EMDs and stuff on a local level. Okay.
Daryl Rosser: So next up what we’re going to look at is how thin the sites or how much content do these sites have on them. Right? So on a local level, this isn’t as big of a deal, but it still says something, like are each of these things here pages? Right? So it looks like they are, if I click this it says plumbing services and they have tons and tons of pages for all their services by looks of it right. Now, this just says something about the effort that’s going into these sites. Okay. On a local level, it’s not usually gonna be that much. These guys have a decent amount of content. It’s not loading properly, I don’t know if that’s my internet or what but it’s okay. It’s hard to tell on a local level, but if you’re seeing sites that are ranking and they have like three, four, five pages, it’s nothing. If you see these guys, they’ve got like just all their services here right. Like one, two, three, four, like eight pages here. And then they got other stuff up here as well. Right? So that kind of gives you an idea that they’ve actually got a decent amount of content and these guys are at the bottom of page one. If we go to Pimlico Plumbers at the top, have a look at how many pages these guys have got. Plumbing, bathrooms, appliances, they got all these different pages, right? So they have a ton and ton of different pages. Let’s just have a look at it actually, it’s much easier to do this.
Daryl Rosser: Okay they got 5,840 pages or pieces of content indexed on their site. That could be images or anything, to be fair, right? But that’s what they got and you can see loads of blog posts and all sorts of stuff like that. Right? So that gives an idea of what we’re going up against and ideally looking for much, much smaller sites and if you have a look at these guys, they have an affiliate site. That’s also going to give us a good idea how competitive this is. Especially the easiest thing to compare, by the way, is other SEOs. OK? So if you’re in a market that has no SEOs in it, that may be a good thing. Because it could mean it’s untapped, right? But if you’re going it into with loads of SEOs, it means that it could be making money. There’s a good chance a lot of people are targeting it and it means you can very easily analyze other SEOs to see how well they’re doing. Okay. So how big is this site here? Right? Organic Newsroom. I’m going to guess pretty good. We looked at the page a minute ago right. So let’s have a look at reviews and see if we can get an idea of how much content they’ve got. Right.
Daryl Rosser: Okay these guys have a lot of content, right? And I’m going to actually have a look at the pages as well to see how many words they’ve got on the average page and how many words they got on the pages that actually ranking. And you can also do like a basic site search, sorry, what’s this, OrganicNewsroom.com, right. And then you get like a pretty good idea about how thin the sites are. So these guys have 475 different pages on their site and I want to see how many words they got across all their pages, right. So they have reviews, best juicers, and you see this is the page that was ranking, is it a thin post? Not particularly. It’s quite a decent amount, but not a huge amount of words. You could do more than that. Um, but a fair few.
Daryl Rosser: And then you can have a look across like 475 pages. If they’re all this big, that’s a fuck ton of content, right? And you can just actually check this on basically any sort of site, right? So we were looking at the other keywords, “best laptop reviews”. I wouldn’t really do this on this one because I’ve already eliminated it. Okay. These are all authority sites. You have a look at any of these, they probably have millions and millions of words on these sites, right? Because they’re all big ass brands. Okay. So I’m going to have a look at the affiliate ones, say BestJuiceReviews and when this site loads up, you can see how many pages of content these guys have, right? I see they’ve got a pretty long article here. However many thousand words this is, but not that bad.
Daryl Rosser: And then they got a few different pages. Right? So commercial cold press juicer and stuff like that. So one, two, three, four, five, six, seven, and then they probably got more underneath. Each of these has reviews. So they got a category. So there’s a page here for Omega and then underneath that there’s a category and the category is basically supporting pages, I believe. I could be wrong, but I’m going to guess it’s like a bunch of blog posts and stuff that link back to it or different types of reviews for that product may be. I think it looks more like different products, reviews within that brand. So I guess Omega is a brand. I don’t know anything about juices guys. But I’m guessing Omega is a brand right, an Omega j8004, Omega BMJ 330.
Daryl Rosser: So you have different Omega brands being reviewed here. So they have quite a decent amount of pages but not that many, I have a look at page two here. So I just go through it again and I have a rough idea of how many pages they have. And if these guys are ranking on like 30 pages, that’s pretty small. It’s nothing that big. Okay. Um, so I wouldn’t really worry about that. If they got like 100+ pages or 200 pages, then it gets a little more worrying and it’s like, do I have the budget to fund building that many pages and building enough links to rank that sort of volume of pages as well. Okay. So that’s kind of how I’m analyzing in there. It’s like you can take most keywords like if you really want it, you can take over “best laptop reviews”, you just got to have a big ass budget to compete with these big ass brands, which most people don’t have.
