Recently I helped with a redesign of a global attorney network’s website. Although built correctly (at the time), the website was a bit stale.  With the redesign, we are moving it to WordPress.

This is a perfect example why a CMC like wordpress should be used when building websites. When things change on the internet, WordPress makes it easy to adapt. If it’s a custom built website, you will have to pay a web developer to make these changes, and they will always have control of your website.

CMS

WordPress is a CMS (Content Management System). It stores and manages your web pages, pictures and blog posts. Many people think associate WordPress and being a blog. It is, but it’s new main purpose is a website. Blogs are “posts” and web pages are “pages”, it’s that simple.

Their New Concern:

They found another network that was attempting to do the same thing they were doing. A new competitor was in town. To the eye, the website was beautiful.

So the first thing I did was ran them through AHREF’s site explorer.

ahrefs site explorer

The top is them, the bottom is the new competitor.

AHREFS Rank:

This is similar to the Alexa Rank of old. Both websites have a good rank, but we are far superior. Remember, there are over 1 billion websites. To have a six figure rank is a great sign.

UR:

URL Rating shows how strong a backlink profile of a target URL is on a scale from 1 to 100 (with the latter being the strongest). Both internal and external links are taken into account for calculation. This metric has the highest correlation with Google rankings, which means that pages with higher UR tend to rank better in organic results.

DR:

Domain Rating (DR) shows the strength of a target website’s backlink profile on a 100-point scale (higher = stronger). Backlinks from high-DR sites carry more weight than those from low-DR sites.

Backlinks:

Shows the total number of backlinks pointing to a target website or URL. Not to be confused with number of linking pages, as one page can contain multiple backlinks. Obtaining backlinks is the hardest part of website success. The more websites that link to your website, the more authority you have. Think of each backlink as a vote. This is why social media influencers are so popular. If you have a cool product or service, people will write about it and link to your site. A website with few visitors can get popular over night.

Referring Domains

Shows the total number of unique referring domains pointing to a target website or URL.

Organic Keywords

Shows how many keywords a target website or URL ranks for within top 100 organic search results. This number is a total sum of keywords in all locations — meaning that if a website/URL ranks for the same keywords in two countries, it will be counted twice.

Organic Traffic

Our estimate of monthly organic search traffic coming to a target website or URL. We calculate it based on monthly search volumes of keywords and website (URL) positions in search results for these keywords.

Traffic Value

The equivalent cost of monthly traffic from all keywords that the target website/URL ranks for (if paid via PPC instead of ranking organically).

Conclusion : No Threat

No threat, not even a little bit. Once the new website launches, their organic traffic will easily quadruple. Why? Their site already has great authority, but it was just formatted wrong. When this goes live, it will go crazy.

The new company also has formatting errors on their website, and it wasn’t built correctly. They were actively pumping out articles but they seemed to have stopped this past March. Their new website was launched in November 2017, so I think they were disappointed.

This is why it’s very important to format a website properly.

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About the Author

I've been working in digital marketing since 1994. I'm the original founder of Showroom Logic based out of Miami Florida, which was the 26th fastest growing private company in the United States in 2015. It was also the fastest growing marketing company in all of the US. In 2016 I sold by shares and moved back to Massachusetts.