Why is this site ranking so well?

by mpacheco 19 replies
DCA Car Service,DC Airport,Dulles(IAD),Reagan,BWI Limo Service

It's a poorly designed site with very little content, yet it ranks well and has decent domain and page authority. It has nearly 2000 keywords ranking on page 1 of Google and earns about $8k in organic clicks! Anyone have any ideas about what's going on here?
#pay per click/search engine marketing (ppc/sem) #ranking #site
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  • Profile picture of the author dburk
    Hi mpacheco,

    First, Google doesn't rank websites, they rank individual web pages.

    Second point is that Google does not rank web pages based on web design, they never have and likely never will.

    Third, Google doesn't rank web pages based on the amount of content, they never have and likely never will.

    Google ranks web pages based on relevance and usefulness.

    What's going on is that the web pages are relevant and useful for Google's users. Nothing more, nothing less.

    The website has been around for 15 years so it is a well established business with many earned citations, the website provides exactly what Google's users expect to find when searching for the service offered by that website. There is no mystery here, except why you don't see what Google, and all the user's of Google search, are seeing in the web pages of this website.
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    • Profile picture of the author mpacheco
      Thanks for the reply, dburk.

      Yes, I understand that Google ranks individual webpages.

      However the site (as a whole) is ranking ~2000 1st page keywords. This is rather surprising to me because it has so little content.

      As for design, it is absolutely a significant part of Google's rankings, especially UX. Don't take my word for it though, ask published SEO experts like Matthew Barby (who talked about it in his 2016 Search Leeds presentation). Granted, Google isn't ranking the design itself, but the effectiveness of it to keep a user on a site, engaged, clicking through to different pages (even the internal linking structure is IA/UX), etc.

      The domain age certainly makes sense, but I wonder what domain age checker you're using? I tried one that returned nothing, one that says it's about 6 years old (domaintools), and yet another one that says it's almost 17 years old. Which do you trust?
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      * Micheal Pacheco Consulting, Digital Marketing and Growth Strategy
      "In relentless pursuit of customers and growth"
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  • Profile picture of the author st0nec0ld
    Originally Posted by mpacheco View Post


    It's a poorly designed site with very little content, yet it ranks well and has decent domain and page authority. It has nearly 2000 keywords ranking on page 1 of Google and earns about $8k in organic clicks! Anyone have any ideas about what's going on here?
    Hmm, the site seems to be yours? So, can you tell us more about it?
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    12BET | Live Casino Malaysia

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    • Profile picture of the author mpacheco
      Not mine! It's a client's competitor.
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      * Micheal Pacheco Consulting, Digital Marketing and Growth Strategy
      "In relentless pursuit of customers and growth"
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  • Profile picture of the author Sofor Ali
    Probably they're spending huge for SEO and Advertising
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  • Profile picture of the author Mike Anthony
    Why in the world do you think a limousine service needs more content than what they have?

    Their content is fine.
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  • >> It's a poorly designed site with very little content


    I see enough content to tell me what this company does, very clear and people should not be confused. How much more content do you want?


    I don't find it poorly designed. Yes, it's simple if that's what you mean, nothing wrong with that, that's not poorly designed. Besides, if you are talking about the “look”, Google doesn't care about that. Remember it's just a robot and it has even less opinion about aesthetics than us humans.


    >> decent domain and page authority


    What does that even mean?


    You talk about 2000 keywords for which it ranks. I'll take your word for it although would be curious to see them. I suspect I'd see “dc limo service” and “limo service in dc” which are not really different.


    You seem to put a lot of weight on domain age. While Google may in fact use age as a factor, it has a very small influence. In other words, there are other factors which are more significant have have lots more weight. Same for UX although I doubt UX is even considered or even how Google would measure this. Looking at that page and if I was looking for this service, I find the UX very good. Like the design, UX is subjective so this is just our opinions, not something Google considers.
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  • Profile picture of the author Webdesign353
    Dig a little deeper. They have 135 ref domains and it is clear according semrush that they ran a .edu scholarship link building campaign. Very effective as you can see.

    This is one link from .edu scholarship campaign:
    http://www.ucango2.org/scholarships/deadline.html

    Off page SEO is huge and clearly this company has a very good campaign setup.
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    • Profile picture of the author mpacheco
      Awesome! I did notice their total # of backlinks in SEMRush, but it didn't occur to me how many referring domains there were, or that they included so many .edu TLDs, even a couple .gov. I've only been using SEMRush for about six weeks, so still lots to learn about when and why and where to drill down for more info. Thanks, Webdesign353!
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      * Micheal Pacheco Consulting, Digital Marketing and Growth Strategy
      "In relentless pursuit of customers and growth"
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      • Profile picture of the author Webdesign353
        No problem I love semrush! Tried most tools out there but have always stuck with this tool. Scholarship campaigns are very beneficial but should be used side by side with other types of backlinks as well. It takes time and a budget to build links through scholarships and you have to be in a niche in which it seems appropriate to offer a scholarship. Good luck on your endeavors and feel free to pm me with any questions its nice to have people to bounce ideas off of while conducting SEO!
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  • Profile picture of the author prasad varma
    I think because of age of the domain & searches
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  • Profile picture of the author DABK
    Majestic SEO says they've got 199,560 fresh backlinks altogether and 556,924 historical (altogether). That's enough to target 2000 keywords to the point where, combined with onpage and not that competitive market, they'd make it to the very top. Yes, I know, quality links... well, if you can't get quality, you get quantity, huge quantity... And if you get lots of backlinks and some of them are not piss-poor, you do well.

    I am sure you could remove all the content on all the pages and it would rank well for loads of keywords, many would remain #1. Being #1 is not hard if your competitors are not going after your keywords or if they do not do a good job of it.
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    • Profile picture of the author mpacheco
      SEMRush is showing me 376 backlinks... That's quite a departure from 556k...?
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      * Micheal Pacheco Consulting, Digital Marketing and Growth Strategy
      "In relentless pursuit of customers and growth"
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  • Profile picture of the author Alangile
    A very good SEO Specialist has worked on this website
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  • Profile picture of the author 111ideas
    "User Experience is the King"
    If users are spending more time on that site after landing through Google search, Google will always show it on the top for that particular keyword.
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    • Profile picture of the author DABK
      No. Think it through.

      I have an affiliate site. Do I want people to spend time on my site?

      No!

      I want them to go to the product owner!s site. All of them. Fast.

      If I am a plumber, I don’t want them to spend time on my site. I want them to call me to send someone over.

      And we have not talked about SEO yet.

      Originally Posted by 111ideas View Post

      "User Experience is the King"
      If users are spending more time on that site after landing through Google search, Google will always show it on the top for that particular keyword.
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  • Profile picture of the author ra42
    I guess it's very relevant for specific keywords.
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  • Profile picture of the author robertosburn
    This site invest in paid advertising and SEO
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  • Profile picture of the author MudassirIqbal
    Its all about content in fact quality content, with keywords.
    I suggest you read 200 Google Ranking algorithms so you will get your answer!
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