Competitor link profile shocking - yet still out ranking!
-
Howdy fellow Mozzer's,
I have been doing some background seo checking on a competitor in my small "insurance niche" to try and see why they have recently shot up the listings and are now consistently out ranking us.
We have quality content on our site and have always taken an approach of trying to be whiter than white when it comes to developing out SEO plans.The site in question has recently moved ahead of us (along with some aggregators e.g. confused.com) possibly due to shifting patterns from possible algorithm changes favouring brand or could it be a case that Google has dropped a ball when it comes to checking back links as the competitors site is 99% linked to link farms, link submission sites, directories and lots of other spammy/poor quality sites.
We do not feel they are doing anything from a content stand to justify their sudden propulsion up the ranks. I am reluctant to pursue dodgy tactics to help get out site back in position as I feel it could then contribute and hurt us down the line.
Does anyone know how I can combat against their poor QUANTITY over QUALITY banklink profile that is surely helping them at the minute?
At a bit of a loss so any help would be greatly appreciated.
-
There has been a sudden leap from a couple of sites employing the same tactic. In fact one site I checked also had a very similar backlink profile (possible a sister brand to the one I mentioned in my first post above) and they too have climbed in recent weeks. I will look forward to any further insight you can provide on the matter
Good luck.
-
Very true, I had not considered they may have started to disavow some of the really poor links allowing the quality links to once again shine through...
Edit* : If it is not a case of utilising the Disavow tool, I do hope that any impending Google Algorithm update (which may have been in testing of late) comes along and bite them in the proverbial bottom.
Cheers Marie.
-
I'll add a few of my thoughts as well. I've seen sites that soar ahead on the power of unnatural links and then when Penguin hits they die out and just start fresh again with a new spammy site. Google has gotten better at just not counting many types of unnatural links but there are several types that will still work...for now.
Also, you don't know which of their links they have disavowed. Perhaps they have links from thousands of domains that are really spammy but they've disavowed them and in the midst of those spammy links could be some really good ones.
-
I have seen similar tactics in the local SEO industry lately, so I share your confusion.
Looking at MOZ's tools, we see that our main competitor has a huge amount of spammy links pointing back to their site. Our backlink profile has been very stringent, only submitting to or accepting higher quality sources. They still out rank us, even tho their content quality score is much lower. I am looking into this now, and will provide an answer or opinion soon.
-
Many times when people say , my competitor has a spammy link profile, it turns out that among all the worthless links are a few really good ones.
If you see they are doing anything wrong report them to google, https://support.google.com/webmasters/answer/35265?hl=en
-
If it's any consolation, given that you're in the insurance niche, it is one that Google wants to keep a close eye on and keep clean - so chances are action would be quicker than if you were in the dog accessories industry, let's say!
-
Cheers Tom,
Have to agree, I want to keep it on the straight and narrow, helping to maintain a site that should be seen as white to the core.
I do hope that the algorithm will be further cleaned up and that we will soon see our site moving back ahead of those employing dodgy tactics for short term gain.
Thanks Tim -
Cheers Andy and Jonathan,
I didn't check to see if they are paid links as yet - but will go have another look for sure.Andy, I totally agree, despite being as clean as we can be, we do know that many of our competitors can be a little shady when it comes to SEO and we also understand that we cannot really challenge the super huge aggregators for authority, however consider ourselves to one of the best of the rest.
We do try and create great linkable assets, but mainly for peripheral elements associated with us e.g. charity news, product reviews etc I am trying to get more genuine insurance articles on our blog etc - infographics, case studies etc... but finding people that think our content is valuable to both them and their readers is the hardest bit. I think people have certainly become a little numb to direct contact and so the content really has to shine and stand out from the crowd.
Cheers for your help so far. -
We have to remember that, for all of Google's progress, it is still an algorithm that relies heavily on links and its internal PageRank.
If your site has links from places with a strong PageRank, that is almost "reason enough" for the algorithm to rank your site (in the very most basic terms).
