The BlackWaterOps Site Health tool, provides a LOT of information in a dozen lines, and that can be overwhelming, if you are new to Web Site Analytics, so here is a Line by Line of what each of those statistics mean and why they matter.

We’ll be using our favorite Dog Food example of Purina.com

http://www.blackwaterops.com/site-health/purina.com

Known Pages: 4229
Known Inlinks: 120033
Root Inlinks: 63185
Google Inlinks: 780
Google Indexed Pages: 1960
% of Internet users who visit site: 0.000044
Daily Page Views: 2904
Spam Likelihood:59%
Site Health: 96%
Desirability: 137%
Linkworthiness: 1%
Longevity 150%

 

Known Pages is how many pages we are aware of at your web site which are not blocked from being indexed.  If you run an online store this could be Millions of pages, if you run a blog this should be your number of posts, plus the number of comment pages plus the number of tag pages. 

If you have more pages you have more opportunity to rank for more search terms.  A single page about Dog Food will only get hits for Dog Food.  If you also want to rank for Pet Food, Canned Dog Food, Dry Dog Food, Large Breed Dog Food, and other Dog Food Related terms you would want have pages built specifically for those search phrases.

Known Inlinks This is the number of links to the pages on your website. If you were linked to by the New York Times that would be 1 inbound link.  If you were linked to by 60 bloggers that would be 60 InLinks.  Not all InLinks have the same weigh with Google, so more is not always going to win over your competition.  A link from the New York Times is worth 100 links from most blogs.  But is worth less than a Link from the far less heard of W3.org

Root InLinks This is the number of InLinks to your Root Domain.  A link to Purina.com rather than Purina.com/dogfood.  Google and other Search Engines assign site authority partially based on the number of Root InLinks you have.  The idea is that if a site links to your root they are endorsing “Everything you say” rather than just this “one thing” you said.  Think of it like the difference between some one agreeing with a statement you made vs. you as a person.  "Dave is a Smart Guy” is different than “Dave is Right about McDonald’s being good for breakfast” because Dave might be the name of the local stoner, and all he really knows is food.

Google InLinks: Google only shares InLinks with us that it thinks are of a certain value.  As a result you get a sense of Good InLinks, vs Bad or unvalued InLinks.  Like our example with Dave, if a random blogger links to you his authority is likely low and Google doesn’t put much value on that link.  If you get a link which Google assumes is a Spam Link, Paid Link, or part of a Link Exchange it will also not show these links.  So if you have a High Number of Known Links to Google Links ratio it likely means your links are from Low Quality sources or that you are buying or spamming links.  Which Google may penalize you for.

Google Indexed Pages This is the number of your pages Google has included in search results. You can look at this as pages Google MIGHT send traffic to.  Google doesn’t index every page on the Internet.  Most of our clients have about 25%  of their pages indexed we strive to get this to 50%.  There are several reasons this might be lower, like you have two pages that are very similar, like the page for your Kansas City location and your St. Louis location.  Google won’t include two pages that it deems of the same content.

% of Internet users who visit site: Sure you have heard of Purina, you might even use their product, but when was the last time you were at their site?  This number is the percent of people on the Internet who visit this site once a month.  This tends to be a very small number.  No one has 10%, you would be HUGE if you had 1%  so expect a lot of 0’s between the decimal and the start of your number.

Daily Page Views: This is how many pages are viewed on your Site each day.  This number is partially a lie in our tool right now as we average a few numbers to get to this number so if you have more than 8 views per visitor this will be low, and if you have less than 1.5 it will be high, but it is generally a pretty close average of your past 3 months of traffic.

Spam Likelihood: We use a formula to look at several of your numbers to determine if it is likely you are buying links, participating in a link exchange, or have pages created for the express purpose of building link authority.  If this number is over 85% you are likely doing something “Blackhat”. There are exceptions.  Disney.com does a lot of promoting of links as Disney.com/something and then routes that to another domain.  This creates a false positive in our system.

Site Health:Site Health is the average of the three scores below. Each of these scores is 0-150%.  It is possible to score more than 100% in site health, but we haven’t found many sites that do, and they don’t maintain it for more than a month or two, so we normalized to 100% for the site health, and let each of the other scores possibly “make up” for a low score in one of the 3 legs.

Desirability: This is based primarily on your views per page.  If you have 100k pages and get 1 page view a day you have Zero desirability.

LinkWorthiness: This is based primarily on InLinks to Pages ratio.  If everything you write gets 10 inbound links from fans who hang on your every word this will go UP if you write to an audience who never links to you, likely you aren’t breaking any news and this score will go down.

Longevity: This score is based on how much of your traffic is the result of new vs. old content.  If you only write about Gossip this will be low as it doesn’t have a long life.  If you run a store it is about longtail vs breaking trends in products.  While it is good to have fresh content, long term you need balance.

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