Daryl Rosser: Right. And you wouldn’t even want to take the risk of doing that in most cases. Right. So most people aren’t going to do that. Juice reviews, can have a look at them and see how big those sites are and you can do the same thing these sites as well, right. So I can see that quite quickly that Pimlico Plumbers is a big brand. So I’m not going to even attempt to compete against these guys probably. Um, it looks like a pretty competitive keyword. That doesn’t mean that you can’t go #2. So again, you have a look at #2. How big is PlumLondon.com? Right? And they’ve actually got one, two, three of the spots there, which is pretty epic, right. Technically number two, three and four in organic, right, and then map pack is not there at all, right. You can see these guys, how big is their site? We have a look through this again and honestly that’s a big part of it guys, it’s just looking at like their OnPage and looking how um, how big the site is, how much content they have on it. They got a few blog posts. But I’m going to guess they’re pretty thin. Yeah, just crap. Nothing much. A little bit of a content there, but nothing much. They got pages for each location they target, which is very good. They got a page for each service but not a huge site by any means whatsoever. Right. Um, so that kind of gives you a rough idea as well. Another thing, you can also look at of course is like how to optimized their OnPage is. I don’t really do too much at looking into this but you can see like do they actually include the words like “best laptop review”.
Daryl Rosser: These guys, a lot of them don’t. They have the word review in it but it’s just taken over by massive authority sites. I’m not even in the attempt right, you just now. Okay. So that’s the second check. Are there other niche sites ranking is the second check. And then how big are the sites in terms of content? Right. So how big are the sites? Okay. How big are the sites? And I would just put content, right? So reviewing like how big are the sites? And that’s going to give you a pretty good idea there. So you can see like we’re not going to outrank The WireCutter. Unless I can see basically by looking at that, okay, like Best Cold Press Juices, these guys are what number one, two, three, four, and they’re not that big of a site. So it’s probably likely that we could quite easily, if you have the budget, go out there and outrank them. Okay.
Daryl Rosser: So that’s a simple way of guessing as well. And again, I’ll just go through this whole checklist and just get a rough idea by looking through like all of them. Okay. So once I’ve done this, I want to go into the backlinks now. So I checked the OnPage and kind of analyzed “Is there like big ass brands ranking?” I’ve had a look at their site, it looks pretty big or not if it looks like easily enough in terms of content. Now what we look at is the actual backlinks, right? So I should have somewhere Ahrefs pulled up. Okay. So going back to the keyword again, “best juice reviews”, right? The number one in the featured snippet and number three in the organic is OrganicNewsroom.com, okay. So I threw them into Ahrefs, right? And there’s a lot of things to look at.
Daryl Rosser: One of the first things you can quickly check is the number of referring domains and I will add that this can be sneaky and some of that could be hidden, which we’ll mention later, but nonetheless, number of referring domains, right? This one says 38. Now can you build 38 referring domains? Probably, okay. It’s not that difficult, right? So again, they may be hidden and there’s a lot more factors going into it than that, but it gives you a very quick idea of how competitive this is. Okay? Now you can look at like the DR, the domain rating and the URL rating as well, but they’re not necessarily the best. Um, it’s hard to say looking at metrics. Okay, I like to actually look at the real numbers myself, but you can throw in multiple sites. So let’s just have a look at this one here, it isn’t that big of a site.
Daryl Rosser: Um, I had a quick look again, I haven’t really done much research, just kind of pulled up a few examples for you guys, right? Um, so have a look at these guys. Referring domains, what they got? They got 1.2K backlinks and when Ahrefs loads you can see how many referring domains these guys have. They got 180 Facebook shares as well. You can see this stuff right? I don’t really look at that. I’m just waiting for the referring domains which doesn’t seem to be loading whatsoever for me now. 6.6K keywords and 168 referring domains. I’m going to guess that is, all right. Um, so 168 is a bit more than the other site, but maybe, again, you’re going to dig into this a little bit. So let me write this down for us right. The number of referring domains, right?
