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Lenovo Partner Network The SEO Journey Series Creating SEO Authority Workbook 5 Produced by Method Savvy Lenovo Partner Network / The SEO Journey Series Workbook Creating SEO Authority 2 Table of Contents Website Authority SEMRush

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Lenovo Partner Network The SEO Journey Series

5

Creating SEO Authority Workbook

Produced by

Method Savvy

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Lenovo Partner Network / The SEO Journey Series Workbook Creating SEO Authority 2

Table of Contents

  • Website Authority
  • SEMRush Site Review
  • SEMRush Competitor Site Review
  • Compare Your Site to Your Competitors
  • Competitive Content Review

Produced by Method Savvy

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What authority signals is your website sending out?

Lenovo Partner Network / The SEO Journey Series Workbook Creating SEO Authority 3

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Authority

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GOOD

Backlinks - diversity and quality of the websites linking to your content. Reputation - trustworthiness imbued by site’s history, social media presence, and reviews. Locality - signals related to location including NAP information, local citations, and server location. Anchors - the keywords used when sites link back to your content. User Experience - your website is easy to use and appears trustworthy. Engagement - the ways in which visitors consume content and return to your website.

BAD

Backlinks - links originate from low quality or untrusted websites and/or lack portfolio diversity. Reputation - the website lacks historical trust

  • r features a signifjcant number of poor reviews.

Locality - content and technical infrastructure don’t refmect region of focus. Anchors - inbound links feature keywords unrelated to content or are highly repetitive. User Experience - your website is hard to use and/or appears untrustworthy. Engagement - visitors quickly return to the search engine after clicking through to your site.

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Produced by Method Savvy Lenovo Partner Network / The SEO Journey Series Workbook Creating SEO Authority 5

SEMRush Site Review

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SEMRush Site Review: Navigating your SEMRush Dashboard

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Once you have created your account on SEMRush, use the following pages as a visual guide to help you with navigating your dashboard when needing reference with each of the exercises in this workbook.

Lenovo Partner Network / The SEO Journey Series Workbook Creating SEO Authority 6

How to get to an SEMRush Dashboard:

1) Visit SEMRush.com 2) Search for your Company URL 3) Login or sign up for free account with SEMRush

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Organic Search T raffjc Backlinks T

  • p Organic

Keywords Main Competitors Backlinks

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Follow/ No Follow Links Backlink T ype Referring Domains Backlinks T

  • p Anchors
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SEMRush Site Review

Lenovo Partner Network / The SEO Journey Series Workbook Creating SEO Authority 9

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Head over to semrush.com and search for your company’s website and provide the following: Organic Search Traffjc: ______ SEMRush Rank: ______ Keywords: ______ Traffjc Cost: ______ Backlinks: ______ Referring Domains: ______ Referring IPs: ______

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SEMRush’s Database differs from Google Analytics and Google Search

  • Console. It allows you to cross-reference information from multiple sources

to get an alternate perspective of at your site’s traffjc. Backlinks are referrals from other webpages. If multiple domains are

  • n the same IP address, it is like 5 family members recommending their

favorite restaurant. 5 IP addresses recommending your site is like 5 different families recommending your site.

SEMRush Exercise Worksheet 1: Search Traffjc/Backlinks

THINGS TO CONSIDER:

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What are your top 5 Organic Keywords: Keyword Position Volume CPC Traffjc 1) _____________________________ _______ _______ _______ _______ 2) _____________________________ _______ _______ _______ _______ 3) _____________________________ _______ _______ _______ _______ 4) _____________________________ _______ _______ _______ _______ 5) _____________________________ _______ _______ _______ _______

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SEMRush Exercise Worksheet 2: T

  • p Organic Keywords

Positions 1-10 tend to be on the fjrst page of the SERP. Positions 11-20 are on the second page of the SERP. CPC is the cost per click for ads with similar keywords. The higher the cost the more in demand the keyword is with the competition. THINGS TO CONSIDER:

