hey it's another teardown we are live
right now and if I did everything right
you'll be able to hear me we have land
son we have Mahmood
what's up hopefully they'll be a few
people hopping on here I am using the
new camera this is a new webcam John
sent a Amazon giftcard and when people
do that I usually try and upgrade you
know some sort of piece of equipment
that will help the channel so John
appreciate it if you're watching we have
Jaron on also yesterday I didn't do a
teardown as I am i screaming by the way
I could talk quieter no need I could
have protected my voice so I didn't do a
teardown yesterday because it was
brewing there so people may have seen
may have seen that short video so I did
brew some beer yesterday I've just been
behind there's been a lot of you know
water in the crawl space that have been
dealing with for like the last month
it'll be an ongoing project it's all
good
down there it's less wet than it was and
I should have a dehumidifier coming in
today so I can get it in there and start
drying it out a little bit so the thing
is I got behind didn't get to do it and
I thought hey I'll just do it on
Wednesday because I make my own schedule
so I decided to do it on Wednesday and
that is what we're doing here so quick
just say hello to a couple other people
we have my man David good to have you
back on more often and I appreciate you
noticing the shine it you know it's hard
have one of those you know the bowling
ball clean ear cleaner shiner deals got
one of those so I don't need a hairdryer
actually need a shiner just kidding it
just shines naturally so today we're
going to look at outdoor gear lab we're
gonna pause just a second because I see
there are some some questions and I do
always like to say hello to everyone so
I'll do that until we get started so
if you're watching the replay you know
perhaps you can fast-forward a couple
minutes here so we have Vitas how I say
your name Steven what's up is asking
about an income school video I'll come
to that in a second
Philly's in the building wassup sterling
and tis me
we have fur Han and Lance our kind
moderators appreciate you guys helping
out keeping order so I'll just answer
this right now so Steven says did I see
the video that income school took down
about the keyword golden ratio yeah so
I'll I'll basically not say too much
Ricky emailed me yesterday evening to
let me know that they were gonna post
something to that effect and I was like
okay so from my perspective that let me
know they're good guys I like Jim and
Ricky and I said hey let's have a
meeting and talk about it but you know
if they I think they're gonna publish
something soon and I expect that you
know there'll be some dialog going back
and forth and I think there's stand-up
guys it'll be interesting to see what
their take is and I'm happy to you know
go back and forth with them I think it's
great so it's interesting they took it
down and I you know like I said I asked
to to meet up with him and talk about it
I think that'll be great to have a
discussion so I think you know other
people will come on and probably ask
I'll just say you know we'll wait for it
to be published and then we'll come back
and talk about it later I may do a live
stream later about it anyway just for
fun okay so we're gonna look at outdoor
gear lab today and as normal we're gonna
hop over to semrush for a minute just to
look at the sort of traffic numbers
we're not gonna spend too much time and
by the way the SEMRush sem rush link in
the description is an affiliate link so
I get the Commission it's clearly noted
there but you can get like a seven day
free trial you have to enter your credit
card number just
Kancil before the seven days are up you
can get a lot of data in a short amount
of time so if you haven't used some rush
before really powerful and I think it is
you know worth checking out if you
haven't used it before so let me just
double check I have the right screen
pulled up here and I do awesome I'm
going to start sharing now and that is
the window all right
so hopefully everyone can see this well
this is outdoor gear lab and in the
comments you know if you're watching the
replay let me know if you've taken a
look at this site before I have reviewed
it before but that was you know sort of
a different format the long meandering
format and you know today we're doing it
live so we will have questions if you're
watching in the the comments or sorry
you're watching the replay and leave a
comment let me know if you've seen this
site before and what you think of it
okay next we're gonna take a look at
just quickly the home page so this is
one of the recommendations where I tell
people to you know go check out outdoor
gear lab to get an idea about you know
what a home page should look like and
we'll look more in-depth in a moment
here but there's white space it's
generally clean and there's a lot of
content but it's a huge site so that's
kind of why there's so much on here but
you can see you know they're not trying
to target any keywords they just have
excerpts in ways to navigate through the
site so that's like the main theme that
you want to have on your homepage right
the ability to navigate through your
site before we go too much farther I
