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Tools reviews are not easy: You can test usability (based on your own preferences) and compare the feature set with what you have seen so far. However, if you want to dig deeper and compare the complex data and come to well-grounded conclusions, you need to be careful.

Do You Really Need to Compare?

When people ask what the best backlink profile crawling tool is, my favorite answer is, “Try many of them”. I absolutely believe in personal perspective and lots of playing:

If you combine a few tools, you combine their indices, and you always get a much deeper understanding of the data;

Different tools offer different ways to re-organize the data that can give you additional insight;

Some people are born for some specific tools: You know that feeling when you login and you just know what is where. Whenever you try another tool, it just doesn’t feel right no matter how awesome it is. That’s why I so much believe in personal experience.

Besides, most tools have free trials: So read reviews for educated guesses but always make sure to play with all of them yourself.

What If You Really Have to Compare

Now, if we have a few similar-purpose tools, we can’t do without comparing and since there have been a few rather vague comparisons recently, here’s the indepth experiment: aHrefs and MajecticSEO

Description of the experiment: 100 random domains have been selected and imported into Excel using this tool (the list is here if you want to run your own test with the same domains).

Backlink info has been retrieved using the three tools:


Majestic Historic

Majestic Fresh

Here are some screenshots visualizing the outcome (I haven’t managed to show all 100 rows (you are welcome to re-run the test) but you’ll get an idea):

Green = wins

Grey = same result

No color = lost

aHrefs versus MajesticSEO Fresh

Note: Mind that aHrefs count subdomains as separate domains here.

On Referring Domain counts Majestic wins 72 times out of 100

On Link counts Majestic wins 53 times out of 100.

aHrefs versus MajesticSEO Historic

Note: mind that MajesticSEO had recently announced their Historic Index update and this test was run after that:

I just thought of a good @MajesticSEO tag line – “Better, Deeper, and More Often” – Feel free to use that @Dixon_Jones 😉

— Scott Hendison (@shendison) February 2, 2013

Disclaimer: I have free “pro” accounts on both the services but none of them compensated me on this article.

Date of research: 30th January 2013

Now, Is This Just the Numbers Game?

No, like I said, I don’t believe in number-based comparing. Both the services have unique features and unique algorithm of measuring the value of each link. I’d say numbers mean the least to me here, and this test was just a response to previous discussions on this topic.

Your preferred one will be based on why you are actually using the tools (which is seldom the raw number of external backlinks). If you really want to get an insight into which tool does what, check out this article at SEObook, then try the tools and then write your own comparison!

You're reading Ahrefs Versus Majesticseo: The Real Test

Choosing The Right Statistical Test

Statistical tests are used in hypothesis testing. They can be used to:

determine whether a predictor variable has a statistically significant relationship with an outcome variable.

estimate the difference between two or more groups.

Statistical tests assume a null hypothesis of no relationship or no difference between groups. Then they determine whether the observed data fall outside of the range of values predicted by the null hypothesis.

If you already know what types of variables you’re dealing with, you can use the flowchart to choose the right statistical test for your data.

Statistical tests flowchart

What does a statistical test do?

Statistical tests work by calculating a test statistic – a number that describes how much the relationship between variables in your test differs from the null hypothesis of no relationship.

It then calculates a p value (probability value). The p-value estimates how likely it is that you would see the difference described by the test statistic if the null hypothesis of no relationship were true.

If the value of the test statistic is more extreme than the statistic calculated from the null hypothesis, then you can infer a statistically significant relationship between the predictor and outcome variables.

If the value of the test statistic is less extreme than the one calculated from the null hypothesis, then you can infer no statistically significant relationship between the predictor and outcome variables.

When to perform a statistical test

You can perform statistical tests on data that have been collected in a statistically valid manner – either through an experiment, or through observations made using probability sampling methods.

For a statistical test to be valid, your sample size needs to be large enough to approximate the true distribution of the population being studied.

To determine which statistical test to use, you need to know:

whether your data meets certain assumptions.

the types of variables that you’re dealing with.