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Who are your top 5 SERP competitors according to SEMRush? Competitor Competitive Keywords SE Keywords 1) _____________________________ ___________________ ____________________ 2) _____________________________ ___________________ ____________________ 3) _____________________________ ___________________ ____________________ 4) _____________________________ ___________________ ____________________ 5) _____________________________ ___________________ ____________________

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SEMRush Exercise Worksheet 3: T

  • p SERP Competitors

Your SERP competitors are the Websites that compete for search results with your website. If these are grossly wrong, the keywords found on your site may not be aligned correctly to your industry. THINGS TO CONSIDER:

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How many links do you have in the following categories: 1) Follow Links ____________ 2) NoFollow Links ____________ Backlink Count by Type: 1) T ext Links ____________ 2) Frame Links ____________ 3) Form Links ____________ 4) Image Links ____________

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SEMRush Exercise Worksheet 4: Links

Follow links are websites that are actively recommending your site. NoFollow Links are links that are making users aware of your site but not passing along good or bad recommendations. Follow links are more valuable than NoFollow links, but they both provide value and traffjc to your site. THINGS TO CONSIDER:

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T

  • p Referring Domains:

URL Backlink Count Do you trust this site? (Y /N) 1) _____________________________ __________ __________ 2) _____________________________ __________ __________ 3) _____________________________ __________ __________ 4) _____________________________ __________ __________ 5) _____________________________ __________ __________

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SEMRush Exercise Worksheet 5: T

  • p Referring Domains

Top referring domains are the domains that have follow links to your site and are ranked by their value to your site. These may not all be good for your website. THINGS TO CONSIDER:

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T

  • p Anchor T

ext: Anchor T ext Domains Backlink Count 1) _____________________________ ____________________________ __________ 2) _____________________________ ____________________________ __________ 3) _____________________________ ____________________________ __________ 4) _____________________________ ____________________________ __________ 5) _____________________________ ____________________________ __________

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SEMRush Exercise Worksheet 6: T

  • p Anchor T

ext

Link Anchor text passes signals to the search engine of what is expected on your site. Most sites are heavy on Branded links here. Keep an eye out for anchor links that are not branded and if they are sending good signals to your site. THINGS TO CONSIDER:

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Backlinks: What Pages/Sites are referring to your content? What content are they referring to and are they passing authority to your site with a dofollow link: Referring Page/URL Anchor T ext/Site URL 1) _____________________________________ ______________________________________ 2) _____________________________________ ______________________________________ 3) _____________________________________ ______________________________________ 4) _____________________________________ ______________________________________ 5) _____________________________________ ______________________________________

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SEMRush Exercise Worksheet 7: Referring Page/Anchor T ext

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What authority signals are your competitors sending out?

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SEMRush Site Review

Competitor 1

Lenovo Partner Network / The SEO Journey Series Workbook Creating SEO Authority 18

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Head over to SEMRush.com and search for a competitor’s website and add the URL to the top right corner. Organic Search Traffjc: ______ SEMRush Rank: ______ Keywords: ______ Traffjc Cost: ______ Backlinks: ______ Referring Domains: ______ Referring IPs: ______

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SEMRush Exercise (Competitor 1) Worksheet 1: Search Traffjc/Backlinks

Competitor #1 URL:

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What are your top 5 Organic Keywords: Keyword Position Volume CPC Traffjc 1) _____________________________ _______ _______ _______ _______ 2) _____________________________ _______ _______ _______ _______ 3) _____________________________ _______ _______ _______ _______ 4) _____________________________ _______ _______ _______ _______ 5) _____________________________ _______ _______ _______ _______

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SEMRush Exercise (Competitor 1) Worksheet 2: T

  • p Organic Keywords

Competitor #1 URL:

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Who are your top 5 SERP competitors according to SEMRush? Competitor Competitive Keywords SE Keywords 1) _____________________________ ___________________ ____________________ 2) _____________________________ ___________________ ____________________ 3) _____________________________ ___________________ ____________________ 4) _____________________________ ___________________ ____________________ 5) _____________________________ ___________________ ____________________

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SEMRush Exercise (Competitor 1) Worksheet 3: T