just want to show something so in the
Google search if you just google outdoor
gear lab which gets like 18,000 searches
per month that's like pretty amazing
just for the brand to be searched for
that much but I mean it's a testament to
how well they've done their brand
over time the thing I wanted to point
out here is they have outdoor gear lab
is such a big site they have this sort
of you know someone Google's at Google
knows that they are probably interested
in seeing a review on outdoor gear so
you can search like directly like
results from outdoor gear lab I haven't
noticed that as much I don't know how
new it is or if I just rarely search for
like brand names but that's I thought
that was pretty cool
additionally they have like the main
like sections or categories so this is
you know sort of it notes a
well-organized site right like it's so
well organized that you know if we click
there it takes us to the category of you
know whatever it happens to be alright
so this is you know something to strive
for and if you just have your site well
organized you know you have a better
chance at it I'm actually not great at
this sort of thing because my
organization of setting up sites usually
isn't this tight but I think if you had
you know for example camping and hiking
if you set up a page I'm just going to
click on it to see what happens
camping and hiking it takes you to to
basically a category type page and you
have it's almost like a home page for
the specific topic I mean it's sort of
set up in the same way it allows you to
essentially like navigate through those
specific sections alright so that that
is kind of you know what we're looking
at here now as I mentioned SEMRush
so we're gonna get an idea of the
traffic levels here so SEMRush is a
great tool and a lot of times the
estimates are off right they're usually
like lower than whatever some rush
estimates so semrush is telling us the
outdoor gear lab is getting potentially
around three hundred and thirty nine
thousand visitors per month that is
based on their estimates of like organic
search traffic based on where they rang
in the keyword search volume so that
said it means that there's a lot of
longtail keywords that are not accounted
for in this estimate so oftentimes it
could be 50% higher or you know 300%
higher like one and a half that's you
know three times more traffic than what
they're estimating they are running some
paid ads it looks like well it looks
like only one keyword which is
interesting maybe they were doing a test
at some point in time and then as far as
backlinks and stuff SEMRush
doesn't have like the greatest database
but we can get an idea that you know
almost 2000 it's 1,800 referring domains
that's a lot right that that's quite a
few and additionally we could see the
the site has at least been around since
or at least the data here since 2011 so
it's it's a mature site it's an older
site in general in a lot of traffic we
can see they had some ups and downs and
it looks like you know some time last
year and early like January 2017 right
it looks like their traffic went up a
decent amount maybe they got some good
rankings in January her sorry in
December in January and then it went
down a little bit and it seems to have
returned to like a lower level like
where they were at in 2015 now I don't
know there's always updates going on I'm
not sure like you know what happened I
didn't investigate ahead of time or
anything but my hunch is there's just
more competition out there so maybe you
know smaller folks like us are going
after keywords and getting like a little
bit more traffic or it could be you know
outdoor gear lab had some portion of you
know links that I don't think they did
any gray hat stuff by the way but you
know maybe some portion of the links
they had weren't great and they were not
recognized by Google anymore something
like that so just because there's a
rankings declined doesn't mean anything
weird happened it could just be
you know things change maybe they had
you know a set of links that are not
valued as much anymore so one of the
most powerful things is the top organic
keywords and essentially you can check
out the full report and export those
it's a really great way to get a list of
keywords that you know people are
searching for and that you know sites
are ranking for perhaps right of these
one hundred and thirty nine thousand
words you can filter it down
find some keyword golden ratio terms and
put them on your site the thing is
outdoor gear lab may be ranking for
terms in which they're not even trying
to rank for they're just ranking because
they have so many backlinks and stuff
like that so you know like I said really
powerful you can go to view full report
and then you get you know all this
information 139,000 keywords is
obviously way too much to actually like
use so you'll need to filter down use
the advanced filters here and you can
narrow it down to you know hopefully
like a thousand words or something like
that
and really hone in on what you're aiming
for so going back to the home page here
let's look at this a little bit deeper
and I'm gonna take a peek every now and
then that at the at the chat here just
to see if there's any questions and
let's see all right we have okay we're