Statistical assumptions

Statistical tests make some common assumptions about the data they are testing:

Independence of observations (a.k.a. no autocorrelation): The observations/variables you include in your test are not related (for example, multiple measurements of a single test subject are not independent, while measurements of multiple different test subjects are independent).

Homogeneity of variance: the variance within each group being compared is similar among all groups. If one group has much more variation than others, it will limit the test’s effectiveness.

Normality of data: the data follows a normal distribution (a.k.a. a bell curve). This assumption applies only to quantitative data.

If your data do not meet the assumptions of normality or homogeneity of variance, you may be able to perform a nonparametric statistical test, which allows you to make comparisons without any assumptions about the data distribution.

If your data do not meet the assumption of independence of observations, you may be able to use a test that accounts for structure in your data (repeated-measures tests or tests that include blocking variables).

Types of variables

The types of variables you have usually determine what type of statistical test you can use.

Quantitative variables represent amounts of things (e.g. the number of trees in a forest). Types of quantitative variables include:

Continuous (aka ratio variables): represent measures and can usually be divided into units smaller than one (e.g. 0.75 grams).

Discrete (aka integer variables): represent counts and usually can’t be divided into units smaller than one (e.g. 1 tree).

Categorical variables represent groupings of things (e.g. the different tree species in a forest). Types of categorical variables include:

Ordinal: represent data with an order (e.g. rankings).

Nominal: represent group names (e.g. brands or species names).

Binary: represent data with a yes/no or 1/0 outcome (e.g. win or lose).

Choose the test that fits the types of predictor and outcome variables you have collected (if you are doing an experiment, these are the independent and dependent variables). Consult the tables below to see which test best matches your variables.

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Choosing a parametric test: regression, comparison, or correlation

Parametric tests usually have stricter requirements than nonparametric tests, and are able to make stronger inferences from the data. They can only be conducted with data that adheres to the common assumptions of statistical tests.

The most common types of parametric test include regression tests, comparison tests, and correlation tests.

Regression tests

Regression tests look for cause-and-effect relationships. They can be used to estimate the effect of one or more continuous variables on another variable.

Predictor variable

Outcome variable

Research question example

Simple linear regression


1 predictor


1 outcome

What is the effect of





Multiple linear regression


2 or more predictors


1 outcome

What is the effect of



minutes of exercise per day




Logistic regression



What is the effect of

drug dosage

on the

survival of a test subject


Comparison tests

Comparison tests look for differences among group means. They can be used to test the effect of a categorical variable on the mean value of some other characteristic.

T-tests are used when comparing the means of precisely two groups (e.g., the average heights of men and women). ANOVA and MANOVA tests are used when comparing the means of more than two groups (e.g., the average heights of children, teenagers, and adults).

Predictor variable

Outcome variable

Research question example

Paired t-test


1 predictor


groups come from the same population

What is the effect of

two different test prep programs

on the

average exam scores

for students from the same class?

Independent t-test


1 predictor


groups come from different populations

What is the difference in

average exam scores

for students from

two different schools




1 or more predictor


1 outcome

What is the difference in

average pain levels

among post-surgical patients given

three different painkillers?



1 or more predictor


2 or more outcome

What is the effect of

flower species


petal length


petal width

, and

stem length


Correlation tests

Correlation tests check whether variables are related without hypothesizing a cause-and-effect relationship.

These can be used to test whether two variables you want to use in (for example) a multiple regression test are autocorrelated.

Variables Research question example

Pearson’s r

2 continuous variables

How are





Choosing a nonparametric test

Non-parametric tests don’t make as many assumptions about the data, and are useful when one or more of the common statistical assumptions are violated. However, the inferences they make aren’t as strong as with parametric tests.

Predictor variable Outcome variable Use in place of…

Spearman’s r



Pearson’s r

Chi square test of independence



Pearson’s r

Sign test



One-sample t-test

Kruskal–Wallis H


3 or more groups





3 or more groups


2 or more outcome variables


Wilcoxon Rank-Sum test


2 groups


groups come from different populations

Independent t-test

Wilcoxon Signed-rank test


2 groups


groups come from the same population

Paired t-test

Flowchart: choosing a statistical test

This flowchart helps you choose among parametric tests. For nonparametric alternatives, check the table above.

