In this post I start to get somewhere in determining the rankings of wine blogs.
I’m working out which wine blogs a wine retailer should be “associated with”. I’ve collated an initial list of the top 28 blogs (based on blog search engines) and now I’m looking to find which ones match a small wine retailer’s target market. For more background start with this post about wine retailers and wine bloggers.
Website votes and Google
Google’s break-through in search engine accuracy was based around the idea of the number of links or “votes” that a specific web page got from other websites.
Votes were not equal however, important websites’ votes were regarded as more important and given more weighting than other websites. By using this now famous technique Google took over the search world. They further extended their lead by adding other elements to their search engine ranking system – also known as the “algorithm”.
What I’m looking to do is replicate Google’s successful ranking process to rank wine blogs
However there are a number of companies that get pretty close (~70%) to replicating it. One of the better ones is SEOmoz based in San Francisco.
They offer a free tool called the Open Site Explorer which measures Link Popularity. This tool gives anyone the ability to see external links to any site or page on the web.
Given I’m attempting to be as transparent and objective as possible this free tool is perfect for my process.
The Ranking Method
I have put the list of 28 wine blogs that I selected from various Blog Search Engines.
They have been sorted by Page Authority.
Page Authority, in SEOmoz’s words, “predicts this page’s ranking potential in the search engines based on an algorithmic combination of all link metrics. Page Authority scores are on a 100-point, logarithmic scale.”
See SEOmoz for more discussion on the most important Google rankings factors.
The Wine Blog Results
The Pour (NYT) and Wine Library TV are clearly at the top with DrVino and Vinography close behind. Ryan’s doing a good job with his Spanish/Portugese wine blog catavino. I’m not surprised these guys are doing so well.
The next lot are not to be ignored though! 40s are very good scores that many high quality blogs in other industries also get. I see some up and coming blogs (e.g. 1WineDude) as well as established wine blogs (e.g. Fermentation) in this group.
After that the blogs are doing well but could do better (like me 😉 ). Their key issue is high authority blogs providing links to them from high page rank web pages etc etc… see the most important Google rankings factors.
Firstly this is a logarithmic scale so it is much harder to grow Page Authority from 70 to 80 than 20 to 30. This is a good way to show small and much larger values in the same graph but it can be misleading if you incorrectly analyze it.
Secondly Page Authority (page is the “xyz.html” in example.com/xyz.html) includes an element of Domain Authority (domain is the “example.com” in example.com/xyz.html). So when we look at the top listing domain – nytimes.com – then I believe it gets an artificial benefit, as do the ones with blogspot.com and typepad.com domains. This is problematic but given domain authority is only a small part of page authority I’m going to ignore it.
Thirdly we are ranking the Page Authority of the home page not any other deeper page. Usually this is the highest ranking page but not always.
The full wine blog list
Here are all the results plus some more for context. Here’s what the other columns mean:
- Linking Root Domains are the, “number of unique root domains (e.g. *.example.com) containing at least one linking page to this URL/domain.”
- Domain Authority – predicts this domain’s ranking potential in the search engines based on an algorithmic combination of all link metrics. Domain Authority scores are on a 100-point, logarithmic scale.
- Total Links – all links to this page including internal, external, followed and nofollowed.
The end objective of this series of posts is to try and assess which wine blogs are best for wine retailers to be associated with. “Best” as in blogs whose audience/readers/visitors are high value customers.
The process above tells me about the quality of the blogs (effectively “votes” from other websites) but not how attractive that audience is to wine retailers. A good stat but not a worthwhile statistic by itself.
So the journey continues… still (I think) I’m getting there 🙂
What’s your thoughts?