TRAFFIC
Figure 5: Citation flow comparison
The Venetian
43
Wynn Las Vegas Resort
43
Aria Resort and Casino
42
Bellagio
41
Mandalay Bay Resort & Casino
41
MGM Grand Casino
40
The Mirage
40
Luxor
37
Excalibur Hotel & Casino
36
Circus Circus
36
Figure 6: Trust flow comparison
The Venetian
67
Wynn Las Vegas Resort
66
The Mirage
61
Mandalay Bay Resort & Casino
60
MGM Grand Casino
57
Luxor
55
Circus Circus
55
53
Aria Resort and Casino
52
Excalibur Hotel & Casino
49
Bellagio
Figure 7: Number of referring domains
0
2000
4000
6000
8000
10000
Bellagio
MGM Grand Casino
The Venetian
Mandalay Bay Resort & Casino
Wynn Las Vegas Resort
Number of referring domains
The Mirage
Luxor
Excalibur Hotel & Casino
Circus Circus
Aria Resort and Casino
32
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12000
signals, including linking root domains and
total number of links.
Figure 4 shows a strong correlation
with the visibility of each of these sites,
which helps to validate the Searchmetrics
data. The most important point to draw
out here is that a site can have very high
authority, but less search visibility due to
its site architecture (less pages in index,
for example), on-page optimisation or
technical setup. This would appear to be
the case for Mandalay Bay, which ranks
highly for all domain metrics, but eighth
lowest out of the 10 casinos for visibility.
Citation Flow is a metric from Majestic,
and predicts how influential a URL might
be by focusing on the authority being
passed to the site from all of its inbound
links. The Venetian comes out on top for
Citation Flow, and this is backed up when
you look at how many sites are linking
to it (covered later), interestingly MGM
Grand ranks 6th here. MGM Grand and
the Venetian have a similar number of sites
linking to them, so this would infer that
Majestic scores the links coming to MGM
at a lower authority than those pointing to
the Venetian.
Trust Flow is a relatively new metric,
also from Majestic, and one which we at
TMI use more and more in our analysis of
sites. This metric predicts how trustworthy
a domain is based on how trustworthy the
sites are that link to it. The big take away
from this is how badly the Bellagio scores
here (see Figure 6), ranking the lowest of
the 10 casinos we analyzed. With it being
No 1 in our analysis for global search
visibility, this is definitely something to be
concerned about. It infers that the inbound
links are of far lower quality, and so are
less trustworthy. This does not necessarily
mean they are spam, but just that they are
comparatively lower quality compared to
the other casinos.
Ahref ref domains
Majref domains
The number and authority of unique
domains linking to a casino will play a big
role in how that casino performs in the
SERPs. We’ve looked at data from Ahrefs
and Majestic, the two main tools we rely on
as an agency for inbound link data. Both
tools rank all 10 sites in the same order