Other interesting articles

If you want to know more about statistics, methodology, or research bias, make sure to check out some of our other articles with explanations and examples.

Frequently asked questions about statistical tests Cite this Scribbr article

Bevans, R. Retrieved July 20, 2023,

Cite this article

Archived Files Versus Backup Files?

Data archives and backups are two entirely different terms although they have constantly been used interchangeably throughout various industries. In this article, we will be differentiating the two types as well as citing examples to provide you with a better picture on what these terms actually mean.

When To Use the Term “Archive”?

The term


often refers to a single piece or a collection of documents or records specifically stored for long-term storage and future use. These files are no longer used, and may have been deleted from your immediate access to preserve storage memory.

Archiving often comes along with the term: retrieval. When you retrieve a file, it may or may not be in the same server or made in the same format as what you are currently using. Retrievals are done through long intervals such as years or even decades.

To better understand the term, here are some common uses for archives:

• In terms of lawsuits and settlements, lawyers may sometimes ask archived emails as proof of documentation in order to win a case. More often than not, big companies would have a whole pile of emails safely tucked away in their servers for purposes like this.

•  Another example would be efficient archiving of birth records in a specific county. Through an efficient

file archiving

system, you would be able to access your birth certificate in no time.

•  Construction companies and architectural firms would definitely have archived copies of their plans and blueprints, even if a project has already been completed, having access to these files can be of good use if repairs need to be made or if designs want to be revisited.

An archive system is quite handy especially in big industries. These documents may not be as important, but eventually they will be put to use.

When To Use the Term “Backup”?

The term backup is used to refer to copy of a file that is used to restore an original file. Backups are being done every day and on routine. These files are intended for possible immediate use in the event of loss, theft, or damage. It is to safeguard your files while the original is in use.

The term can easily

be understood

through these examples:

•  Copying files photos and videos from your phone, or any mobile device onto a cloud or online data storage.

•  Setting aside copies of server files and databases in the event of a breach or disk failure while you are using the original documents.

•  Keeping a copy of files from your computer on an external hard drive, just in case your memory needs to be reformatted at any point.

The term restore is often associated with backups. Restoring files that were backed up would require you to know specific information in order to pinpoint the file you need.

Having an efficient backup system and a regular routine in backing up your files can save you a lot of time and stress. With a backup you will feel a lot more secure with your tasks knowing copies of your original file is readily available if something ever does happen.


The Ford Ranger Raptor Is Real

The Ford Ranger Raptor is real

We wanted a Ford Ranger Raptor, and now it’s here, but those wanting just a smaller version of the beastly F-150 Raptor truck will find a few surprises. The new sports pick-up takes the midsize Ranger and gives it a performance makeover, borrowing styling cues from the larger Raptor for the promise of just as much fun in a slightly smaller footprint.

At the front, that means a big new grille with an oversized “FORD” logo, together with a frame mounted front bumper with new LED fog lamps and functional air-curtain ducts. These keep the air resistance of the body down. The front fenders use a composite materials for better resilience against grit and rocks kicked up while off-roading, and are flared to cover the oversized tires at the end of their lengthened suspension.

Indeed, all of the exterior dimensions – and the clearances – are up over the standard Ranger. It’s 74 inches tall, 86 inches wide, and 213 inches long, while the ground clearance has been increased to over 11 inches. The 32.5-degree approach angle, 24-degree ramp over angle, and 24-degree departure angle also comfortably best the regular truck.

Side-on, there are new high-strength aluminum alloy step boards which have been drilled through for draining sand, mud, and snow. They’re also intended to stop rock spray from hitting the truck’s rear. Ford powder-coats them, before applying a grit-paint to better survive the wild.

At the rear, finally, there’s a new rear bumper with an integrated tow bar and two recovery hooks; they’re rated a 3.8 tonnes. The sensor bezels have been redesigned so as to be flush – and thus less prone to damage – while the Ranger Raptor is rated for over 5,500 pounds of towing capacity.