Of course, the greatest advancement Google has made in recent times is teaching its algorithms (and manual quality assessors) to detect manipulative link building. They're getting faster and better at detecting them. Rest assured, that site will inevitably be penalised.
In terms of what you can do, look at it objectively: Would you want to beat them at their own game and do this, but have no guarantee that it would work for you and an almost iron guarantee that it will inevitably penalise you? It doesn't make sense to me - so I would keep doing what you're doing and look to earn more links in the way that you have. You might improve things now, but down the line your site is going to be in altogether much better place.
Keep at it mate - it's frustrating I know, but it'll turn around.
-
Hi Tim,
If you are certain they have been buying links then try this https://www.google.com/webmasters/tools/paidlinks?pli=1
The reporting tool puts them on Google's radar and if they have been doing this then they won't last for long.
Jonathan
-
There are 3 industries I wont work in. Insurance, finance and automotive, purely because of the amount of dirty tactics that go on. I have found that a lot will undertake tiered link building, networks and other unsavoury tactics in place of being white hat, because they feel they have no option.
In terms of making sure you have something that people really want to link to, you need to create some link-assets. These can be anything that will make people want to link back and can be a study, white-paper, research, tool, informative post or something heavily news-worthy. You then need to look to doing some outreach and contacting sites, journalists, industry bodies, etc, and informing them of what you have to offer (link assets).
Look to the sites you want links from, and then decide the route that is likely to gain you positive attention and links.
-Andy
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Backlink, how to delete or find who is linking to me?
Hi there guys, Can someone tell me how I go about finding who is linking to my site or how to find backlinks to my site and if it is a spam site or a site I don't know or want linking to me, how to stop them from linking to me and also how to delete their link? Thanks appreciate the time Cheers
White Hat / Black Hat SEO | | edward-may0 -
Determining if our ranking is due to increased competition
Hello, I'd like to give you a list of DA/PA and see if the slipping of our rank is due to competition. This if for our main keyword. Below is the top ten sites in our industry - their DA and PA for this head term. This is for the plural form of the keyword - a product term. If I don't say differently the following are where the title has the keyword in it exactly and also these are ecommerce site listings. Does this look like we are being outdone by competition or would you say that there might be some other cause: 1. DA 85, PA 38 2. DA 34 PA 34 (These guys are mostly paid links by the way) 3. DA 100 PA 55 (singular form of keyword and also informational site) 4. DA 91 PA 41 5. DA 23 PA 24 (The only thing I see about this one is that their backlink profile is very white hat and they have the nicest looking site in our niche) 6. DA 29 PA 31 (exact match domain) 7. DA 99 PA 1 8. DA 22 PA 34 (Guide including infographics - doesn't sell products themselves) 9. DA 96 PA 1 10 DA 26 PA 38 -- This is us with 57 total root domains sitewide and 43 root domains to the home page. Let me know what additional information you need.
White Hat / Black Hat SEO | | BobGW0 -
Competitor outranking you with link spam. What would be your next steps?
FYI: I've already searched the forums for previous posts on this topic and although some are helpful, they don't tend to have many responses, so I'm posting this again in the hope of more interaction from the community 😉
White Hat / Black Hat SEO | | adamlcasey
So can I please ask the community to tell me what course of action you would take, if this was happening to you? We have been ranking in position 1 for a major keyword in our space for the past 18 months. Today I logged into my Moz account and to keyword rankings to find that we have dropped to 2nd. So I placed the competitors website; who's now in 1st position, into OSE and looked under the "Just Discovered" tab. There are 258 newly discovered links, 95% of which use keywords in the anchor text!
