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How do we determine for which phrases the site will fly to the top, and for which it does not shine?


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To take a phrase into promotion, we find out not only how many competitors are promoting it, but also how realistic it is to compete with these competitors: what is their link mass, age and other indicators that affect the ranking.

At the agency, we begin our work on search engine promotion with the formation of a semantic core: we collect requests, do their scoring (we evaluate them by five parameters: popularity, competitiveness, commerciality, current positions and prospects) and understand which phrases will bring the maximum traffic in the shortest possible time.

In this article, we will cover only one of these five parameters – concurrency. A highly competitive phrase is not necessarily a low-pitched one. Even for the most unpopular query, dozens of your competitors can be promoted – if their sites inspire more trust in the search engine than yours, you will not overtake them.

There are several formulas that can be used to calculate how many competitors are using a particular phrase.

These formulas are not enough for us to take or not to take a phrase in promotion. We want to understand how realistic it is to compete with these competitors: what is their link mass, age and other indicators that affect ranking. It is one thing for a one-page site to struggle with a site of the same level of development, and quite another thing to try to supplant an old and powerful web project with a huge audience and serious budgets for search engine promotion.

In general, we are going down a different path:

  1. We take the values ​​of quality indicators from top sites.
  2. We reduce all indicators to a single value.
  3. We evaluate the competitiveness of each site in relation to ours.
  4. We see how many sites we can overtake.

Now let’s take a closer look at each item. In the best traditions of Kinetica – based on live examples from our practice.

We take the values ​​of quality indicators from top sites

On a project in the field of logistics, we had a goal – to promote the site to the top 5. We uploaded competitors that occupy the first 5 lines in the search engine into a separate file (so as not to get confused, we will designate them as site 1, site 2, site 3, site 4 and site 5), and found what values ​​each site has:

  1. ICS (site quality index) – an indicator of the usefulness of the site. It is appropriated by Yandex in a cunning and secret way.
  2. Age is one of the indicators of site trust.
  3. The number of pages in the Yandex index is an indirect indicator of the range.
  4. Inbound link count is an important Google ranking factor.

Normalizing values

Now the most painstaking stage awaits us. Try to add 37 thousand pieces of incoming links to the 6 years of the site’s operation – so in order not to suffer like this, you need to translate all the collected values ​​into points using the formula:

Formula for normalizing the initial data

We take site 1 and translate its ICS into points. Its current value is 150. Of all the sites that we selected for analysis, the minimum ICS for site 4 is 60, and the maximum for site 5 is 9,800. We substitute this data into the formula and get the ICS of site 1 – 0.9 points …

Next, we take the next indicator – the number of pages in the Yandex index of site 1 – and do the same work. In general, we calculate each assessment criterion for all sites from the list, including the one we are promoting.

We evaluate the competitiveness of each site

Now it remains to calculate how many points each site received in total. So we will be able to assess at what level of development it is and whether we have a chance to bypass it.

We take the sums of the points of our site and the competitor’s site and substitute them into the formula:

Formula for determining the competitiveness of a site

The total score of the first site is 3, and ours is 44.1. We divide 3 by 44.1 and get 0.07 – this is the competitiveness of site 1 in relation to ours. Thus, we calculate all other sites.

Competitive projects

Determine what are the chances of reaching the top for each request

Everyone, with the formulas, have finally finished. Now you can count how many for each request are in the top sites with competitiveness

We calculated that the query “groupage cargo transportation from China” will ensure our project gets into the top of Google (3 vacancies and the lowest competitiveness), while the key “delivery of goods from China to Russia” has a higher competition and may not lead us to the desired position in the search results. We began to promote at the first request – it was he who secured us a place in the top-2.

The key “delivery of goods from China to Russia” has the highest competitiveness, so we decided to focus on requests with which we have more chances to get into the top results.

This is how we painstakingly analyze all the keys, look for the most promising ones and include them in the first segment of semantics (the queries that we take in promotion in the first place, because they give the fastest result). We skip those keys for which the score is significantly higher than one, because it is not profitable for the client to move along them – there is no need to risk the budget for the sake of a ghostly place in the top.

Moris Akline
About author

Speculative operations in the foreign exchange and stock market. Work with futures and indices on CME. Work on FORTS and RTS. Development of portfolios and investment strategies for clients. Knowledge of technical (price charts of various types, indicators and oscillators, trends, channels, support / resistance levels) and fundamental analysis, take note of news. I work according to my trading strategy in compliance with the rules of capital management and risk management. Development of trust management strategies. Technique of order execution, placing and changing protective stop-losses, hedging.
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