going way back so we have Brandon thanks
thanks for the email by the way really
appreciate that one and I had a lot of
emails going out over the last a couple
days here and then we have Fran says
yeah you noticed the income school video
was taken down stop promoting the
keyword golden ratio
okay cool so and again this is part of
the reason why the live taro dams are
actually good because I can hop over and
see the questions it does take a second
so I'm still trying to figure out the
best way to do that anyhow as we go
through here it looks like they you know
have a recent post sort of in this
section here on the right side and then
they have you know best backpacking
sleep back sleeping bags so they sort of
like narrow it down a bit for you they
have a nice images and most of these
don't appear to be like stock images now
they look like they're professionally
taken so that is interesting but a site
this big you know you would kind of
expect that they have the ability to
have photographers and stuff like that
so as we're just taking a look I sort of
glossed over the top they have a
reasonable you know logo and that's fine
generally simple but it was kind of a
cool logo where they're saying you know
we test outdoor stuff there's little
mountains in the in the Erlenmeyer flask
there but and they have the flask which
denotes the lab so kind of smart and
people get it they have a big search bar
here which is good so people could just
look exactly for what they're looking
for and then an way to navigate through
these sections here next we can see that
they actually you know they allow you to
join outdoor gear labs sign in and so
forth so you could put in your reviews
and stuff like that so as we scroll down
we see just more reviews so we get these
sections that we saw before so we have
the camping and backpacking cycling and
mountain biking and then hiking shoes
and boots so that's that kind of lines
up with what we saw before here not
exactly but there's some similar
categories so I suppose that Google
knows the you know the highest traffic
categories are the ones that are
organized maybe they guess maybe they've
tested you know what they put here and
see what people actually click on and
Google has figured out that's what
people are looking for so unsure how
that's exactly determined but I would
suspect there's some testing that goes
on next we have all the categories on
the left side so again it really allows
you to navigate now the one minor
complaint right obviously outdoor gear
lab knows what they're doing but the one
complaint is there are so many options
here it can be a tad overwhelming it's
kind of like you know if you remember
before Google when there were basically
wood it was sort of like the what Yahoo
was an Alta Vista it was sort of like
what did we call those kind of sites
folks I can't remember but the sites
were it was just like a table of
contents and you like navigated further
down so it wasn't so much searching I
was just going deeper and deeper into a
table of contents and then finding what
you were looking for I can't remember
it's going to be something obvious
whenever someone says it so there's a
lot of options on here but it allows one
to navigate through whatever they want
to get to directory sites yeah so
basically directory sites that's right
and one thing right so they have how-to
articles and this is you know a little
bit different than say the wire cutter
and I think the wire cutter police to my
knowledge they have very very few how-to
articles without door gear lab they
really have the opportunity to go a
little bit deeper into like how to's now
some of these are how-to articles but
they're really framed to review a
product so it's like how to choose the
best
avalanche beacon so they're obviously
going to review avalanche beacons there
but they're framing it in a way unlike
how to choose it so it's more you know
slightly informational and I would say
from the
perspective of you know just how to do
stuff they could you know how to select
you know a campsite that sort of thing
how to pack your backpack for an
overnight trip that sort of thing so you
know with that in mind you know you have
an opportunity to you know create
content that is helpful
you know that people are interested in
camping and gear if they are you know
looking for how to set up their campsite
so you know the other stuff they may be
interested in further you know in the
fur in the footer zone here they have
like the normal navigation section and
stuff like that and as always we're
gonna take a look at the about page and
I believe that David is alluding to you
know a lot of this stuff that's gonna be
on here so they you know again they have
great images and it shows them actually
using this stuff and they go into detail
this is I think one of the best about
pages now it'll be really hard for
smaller sites individual owners to do
this sort of thing but they buy all the
products they review they put it in bold
right so they have nice formatting here
so it's easy to read so they select the
top products they buy the products so
they don't get free stuff and that
really demonstrates their you know
authentic reviews they're not favoring
you know a company that gave them more
