Learning From Ex-Googlers: Shoes of Prey SEO

I’ll let you in on a little secret. I like to analyse websites made by ex-Googlers to see how they do SEO, and today I looked at a website called “Shoes of Prey” by Mike Knapp. I intend to keep this post in form of a summary and free from editorial or opinion.

Shoes of Prey

Summary of Findings

  1. Inbound link anchor text is almost entirely brand or URL [see table]
  2. Use of descriptive internal anchor text on content and blog pages [example].
  3. Great range of productive phrases [see table] with minimal text content on the home page.
  4. Smart use of synonyms [see screenshot]
  5. High authority links [see table]
  6. Only 25 “content” pages.
  7. Massive media coverage and brand references (150,000 results).
  8. Roughly 2,320 pages indexed.
  9. Quiet blog with low comment & social activity across 256 pages.
  10. Thin, repetitive content doesn’t seem to affect the performance of the site [example].
  11. Massive gallery page (ascending, descending, new & none overview indexed) with well-handled faceted navigation

Anchor Text

shoes of prey375
(img) [No Anchor Text]18
[No Anchor Text]10
shoes of pray8
(img) shoes of prey6
shoes of prey3
michael fox3
shoes of prey ontwerp je eigen s…3
shoes of prey’s3
(img) shoes of prey logo2
visit website2
shoes of prey com2

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Search Snippet

The following search snippet screenshot illustrates triggering of related words as search matches and absence of keyword “buy”.

SERP snippet

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Productive Keywords

Keyword Global Monthly Searches
make and buy your own shoes                                      260.00
design your own shoes                              110,000.00
design your on shoes                              110,000.00
custom make your own shoes                                   2,400.00
wedding shoes shoes                              673,000.00
custom make your own shoe                                   1,900.00
shoes for pray                                   1,300.00
shoes with pray                                   1,300.00
shoes design your own                              110,000.00
design and buy your own shoes                                      260.00
designer your own shoes                                      590.00
custom shoes design your own                                   1,600.00
designs your own shoes                                      390.00
wedding and bridal shoes                              673,000.00
design your own custom shoes                                   1,600.00
design your own shoe                              110,000.00
design ur own shoes                                      320.00
bespoke womens shoes                                      170.00
designing your own shoes                                      320.00
make your own custom shoes                                   2,400.00
customize my own shoe                                      480.00
design ur own shoe                                      320.00
make your own shoe                              110,000.00
custom made bridal shoes                                      720.00
make your own shoes                              110,000.00
make ur own shoes                                      880.00
design your own shoes design your own shoes                              110,000.00
make ur own shoe                                      880.00
making your own shoes                                74,000.00
custom make your shoes                                   2,400.00
making your own shoes online                                   4,400.00
custom design your own shoes                                   1,600.00
make ur own shoes online                                         28.00
custom womens shoes                                   1,000.00
design your shoe                              110,000.00
custom made wedding shoes                                      720.00
making your own shoe                                74,000.00
design ur own shoes online                                         16.00
small ladies shoes                                   1,600.00
make your own shoe online                                   1,000.00
small women shoes                                   5,400.00
women shoes for large feet                                   3,600.00
custom make shoes                                22,200.00
make your own shoes online                                   6,600.00
design your own shoe online                                   1,000.00
make your own shoe design                              110,000.00
wedding shoes wedding shoes                              673,000.00
customize womens shoes                                      140.00
custom women shoes                                   2,900.00
width width shoes                              135,000.00
ladies shoes for small feet                                      110.00
shoes for small women                                   5,400.00
custom your own shoes                                   3,600.00
wedding day shoes                                      590.00
design your shoes                              110,000.00
shoes for small feet                                   4,400.00
design your own womens shoes                                         73.00
made your own shoes                                      390.00
shoes for large feet                                12,100.00
larger womens shoes                                   6,600.00
designing your own shoes online                                         28.00
bridal shoes                              673,000.00
small shoes for small feet                                   4,400.00
customize your on shoes                                14,800.00
design your own shoes online                                   6,600.00
custom your own shoe                                   2,900.00
customise your own shoe                                12,100.00
customize your own shoe                                12,100.00
narrow width shoes                                   8,100.00
customise your own shoes                                12,100.00
wedding shoes for brides                              165,000.00
small feet shoes                                   4,400.00
shoes for large women                                33,100.00
your own shoes                              135,000.00
brides wedding shoes                              165,000.00
custom shoes design                                   5,400.00
shoes for larger feet                                   1,900.00
women shoes for big feet                                   3,600.00
wide wide width shoes                                90,500.00
odd sized feet                                         73.00
large women shoes                                33,100.00
shoe for small feet                                   1,900.00
customize ur own shoes                                         58.00
design your own custom shoes online                                         46.00
larger women shoes                                   9,900.00
wide width shoes                                90,500.00
design you own shoes                                   1,600.00
wide foot shoes                                14,800.00
wedding bridal shoes                              673,000.00
small shoes for women                                   5,400.00
customize own shoes                                14,800.00
large womens shoe                                22,200.00
wedding shoes                              673,000.00
custom ur own shoes                                         73.00
shoes narrow width                                   8,100.00
customize your own shoes                                14,800.00
shoes for bigger feet                                      590.00
custom own shoes                                   3,600.00
make my own shoe                                   6,600.00
handmade womens shoes                                      480.00
TOTAL SEARCH TRAFFIC                          6,432,605.00

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Link Authority

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Dan Petrovic, the managing director of DEJAN, is Australia’s best-known name in the field of search engine optimisation. Dan is a web author, innovator and a highly regarded search industry event speaker.

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