Are backlinks the reason for my site's much lower SERP ranking, despite similar content?
-
Hi all,
I'm trying to determine why my site (surfaceoptics.com) ranks so much lower than my competitor's sites. I do not believe the site / page content explains this differential in ranking, and I've done on-site / on-page SEO work without much or any improvement. In fact I believe my site is very similar in quality to competitor sites that rank much higher for my target keyword of: hyperspectral imaging.
This leads me to believe there is a technical problem with the site that I'm not seeing, or that the answer lies in our backlink profile. The problem is that I've compared our site with 4 of our competitors in the Open Site Explorer and I'm not seeing a strong trend when it comes to backlinks either. Some competitors have more links / better backlink profiles but then other sites have no external links to their pages and lower PA and DA and still outrank us by 30+ positions.
How should I go about determining if the problem is backlinks or some technical issue with the site?
-
Thanks for both of your responses!
@IrvCo_Interactive I do have a Webmaster Tools and I do not have any warnings. But I do see 70 errors under Search Appearance > Structured Data, all regarding Missing: author and/or Missing: updated. I will look into what that's about.
I am working to fix the weird subdomains coming up in Google for our site. We never used these domains and someone suggested to me that this might be a result of a wildcard A record in my DNS. This other Moz article mentioned to use .htaccess to 301 these, so that might be the fix I use: http://moz.com/blog/find-your-sites-biggest-technical-flaws-in-60-minutes
I am not quite sure what I need to do to make sure my site's internal structure is solid, I just set it up in ways that seemed intuitive from a user perspective. I'm sure there are articles out there on this subject though.
@Moosa Hemani Indeed that site http://www.hvhtek.com/associates/surfopt/surfopt.html does use a few paragraphs from our site. What tool did you use to identify that this duplication was out there? I have done almost no work on link building and neither has anyone else, so in a sense what we have now is our natural link profile. But our site has been around for a long time so we may have gathered some bad links anyway.
-
There are literally tons of factors that are involved when Google ranks a site so this can be anything other than just links and quality of content. There are other factors like on-page optimization, site architecture, how you have been discussed on other websites, social media and much more…
I give a quick look to your website and here are the following things I witnessed in a one go!
- Duplication of Content
I believe there are two different websites were you are using the similar content, I just checked one page and Google says the content that is available on the website is more or less similar to the content available on this URL: http://www.hvhtek.com/associates/surfopt/surfopt.html
I believe this page also represents your company but technically they are two different domains containing duplicate content.
The idea is to have a unique and quality content on the website and this can help you improve your organic visibility.
- Links
In my honest opinion, links are playing their part too!
Open Site explorer said you are getting 182 links from the 10 root domains, probably you should increase the links from the root domains and if you are using tactics like blog commenting or forum posting to get links then consider avoiding it as this will hurt your rankings instead of building it.
Many of the links are no follow (probably coming from blog comments). It is important to have links from diversified areas and not all should be no followed or do followed.
Keeping the link profile as natural as possible is a way to go and outrank your competitors from the desired key phrases.
These are the quick analysis, I believe digging the website in detail might help you caught more areas where your attention is needed. There can be multiple factors that are playing their part and as a whole you are not been able to rank above your competitors and win organic traffic!
Hope this helps!
-
There are hundreds of ranking factors, so essentially what you are asking is the entire process of SEO.
Do you have Google Webmaster Tools for your site? That might be a good starting point. It's not just the quantity of links but the quality as Google sees it. Open Site Explorer is a great tool but you should check to see if Google has any warnings or alerts in your account.
I also like to look at how Google indexes a site. You get interesting results when you type in site:surfaceoptics.com into Google. Is the order of the pages what you would expect? Are high value pages coming up above low value pages? If not maybe your own internal linking on the site needs to be rethought. Do the email servers need to be indexable by Google? (pop, smtp, mail, mx, etc.) That seems a little wonky to me. I don't see that too often. You should maybe block those with a robots.txt file or something?
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
-
Our original content is being outranked on search engines by smaller sites republishing our content.
We a media site, www.hope1032.com.au that publishes daily content on the WordPress platform using the Yoast SEO plugin. We allow smaller media sites to republish some of our content with canonical field using our URL. We have discovered some of our content is now ranking below Or not visible on some search engines when searching for the article heading. Any thoughts as to why? Have we got an SEO proble? An interesting point is the small amount of content we have republished is not ranking against the original author on search engines.
