Competition Link Analysis: Competitor: Scott Dunn URL: http://www.scottdunn.com/ Prepared by: Prepared for: Denis Kondopoulos Example (MBA MBCS CITP CEng) Technical Project Manager Naxtech.com 6 Regent Court Reading RG1 7HW UK Email: [email protected] Tel.No. +44 (0)845 643 2685 Page 1 of 129 Competition Link Analysis This following table contains a list of link pointing to the selected competitor URL. You can use it to: 1. Analyse competitors advertising, marketing and public relations activity 2. Find marketing opportunities 3. Assess how best to compete using key strengths and weaknesses of your competition 4. Identify business relationships Definitions: - PageRank : Page Rank (often denoted PR) is a quantity defined by Google that provides a rough estimate of the overall importance of a web page. Many factors influence Page Rank, thus it is a poor indicator of how well a page ranks for particular keywords. Pagerank however is not what defines ranking within search results. It is merely one of the factors which effect the search-results rank of a website. - Anchor text It is the visible, clickable text in a hyperlink. - Outbound Links A link that points away from a website. It is often preferential to use descriptive outbound linking to make it easy for search engines to understand what the target website or web page is about. - URL Strength = (PageRank + 1)3 x 4 / outbound links Page 2 of 129 Short Executive Summary Below are outlined some of the findings stemming from the free competition analysis report. The full report contains a detailed analysis of the report data. This is just a fraction of what we could deliver if engaged. Some of the key findings are mentioned here in the full report. More detailed analysis is also provided in the full report. Further details The following aim to provide an example and explanation to help interpret the data in the link analysis table. URL PageRank Anchor_Text Link Type Outbound Links Strengt Links_To h 1 http://www.icis.com/blogs/green- 3 Pennakem Good 152 2 http://www.pennakem.com/ chemicals/2010/03/ 2 http://www.minasolve.com/ 2 PennAkem Good 7 15 http://www.pennakem.com/ The first URL (above) has a higher PageRank (definition on page 2) which indicates that Google sees it as having more authority than the second URL. However, the first URL contains a very high number of links (152 links) going to other sites, which makes it hard for specific link to pennakem.com to stand out; hence why the Strength of that link is low (strength: 2). Similarly, the second URL may have less PageRank but it contains a lot less links (7 links) which means it’s easier for the link to pennakem.com to stand out; hence why the Strength is higher (strength: 15). Page 3 of 129 URL PageRank Anchor Text Link Type Outbound Links Strength Links To http://www.scottdunn.co.uk/ 5 -N/A- Missing 7 123 http://www.scottdunn.co m/genres/wildlife-- safari.html http://www.guardian.co.uk/travel/ 5 scottdunn.com Good 98 9 http://www.scottdunn.co 2010/may/07/late-holiday-offers- m/ bargains http://www.travel.org/africa.html 5 Scott Dunn - Luxury Good 36 24 http://www.scottdunn.co Tailor Made Holidays m/ http://www.welove2ski.com/jsp/in 5 -N/A- Missing 7 123 http://www.scottdunn.co dex.jsp?lnk=100 m/ski/ http://twitter.com/terakopian 5 -N/A- Missing 