  • p SERP Competitors

Competitor #1 URL:

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How many links do you have in the following categories: 1) Follow Links ____________ 2) NoFollow Links ____________ Backlink Count by Type: 1) T ext Links ____________ 2) Frame Links ____________ 3) Form Links ____________ 4) Image Links ____________

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SEMRush Exercise (Competitor 1) Worksheet 4: Links

Competitor #1 URL:

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T

  • p referring Domains:

URL Backlink Count Do you trust this site? (Y /N) 1) _____________________________ __________ __________ 2) _____________________________ __________ __________ 3) _____________________________ __________ __________ 4) _____________________________ __________ __________ 5) _____________________________ __________ __________

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SEMRush Exercise (Competitor 1) Worksheet 5: T

  • p Referring Domains

Competitor #1 URL:

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T

  • p Anchor T

ext: Anchor T ext Domains Backlink Count 1) _____________________________ ____________________________ __________ 2) _____________________________ ____________________________ __________ 3) _____________________________ ____________________________ __________ 4) _____________________________ ____________________________ __________ 5) _____________________________ ____________________________ __________

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SEMRush Exercise (Competitor 1) Worksheet 6: T

  • p Anchor T

ext

Competitor #1 URL:

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Backlinks: What Pages/Sites are referring to your content? What content are they referring to and are they passing authority to your site with a dofollow link: Referring Page/URL Anchor T ext/Site URL 1) _____________________________________ ______________________________________ 2) _____________________________________ ______________________________________ 3) _____________________________________ ______________________________________ 4) _____________________________________ ______________________________________ 5) _____________________________________ ______________________________________

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SEMRush Exercise (Competitor 1) Worksheet 7: Referring Page/Anchor T ext

Competitor #1 URL:

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SEMRush Site Review

Competitor 2

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Head over to SEMRush.com and search for a competitor’s website and add the URL to the top right corner. Organic Search Traffjc: ______ SEMRush Rank: ______ Keywords: ______ Traffjc Cost: ______ Backlinks: ______ Referring Domains: ______ Referring IPs: ______

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SEMRush Exercise (Competitor 2) Worksheet 1: Search Traffjc/Backlinks

Competitor #2 URL:

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What are your top 5 Organic Keywords: Keyword Position Volume CPC Traffjc 1) _____________________________ _______ _______ _______ _______ 2) _____________________________ _______ _______ _______ _______ 3) _____________________________ _______ _______ _______ _______ 4) _____________________________ _______ _______ _______ _______ 5) _____________________________ _______ _______ _______ _______

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SEMRush Exercise (Competitor 2) Worksheet 2: T

  • p Organic Keywords

Competitor #2 URL:

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Who are your top 5 SERP competitors according to SEMRush? Competitor Competitive Keywords SE Keywords 1) _____________________________ ___________________ ____________________ 2) _____________________________ ___________________ ____________________ 3) _____________________________ ___________________ ____________________ 4) _____________________________ ___________________ ____________________ 5) _____________________________ ___________________ ____________________

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SEMRush Exercise (Competitor 2) Worksheet 3: T

  • p SERP Competitors

Competitor #2 URL:

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How many links do you have in the following categories: 1) Follow Links ____________ 2) NoFollow Links ____________ Backlink Count by Type: 1) T ext Links ____________ 2) Frame Links ____________ 3) Form Links ____________ 4) Image Links ____________

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SEMRush Exercise (Competitor 2) Worksheet 4: Links

Competitor #2 URL:

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T

  • p referring Domains:

URL Backlink Count Do you trust this site? (Y /N) 1) _____________________________ __________ __________ 2) _____________________________ __________ __________ 3) _____________________________ __________ __________ 4) _____________________________ __________ __________ 5) _____________________________ __________ __________

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SEMRush Exercise (Competitor 2) Worksheet 5: T

  • p Referring Domains

Competitor #2 URL:

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T

  • p Anchor T

ext: Anchor T ext Domains Backlink Count 1) _____________________________ ____________________________ __________ 2) _____________________________ ____________________________ __________ 3) _____________________________ ____________________________ __________ 4) _____________________________ ____________________________ __________ 5) _____________________________ ____________________________ __________

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SEMRush Exercise (Competitor 2) Worksheet 6: T

  • p Anchor T

ext

Competitor #2 URL:

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Competitive Analysis

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Where are you ahead? Where are you behind?