free stuff or anything so they don't you
know they don't take free material
basically and then they have the editors
go through the products and they go to
side by side they in the lab in the
field and so on and so forth so they are
talking about like how rigorous their
tests are they rank the products explain
why and give awards to the best so as I
mentioned this is probably like one of
the best about pages it gives some
background it shows them using the stuff
and it says there so they're editorial
process is so tight that they are
literally buying the products and paying
retail themselves they also have an eBay
store
I saw the old stuff right so that that's
kind of cool to get a bargain on have I
haven't looked over there but that's a
cool thing okay next is you know they're
showing them testing all these tents
here which is pretty pretty darn cool
this is back in 2010-2011 again this is
a very mature site they have a ton of
content and I suspect it may be
interesting to do this in future
sessions to actually take a look and see
you know what the site looked like on
the web archive and see like what it
looked like in 2010-2011 I'm sure it was
much different it would also be
interesting to see like are there some
articles that were around in that you
know initial set of you know review of
tents are there some URLs that are still
around and they've updated it over time
I would have suspect there probably are
now here's something that like the the
wire cutter does do so they have an
editor's choice a Best Buy and a top
pick so you're sort of categorizing some
of the like information as far as like
you know what type of user is this
product best for all right and then as
we go on I think it's just pretty
standard stuff they have some other
sites tech your lab and baby gear lab
which you know they're able to utilize
the same strategies and stuff like that
so let's see here I think that's about
it on the about page again really good
just overall about page has the right
information it's not you know
overwhelming it's formatted well they
talked about you know what they're doing
and why they're doing it so I'm gonna
hop back to the full screen just for a
second
all right there we go and I'm gonna do a
little research myself so if people are
you know if you've watched a lot of
these or a lot of a lot of my videos
over the past couple weeks you know that
my crawlspace flooded and I had some
luggage store down there I had like a
carry-on bag from like years ago I used
it I was like traveling a lot and I got
wet and I was like you know what it's
like 15 years old I'm just gonna throw
it out so right now I'm without a
carry-on bag so I decided just you know
when I'm setting up for these live
streams for the tear downs I usually
just open up a couple windows and I saw
luggage listed in the categories so I
decided let's look at the luggage stuff
because I probably need to get luggage
to have it looked at luggage in a long
time so it'll be you know helpful for me
so we're in the luggage section as I
mentioned before it's sort of a category
zone it's set up almost like a homepage
they allow you to navigate through out
the site so we see our normal navigation
bar here and then we have you know
recent posts that were published it
looks like then we have the like
subcategories I guess of this luggage
category here and then you can also
filter by the type of review and they
have you know they're showing ten of a
hundred and fifty just to give you an
idea so you have a hundred and fifty
articles on unluck which again just to
give you an idea on the scope of the
site they are showing their top pick and
editor's choice which I pointed out
before and cool okay so what I'm gonna
do is look at I clicked on one earlier
the best carry-on luggage of 2017 which
is listed here right now this is only
you know ten of 150 but I know some
people ask about like putting the year
in the title and you
what that does for you should you put it
in should you not put it in should you
like update it all the time like
whenever the year switch is over I
typically don't put the year in
personally you can I believe use like
the Yoast SEO plug-in input in a
variable for the year and so to update
as the year changes right over to the
next year but typically I don't put in
the year I think obviously outdoor gear
lab does so I would suspect it's not a
bad thing to do now looking at the like
you know the look of the site we see
that the the menu section the header
zone has changed just a little bit from
you know like what it is on the homepage
and the category page so it's a
different and I think it's so they can
get like more copy more information like
above the fold sooner so you'll notice
right away that this is a pretty slick
looking like theme and David is telling
me that they're using a CMS called a
Miro based off of built with so we're
sorry built with is telling us that the
CMS is called amira it's not WordPress
so you know they were coming up in in a
time like 2010 2011 when WordPress you
know it was one of the like other
options and you know these these folks
had a like a climbing like forum site
that they sort of started even before
you know outdoor gear lab baby gear lab
so anyway the point is they're using a