Unusually, however, there’s no vast gas engine under the hood. Instead, Ford has opted for a 2.0-liter bi-turbo diesel, with 210 horsepower and 369 lb-ft. of torque. Its two turbos see a smaller, high-pressure unit connected in sequence to a larger, low-pressure version. Thanks to bypass valves in-between, the engine can use both at lower engine speeds for more torque and responsiveness, or bypass the small turbo at higher engine speeds for more power.

The 10-speed automatic transmission it’s hooked up to has been borrowed from the F-150 Raptor, and there’s all-new electronics for faster shifts. A “Live in Drive” function always allows the paddle-shifters to override the selected gear manually. The Terrain Management System, meanwhile, has a dedicated control on the steering wheel, and can be set to Normal and Sport mode for on-road driving, or Grass/Gravel/Snow, Mud/Sand, Rock, or the most epic Baja mode for off-roading. In Baja, the Ranger Raptor keeps the traction control at its most minimal, while the transmission sticks to lower gears.

Underneath it all, there’s a new frame with coiler rear suspension with a solid rear axle. Ford has used high-strength low-alloy (HSLA) steel for the side rails and frame, to absorb high-speed impacts while off-road. The brakes are twin-piston calipers at the front with 332 x 32 mm ventilated rotors. Disc brakes at the rear have a booster for extra power, along with 332 x 24 mm robots and a new 54 mm caliper.

Position Sensitive Damping shock absorbers promise higher damping at full jounce and rebound, meanwhile. However they can switch to lower damping forces in the mid-travel zone, for better road performance. Ford opted for BF Goodrich 285/70 R17 all-terrain tires, each over 11-inches wide, and there’s a new 2.3mm thick high-strength steel bash plate.

Inside, you’d never know you were in an off-road warrior. The upgraded seats promise extra support for bumpier terrain, with suede sections for more grip. Blue stitching and leather accents brighten things up, and there are magnesium paddle-shifters and a perforated leather-trimmed wheel. SYNC 3 is standard, and there’s a navigation system with off-roading “breadcrumb” feature for when you’re away from mapped asphalt.

Then comes the bad news. Though Ford has confirmed that the Ranger is coming to the US, for the moment that doesn’t include the Ranger Raptor. Ford isn’t saying “never” but, frustratingly, isn’t giving us any idea of what the roadmap for the smaller Raptor might be on North American shores. The sports truck we see here will be headed to Asia Pacific and other regions first, pricing yet to be confirmed.

What’s The Real Value Of Brand Ppc?

The client assumes:

Anyone that searches for my brand name is probably a repeat customer, not a new one.

SEO and PPC listings are equally valuable, the only difference is the cost.

A number of internet experts and researchers believe:

When you don’t have an ad AND a natural listing, you have less presence on the search result page, and thus more competition.

When you show both, you make a bigger impact on the buyer, which increases attention and trust, thereby increasing traffic, conversions, conversion rate, decreasing cost per conversion, increasing ROI.

Brand keywords are usually cheaper than general ones, so the ROI on that ad spend is higher.

Our internal research shows that about 50% of people who convert on a brand keyword are actually new customers.

PPC’s Partial Measurability Can Be Held Against It

Both brand and general searches could be conducted by the same prospect before buying. The multi-touchpoint journey is complicated, and few analytics packages track it. Hardly any companies are using that kind of data to discover the real partial value each channel contributes to ROI.

Yahoo PPC has a concept called “assists” that hints at this big picture. For one client, 14% of Yahoo PPC sales were assisted by multiple keyword searches. That’s just within the PPC channel.  25% of those brand name keyword sales were assisted by a general keyword search. A blog post by Alan Rimm-Kaufman suggests 6-11% of brand keyword sales are preceded by general searches. Our numbers are different. There may be a high amount of variability per client and vertical, so we watch these patterns per client.

Client Case Studies

One client, fighting big time competition, seasonality issues, and focusing on general keywords, was only getting a 250% ROAS (return on ad spend, or revenue divided by ad cost). But when we include call tracking data and look at all sales that originated from PPC, the ROAS is 350%.