6 144 http://www.scottdunn.co m/picture-perfect.html http://www.travel.org/sopac.html 5 Scott Dunn - Luxury Good 36 24 http://www.scottdunn.co Tailor Made Holidays m/ http://www.descent.co.uk/ 4 Zermatt Good 7 71 http://www.scottdunn.co m/ski/areas/switzerland- zermatt.html http://www.aito.co.uk/corporate_ 4 www.scottdunn.com Good 42 12 http://www.scottdunn.co RT_Starclass.asp m/ http://www.tourismconcern.org.uk 4 Scott Dunn Good 82 6 http://www.scottdunn.co /index.php?page=ethical-tour- m/ operators-2 http://www.dorsetcereals.co.uk/o 4 www.scottdunn.com Good 40 13 http://www.scottdunn.co ur-friends/ m/ http://www.welove2ski.com/snow 4 Scott Dunn Good 264 2 http://www.scottdunn.co -report/Editors/ m/ Page 4 of 129 http://www.brazil.org.uk/tourism/ 4 www.scottdunn.com Good 42 12 http://www.scottdunn.co touroperators.html m/ http://www.skibikers.co.uk/5.html 4 Scott Dunn Ski  Good 393 1 http://www.scottdunn.co m/ http://www.ft.com/cms/s/2/1627c 4 Scott Dunn Good 83 6 http://www.scottdunn.co f58-06e0-11df-b058- m/ski/ 00144feabdc0.html http://www.facebook.com/ScottD 4 -N/A- Missing 1 500 http://www.scottdunn.co unnTravel m/may-half-term-bring- happiness-and-sun.html http://www.fabsearch.com/locatio 4 [ALT] Book Now Good 13 38 http://www.scottdunn.co n/French-Alps m/accommodation/eagles- nest-val-disere.html http://www.fabsearch.com/locatio 4 [ALT] Book Now Good 17 29 http://www.scottdunn.co n/Austria m/accommodation/artemi s-luxury-ski-chalet-st- anton.html http://www.sarunicamp.com/cont 4 www.scottdunn.com/w Good 65 8 http://www.scottdunn.co actus.php orld/index.html m/ http://www.thesnowcentre.com/n 4 www.scottdunn.com/ed Good 7 71 http://www.scottdunn.co ews drake m/eddrake http://www.guardian.co.uk/travel/ 4 Scott Dunn Good 84 6 http://www.scottdunn.co 2010/jan/30/india-northern-kerala- m/india- hills-spice arabia/areas/india-kerala- and-karnataka.html http://twitter.com/LeicaStoreMayf 4 -N/A- Missing 6 83 http://www.scottdunn.co r m/picture-perfect.html http://www.physics.helsinki.fi/wha 4 Passage to South Good 20 25 http://www.scottdunn.co le/argentina/argen.html America m/latin-america/about- latin-america.html Page 5 of 129 http://www.descent.co.uk/winter- 3 VIP chalets Good 8 32 http://www.scottdunn.co chalets.htm m/ski/luxury-vip- chalets.html http://www.scottdunn.co.uk/eddra 3 -N/A- Missing 3 85 http://www.scottdunn.co ke m/ski/types.html http://www.frommers.com/comm 3 http://www.scottdunn.c Nofollow 22 12 http://www.scottdunn.co unity/forum.cfm/trip-ideas/winter- om/ski/genres/skiing- m/ski/genres/skiing-scott- sport/ski-resorts-adult-beginners scott-dunn-ski- dunn-ski-chalets.html chalets.html http://observer.guardian.co.uk/os 3 www.scottdunn.com Good 33 8 http://www.scottdunn.co m/story/0,6903,1182710,00.html m/ http://www.telegraph.co.uk/travel 3 www.scottdunn.com) Good 120 2 http://www.scottdunn.co /destinations/europe/italy/693142 m/ 7/Italy-2010-accommodation- guide.html http://www.grand-tour.co.uk/ 3 Scott Dunn Good 8 32 http://www.scottdunn.co m/ http://www.dailymail.co.uk/travel 3 www.scottdunn.com Good 27 9 http://www.scottdunn.co /article-1264853/Top-walking- m/ safari-holidays-Africa-Nepal-tamer- South-Downs.html http://www.alpinemasters.co.uk/Li 3 Scott Dunn Good 39 7 http://www.scottdunn.co nks.aspx m/ http://www.bvitourism.co.uk/tour 3 scottdunn.com Good 48 5 http://www.scottdunn.co _operators.asp m/ http://www.dmoz.org/Regional/Eu 3 Scott Dunn Good 125 2 http://www.scottdunn.co rope/United_Kingdom/Travel_and_ m/ Tourism/Travel_Services/Tour_Ope rators/Global/ Page 6 of 129 http://www.101honeymoons.co.uk 3 20 other island resorts Good 7 37 http://www.scottdunn.co /alila-villas-hadahaa-maldives- m/india- honeymoon/ arabia/countries/maldives. html http://www.overseasjobcentre.co. 3 Scott Dunn Good 43 6 http://www.scottdunn.co uk/switz.shtml m/ski/ http://www2.mercedes- 3 -N/A- Missing 13 20 http://www.scottdunn.co benz.co.uk/content/unitedkingdom m/ski/ /mpc/mpc_unitedkingdom_websit e/en/home_mpc/passengercars/ho me/passenger_cars_world/discover _mercedes- benz_2/Competition.html http://www.welt.de/reise/article4 3 scottdunn.com Good 93 3 http://www.scottdunn.co 980050/Die-besten-Links-um- m/ski/ Unterkuenfte-zu-finden.html http://www.descent.co.uk/courche 3 Chalet Aurea Good 4 64 http://www.scottdunn.co vel.htm m/accommodation/aurea- courchevel-1850.html http://www.saruniwild.com/contac 3 www.scottdunn.com/w Good 66 4 http://www.scottdunn.co t_us.php orld/index.html m/ http://www.sarunisamburu.com/c 3 www.scottdunn.com/w Good 68 4 http://www.scottdunn.co ontactus.php orld/index.html m/ http://www.edwarddrake.co.uk/ 3 Good 29 9 http://www.scottdunn.co m/ski/win-a-chalet- 2010.html http://www.101holidays.co.uk/hon 3 Alila Villas Hadahaa Good 107 2 http://www.scottdunn.co eymoon-ideas/ m/accommodation/alila- villas-hadahaa- maldives.html Page 7 of 129 http://www.normancarrsafaris.co 3 http://www.scottdunn.c Good 34 8 http://www.scottdunn.co m/cm/rates_booking/recommende om/africa/ m/africa/areas/zambia- d_travel_agents luangwa-valley.html http://www.rotas.xl.pt/1007/800.s 3 www.scottdunn.com Good 116 2 http://www.scottdunn.co html m/ http://www.atta.travel/member_d 3 Scott Dunn Good 21 12 http://www.scottdunn.co etail.aspx?AT_ID=849 m/ http://www.toftigers.org/members 3 http://www.scottdunn.c Good 83 3 http://www.scottdunn.co /InternationalOps.aspx om/ m/ http://www.cometotunisia.co.uk/t 3 www.scottdunn.com Good 70 4 http://www.scottdunn.co ravel-info/tour-operators m/ http://www.howtospendit.com/art 3 www.scottdunn.com Nofollow 9 28 http://www.scottdunn.co icles/834-chic-chalet-shuffle m/ http://www.nannyjob.co.uk/infor 3 Scott Dunn Good 30 9 http://www.scottdunn.co mation/overseas/holidaycompanie m/ s.aspx http://www.karensisland.com/ 2 Scott Dunn Good 18 6 http://www.scottdunn.co m/ http://www.travel- 2 Scott Dunn Good 143 1 http://www.scottdunn.co lists.co.uk/lk2ski.html m/ http://www.travel- 2 Scott Dunn Good 31 3 http://www.scottdunn.co lists.co.uk/lk2famski.html m/ http://www.planetski.eu/news/89 2 See here Good 24 5 http://www.scottdunn.co 1 m/ http://www.tribaleye.co.uk/htm/cl 2 Scott Good 17 6 http://www.scottdunn.co ientlist.htm Dunn m/ http://www.020.co.uk/london/508 2 -N/A- Missing 7 15 http://www.scottdunn.co 22/http://www.scottdunn.com/ho m/junior-systems- neymoons.html administrator.html Page 8 of 129 http://www.descent.co.uk/klosters 2 www.scottdunn.com/ski Good 2 54 http://www.scottdunn.co .htm m/ski/ http://www.summitskischool.com/ 2 [ALT] Scott Dunn Good 30 4 http://www.scottdunn.co aboutuspages/links.html m/ski/ http://www.overseasjobcentre.co.