Actionable Metrics and Diagnostics presentation given by Justin Briggs at SMX West 2011

1. Metrics Using Excel & Link Data
Justin Briggs
SEO Consultant

2. Purpose of Metrics
•Actionable Insights
•Delivering Change
•Getting s#!t done

3. Link Data

4. Competitive Link Metrics

5. Averages and Spread

6. Important Competitive Metrics
Linking Root Domains Exact Anchor LRD Anchor % Distribution
803 544 67.7
788 328 41.6
177 49 27.7
106 20 18.9
194 15 7.7
121 0 0
337 11 3.3
361 (AVG) 138 23.8
306 (STD DEV) 213 24.3
80 (EXAMPLE) 30 37.5
Get more LRD “OK” but needs more Over optimized

7. Visualize

8. Qualitative Metrics

9. A Few Qualitative Metrics
• What “type” of links
• blogs, directories, embeds, etc.
• Quality of links
• comment links, pages with ads, etc.
• Relevance of links
• contain keyword, # of keyword occurrences

10. Build a Scraper
http://dis.tl/build-scraper

11. Profiling Link Type

12. Link Velocity Trends

13. Link Growth Rate

14. Real Link Growth Rate

15. Real World Example: Paid Link Penalty

16. Where is the “bad” juice coming
from? The sum of PA of
A bit too much
linking URLs with
link value relative
this anchor text.
to brand name.
Disclaimer:
JCPenny isn’t a client

17. Finding the Links
The potential
paid links.
Hmm?

18. Learn More
distilled.co.uk/excel-for-seo/

19. Justin Briggs
SEO Consultant
• Justin.Briggs@distilled.co.uk
• twitter.com/JustinRBriggs
Distilled
• www.distilled.co.uk
Seattle based SEO, geek, film
buff, zombie lover.