Here’s a tool that can benefit anyone in inbound marketing – Majestic SEO. Its primary and extremely useful function is to analyse backlinks to any website, one of the cornerstones of any inbound marketing strategy.
The general consensus these days is that links are becoming less important for improving ranking performance. This is certainly true, especially compared to those spam-ridden days where SEOs would often engage in link buying schemes which would catapult traffic and rankings within only a couple of months – or even in a few weeks, depending on the type of black hat you decided to don that day.
Regardless, there is still a strong relationship between a trustworthy link profile and getting better traffic, so it’s worthwhile figuring out how and where to get quality links from. Majestic can definitely help with this.
So What Has Changed?
Back in the black hat SEO days, the majority of links were gained for the sole purpose of providing ranking gains, and back in the day the more links, the better. But the sites that were sending these links were often utterly lacking in value - created purely as a place to give out links. You'd never have visited a site that had a name like seoking.com, because it had zero valuable content on it. Your time would have been better spent visiting a site like blank.com, in all honesty.
But now, the great Majestic SEO tool provides invaluable observations on where links comes from - and how valuable they are - to not just inbound folk, but nearly all marketers, especially when your distribution channels include television, radio and print.
Making Insights Insightful
Using the tool, you can export a file when analysing a competitor’s site, and everyone is provided with the same export file.. But your approach and understanding of marketing will set you apart on how you choose to interpret and evaluate the data, helping you to make more informed decisions.
For example, by analysing the link profile of a competitor who has increased awareness over a period of time, it's possible to identify which campaigns and tactics appear to have benefited their progress.
Tip: Whilst exporting a competitor’s link profile, remove the duplicated domains so that you are left with the unique link locations. From here, you will be able to attribute a tag towards each link more efficiently.
These individual campaigns can provide an understanding of the type of content marketing strategies being applied – whether it is in the form of editorials, video, graphics, guides or other content formats which help to entertain, educate, inspire or convince a prospect.
Limited Understanding of your Competitors Performance?
Not to worry. Majestic has a feature which allows you to review a historic landscape of both you and your competitors.
Simply go to the ‘Backlink History’ area and insert up to 5 competitors. This will provide an overview of their performance in terms of link quantity.
To confirm whether these links are high in quality, use Majestic’s trust flow metric. Anything above a 15 rating usually represents a good site – although exceptions do apply, so don't take this as a hard-and-fast rule.
Checking Out the Competition: The John Lewis Example
It's always useful to look at real life examples - and to pick a well-known example, we'll look at the Christmas John Lewis advert featuring Monty the Penguin.
This ad created an exceptional amount of coverage within a short period of time for various reasons, and this is clear when you examine the link profile. The interesting part of this type of analysis is that you can review people’s opinion on their marketing approach via comments and reviews - an invaluable insight for producing your very own memorable campaign.
Now, we aren’t suggesting that you need a multi-million TV ad campaign to make a difference to your traffic (unless, you have the deep pockets for it!). But hopefully, this example helps to demonstrate the value of this analysis in broadening your understanding of the marketplace and perception of your competitor’s brand.
Don’t Forget to Analyse Your Own Brand
By using this tool to analyse your own brand, you can tap directly into:
- Your brand’s perception within the community
- Previous campaigns which worked - and which needed improvement
- Relationships which seem to react positively to your brand (industry associations and businesses – great for leveraging more referral types of traffic).
This understanding, along with what your competitors have done, may give you inspiration for new campaigns, but also; ideas of how to improve your existing campaigns, the reaction towards these campaigns and ultimately, the consumer’s overall perception of your brand.
All of these ingredients combined offer ideal insights for optimising your campaigns and your brand to generate bigger returns across all channels.