different CMS and you know there are
other themes where you could em for
WordPress that you could emulate this
sort of look but this is you know a
great way to present the information so
it it's it's going it's going back and
forth essentially we have ratings that
you could jump down and price and value
time I'm just gonna click through the
tabs and then we'll go in more and
funny twin so buying advice and then how
we test so there's like a ton of
information on this sort of section here
and you know if you notice the the like
the URL structure you can see that you
know you're navigating through almost
what appears to be you know sort of a
silo type idea and you know you probably
learn some interesting things from that
so off the bat we see someone using
carrion so we know we're in the right
place there's some copy you know to rope
you in here and you can read the full
review by clicking this link and then
you have test results and ratings so
this is the table and this is one of the
things that like outdoor gear lab in any
of the gear labs any of the gear lab
sites have the sort of table so there's
tons of information and as I mentioned
before I mean you don't have to have a
table right like you look at the wire
cutter
they don't have tables basically they
use very few tables if any and you don't
have to have them right but you can put
so much information into a small section
so we're looking at you know five
choices here and this is key to note
they have more options right we can view
all the all the different carry-on bags
and all the products in one table but
they only give us five options now
because would be a little overwhelming
if we had more than that
now as we scroll down we see that you
know they're telling us the prices so
they're pulling from you know the API so
this is you know it's proper they're not
violating anything and then they have an
overall score they have a star rating
they have you know their awards that
they've given the editors choice the top
pick and the Best Buy and you know those
kind of a line with what the the wire
cutter does as well as far as you know
top choice and is
different semantics but you know they're
putting a little icon so you're kind of
like okay you know 519 it's obviously
more expensive so if you're the premium
buyer maybe you're gonna go for the
Briggs & Riley you know as we scroll
down they have pros and cons and then
these nice sort of table
sorry bar graphs for each of these
different sections which is kind of cool
so you have an idea like is it most
important to me to have a light suitcase
or is a style more important than than
weight so you could sort of like look at
what is important to you and go from
there all right so as we're scrolling
down they have deep analysis they talk
about you know who reviews it they have
like in the little update section and
lots of white space I love there you
know the white space and their attention
to design and just like not you know
being too cluttered there's a lot of
stuff on here but I don't feel like it's
cluttered they also have a table of
contents and they have sort of a
call-out feature section here which
looks awesome right so a picture of the
product whatever it is they have the
editors choice whatever reward at one
and then the price at Amazon and then
see it which goes over to Amazon alright
next we have just sort of bullet points
about the product and then they go a
little bit deeper this is sort of like
the mini review section on this specific
product now a lot of people do ask okay
should I have a longer review should I
have you know a short review and then a
link to my longer one
so outdoor gear lab ops for the longer
option right so they have a longer
option in an individual review and they
put a subset of the information in the
longer review now you'll notice when I
click on this I'm gonna go ahead and
open it up so Eagle Creek tarmac
carryout right so we have this one here
we have the mini review we have some
information
and when we look at the deeper review we
see that they are sticking with kind of
the silo idea so it scary like I'm gonna
start at the beginning so it's outdoor
gear lab calm / review / travel /
carry-on / Eagle Creek tarmac AWD
carry-on right it's a little long you
know I'll be honest that's a little bit
of a long URL but I'm sure it works fine
now when we go into the deeper review
it's obviously fairly long they break
down sort of the information in the
table and they put it in this you know
single single column table essentially
so it's a little it's a little easier to
read same information they still have a
table of contents and they have a link
over to Amazon and affiliate link over
to Amazon in the the image here is
actually not an affiliate link it's just
a link to see the bigger image so from
there they go you know into a normal you
know style review they do refer back to
the best luggage I guess the parent page
we could refer to it as and the ten
other products listed here and it's you
know this one the Eagle Creek is ranked
number one and as we scroll down we see
that it's just a normal review they
cover the same point so I'm not gonna go
ramble on too too much here the show you
know packing you know packing it up and
