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MOZ BROWSER PLUGIN
This is one I still use on a daily basis and operate as a plugin on my Google Chrome browser. To utilise to full potential, you need to have an account with MOZ, but you can still use the tool even without a paid account, but with reduced data.
MOZ G-SERPs SEO Metrics
The most immediate benefit I get from this tool is to get a kind of snap-shot look at the current approximate SEO status of any search result in Google Search Engine Results Pages (SERPs). MOZ will overlay data into the search page with reporting on the following metrics:
- PA – Page Authority. This is an indicator of ranking strength for the individual page in search results
- Inbound links to this page, shown in total links and individual Root Domains linking to this page (e.g. there might be 5 websites linking 20 links to this page, so your metrics would be 20 links / 5 RDs.)
- DA – Domain Authority. This is an indicator of ranking strength for the site as a whole.
- Inbound links to this domain, shown in total links and individual Root Domains linking to this domain (e.g. there might be 10 websites linking 300 links to this domain in total across all pages, so your metrics would be 300 links / 10 RDs.)
Once you’re in a website, you get more data in the MOZ toolbar that is specific to the page and site.
On-Page and Off Page SEO Metrics
The metrics available here are helpful to give you a quick overview on technical SEO features for the web page you are viewing.
Firstly, the SERPs data from above is repeated. Additional data is:
- URL status – indicates several features – such as whether the URL has been redirected, and how many characters the URL contains. Redirection results in some rank loss for example, which may be regained. A 301 redirect is permanent. All SERPs references to the old URL should expire at some point, and (most of the) page-rank passed to the new URL temporarily, until such a time as the new URL establishes its own page-rank. The 301 redirect should stay in place indefinitely in case any bookmarked links are utilised by the site user. Clear and concise human-readable URLs are also desirable for SEO, with undiluted keyword content. Also indicated in this section is the hosting location by way of a small country flag graphic.
- Page Title – reports on the current Page Title element, with total character count. Ideal length just short of the maximum pixel width able to be rendered in SERPs.
- Meta Description – reports on the coded Meta Description for the page and indicates if duplicates exist. Also shows character count, which should be less than the maximum pixel width for SERPs – consider all search engines you want these to render in when determining character count maximums.
- Meta Keywords – reports on the content of the Keyword Meta container for the page. Should be empty unless your site’s internal search engine references it – which is unlikely.
- H1 – reports on the text content within any <h1> tags on the page, with character count. There should really only be one occurrence of H1 on the page, and probably not more than 30-40 characters – the approximate equivalent of a long newspaper headline.
- H2 – reports on the text content within any <h2> tags on the page, with character count. There may be more than one occurrence of H2 on the page, but probably not more than 2 or 3 occurrences unless the page has long copy over say 1000 words.
- Bold / Strong – reports on words highlighted in style ‘bold’ – which is a way to emphasise words for users, and therefore also for search engines.
- Italic / em(phasis) – reports on words highlighted in style ‘italic’ – which is a way to emphasise words for users, and therefore also for search engines.
- ALT Text – reports on any texts set as ALT tags on images and other media resources appearing in the page.
- Meta Robots – reports on the current settings in the robots Meta, if one is set. Values might be ‘noindex’, ‘follow’. These would determine that the page should not be indexed in search engines, but also that search engines should still follow any links from this page to any other pages via links that are not themselves set to ‘nofollow’.
- Re=”canonical” – reports if the tag is present and shows the canonical URL for the page in question. This may be a different URL than the page currently being viewed because websites often create new URLs dynamically when a search is performed on the site, or when pages appear in many different taxonomies or categories. The canonical tag tells search engines to ignore indexing for the current URL if the canonical URL is different. Ranking power then passes to the canonical URL.
- Page Load Time – reports on the time it took to load the page being viewed. This is a good place to get indications if your site or page is having load problems that may influence rank.
- Google Cache URL – reports on the URL that Google has in its cache for this page. It may be different if the page is redirected or is non-canonical.
- IP Address – reports on the domain’s hosting IP
- Country – reports on the country location in which the site is hosted – this should be the same as the country which the site is targeting, to ensure best possible content delivery speeds.
- Page Authority – reports on the Page Authority – which matches what was reported in SERPs view. Includes URL PA, Sub-domain link, Root domain links
- Domain Authority – reports on the Domain Authority per above
- External Followed Links – reports on inbound link metrics for the page, sub-domain and root domain. Followed links are any links that allow search engines to pass through. Human users can always pass through a link, so the followed / nofollow metric only relates to how search engines should treat this link. Nofollow links do not pass pagerank from their source pages, but they do contribute to overall link metrics – which most likely is considered for rank assessment.
- Linking Root Domains – reports on how many root domains are linking to this page, sub-domain or root domain. Because the figure is about root domains, it will group the total of all links from any page in any domain/sub-domain in a single count. For example, links from en.domain.com/example/ and fr.domain.com/localexample/ will be grouped and counted as 1 linking root domain, despite being on different subdomains.
- MozRank (mR) – reports on an algorithmic figure of the ranking power for the given page. This may or may not equate to how Google or Bing sees this page, but treat it as indicative accumulation of many ranking factors.
- MozTrust (mT) – reports on an algorithmic figure of the backlink profile for this page. See as indicative only. There are too many other factors at play to determine if this figure is meaningful for any use other than being able to compare it to other sites’ pages. Usually, the mR and mT figures are helpful for comparisons and will indicate change which may or may not be reflected in any given search engine by a change in rank position.
Authorship (no longer shown by Google in SERPs), Schema.org, Open Graph Protocol (OG), Twitter Cards and Microformats report on any data set into the page to provide additional information across other platforms, such as Social Media.
Some of this data is also used to indicate content type to search engines, and any data elements that form a repeated pattern or can be categorised, such as content relevance, dates, prices, etc for consideration for display in SERPs data-sets and filters types. These data allow search engines to provide a more refined or relevant experience to the user. They are often manipulated or used incorrectly, but search engines such as Google are working to resolve any black-hat SEO techniques used to leverage markup for the wrong reasons.
For any website, consider your content objectively to see if parts of your data are relevant to fit types of data displayed in search results pages or not. Typical sites that could benefit from proper use of markup are news sites, video or movie releases, book releases, genre specific blogs, eCommerce sites, ticket or event sales etc.
- HTTP – reports on the current http status of the page. Examples of http status. 200 = OK, 301 = Permanently Redirected, 404 = Error, 500 = Internal Server Error etc. Visit here for a complete list: http://en.wikipedia.org/wiki/List_of_HTTP_status_codes