Why?

Content 360 data is designed to help you make informed and actionable decisions about websites and specific pages you’d like to perform. The questions Content 360 is designed to answer are:

Content Performance

  • For my websiteor competitors websites, which content performs the best?
    • Performance being defined by
      • internal links
      • channel traffic
      • rankings
      • backlinks
      • social shares
      • content engagement
    • For my websiteor competitors websites, how much content (content depth) do we have on a specific topicand how does that content perform?
    • What are the multi-channel analytics to key pagesI want to make optimization decisions on? e.g. I don’t want to redirect a page that’s heavily used for paid search.

Content Strategy

  • For my websitecompetitors websitesblogsand other media, what content do other websites like to link toand people like to social share?
  • For my websiteor competitors websites, how much content (content depth) do we have on a specific topicand is there an opportunity to create more?

Architectural / Technical

  • For my websiteare there technical issues like duplicate titles, 404’s and broken links that need fixing?
  • Do the pagesI’m trying to rank have a sufficient number of internal links to facilitate a high ranking position for the targeted keywords?
  • Do the pagesI’m trying to rank have a have optimal internal link anchors to facilitate a high ranking position for the targeted keywords?

Offsite SEO

  • Are the pagesI’d like to perform better in the SERPS being shared and linked to as much as the pages that are performing in the SERPS on the same topic for competitors?
  • Which authorswrote the content on a specific topic and how well was what they wrote linked to and shared?

So what?

  • You can’t make optimization decisionson pages and groups of pages without 360 degree insights that include:
    • Multi-channel analytics
    • Current ranking performance
    • Backlink and share counts
    • Internal link counts and anchor text insights
    • Depth of content on a topical theme
    • Technical issues
  • You can increase the probability of your content strategy workingby taking inspiration from the content that has already resonated with your audience.

What?

Basics

  • You’ll need to start a crawl. Linkdex allows you to customize the site crawl to your specific needs.
    • Crawl an entire site starting at the home page or designate a specific starting page and control the crawl path.
    • You can choose to ignore specific paths, parameters.
    • Crawl as a web search or a mobile search bot agent.
  • Against the pages / URL’s found during the crawl, Linkdex appends data from other sources that include:
    • Multi-channel analytics
    • Current ranking performance
    • Backlink and share counts
    • Internal link counts and anchor text insights
    • Depth of content on a topical theme
    • Technical issues
  • Pages can be filtered, column sorted and exported.
    • Search filters are:
      • intitle: Page title
      • indesc: Page META description
      • inurl: Any part of page URL
      • indomain: Domain part of page URL
      • infolder: Path part of page URL
      • inheading: H1 tag
      • inintanchor: Anchor text for an HREF pointing to another page within the crawl
      • inoutanchor: Anchor text for an HREF pointing to a page not in the crawl
      • inalt: ALT text
      • inpage: Page BODY
      • Advanced Searches:

They can also be combined with each other, and you can use ‘-’ operators e.g. intitle:music -inurl:about

Multiple terms can be combined using logical operators (“and” & “or” in lowercase). The and terms will be evaluated first, then the or terms. We can also use parentheses to group the terms, e.g. intitle:linkdex and (inintanchor:home or inintanchor:top). That would return all pages with “linkdex” in the title and with internal anchor text containing “home” or “top”.

Without the parentheses we get intitle:linkdex and inintanchor:home or inintanchor:top This would return all pages with “linkdex” in the title and “home” in an internal anchor, or pages with any title and “top” in an internal anchor.

  • Standard filters are:
    • Crawl date
    • Pages with potential issue
    • Top ranking pages
  • Pages can be grouped using page group rules or page tags. Page groups are the better method if you’re planning on reporting on page groups by page groups in other areas like rankings.

Advanced

  • To benchmark the contentfor each domain in the project on a specific topic set your search filters e.g. intitle:”car insurance infolder:”car-insurance” and click between each of the domain in the left navigation.
    • Tip: Sortingby internal links, backlinks, and shares often tells you a lot about why one websites pages might be performing better than another. If you find an insight like a page has too few internal links, add yourself a task.
  • To find a websites most socialized content, column sort by Ext. Links or social shares.
    • Tip:If you add editorial domains like blogs as project domains you’ll get more content ideas than you do when you look at competitors.
    • Tip:Select the filter for pages that have Authors and you’ll find out who wrote the post. Perhaps they can write for you or be part of your outreach campaigns.
  • Exportingthe crawl allows you to audit your content Answering questions like:
    • Which pages make no traffic contribution from any channel?
    • Which pages have links and share but no traffic?
    • Which pages could I redirect or add canonical tags to improve the performance of pages you want to perform?