how it looks so it's a very thorough
review they use these tables again with
the bar graphs and really like an
awesome way to visualize like where this
particular product ranks compared to the
others as far as durability or you know
whatever whatever the table refers to so
it's a great way to give like a tight
review and for someone to actually make
a good comparison with the other
products now this is a good sort of
conclusion section here so they talk
about best
locations the value and then the
conclusion so I think it's great to have
the best applications a lot of times you
know people gloss over that section now
if you're doing this for a lot of
different products some of them may be
redundant right because there are
essentially equivalent products and
different you know from different
companies so if they're competing
head-to-head that they will have the
same application so you may have to be a
little creative about how you're stating
that but you know not everyone is going
to read every review okay from here
there is where to buy so another you
know sort of call to action at the end
in this case are just I'm referring us
to Amazon but you know for other
products if you click around on outdoor
gear lab for other products you will see
they have you know several other
affiliate programs that they work with
and they often list the price and then
you know give you the option you know
potentially some people would always go
with a cheaper price some people would
you know go with a company that they you
know prefer over others sometimes even
if it is more expensive so it just
depends on you know what people think so
this is the individual review and if we
if we jump back we'll see you know the
mini review so they consolidated a lot
of the information from the long review
into this shorter review so you can get
an idea and as we scroll down we see
we're still just at the beginning of
this post
so let's look real quick how long is
this article so this is a tool called
SEO quake it's free this the long review
has six thousand words alright so
there's six thousand words which is you
know quite a few and then the long
review for the individual Eagle Creek
that is three thousand words so just to
give you an idea so this Eagle Creek is
three thousand and in the main review is
six thousand so these are you know
long-form
and then when you look and think about
you know each one of these ten it's long
right so each one of the ten reviews has
probably three thousand words so there's
like ten of those reviews this is a good
study in silos and interlinking the the
sites right so interlinking within your
own site so there are 10 of these
long-form reviews for each of the
products that are probably around 3,000
words so it's 30,000 words 10 post at
least pointing back to this page best
carry-on luggage so to give you an idea
you know you get some relevancy you get
some links and Google is gonna view you
like you know what you're talking about
if you have like that amount of content
around a topic and you can see if you
start looking around the outdoor gear
lab you'll see they do this all over the
place so I'm gonna scroll down a little
bit faster they give you the ability to
you know compare specific products so
let's look at maybe you know 87 and then
the 68 and the 58 now this is something
I try and point out to people often you
want to have a range of products you
don't want to always pick the most
expensive because some people don't want
the most expensive things some people
always want the cheapest option even if
it's you know a piece of junk and then
some people always want the most
expensive thing even if you know it's
just overpriced so let's see what
happens when we compare them cool it
puts it in a table where we can you know
easily compare you know these different
products and see you know does this
Rocklin Melbourne 20 is it really that
bad I mean I just need to you know you
know use it for a vacation once a year
they tell you the cons are poor
construction and difficult to wheel
actually that sounds kind of sucky the
Eagle Creek they say its technical the
technical styling is not for everyone so
maybe that is the issue there all right
so
and they give you I mean it's the same
table format and they just allow you to
pick exactly what you want to put in
there so that's great so as we scroll
down we see how they do the analysis and
the test results and as we scroll down
we see they just go deeper and deeper in
essentially what they're doing is
they're going over the review process
and then whenever they do the long-form
reviews like we looked at for the Eagle
Creek we see that they're essentially
just you know using the same sections
and you know customizing it for the
individual reviews and I'm gonna have to
call for a second my throat is getting a
little scratchy here and we're back and
so I'm just gonna scroll a little a
little faster because it's a bit
redundant as you know you get into the
deep details however as we're going
through I will say that I hear people
you know asked how can I possibly make a
post 6,000 words how can I make it how
can I make it so long like I don't have
enough stuff to say about a particular
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