When looking at why certain sites rank above others I would investigate the following metrics:
URL: The current page ranking for the specified term.
Page Authority: This predicts the likelihood of a single page to rank well. The higher the score the greater chance that page has of ranking well. Page Authority is worked out on a 100-point, logarithmic scale. Therefore, it's easier to grow your score from 20 to 30 than it would be to grow from 70 to 80.
Domain Authority: This predicts how well a website may perform in the search engines. It is useful for comparing one site with another. Again he higher the score the greater chance that website has of ranking well. Domain Authority is also worked out on a 100-point, logarithmic scale. Therefore, it's easier to grow your score from 20 to 30 than it would be to grow from 70 to 80.
On page content: Content is King in SEO and this column analyses how the ranking pages are utilising content on the page. Search engines use content to help identify what each page is about.
Internal Linking to/from the Homepage: Internal website linking is important to help link juice to flow around a website. Typically the most authoritative page on a website is the home page and should therefore successfully link to the pages on the site in a way that passes as much link juice as possible.
Anchor text used to link to the Homepage: Anchor text is the text that appears in the HTML code of a link e.g. the anchor text of this link would be engineering jobs:
<a href="http://examplesite.com">engineering jobs</a>
Search engines use anchor text as a signal as to what the page being linked to may be about.
Domain Age and Sub-Domain Age: The age of a domain has a big impact on ranking ability this is because domain age cannot easily be faked. Older domains are likely to have more links pointing to them and will probably have built up a certain level of authority which comes with age.
Main Keywords Used On Page: The search engines use on page content to determine the relevance of a given page for a search query; the amount of times a term appears on the page can impact on the ranking of that page in the SERPS. The table counts up the main terms the page appears to be focusing on.
Total Links to Root Domain/Sub-Domain: Search engines use links as a way to determine the most relevant page for a search term. The more links you have pointing to a page the higher the chance of ranking well for a term, although there are other factors which also impact the value of links. This includes the anchor text used in the link and the quality of the site which the link has been generated from.
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