Technical SEO | | Hope-Media0 -
Site Migration between CMS's
Hi There, I have a technical question about migrating CMS's but not servers. My client has site A on Joomla install, He want's ot migrate to Wordpress and we will call this site B. As he has a lot of old content on site A he doesn't want to lose, he has put site B (wordpress install) on a subdirectory site.com/siteb (for example). and will use a htaccess to forward the root domain to this wordpress site. Therefore anyone going to www.site.com will see the new wordpress site and the old content and joomla install will sit on the root of the server. Will Google have an issue with this? Will it even find the old content? what are the issues for the new site and new content? Look forward getting your guys input
Technical SEO | | nezona1 -
Mobile site not ranking
Hello, Our main site ranks well for all the keyword terms, and yet, our mobile site is buried. It is a "m." configuration, and I am wondering if it is a question of not using the correct programming language to get it there? Or if the redirects to the main site should relate differently? I have tried to read up on the topic of mobile site SEO and cannot find (or understand) the answer? Could someone please help? Thanks so much in advance!
Technical SEO | | lfrazer0 -
Why is Google's cache preview showing different version of webpage (i.e. not displaying content)
My URL is: http://www.fslocal.comRecently, we discovered Google's cached snapshots of our business listings look different from what's displayed to users. The main issue? Our content isn't displayed in cached results (although while the content isn't visible on the front-end of cached pages, the text can be found when you view the page source of that cached result).These listings are structured so everything is coded and contained within 1 page (e.g. http://www.fslocal.com/toronto/auto-vault-canada/). But even though the URL stays the same, we've created separate "pages" of content (e.g. "About," "Additional Info," "Contact," etc.) for each listing, and only 1 "page" of content will ever be displayed to the user at a time. This is controlled by JavaScript and using display:none in CSS. Why do our cached results look different? Why would our content not show up in Google's cache preview, even though the text can be found in the page source? Does it have to do with the way we're using display:none? Are there negative SEO effects with regards to how we're using it (i.e. we're employing it strictly for aesthetics, but is it possible Google thinks we're trying to hide text)? Google's Technical Guidelines recommends against using "fancy features such as JavaScript, cookies, session IDs, frames, DHTML, or Flash." If we were to separate those business listing "pages" into actual separate URLs (e.g. http://www.fslocal.com/toronto/auto-vault-canada/contact/ would be the "Contact" page), and employ static HTML code instead of complicated JavaScript, would that solve the problem? Any insight would be greatly appreciated.Thanks!
Technical SEO | | fslocal0 -
Site Redesign - Regaining Rankings
We just finished designing a whole new site that will hopefully convert better than our previous site and we are currently coding it. We are hoping to get the site out in the next month or two (or three!). We want to know what to expect in regard to our sales from SEO. If you successfully launched a site redesign and your conversion rate improved, can you answer this question? How long will it take for my rankings to regain their initial ranking and then hopefully rank even higher?
Technical SEO | | EcomLkwd0 -
Alternatives to SEOmoz's Crawl Diagnistics
I really like SEOmoz's Crawl diagnostics reports, it goes through the pages and finds all sorts of valuable information, I wanted to know if there are any other services that compete against this specific service, to test the accuracy of their crawl diagnistics. Thanks
Technical SEO | | BestOdds0 -
Fowarding URL's Have No SEO Value?
Good Morning from -3 Degrees C no paths gritted wetherby UK 😞 Imagine this scenario. http://www.barrettsteel.com/ has been optimised for "Steel suppliers" & "Steel stockholders". After runnning an on page SEO moz report its recommended that the target terms should be placed in the url eg www.steel-suppliers.co.uk Now the organisation will not change the url but think setting up a forwarding url eg registering www.steel-suppliers.co.uk to then forward to www.steel-suppliers.co.uk will be of benfit from an SEO perspective. But i think not. So my question is please "is a forwarding url of no value but a permanent URL (struggling for the terminology to describe the url a site is set up with) such as www.steel-suppliers.co.uk would be of value?" Any insights welcome 🙂
Technical SEO | | Nightwing0 -
Will training videos available on the "members only" section of a site contribute to the sites ranking?
Hello, I got asked a question recently as to whether training videos on the deeper pages of a website (that you can only access if you are a member and log in) will help with the sites ranking. On the SEOMoz software these deeper pages have been crawled as far as I can tell with errors reported on pages from the "members only" section of the site, leading me to believe the members only pages and their content will contribute to the sites overall ranking profile. I have suggested uploading the informational videos on the main pages of the site for now, making them accessible to all visitors and putting them in a more obvious place to encourage more sharing and views, however I've also said I would check it out with some experts so any information will be greatly appreciated! Many thanks 🙂 Charlotte
Technical SEO | | CharlotteWaller0