The enterprise SEO platform. Redefined.

Matt Roberts

Matt Roberts
Hi, I am VP Product and Co-founder of Linkdex. I'm going to try and blog most weeks, but focusing on making Linkdex the most insightful and productive SEO platform around takes most of my time.

Things I love in Linkdex: Entity Search

This is the second of a series of posts where I explore some of the advanced features and use cases that can easily be missed in Linkdex.

In the first of the series I looked at Visibility. Today’s focus is the Entity Search.

When looking at the content ranking for the 60 million + keywords that fuel Visibility, Linkdex goes beyond just looking at the URL ranking, we visit the page ranking. Whilst we’re there we look for the various forms of mark-up that tell us who wrote the post, what their social profiles are and we return the data for processing.

Processing the data involves working out whether we have seen the authors we’ve found before, if we have the necessary evidence we can match multi-domain authors and their social profiles together. This means we get a complete picture of individuals, where they write and the topics they write on, and where they share their content and socialise.

Then we forecast the traffic an individual gets from their ranking content based on ranking keywords, search volume and ranking position. A similar methodology to SEO forecasting.

When all of this is done and made available in our Entity Search Engine, we’ve got a very powerful slice of the web for SEO and PR professionals to exploit. The key benefits of this data include: 

  • Topical Authority – The authors that rank for large numbers of keywords on a specific niche might be considered ‘topical authorities’ by search engines. Entity Search finds topical authorities.
  • Trust – The authors that rank for large numbers of keywords are trusted along with the domain they write on. In an age of domains being disavowed and domain trust being critical, are there a better measures of domain and author trust than topical authority, traffic and rank? Entity Search finds writers that are trusted by search engines.
  • Audience – Then there’s traffic itself. If you want to work with authors that have an audience then knowing their content ranks and has a consistent audience on the topics that interest you is priceless. Entity Search finds topical authorities.

Watch this video to see a bit more about Entity Search.

Advanced Entity Search Filters

So what features do I really like in Entity Search? The first is the number of keywords you can search on. Entity Search allows you to search for authors using up to 50 keywords at a time, by keyword tag group.

Linkdex Advanced features

Then there’s the filters that allow you to filter by Rankings, Traffic and Keyword Search Volume. Handy if you’re only looking for the authors at specific bands of the food chain.

Finally there’s the potentially powerful feature is the tick box that excludes keywords and therefore authors that are ranking for keywords that are related to coupons, vouchers, discounts etc. Which for some markets can be a distraction if you’re doing specific types of outreach.

entity search

If you do any outreach for campaigns where finding the people that are topical authorities, trusted and have a audience, you should give this a try. It’s unique.

Things I love in Linkdex: Advanced Search in Visibility

The Linkdex platform has a huge number of advanced features and use cases that can easily be missed. This is a series of posts that gives me the ability to share them with you.

Today’s focus is the Advanced Filter in Visibility. But before I can tell you about the Advanced Search feature I had better tell you about Visibility.

Visibility is where we give clients the ability to type in a domain and get immediate ranking results in addition to lots of other domain KPI’s like:

  1. Keyword counts by ranking ranges
  2. Number of ranking pages
  3. Estimated traffic from Organic Search
  4. Equivalent PPC value of Organic Search Traffic

List point 2 ‘Number of ranking pages’ is actually worthy of a post by itself. To my knowledge it’s pretty unique and getting an instant view on the amount of ranking content a domain has is a really valuable metric.

A Literal Comparison Of Apples

Anyway, back to the feature I love. Advanced Search. When you want to compare domain A with B and C it’s highly likely that the websites you’re comparing are similar but not the same. Therefore you’re not comparing an apple with an apple. More a green apple with a red apple. Think about comparing a mobile phone retailer like T Mobile with Best Buy. It’s interesting, but they are different businesses and I really only want to compare iPhone keywords.

The solution is Advanced Search in Visibility. It’s a fast way to compare domains, categories and products, whilst excluding keywords that might make the comparison less valid.

Here’s the feature in action:

1. T-Mobile vs Best Buy

Here are list points 1 – 4 for the domain comparison. You can see that comparing the Organic Search performance of these two domains side-by-side is not that useful.

Linkdex Visibility

2. A Much Better ‘iPhone’ Performance Comparison

I’ve done a positive search for iPhone and exclude ‘tmobile’, ‘t mobile’, ‘case’, ‘cases’, ‘best buy’, and ‘bestbuy’. The story is very different and you can see that Best Buy is winning the rank, content, traffic and value battle. (Note: I could add AND operators in there to e.g. “iphone AND sim”.)

Linkdex Visibility 2
 

Linkdex Visibility 3
The take-out from this is Best Buy have over 1,500 keywords ranking in the high clickthrough ranking position of 1 – 3. T-Mobile has less than 200.

One of the drivers of this appears to be the pages that are ranking where Best Buy has about 700 more.

The combination of the above are resulting in much greater traffic and value being created.

If you’re T-Mobile and you want to then track keywords you’re not rank tracking and optimizing in the Linkdex platform for, it’s a few clicks to do this, tagging them as you do it with tags like ‘iPhone’ perhaps.

Even better, this takes a few seconds to do for any domain. Which is perfect for strategy creation, market analysis and SEO reporting. Try it out.

Selling More Cake With Simple SEO In 15 Minutes

Exploring industry data, evaluating which brands are visible for different terms and markets, and finding the best pages on the internet (with their estimated traffic, and equivalent paid search value), is something I’ve been enjoying doing at Linkdex behind closed doors for a few weeks whilst we test our new page-level visibility feature. Today it goes live, and I wanted to share with you some of examples of some fun stuff we’ve found.