Daryl Rosser: Number of referring domains, number of referring domains. How many referring domains they have, right? It gives you a little idea and you can throw in a bunch of the top sites here. I’m gonna compare the affiliate ones more so than the other ones but you can also like GoodHousekeeping is a legit brand, right? Judging by my very quick look at it. So if I throw this in here, you can have a look at how many referring domains this specific page has and you see if you think you can take that right. So you have 46 referring domains which is a fair few but not too many. Um, but that tells us, okay, they aren’t doing too much to optimize this specific page okay. Whereas if you threw in say TechRadar or BestLaptopReview, this will work?
Daryl Rosser: I’m going to guess they have more referring domains here because these guys are just crushing this keyword, right? All these guys, all of these big authority sites. So I wouldn’t even attempt them. Right? 781 referring domains, right? So not only do they have a very high domain rating of 89 out of a 100, which basically just means you’re a big ass brand and you also have a lot of links to this specific page. Okay. So very basic quick analysis shows us that, stay the fuck away from that keyword okay. Basically, right. So another thing you can actually check there is obviously the referring domains, it’s a very simple check. And I have so many freaking tabs open. I have no idea what I’m doing. Let’s go back to another site and then from here you can have a look at like the backlinks as well. We can go into a little bit more detail and that’s kind of the next thing I wanna do is start looking at the actual backlinks that they have and how good these links are. Right? So let me write that down. Um, quality of backlinks, right? And there’s so much you can really do here that it is just a whole bunch of checklists, right? It’s just a whole bunch of different things you can kind of look at. Okay? So let’s pull up this one. This one will be very easy. The Pimlico Plumber one. I like local sites. Okay.
Daryl Rosser: And here’s the basic check guys. How do you know of a backlink is good or not? If you can replicate it, it sucks. Okay? If you can replicate that link, it sucks. Now there’s other things that you can look at as well and like you can have a look here at the actual domain rating of that link and that’s going to give you like these scores out of 100. So the higher the better, right? And that gives you a rough idea of how good they are, but if you can replicate it a very easy way, like a crappy link is if you can replicate it, that link doesn’t really count. You can just go replicate it yourself, right? So if someone’s commented on a blog, it’s not a good link, you can just go and build that same blog comment link yourself. Okay? Um, but have a look at these guys and what we’re looking at is, an easy first thing to look at is: do they have links from big ass brands? So the first thing, that’s why I mentioned this because the first link that comes up is the Guardian.com, right? And you can see, I don’t even need to click it right? But the Guardian.com is a legit big ass news site, right? A well-known London plumbing firm. Right. And it links out to these guys right. I don’t know, it says, comments, I don’t know if that’s actually a comment, I think it’s actually just a news article, right? Um, let’s have a look. Ok, here. And one London plumbing firm, right and it links out here. I don’t know what this actually is. Some sort of article, right? But there you go, right? So that’s a link from the Guardian.com, a big site. Right?
Daryl Rosser: And then I’m basically just going to look through these different things. Okay? And you can see here a link from USA Today, which I’m going to guess it’s a big site, a link from BBC.co.uk, which is a news article. So just looking at this, you are not going to compete with these guys, right? So what have we done so far guys? We’ve had a look. These guys are a big ass brand. We kind of know that already, it’s kind of obvious by having a look through their site right. They’re a big ass brand, um, for this keyword. And ranking number one, number two, number three, number four. Right? But these guys are a big ass brand. We know that for sure. Um, how many referring domains these guys have? They have 630 referring domains. A fair chunk for local SEO. Okay.
Daryl Rosser: So they have a decent amount referring domains, their OnSite, we had look at their site, right? They have a ton of content and it looks like a big authority site. Uh, the quality of the backlinks are really freaking good. They have links from the Guardian and from BBC, from USA Today, and a bunch of other links. So some of these links like plus.google.com, Google+, you can replicate that easy enough. Right? And some of these other ones, maybe they’re not that good. It’s hard to say. Um, but like [backlink], that’s a crappy link, doesn’t really count. Um, but stuff like this, Wikipedia that’s actually not bad. Um, but stuff like Flipboard, maybe, it depends, right? Uh, but basically you have a look, if you can replicate it, it’s not that great of a link, so Medium.com posts, you can go in and create your own Medium.com, um, it might have like a good url rating in that specific one because it’s actually a popular medium blog or something.