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Competitive Questions

How does your site rank compare to your competitors?

____________________________________________________________________________________________ ____________________________________________________________________________________________

Who has the most “DoFollow” backlinks amongst the sites you reviewed? What are the most valuable website backlinks coming into the sites?

____________________________________________________________________________________________ ____________________________________________________________________________________________

What keywords are linking to your website? Are any of them different from your brand?

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1. 2. 3.

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Competitive Questions

What URL/content is most valuable to your competitors?

____________________________________________________________________________________________ ____________________________________________________________________________________________

Do you have content on your site that is similar? Is it 10x better? What could you do to improve the content on your page to beat your competitor’s page?

____________________________________________________________________________________________ ____________________________________________________________________________________________

What keywords that would be valuable to your site are your competitors ranking for that you are not ranking for?

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4. 5. 6.

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Lenovo Partner Network / The SEO Journey Series Workbook Creating SEO Authority 36 Produced by Method Savvy

Creating Posts with Authority Content

Why authority content works

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When you search for content, answers to questions, or a professional opinion, what expectations do you have about that content?

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Content

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GOOD

Quality - Well-written, valuable, original and human-centered. Contextual - Highly aligned to the topic of interest

  • f the user.

Topical Vocabulary - Using language and keywords refmective of the topic being searched. Information, local citations and server location. Timely - Non-stagnant, fresh. Depth - Substantive and comprehensive. Multimedia - Images, videos, and audio. Answers - Direct and informative.

BAD

Quality - Poorly written, misspellings, duplicate and/or algorithm-focused. Contextual - T angential, off-topic

  • r obfuscated.

Topical Vocabulary - Using company- focused language instead of user focused language. Timely - Out of date or old. Depth - Shallow. Multimedia - T ext only. Answers - Uninformative or unhelpful.

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Content Review

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URL: http______________________________________________________________________________________ Expected Outcome: What search(s) would you expect this page to come up for?

____________________________________________________________________________________________ ____________________________________________________________________________________________

Reality: Head over to Google and see what comes up for that search. Did the page you identify come up on page 1 or 2 of the results? What position?

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Go to a high-value content page on your website and answer the following questions about the content on that page. Repeat this exercise for each high-value content page on your site.

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Now, let’s review the content on the page, remembering your goal is to provide content that is 10x better than your competitors so you can better rank on the SERP. Quality - Is the content on this page well-written, valuable, original and human-centered? How could you make the content better?

____________________________________________________________________________________________ ____________________________________________________________________________________________

Contextual - Think of the reason for a user to be on this page, is the content highly aligned to the topic the user is interested in?

____________________________________________________________________________________________ ____________________________________________________________________________________________

T

  • pical Vocabulary - Are you using language and keywords that are refmective of the

topic being discussed on this page?

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Timely - Is the content on this page fresh and new or does it need an update?

____________________________________________________________________________________________ ____________________________________________________________________________________________

Depth - Does the page utilize images, video or audio? How does the page make you feel when you look at it? Is there something compelling to review, or draw your eye?

____________________________________________________________________________________________ ____________________________________________________________________________________________

Multimedia - Can a user fjnd the answer to the search they executed easily on your page?

____________________________________________________________________________________________ ____________________________________________________________________________________________

Social - Is the content on this page something you would share with friends, family, colleagues or bosses?

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Lenovo Partner Network The SEO Journey Series

Method Savvy is a marketing consultancy that helps ambitious leaders fjnd better ways to grow their brand and business. Our three focus areas, brand, experience, and growth acceleration, help create connected brand experiences that infmuence behavioral change at scale. SEO is one of many components we specialize in that help brands build a foundation for the ecosystem they want.