I sometimes shop at Waitrose. It turns out that Linkdex has them ranking for over 111,000 keywords. They have nearly 19,000 unique ranking pages that are generating over 700,000 visits a month.

1

When benchmarked against Sainsbury’s, it’s clear they are not doing as well. Sainsbury’s are being found for more keywords, have more ranking pages, and unsurprisingly are generating more traffic and value.

2

But perhaps brand searches are the different, so let’s filter to exclude brand names:

3

So I excluded all the variations of the spelling “Sainsbury’s” and “Waitrose” using the search filter. With Visibility’s search filters you can define simple keyword searches and operators — such as “AND”, or “-” operators to exclude certain keywords. Doing this ensures you’re comparing apples with apples.

It turns out that Sainsbury’s are still winning.

OK. Let’s look deeper. Mmmmmm. What about “wedding cake”? So I added the search “wedding AND cake” to see what the state of the nations is for a non-branded wedding cake showdown between Waitrose and Sainsbury’s. And the winner is….

4

Waitrose. Better rankings, more content, and more traffic and value generated. So what’s their secret sauce?

I’m now looking at just Waitrose, having filtered by “wedding AND cake”, and it’s possible to see the relevant keywords rankings, and also the 29 ranking pages delivering value. One in particular is standing out.

5

Using the new page-level filter to drill down to just this page reveals some interesting results:

6

About 10,000 visits a month, and over £40,000 of equivalent paid search value per year.

So what doesn’t it rank for well? A quick scan shows me that rankings outside the top 10 often have the word ‘ideas’ in. Let’s trty another filter…

7

It would appear that a good optimisation experiment Waitrose could try would be to include more content on “ideas”. In addition, a highly ranking, really good wedding cake guide page could be better and grab another 1,500 visits.

This process wasn’t just fun (OK, and I’m little geeky), it was really easy, and anyone could do the same to increase revenues using basic SEO techniques.

Now if I was in the wedding cake market myself I’d want to look deeper at this. I’d use Linkdex to check out the volume of internal and external links, as well as social shares to this page. Who’s linked where? And can they link to me? Who are the authors ranking for keywords with “wedding AND cakes”?

8

Entity search gives us seventy influential authors. Boom. Now if i’m Sainsbury’s, all I need to do is write a killer page, one that gets people talking and using your page as a resource (better than Waitrose’s).

All in all this is pretty powerful stuff for less than 15 minutes work.

So… what would the best wedding cake content look like, that these people want to contribute and link to?

White board session anyone. Can I be chief scribe?

And there you have it; a whistle-stop tour of just how easy it is to discover insights and opportunities. I hope you enjoy the new page-level filter, and be sure to make the most of Lindex’s extremely flexible filtering and benchmarking software. Let us know what you find!

Time to change your outreach perspective: here is Entity Search

Outreach is more than just spotting the big guys. You need to understand the relationships between individuals, their subject matter expertise, and the websites they write for, and each other.

When doing outreach you want to be aiming for the right influencers to carry your message. They should have the right audience and the right number of readers. That’s why we developed Entity Search.

A world first for Linkdex

It’s a proud moment when you achieve engineering milestone. Something that’s really hard to do, and something that will help our clients talk to the most important people on the web. The ones that are trusted by Google, rank and have traffic.

Introducing Entity Search

Our clients don’t do outreach like they used to. Quality and trust are critical before relationships are formed and invested in.

The best way of finding these people was to look at the content that ranks for a huge universe of keywords and the people behind it and make the results searchable.

How does it work?

  1. Linkdex tracks a growing universe of the worlds most important keywords – currently over 55m
  2.  Behind the content that ranks there are authors, we find them
  3. Then we match authors that write for more than one publication, find their social profiles and forecast the traffic they get to their content
  4. Then we make the whole database searchable by you
  5. Add the authors you find to contacts or export them

This is a completely new type of search engine for SEO, PR and Social teams to find the best authors to talk to and prioritize outreach based on what is going to be read, not just said. By topic, by country.

The Beta testers of Entity Search are calling it ‘game changing’ so I’d love you to use Entity Search as part of your SEO and PR plans from today.

“Having a fast way to find the people behind the SERPS has created a blind spot for everyone involved in outreach, especially PR’s. It’s great to with Entity Search have someone finally able to show us the relationship between people and domains being trusted and getting traffic from Google on the topics I care about.”

Bryan Eisenberg, Founder & CMO of IdealSpot, Digital Marketing Expert, keynote speaker and New York Times bestselling author.

Enjoy!

Danny Goodwin helps Linkdex Practice what they Preach!

Danny GoodwinAs a SaaS product that helps clients do what we call SEO Now, we build software for and talk about content marketing, branded publishing, PR, influencer marketing, and social media all the time.

Ensuring you use your own technology and practice is essential. Linkdex have been scaling our own content production steadily over the last 12 months and we are looking to do more.

I’ve been lucky enough to be around people that have encouraged me to think big and plan for success. Something I now encourage others to do as much as possible. So when it came time to think about the development of a leading editorial team that could help us to tell the stories our audience wanted to hear, we had a very short list of people we respected and knew could do an amazing job.

Enter stage left, Danny Goodwin.

Danny has done an amazing job at Search Engine Watch for many years and together we’re going to do what we help and tell others to do. I hate the phrase but it’s appropriate, we are going to “Practice what we Preach.”

Danny’s first day as part of the team was last Monday and together with the rest of the team we’re going to become bigger and better content writers, storytellers and marketers. The details will need to remain under the wraps for a bit longer. However, it will be worth the wait, we promise!

Connect with Danny on Twitter @DannyNMIGoodwin

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