Daryl Rosser: Um, but generally speaking, that’s kind making it simple. They have so many fucking good links here, you can just tell looking at these that you can’t replicate all of these. Um, some of them you can definitely can, but a whole bunch of these, you definitely can’t replicate. Okay, so you’d like to Glassdoor.co.uk, you can probably build them because that’s just like for our business, right? If you actually create a legit business, at least you have a client you can. But a lot of these are good links, right? We can do the same thing for basically any site. Right? And you’ll see, if I can find a crappy example, it’d be much easier to explain this. Okay? So let’s see what these guys have. These guys have just a ton of just really freaking good links. Okay? Um, but links you can look out for, you can find any. So like obviously do they have links from big ass brands, right? Can you replicate the links? Like is there any that you can actually easily replicate? So are they on blog comments or anything like that? These guys actually have a link from Guardian as well, which is pretty cool for them anyway. This is a directory, right? So this one’s pretty easy to replicate. Okay, sorry. Do you have directory links?
Daryl Rosser: Now? It doesn’t matter. The directory links citations are actually a good thing. Um, they can help especially with local SEO or just give you some local relevance, but they’re not really going to give you any power. Okay? So there’s not really any power in these links, so you can very easily go ahead and create this. Right? So when you looking at a site and they say it has like 100 referring domains, you’re like, oh shit, that looks bad. Right? But then you look into is it’s actually all from like LandlordZone.co.uk and these other, FindaCraftsman.com, right. These are all directories like directory, directory, right? The ones here at a quick glance look like directories, right? So they’re not powerful links. Okay? So they do have some, most of these all down here all shitty links, right?
Daryl Rosser: So we have a look at the top and they have some. They look OK. So I don’t know what this is, looks like some blog posts so that seems fine. Standard.co.uk, I don’t know what that is. Looks like a directory. These are directories mostly. WikiHow possibly okay. And Guardian.com is a good link okay. But they don’t have many good links. They have one really nice link here. One, possibly a couple of okay links. I don’t know what that is without really looking into it. They can kind of get an idea of how many good links they have and that’s what you’re really competing with, but you don’t need to say, “Oh, 120 backlinks, that’s scary”.
Daryl Rosser: But if you scroll down, most of them, uh, just are directories, so not really that great links. Okay. So that’s kind of how I’m analyzing the backlinks, I’m not so much looking at the domain rating or the URL rating, right? Actually domain rating is pretty crappy, right? I’m looking at the actual backlinks, the 120 backlinks they have and seeing their referring domains so to speak and seeing how good they are. And you can see for the most part here, I don’t know what this is. But the most part, these are pretty crappy. Okay? Let’s have a look. London plumber, ah that’s a no-follow link, I didn’t even notice that. I’m still getting used to Ahrefs actually. I’m still getting used to Ahrefs because I moved in from Majestic not too long ago when I met Tim in Chiang Mai.
Daryl Rosser: I’m slowly getting used to it. Um, but yeah, I should’ve caught that, but there you go, it’s a shitty link. Right? So I don’t know this as well. Maybe it’s the same thing because it’s not even relevant whatsoever. London plumber. I don’t know why. Okay. So you have a relevant link. So I actually make sense or am I talking about that is relevant? Um, it’s about plumbing crap. Um, but that’s basically what I’m doing. Right. I hope that makes sense. I’m just looking through it and I’ll grab another one and it was going to where we got BestColdPressJuices.com. Throw that into there. What links do these guys have? Okay. We’ve got 160 referring domains. Okay. And then how good are these backlinks?
Daryl Rosser: So they got a link from Storify and I’m guessing Storify is like some sort of self-curation web 2.0s thing. Um, yeah. You could just see it’s just crappy link rights. No power in that whatsoever. Storify. I’m going to guess you can create your own posts and stuff on this, right? Um, [backlink], again, something likes sub-domains, made a blog. These are old crappy links, it’s all mass-generated, like possibly automated links. Okay? These are all crappy automated, easy to replicate links. Okay. So you see a 168 referring domains there. That’s just crappy, right? They’re not really particularly good at links there. Okay. Now the thing to consider if these are SEOs which this one is, this is an affiliate site. So there’s a high chance that these guys are hiding their PBN links.
