The Missing Link - Site Relevancy
I talk about strength and relevancy in the original chapter. The relevancy I'm talking about there is how relevant the page is to the exact keyword.
However, there's a 3rd factor to take into account. One that's less important for lower competition 1-4 keywords, but becomes crucial to understand when looking at 5+'s
Site relevancy is important, and is factored into the overall "score" Google gives a page when deciding where to position it for a keyword.
An mini-authority site about toasters.. (I define mini authority sites as 50-150 pages. We're pushing it with toasters here, but I'm sure it's possible to write 50 articles on toasters! ;-) )
Or a larger authority site about kitchen goods with an entire section on toasters..
These are going to be more powerful than a mammoth domain like walmart.com for most toaster keywords, despite the fact walmart is a solid 1 in strength, and the authority sites are perhaps a 3 in strength.
The reason you can outrank those Ebay and Amazon pages with your mini authority site, is in my opinion less to do with the fact they potentially have very few backlinks to the page, and more to do with the fact your site has much more topical relevance. When you combine topical site relevance with page relevance, you get a powerhouse of ranking potential in your niche.
A Small Note on Siloing
This is one of the primary functions of siloing. To build topical relevance on bigger sites. If your site is ONLY about toasters, you do not need to silo, but if it's about kitchen goods and you just have a big mish mash of kitchen content, you won't have strong topical relevance for toasters.
What Does This Mean For Competition Analysis
Since competition analysis is very much an art rather than a science, it's hard to give you an exact blueprint. You have to just look at a site and try to determine yourself how topically relevant the site is to the keyword.
If you're looking at a keyword that has all strength 1 domains and relevance 2, then it doesn't automatically mean it's an 8+. If you're looking at a page 1 full of authority sites with high topical relevance to the niche the keyword is in, then it's an 8+, but if they're all ecommerce sites or broad sites with a single page in the niche then you're dealing with a 4 to 7 depending on how closely related that page is to the keyword. If it's more of a category page with some content, then it's a bit closer to "best toasters", than say a single page reviewing a brand of toaster. You have to just use your discretion to work out how closely related the page is to the keyword, and additionally how much topical relevance the site will have. Ie, is the whole site dedicated to the niche, or does it have a whole section devoted to the niche.
Title :
How To Analysis Keyword Competition
Description : The Missing Link - Site Relevancy I talk about strength and relevancy in the original chapter. The relevancy I'm talking about the...
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