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Unpredictability and unexpected consequences to interventions are common place in SEO. A common observation in the field of search engine optimisation is that a proposition despite sounding reasonable from acceptable premises, leads to an unexpected outcome. Some SEOs thrive on the excitement that this anomaly brings, while others are driven to the brink.

The Team at Eigemy fall into the former category, which I guess makes us masochistic geeks. We use scalar and transformational mathematics across 12 dimensions, to look at 248 aspects and identify strengths and weaknesses across the websites that have achieved rankings for a given portfolio of terms.

Then, working with your team and within the project management framework of your choice, we help you to apply the insights through good old fashioned technical knowhow and explicit actionable instructions. Similar principles and methodologies are applied to other Digital Channels including mobile marketing.

Paradox™, Eigemy’s proprietary platform combines big data with your data and computational modelling to find SEO strengths and weaknesses relative to competitors within the same competitive space. Google uses learning algorithms in order to continually improve the search engine results. Paradox uses computational modelling to find patterns in our own huge data set, combined with third party data. Just as Google’s algorithms evaluate over 200 signals when calculating the rankings, Paradox also assesses 248 unique signals. Some of these signals can be used in multiple ways. We refer to processes that use each of these signals as Aspects. Our algorithm currently uses these 248 signals to quantify, qualify and compare 329 Paradox Aspects. We categorise these Aspects into 12 Dimensions.

Within months, the SEO Paradox™ Platform that will also be available as a SaaS.



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Alternatively, if you are not the patience type, you can experience the benefits of Paradox™ immediately by engaging Eigemy on an SEO Campaign.


Dimension 1 – Domain Considerations


Domain Aspects specifically relate to the websites domain name. We currently use 42 of these including but not limited to;


□ Partial Keyword Present in Domain
□ Top Level Domain
□ Registration Date
□ Expiry Date
□ Domain Age
□ DMCA Instances
□ Host IP location
□ Name server validity


Dimension 2 – Platform & Infrastructure Considerations


Platform and Infrastructure Aspects specifically relate to the websites platform and infrastructure which can affect accessibility by spiders and other signals at a heuristic level. We currently use 41 of these including but not limited to;


□ CMS Software
□ Error handling
□ Use of parameter strings
□ Responsiveness of design
□ Various http headers
□ Load Balancing
□ Geo Targeting
□ Language Setting Based


Dimension 3 – Information Architecture Considerations


One of the greatest factors in achieving strong and stable rankings is information architecture. The Information Architectures Aspects of Paradox specifically relate to the websites marketing logic. We currently use 44 of these including but not limited to;


□ Hierarchy
□ Number of navigational links to page
□ Number of inline links to a page
□ Duplicate content
□ Session ids indexed
□ Categorisation systems
□ Use of Micro formats
□ Canonical tags


Dimension 4 – Page Taxonomy Considerations


Google regularly modifies its algorithms. In order to facilitate equally rapid response to the changes, Eigemy aims to provide onsite SEO through the optimisation of 28 Page Taxonomy Aspects, or page templates in simple terms. Once paradox has recalculated a new ideal, we can advise on how to apply this across a site, rather than at a page by page level.


□ Hidden content items
□ Content above the fold
□ Horizontal menu ordering
□ Footer Menu
□ Code validity – W3C compliance
□ Outbound links on page
□ Heading Tags H1 – H5
□ Breadcrumbs


Dimension 5 – Performance Considerations


Our dataset supports the common belief that performance in terms of site’s speed, uptime and onsite errors effect rankings. Our 19 Performance Aspects include:


□ Peek time fluctuations
□ Uptime
□ Downtime
□ Page load Time
□ Crawl Errors


Dimension 6 – Social Signal Considerations


Social Signals play a very large part in the ranking of results by a modern search engine. The relationship between rankings and Social Signal Aspects is not as obvious as can be expected. Paradox has identified and monitors 22 Social Aspects including;


□ Sum Social authority of backlinks
□ Author stats
□ Reviews from authoritative review sites
□ Google +1s to backlinks


Dimension 7 – Content Considerations


Content may be King, but some Kings are good and other bad. Our 27 Content Aspects provide page level insights into the strength of character of any give page – relative to the space in which the page operates. These include;

□ Semantic Richness
□ Duplication
□ Theme structure
□ Freshness Frequency
□ Machine readability scores
□ Human readability scores


Dimension 8 – Behavioural Considerations


Google operates learning algorithms. By crowdsourcing scoring factors FROM users, it is able to learn and improve in real time. Our 20 Behavioural Aspects include;


□ Click through rates
□ Bounce Rates
□ Exit Rates
□ Dwell times



Dimension 9 – Brand Strength Considerations


Since Google’s Vince update, Brand has been a key component of the ranking algorithm. Paradoxes 28 Brand Aspects include;

□ Brand search volume
□ Citations or mentions for brand
□ Signal to noise ratio
□ Deviation from standard CTR


Dimension 10 – Link Profile Considerations


Links remain one of the largest factors involved in gaining rankings. However the devil is in the detail and Link Aspects can no longer compensate for shortcoming across the other 11 Dimensions. Our 46 Link Aspects include;

□ Anchor text variations containing the target term
□ Authority
□ Velocity
□ Deep Link Ratio
□ Position of links
□ Subnet diversity


Dimension 11 – Multi Device Considerations


Most notably mobile related, with the evolution of internet enabled devices, Google has turned to signals relating to multi device compatibility to ensure that the search results are suitable on a spectrum of devices. We refer to these Aspects as Multi Device Aspects rather than Mobile Aspects. They currently include;


□ Responsive design
□ Use of Vary: User-Agent


Dimension 12 – Local Considerations

Google now understands intent better than ever. Intent is bound to location to a large degree. Paradox’s locality Aspects include;


□ Host IP location
□ Visitors by location
□ Plus one Likes by Profile Countries


The Paradox™ Technology use gathers the data above and more through third party sources and using the company’s own web spiders. This data is then processed by our learning algorithms which categorise ranking signals or Aspects into Dimensions. The algorithms then process the data, find the patterns and subsequently provide actionable recommendations to the user.

Contact us today to discuss how we can help your business.

Post Author: Sotiris Spyrou

Co Founder - Director at Eigemy / Veteran SEO and Marketing Consultant.

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