Daryl Rosser: Okay? So if they’re using legit guest posts or anything like that. You can tell very easily, but if they’re using PBNs they could very well be blocking the Ahrefs bot so you can’t see them and there is a way of basically figuring them out so you can see exactly what PBNs they’re using. But um, I can’t share n this video and I apologize for that, but I just can’t expose someones PBN to like thousands of people that check out my videos and training. Okay. So I can’t do that. Um, but if you want to see how to do that, we explain it inside the Scientific Rankings training, inside the membership, okay. Um, but I can’t do that for thousands of people publicly. It’s just not fair to the guys that are basically in this community. Like I don’t even know the people that own the sites, not deliberately because I wouldn’t show if I did right, but I can’t show off their PBNs and what they use.
Daryl Rosser: It’s just not fair. Okay. But there is ways of figuring it out, while you’re looking at here is just crappy, crappy links. Okay. Just looking at this, I can tell instantly because I’ve been an SEO for a while, but you can just look through these links and pull them up quickly and you could just tell this is crappy links, right? So they have a 168 but they don’t really count, they’re just crap. Right? And that’s going to give you a rough idea, but then you don’t know how many of these are, you can also break down the do-follow or follow, right? So out of the backlinks they have, all of the referring domains they have, 57 percent are do-follow, right? So that gives you a little idea as well. But honestly, these guys aren’t ranking off those shitty links you see in Ahrefs.
Daryl Rosser: They’re ranking or PBNs. That’s super obvious, okay? But you need to figure out what those PBNs are before you can actually outrank them. Okay? Because here is a big mistake a lot of SEOs make. They look at this and go, oh look, these guys are just ranking off this. This is so easy. Then they go and try and build the same links. So they build a couple of PBN links and they realise that they’re not ranking. Because these guys, whoever they are, they have PBNs going to theirs, that’s why they’re ranking so well. Okay. I don’t know how many, maybe not that many judging by the look of it but you need to be able to figure that out. And again, I can’t show that in this video, but that’s basically the checklist I’m going to go through. Do they have PBN links? So that’s kind of the rough things I’m going to look at. Like does the keyword have big ass brands, so Best Laptop Reviews, right? TechRadar, CNet, PCMag, we can’t take that, it’s just not going to happen. Okay. But this one, Best User Reviews, we can take this, it looks like there is some big ass brands. There’s also like thin affiliate sites as well, right? That is possible. Plumbers London. It’s pretty competitive. I’d have, I’d have to look more down these sites more specifically and check out the backlinks here. I’m not going to rank number one, right? I’m not going to outrank Pimlico Plumbers right. Not without a lot of effort. It’s just not going to happen. Okay. But maybe if we analyzed like PlumbLondon, that looks pretty big too, but maybe further down we can get somewhere on the first page. I don’t know. Right. Um, but again, looking through the second page here, let’s have a look.
Daryl Rosser: Um, I’m still seeing like loads of brands. I’m not really seeing like the cheap, like SEO type sites right. So that’s a bad sign. It shows it is quite competitive. And then finally on page three, I’m seeing like Indeed.co.uk and Gumtree and stuff like that, which is just purely ranking off that homepage, the domain authority. Okay. So that’s an okay sign, but again, I’m on page three now, not on page one. Okay. So that’s the first thing I’m going to look at like, is there big ass brands, are there other like SEO or niche sites that are ranking quite well? Then I’ve got to pull them up. I’m gonna open up the sites and say “Hey, how big is the sites? How much content do they have? Do they have hundreds of pages? Do they have 10 pages, 20 pages, 30 pages?” Gives us a rough sort of idea of how competitive it is.
Daryl Rosser: The next one is the number of referring domains. So how many referring domains do they have? We throw that into Ahrefs. They have a 168 on this site. How many referring domains they have? Right? It gives us a rough, quick indicator of how competitive it is. You can also look at their domain rating score and URL rating score which gives a quick idea, again, like 37 out of 100. But I look more in detail. It’s like a quick look at, kind of says something, but it’s just more, that’s an indicator to investigate further. Right? So we open it up and it says a 90 domain rating, that’s a bad sign, but then that doesn’t necessarily mean you can’t beat them because they may only have say 20 referring domains to that specific page. And, I just pull up an example, right? I keep dragging this video out, but there’s so much to learn.