Warning Signs

As with rankings, Content 360 touches many other parts of the platform. These include:

  • Tasks
  • Dashboards
  • Writers Desktop
  • Link Data / Authorship
  • Keyword Ranking

Warning signs of a project that has a sub-optimal use of Content 360 include:

  1. Analytics is not integrated– Not having multi-channel analytics mapped against crawled pages means insights and decision making capabilities are not impossible but are not as precise and informed as they could be.
  2. Too few keywords rank tracked– Knowing which pages rank well and which don’t within your own and competitors websites tells you a lot about website performance, content and SEO strategies.
  3. Keyword to Page mapping not done– Mapping keywords to a page tells you how traffic and value a page could contribute should it rank #1 for all it’s keywords. In other words, how much a page could be worth.

Use Operators When Searching Your Content

As well as discovering website issues, we wanted to make it easy for you to discover where your performing content and underperforming content is and make informed decisions on how to improve pages and site architecture, not just generally but by keyword themes.

The following search operators can be used in the Content section to find your content, e.g. by searching for intitle:music

  • intitle: Page title
  • indesc: Page META description
  • inurl: Any part of page URL
  • indomain: Domain part of page URL
  • infolder: Path part of page URL
  • inheading: H1 tag
  • inintanchor: Anchor text for an HREF pointing to another page within the crawl
  • inoutanchor: Anchor text for an HREF pointing to a page not in the crawl
  • inalt: ALT text
  • inpage: Page BODY

Advanced Searches

They can also be combined with each other, and you can use ‘-‘ operators,

e.g. intitle:music -inurl:about

Multiple terms can be combined using logical operators (“and” & “or” in lowercase). The and terms will be evaluated first, then the or terms. We can also use parentheses to group the terms,

e.g. intitle:linkdex and (inintanchor:home or inintanchor:top)

That would return all pages with “linkdex” in the title and with internal anchor text containing “home” or “top”.

Without the parentheses we get intitle:linkdex and inintanchor:home or inintanchor:top This would return all pages with “linkdex” in the title and “home” in an internal anchor, or pages with any title and “top” in an internal anchor.

Resolve Content Issues

Making sure your content is found

Ensure that search engines are finding your content, so they can crawl and rank it. The main reason pages might not be ranked are:

PAGES WERE NOT AVAILABLE

  • 403: Forbidden: A 403 Forbidden error is shown when a server blocks access to a webpage. Both the server and webpage can be found, but the page is forbidden and therefore cannot be viewed by users or crawled by search engines.
  • 404: Not Found: Unlike a 403 where both server and page are found, with 404 errors the server was found but it cannot retrieve the requested webpage. One common problem is that the page no longer exists.

SERVER ISSUES

  • 500: Internal Server Error: This is a generic ‘Internal Server’ error returned when the server encountered an unknown problem.
  • 503: Service Unavailable: This error is usually a temporary notice that the server is overloaded or down for maintenance.

PAGES EXCLUDED BY

  • txt: You can manually prevent certain webpages being crawled by outlining the URLs in your robots.txt file. This is therefore one of the reasons a page might not be ranked.
  • No-index: The noindex metatag is another way of preventing robots from indexing a page. However, this can be implemented on individual pages instead of the server-level robots.txt file.

Duplicate content

Your page title appears in the source code of your website and can be viewed if you right click your website and select View Page Source.

It also appears in your search results and is used as a ranking factor. Duplicate Titles are known to cause issues with rankings and should be avoided.

Linkdex makes it easy to see pages that have Duplicate Titles by selecting the relevant duplicate content filter from the left navigation or by reviewing the page summaries in the right hand details column. Linkdex also reports on duplicate Page Descriptions and Headings. As well as making these original it also helps increase a page’s uniqueness.

Internal links

Internal links enable users to navigate between pages on a website. They can form part of the site wide navigation of a website or be specific to individual sections or pages.

Search engines are interested in which pages on your website have the most and least internal links as this count gives an indication of a page’s relative importance.

They are also interested in the anchor text that forms the link as it provides a clue to the context of the pages the links are pointing to.

As such the internal link volume and anchor text are considered to be ranking factors of a page.

Linkdex not only gives you a count of the internal links pointing at each page we crawl, we provide a summary in the right hand details column of the most popular internal anchors pointing at a page.

Broken links

As websites evolve it’s easy to lose track of where links are pointing to and whether those pages still exist. Fixing broken links not only makes for a better user experience, it helps search engines find and rank your content.

