Note: This article contains references to Advanced Web Ranking Desktop, a version that is no longer under active development.
With the latest version of Advanced Web Ranking 9.0 we enhanced the application with link building capabilities never seen before.
We have implemented unique features that will now give you answers to worrying questions like:
Why is my competitor ranking better than me when I have more links than he does?
Is it possible that my links are less authoritative?
Or perhaps my exact match links are too weak! Or too many! Or too few!
Questions like these come up whenever you are trying to analyze your ranking performance and confront it with that of your competitors. They are as various as they are hard to answer. Happily, now with the new features of Advanced Web Ranking, your analysis will be both quicker and more insightful than ever.
Let me give you a proper introduction to the new features and bring out to you the key points in your analysis where Advanced Web Ranking becomes your friend in need.
But first, before we dive any further into details, make sure you have downloaded the latest 9.0 version of Advanced Web Ranking so you can follow me through the entire post.
Also, for extra efficiency, here is a summary of the article so you can pass right through the topics you are most interested in:
Because no good analysis can be done without good metrics and the more metrics you have available the better you will be able to improve your performance, we have added more than twenty new link metrics to the application.
These will allow you to get a better understanding of your link profile structure, quality and distribution of anchor text.
Here are the latest added link metrics that you will encounter throughout the application, both in the [Links] menu and the Keyword Difficulty Tool:
1. Raw numbers – The family of raw numbers grew larger with six more metrics, relative both to the total number of External Followed Links and to the number of Linking Root Domains:
- Exact match LRDs
- Partial match LRDs
- Branded links/LRDs
- Branded + Keyword links/LRDs
2. Ratios – As you often need to look beyond numbers and measure their weight, we have also calculated various ratios to provide you with a clear view over your link profile’s component structure:
- % of Exact match links/LRDs from Total
- % of Partial match links/LRDs from Total
- % of Branded links/LRDs from Total
- % of “Branded + Keyword” links/LRDs from Total
- % of Exact match links/LRDs from Branded Links/LRDs
3. Average values – A great way to integrate into a single number the authority of your entire set of backlinks is to calculate average values:
- Average Page Authority
- Average Domain Authority
- Exact Match Avg PA
- Exact Match Avg DA
- Partial Match Avg PA
- Partial Match Avg DA
An essential moment when link analysis plays an important role is when doing research of a keyword’s difficulty. The more information you have about your competitors, the better you are able to evaluate your chances for achieving top rankings and plan your needed actions.
Advanced Web Ranking’s 9.0v new Keyword Difficulty tool has been enriched with all the link metrics I mentioned earlier and is now able to give you a broad, more comprehensive analysis for your targeted terms.
Basically you can retrieve for any researched top 10 search results the same metrics as if you were running an in-depth link analysis on these websites, in just a matter of seconds.
On top of that, you are able to further generate charts with the link data you have gathered and get even more insightful views.
It’s impossible to get from a single metric answers to broad questions like: Why is competitor “X” ranking better than me?
Mainly that happens because there is not one, but hundreds of ranking signals that influence your position in search results. Therefore you must be able to compare and analyze them together.
Let’s take for example the top 10 ranking websites on a random search query and analyze their performance with the help of the two new charts available in the Keyword Difficulty Tool.
Below is the Side by Side Comparison chart generated for the number of exact match followed links each of these websites have.
Notice that the 5th website has the most exact match links.
Why isn’t it ranking higher? And most important, with that many exact match links already built, what does it need to upgrade its position in rankings?
Perhaps the authority of these exact match links is too low, compared to that of its competitors, causing them to have a lower impact over rankings.
Also by selecting Exact match Avg PA from the top panel, you will be able to compare the number of exact match links with their average authority on the same chart:
For the number five ranking website, the average authority of its exact match links is just as unexpectedly high as the number of exact match links considering the low position it occupies in this set of search results.
Giving the fact that neither this chart provided the answer to the main question: “What does no.5 needs to do to increase its position?”, the research must continue with more metrics added to the analysis.
Perhaps the reason for which Google values so poorly number five’s large number of exact match links because they weight too little in the entire link profile? To evaluate that, let’s look at the Exact Match Links ratio.
To compare on the same chart more than two metrics, you must pick the Metrics Comparison report available in the Keyword Difficulty Tool. It will draw lines on the chart instead of bars and lines, to keep it readable and avoid crowding the chart area.
Now we see that although the amount of number five’s exact match links is large, it represents only a small part of his entire link profile indicating a relatively poor anchor text relevance.
Based on this we could conclude that the exact match links ratio is a potential factor to lead our number five website toward higher rankings. But remember that only by analyzing as many ranking signals as possible you can develop an effective and accurate conclusion.
Beside calculating your links average authority, Advanced Web Ranking now also lets you evaluate your profile’s quality and visualize your links and LRDs distributed in ten authority ranges.
You can navigate to this report by going to the [Links] menu and selecting [Links Distribution] and then [Overview].
Thus you will not only see exactly how many good or bad links you have but you will also be able to drill the analysis down to more specific groups of links by applying filters for Exact/Partial match and Followed/Nofollowed types of links.
If you further wish to see exactly which are the links from a certain authority range, you can just click the chart column and you will be directed to the list of links with the respective filters applied.
This analysis won’t be complete if you wouldn’t be able to also compare it with that of your competitors, right?
Through the other two reports available in the [Links Distribution] menu, you are able to either compare two different websites for a chosen search term, or compare for a single website the links using two different anchor texts.
Let’s suppose that you have decided to focus on one competitor of yours because it appears to cause trouble for you. So, you get his links, you get his anchor texts and you are determined to uncover all his link building secrets.
But then, you find yourself stuck staring hopeless at endless list of links. What are you supposed to do with them? Does the fact that your competitor has 2 links from domains with a 9 domain authority causes him to rank better than you?
With the new set of filters implemented in Advanced Web Ranking, you will be able to process your lists of links or LRDs as you wish. The old [Top Backlinks] menu became now part of the new [Backlinks] menu aside [Linking Pages] and [Linking Domains] enabling you to see in separate reports links and LRDs for your websites and adjust them to your preferences.
You may filter both links and LRDs reports by:
- Anchor text – you can choose to filter the links with Exact match, Partial match or both for one or more terms you select from the Keywords panel
- Authority – it’s referring to either Domain or Page Authority depending on the report you are in and allows you to drill down by each authority segment
- mozRank – just as for the Authority metric, you can filter by mozRank or Domain mozRank ranges corresponding to the report you process
- Follow/Nofollow – you can display only the Followed, Nofollowed or All links regardless of their tag.
You can use these filters in any combination you wish and obtain the needed information.
Hoping that you are as excited as we are about the latest features, we are looking forward to hear your thoughts and suggestions, via comments or Twitter.
Photo credit: jakebouma