Today I had a question from Bryant. He asked
Is ESS different from all the other SEO reports (even free ones) you can get online or are being offered by other SEO services?
Great question and the answer is an emphatic …YES THERE IS.
OK, deep breath and ……………
Most (if not all) of the free SEO reports are based on some kind of analysis of the actual site.
number of backlinks
keywords in tittle etc.
This is simply a report in isolation.
To make it of any value you need to make an assessment of that information.
too many keywords
not enough backlinks?
Keyword not in title?
These are usually made from current (but often outdated) assumptions.
< 5% keyword density is good.
You need more backlinks.
You need the keyword in the title.
In practice things vary even from niche to niche and certainly due to continuing changes in Google’s Algorithm.
ESS works somewhat differently.
Yes, it looks at all the same type of “ranking factors” (maybe more) but it does not assume any default ranking rules.
For each site/keyword report it does the same test on the Google Top 10 results (or any search engine you choose) and checks those results.
The point being is the the only way to know what is ranking TODAY is to look at what is ranking today (Google top 10).
ESS then figures out what each ranking factor is TODAY
So, if in the top 10 results, it finds that the average keyword density is 4% and there is a range of densities across the top sites from 7% to 3% then that is what your site should have (for that keyword TODAY).
ESS uses two measures (range and average) so in this case the range is 3-7 and the average is 4. If your site is outside the range (i.e. 8% or 1%) then clearly it needs changing to be within the range, as it does not match any of the top 10 rankings.
It does not need to be exactly the average but that is a good guide to aim for if you are outside of the range.
So for example if the range was 1-50 and the average is 5 then again clearly, even being in range at 45 is too high.
In this case your site is better off being nearer the lower end of the range.
So as you can see the key difference is that ESS uses the current top 10 Google results to reverse engineer what Google wants on page one.
It then compares the (now known ranking requirements) to your site/keyword and gives you the recommendations for any anomalies.
If Google changes their algorithm and there is a shift in the top 10 sites then running the report will find the “new” ranking requirements and again compare with your site/keyword and recommend the new changes to fit the current requirements.
I hope that helps explain how ESS works and why it differs from other SEO reporting solutions.
The key differentiator is that it figures out the current search engine ranking factors every time you run a report and uses them to assess the target site.
That way it is always current and always accurate even if “experts” tell you different