Linkdex makes it easy to see pages that contain broken links by selecting the relevant broken links filters from the left navigation.

Once you have crawled your site under Content 360 check the Links and Shares section to check your Internal and External broken links.

External links

Links from other websites help your content to rank higher. Knowing which content has received links and which hasn’t is an important site optimization metric.

The anchor text of the links pointing at your pages is also important. Natural link profiles are considered both more desirable and more effective.

So it’s a good sign if the anchor text includes the type of keywords that you’d like to rank for and a bad sign if they are all, or heavily weighted towards, exact matches of the keyword phrases you’d like to rank for.

Linkdex makes it easy to see the volume of links pointing at each page using the Ext. Link column. You can also see the count in the right hand details column, as well as a summary of the external anchor text pointing at a page.

301 and 302 redirects

If you need to change the URL of a page, a 301 redirect allows you to permanently redirect a user from one page URL to another. A 302 allows you to temporarily do the same function. It also allows you to transfer the page authority earned from external links to another page.

Linkdex reports the pages that are being redirected to another page on your website. Just select the relevant filter from the Filter button.

Canonical tags

Sites can often have duplicate or very similar content on different URL’s. Where this is the case, you can use a rel=canonical tag to inform search engines about your dominant or preferred URL for a specific page.

See which pages have canonical tags in place and which URL’s they are pointing to on your website by selecting the relevant filter in the left hand navigation.

Linkdex also separately reports on canonical tags being used to point to an external URL. The primary use of this feature is to protect you from the growing number of hackers using this as a technique for taking value from your website and passing it to another without your permission.

Relative page performance

Go to Content 360 and view the crawled data for a domain. On the right hand column you will see information on page performance.

Finding your content on specific keyword topics is a great start. Understanding which content is performing is the next step to optimizing your website. We therefore provide page level information on:

  • Top 10 Ranks – The Top 10 keyword searches where this page appears
  • Number of keywords being rank tracked in the top 10
  • Direct Natural Visits – Natural search visits entering at a specific page URL
  • Phrases Providing Visits – Number of unique phrases providing natural search visits to a specific page URL (a page’s keyword reach)
  • Internal Links – Number of internal links pointing at a specific page URL
  • External Links – Number of external links pointing at a specific page URL
  • Top Internal Link Anchors – The top internal link anchors and count pointing at a specific page URL
  • Top Link Anchors From Other Sites – The top external link anchors and count pointing at a specific page URL

You can then see the pages that have links, rankings and / or traffic and start to make decision on whether to edit content, build external links, improve internal link volume / context, redirect pages with 301’s or use rel=canonicals.

Content 360 Overview

Content 360 integrates data from all parts of the Linkdex platform and presents the information at page level to provide you with amazing insights on how your content is performing and how it could be improved to increase its value.

Three key benefits are:

  1. The site crawler and search engine layer makes your data quick and easy to analyze, especially if working on a large domain.
  2. Compiling all of your page level data avoids the need for complex Excel spreadsheets saving your analysts hours of time.
  3. Our crawler can handle very large domains, which can’t be crawled by a majority of platforms on the market.

This powerful section allows you to crawl domains with a view to researching competitors, fixing errors on your site and optimizing your content.

With the built in site crawler you can:

  • See your website through a search engine’s eyes, either for desktop search or mobile search
  • Crawl sites from the homepage down or specific paths
  • Ignore query parameters
  • Find code strings like analytics
  • Discover technical issues – duplicate content, server errors and more
  • View historic crawls and compare data

Note that you can search your crawls with useful search operators.

Section Walkthrough

The toolbar includes the buttons Action, Filter, Display Options, Recrawl Now, Refresh Share Counts and Add Task.

Filtering allows access to our standard filters, which cover all the common types of technical SEO issues crawlers are used to identify, as well as canonical support and being able to view pages by Top 3/10/20 ranks.

Another extremely useful feature is that crawls are saved over time so you can revisit older crawls to look at previous technical issues and to make sure that technical issues are being improved over time.

Regarding the buttons unique to this section, Recrawl Now prompts a pop-up box where you can recrawl the domain that is currently highlighted in the left pane, while Refresh Share Counts asks Linkdex to update the social media data so you can see more recent share counts.

Also note that in the table, where relevant, we sometimes add tags next to a page to denote a special attribute. For example, if the page was found as ‘New’ since the last crawl or if we found ‘Author’ data.