So I reviewed the rankings for all of these other keywords being targeted and sure enough they are now dominating the top 1-3 spots for most of them. (some of which we are also attempting to rank for and have subsequently been pushed down the rankings) Their links are made up of: Forum and blog comments - always using anchor text in the links Article's posted on web 2.0 sites (Squidoo, Pen.io, Tumblr, etc) Profile page links Low quality Press Release sites Classified ad sites Bookmarking sites Article Marketing sites Our competitors sell safety solutions into the B2B market yet the topics of some of the sites where these links appear include: t-shirts sports news online marketing anti aging law christian guitars computers juke boxes Of the articles that I quickly scanned, it was clear they had been spun as they didn't read well/make sense in places. So my conclusion is that they have decided to work with a person (can't bring myself to call them an seo company) who have provided them with a typical automated link building campaign using out dated, poor seo practices that are now classified as link spam. No doubt distributed using an automated link publishing application loaded with the keyword rich anchor text links and published across any site that will take them. As far as I was aware, all of the types of links we're supposed to have be penalised by Google's Penguin & Panda updates and yet it seems they are working for them! So what steps would you take next?0 -
Guest post linking only to good content
Hello, We're thinking of doing guest posting of the following type: 1. The only link is in the body of the guest post pointing to our most valuable article. 2. It is not a guest posting site - we approached them to help with content, they don't advertise guest posting. They sometimes use guest posting if it's good content. 3. It is a clean site - clean design, clean anchor text profile, etc. We have 70 linking root domains. We want to use the above tactics to add 30 more links. Is this going to help us on into the future of Google (We're only interested in long term)? Is 30 too many? Thanks.
White Hat / Black Hat SEO | | BobGW0 -
Main keyword decline in SERPs ranking :-(
Hi Moz, My very humble attempts at SEO has been doing very well for over a year with the keyword phrase 'vintage chanel bags'. Recently, about 3-4 months ago I noticed it dropped from rank 1 to rank 5. I've slowly but steadily been building up more social marketing interaction (Twitter, Facebook, Pinterest, Instagram mostly), brand awareness in company is increasing more searches for 'Vintage Heirloom', great in-links from reputable companies & bloggers. What I'm confused about is that one of our competitors Rewindvintage now appears as no.1 for this keyword but tracking with Moz every metric we outperform them on, namely domain authority & Page Authority. I have noticed they have 4 anchor text links (dubious quality wordpress comments), with the anchor term vintage chanel bags and we have none despite ranking no. 1 for so long?? I'm trying to use the Moz science here, just a bit confused. Any help, insights, similar experience would be much appreciated. I engage only in white hat and look for slow & honest SEO growth (as far as I'm aware ! ). Thanks for looking Kevin
White Hat / Black Hat SEO | | well-its-1-louder0 -
Is it still considered reciprocal linking if one of the links has a nofollow tag?
I have a popular website in which I include nofollow links to many local businesses, like restaurants and retailers. Many of the businesses are local startups that are more focused on word of mouth and often have no idea what SEO is. Seeing as I am already mentioning them on my website and my readers are finding them via the links, I want to reach out to these businesses to see me if they might give me a link since I have been linking to them for years. My question is: If these business owners decide to link to my wesbite and they give me a 'followed' link, will this look like reciprocal linking in the eyes of search engines? In other words, does the nofollow tag I put on my links to other businesses negate the reciprocal link penalty since both parties are not benefiting from a link juice exchange?
White Hat / Black Hat SEO | | AndrewHill0 -
Clear out Spammy Links
I was looking at my Open Site Explorer, and I noticed that now we have link anchor text in terrible words (porn videos, free streaming porn movies, big black c*ck) I believe this is an ex employee who we caught doing black hat seo and now they are retaliating. Has anyone had this happen to them? I need to know how to remove these links and make it stop. We have had a slight decline in our ranking as well, and wasn't sure if it could be the result of all this spamming. Any help would be appreciated. Thank you!
White Hat / Black Hat SEO | | AmandaJ0 -
How to get rid of black hat links?
I have recently discovered that one of my clients has either been sabotaged or has done this himself. In the case that he didn't do anything, how do you go about getting rid of bad links? There is now over a 1000 bad links linked to his site, do I report them as spam or what is the best way to fix this?
White Hat / Black Hat SEO | | StrategicEdgePartners0