Daryl Rosser: Okay so GoodHousekeeping, right. So domain rating right. Out of a 100 they have 85 aka they’re gonna kick your ass, okay? If they attempt to beat you, they’re going to beat you, but they’ve only got 46 referring domains to this keyword, right? And the URL rating is a bit lower, right? So they’ve got 46 referring domains, and they’re getting outranked, at least in the whatever this thing is called, there’s a lot of names. Um, but they’re getting outranked here by OrganicNewsroom. And not technically in the organic, but in the featured snippet they are getting outranked, right? So, um, that’s kind of an indicator that you can actually beat them because they don’t have that many referring domains, it’s not deliberately ranking that page too well, okay. So the number of referring domains. Then you go into the actual backlinks and you’re going to the backlinks here and you have a look through, are the quality, right?
Daryl Rosser: And there’s a few different things you can look at. Do they have links from big ass brands? Can you replicate the links, right? Is there any easily replicated, right? If we have a look at these on Flipboard.com. They can me probably replicate this, right? You can go create a board on Flipboard and you can grab RSS feed and you can link out to it, right? I presume that’s how it works. I used to use this tool, but I’m presuming you can create your own Flipboard link pretty easily there as well, right? Listly? I don’t know what that is. Right, but you can have a look. Can you replicate any of these links, right? Jetfit or whatever it is, is a forum right. So go join the forum and create a link, you can replicate that. It’s not a great link, but there’s so many others possibly are. Okay. Do they have directory links and that’s kind of the same thing.
Daryl Rosser: You’re don’t really need it. Can you replicate the links, it’s the same point. If it’s a directory link, if it’s a blog comment, anything like that, you can probably replicate it pretty easily. And do they have hidden PBN links. Okay. So you can check the PBN links when you’re looking at the backlinks anyway. But there’s a good chance if it’s an SEO, like for the one we looked at before. I’m really sorry for exposing the site. Um, I’m just trying to show an example, but I’m not actually showing the PBNs so I’m stopping somewhere, I do have a limit. Right. But these guys are obviously using hidden PBNs to rank, so then you’ve got to figure out how many hidden PBNs are they using so you can get a rough idea of how competitive it is. Okay. But that’s pretty much what you do. So you go through the checklist, is it big ass brands? Yes. But is there still other niche sites ranking? Yes. Okay, great. I can still do this. If there’s no other niche sites ranking, then screw it. It’s not going to work. And how big are the sites? Do they have hundreds and hundreds of pages? Do you have enough of a budget to build up these hundreds of pages to compete there? If they’ve maybe 30 pages, do you have a budget to build 100 pages still so you can outrank them and actually beat them? Do they have a ton of referring domains or do you have an amount that you have a budget to actually match, right? Are they actually good referring domains or are they just like directories and links you can replicate? Or maybe they’re huge ass authority links from big ass brands that you got to actually put some effort into acquiring. Right?
Daryl Rosser: That’s also more competitive to go against. Right. And you just manually auditing and analyzing this stuff. People ask me for tools like which tool is better for telling me the competitiveness of a keyword. Guys. I don’t use tools. I just manually dig through the data and analyze if I can beat them or not. That’s how it works. Right? So I hope this helped. Sorry for dragging out a little bit, but that’s basically what I’m looking at. What am I going to do you guys, if you want to get a checklist of doing this, I’m going to redesign this a little bit and make it into a checklist so you guys can download and use anytime you want to basically analyze your competitors. Um, this isn’t a full advanced one, but it’s a quick one based on what I taught you guys in this video. And if you want more training on how to do this stuff and how to actually analyze if they have hidden PBNs or anything like that, we cover that inside our Ranking Blueprint training, which is inside our Scientific Rankings membership.
Daryl Rosser: So what I’ll do is I’ll put a link below this video or somewhere on this page so you can get on the waiting list when we next open our Scientific Rankings membership. If you want to, it will be on the page somewhere, you instantly get notified when the next open up and we teach all this stuff in much more detail. Uh, besides from that, I hope this video helped, I know a lot of people struggle with this. So I just wanted to create a quick basic video. It went on a little bit long but basically breaking down a nice simple way of understanding how to analyze your competitors and not really over-thinking it and not getting overly bogged down with the data and like domain rating and all that sort of stuff. Right? So I hope this helped and I’ll catch you guys in the next video.