The workflow begins in the left pane by choosing a domain to analyze. Then in the main section you can use filters and search operators to refine your view of the crawled content. By selecting a page you can then – in the right pane – see an assortment of content issues that could need action. If so, then you can capture the takeaway by adding a task via the usual Add Task button on the toolbar.

In this right pane you will also notice some integrated data. This will be visible because it will show as a link or an icon. Once you’ve selected a page you can, for example, look in the right pane and click through to further assess page performance (in particular the ranking keywords that this page appears for), the mapped keywords and external link data. If there is an issue we identified, you can also easily add a task from a link in this right pane. Sometimes we will find authors on a page of content and you can add them as a contact or search their social data from icons in the right pane.

Linkdex For Content Marketers

Below is a mindmap to show an overview of the key areas of the platform with commentary on how each section is used to improve our clients’ content marketing campaigns.

  1. Reporting & Dashboards

The reporting and dashboards section features a rich suite of widgets that can be used as building blocks to build both dashboards and reports for content marketing campaigns.

As an agency this will enable you to provide your clients with reports that use industry leading data and can be rebranded with your agency logo and colours. As a brand you will be able to provide your business with insights based on technology that is used by a majority of the leading agencies.

  1. Task & Project Management

Another core feature when Linkdex launched was the Task & Project Management section. This was based on the philosophy that data provides insights, but it is people and actions that causes content to perform better. This is why throughout the platform it is possible to create a task in every section.

The section can be used in three key ways; for team members to manage their own tasks, for project managers to gain an overview of all of the work being completed by their team and to compare actions with improvements to your campaigns.

  1. Content 360

As content marketing continues to become one of the biggest buzzwords across all of the digital marketing disciplines, Content 360 offers unparalleled insights into the performance of your campaigns’ content.

Content 360 is based on the concept of being able to access all of your data at page level including; multi-channel analytics and social metrics. Then analyzing groups of pages and measuring the impact of your actions against performance.

This enables you to access all of the data you need to measure the success of your content in one place, whether you are analyzing one page, a group of pages or an entire website.

  1. Link Data

Linkdex launched initially as an SEO platform and at the heart of the product is industry leading link data. One measure of success from content marketing campaigns is viewing how many citations your content received in terms of generating inbound links.

Generating links to a website is still one of the biggest factors in improving a website’s visibility in major search engines such as Google. The platform enables powerful insights into links generated by both your domain and your competitors’ domains.

These can also be valuable as part of identifying bloggers and writers you would want to reach out to when promoting content during campaigns.

Using both Link Data and Content 360 in combination is extremely effective for researching popular content at the ideation stage. In your industry who has been publishing the content that attracts the most likes, shares and links?

  1. Writer’s Desktop

Writer’s Desktop is a section designed for practitioners with the rise of content marketing carefully considered. At page level you can analyse mapped keywords, keyword rankings and page value. Pages can also be reviewed for keyword usage in title, headings, URL and in page copy.

This section focuses on keyword mapping, one of the most actionable philosophies of Linkdex. Do pages exist for your target keyword, are they visible and does the correct page rank?

This section is essential if you are working on a content marketing project where the content needs to be optimized with keywords for major search engines.

  1. Authorship Data

Linkdex offers the largest commercially available database for online authors, making it one of the quickest possible ways to generate a list of bloggers and writers to research.

This data can also be sliced in different ways, such as the ability to filter authors by influence score or to identify authors that are citing your clients or competitors. When used in anger this section can be used to automate weeks worth of work when identifying bloggers and writers to work with.

It can also be used to identify the most authoritative and prolific authors so you can find who is publishing the highest quality and most popular content in your space.

  1. Networks

The Networks section contains award-winning features that are amongst the most innovative we have ever released.

This section offers the ability to leverage network science through visualizing social media data to achieve a number of key insights. These insights include; understanding an industry and who the major players are really quickly, analysis of how the network evolves over time as a way to measure influence and actionable insights such as who can I ask for an introduction to build relationships with key people within the network?

  1. Campaigns

Campaigns enable you to build a structured approach to conducting and managing outreach. It acts as a collaboration platform for your team and a key input to enabling reporting on outreach when you are promoting content.

  1. Contacts

Contacts is a section of the platform that was built in collaboration with some of our key clients. It is a powerful way to capture and manage all of your contacts, being able to build upon previous outreach and research can often offer the quickest wins in campaigns. For example reusing outreach conducted in the fashion sector from a previous project for a new fashion client.

The contacts section also acts as an essential input to Linkdex Networks, where you can overlay your contacts onto any network visualization enabling you to map out how your existing contacts and relationships can help you connect to key influencers.