Working with Open Site Explorer

[featherseo]

Hi everyone,

I'm new to keyword analysis, and am in the process of consuming a lot of SEOmoz articles and resources on the subject.

I wanted to see if I'm correct in my analysis of two compared sites, and hope you can shed some light on the matter.

I've been to the Google Keyword Tool and looked for my informational keywords for the project I'm working on, since the user intent is all about information.

A not-so-great keyword phrase I've found with 12,100 local monthly searches is:

"programa de inglês" (english programme)

I'm just using this as a quick example.

I have performed a Google search query for the above phrase from google.com.br (Brazil), and I'm comparing the #2 and #4 results from the 1st page of the SERPs which are: #2) www.programa-ingles.net and #4) http://www.baixaki.com.br/categorias/educacao-e-diversao.htm.

What's confusing me is that in Open Site Explorer, the #4 result gets a much higher page authority compared to the #2 result, and beats #2 on every category except for internal–external link ratio and all the social categories.

Here's an image attached of the comparison.

Is it the fact that the external links of #2 account for 100% of the links pointing to it, or that the #2 position beats (rather pitifully) #5 on social sharing, or is it something that I've not stumbled across yet?

Thanks in advance for helping out a n00b.

6HU6hBi.png

[featherseo]

Thanks a lot for this, Robert. It really helps.

[RobertFisher]

Hello and Welcome Clement,

If you could be so kind as to give us a screen shot of the SERP showing the above result, that would be beneficial in a situation like this. The reason being, that it provides additional info as to how you are performing the search and, often a good screen shot will allow us to see the query parameters in the query string. 
But, I am fairly sure the reason you are seeing the result you are is due to you having searched this term many times and likely have clicked on the programa-ingles.net. remember, the search engines are trying to learn what you like and placing cookies to "assist" your search. Those cookies make your analysis to be flawed.

Notice that programa-ingles.net does not show in my search (it is not in top 30).

When  I do the search, having never searched on that term on Google.com.br, I get the screen shot labeled: _broad search, programa de ingles. _Note on my result, Baixaki is the first organic result. Now to prove the point, I am giving you a second screen shot of the same search where I then put a comma (,) and added the exact domain name: programa-ingles.net. Given I am also adding the domain, surely it will beat Baixaki... but it doesn't because even with the domain, Baixaki is too strong and likely clicked on a ton. Baixaki is second and programa-ingles.net is fifth.

One way you can try to achieve this result is to use an incognito browser (Chrome) and you will likely get the result I am. Another is to add &pws=0 to the query string.

Here, from Dr. Pete is an excellent post on using depersonalization 

That should help you a whole lot.

Ub4CO8s 4pILHlQ