Another client stopped running brand keywords in PPC and when we compared them to two similar clients (same vertical, similar business structure), we found something very interesting- their natural search sales dropped dramatically. The comparison clients kept a consistent brand vs general PPC spend percentage and didn’t see this drop in natural search bookings. Somehow, brand ppc was leading to sales directly preceded by natural searches.  This suggests that brand PPC might have a brand awareness raising effect, which isn’t ridiculous to consider.

PPC Brand vs General Keyword Recommendations

I’d recommend a mix for most customers. Generally speaking, each marketing effort makes the others more effective. Until we have complete multitouchpoint analytics that can guide us to the optimal mix, I suggest you allocate your budget according to your goals.

If you’re more aggressive about new customer acquisition, spend more on general keywords.

If you’re more focused on high ROI, spend more on brand keywords.

If you don’t care about getting new customers, stop PPC and just email your house list.

If you don’t have an email list yet, get more aggressive with PPC.

If you want to feature special offers to new customers, use PPC- SEO can’t be customized that quickly.

If you want to feature special offers to repeat customers, use email.

The Real Reason We’re Seeing More Wildlife During The Pandemic

As the world has slowed down to stave off the spread of COVID-19, stories of wild animals tromping into now-quiet city streets have gone viral online. Some of these turned out to be completely made-up, including the dolphins supposedly swimming through Venice canals or the elephants getting drunk on corn wine in a Chinese farming village.

But there are also plenty of very real sightings of animals you might not expect in the urban jungle. Coyotes have been spotted throughout San Francisco, even taking naps in patches of green spaces in the city. In the coastal Welsh town of Llandudno, a herd of mountain goats stomped through the streets, munching on vegetation and climbing walls. In Boulder, Colorado, mountain lions have been prowling residential streets—one even took a nap in a backyard tree.

But it’s hard to know to what extent the sightings are the result of animals expanding their territories versus us paying more attention.

Joanna Lambert, a wildlife biologist at the University of Colorado-Boulder, has been seeing more wildlife lately in Lyons, Colorado, where she lives. She watched a mountain lion pad through her townhome complex and spotted a gray fox—an uncommon species to find in nature, let alone in the streets—on a daytime walk with her dogs. “They are paying attention, and certainly things have quieted down,” she says of wild mammals living near cities. “One of the hallmarks of species that live near or within human settlements is that they are very behaviorally flexible and responsive to these kinds of changes.”

Many species living on the outskirts of cities have learned to adjust to life near humans. That means they’re smart, opportunistic, and quick to adapt. Most of the time, they steer clear of people. They route their paths around us, hunting and foraging at dawn and dusk when the fewest number of humans are around. “[They’re] very sensitive to the presence of other species around,” says Lambert. “Humans are often treated by animal species as a predator … they will be very sensitive in terms of the time of day that they’re coming out and they will be most active when humans are least active.” Carnivores like coyotes, bobcats, and mountain lions all display this kind of reactive behavior.

Many creatures won’t even bother trying to cross a busy roadway. In a recent study, Fraser Shilling, co-director of the Road Ecology Center at University of California, Davis, identified that only about half of species living near major roadways in California tried to cross them. The rest turned away due to the bright lights and roaring engine noises.

Bobcat kittens in Highlands Ranch, Colorado Colorado Parks and Wildlife

Quinn agrees. Late last year, she radio-collared five coyotes in Los Angeles for a research project. She says that her coyotes haven’t changed their routines since the shelter-in-place order went into effect, staying in their respective territories, which include areas near a shopping mall and golf course. Quinn adds that while the number of coyotes reported in San Francisco on the Coyote Cacher website isn’t unusual, they could be moving about during the day more. “People are just at home noticing more things,” she says. “Especially in California, we’re not all spending five hours a day on the freeway [now], you know?”

Lambert thinks the trend is part us observing more, part changes to animal behavior. “Certainly, animals are out and about more than they might otherwise be, and this is especially true with mammals,” she says. But she adds that people are also slowing down and paying more attention now.

Shilling adds that he’s talked to bird enthusiasts who claim they’re hearing more avian calls these days. He thinks that while perhaps more birds are indeed stopping in towns as they become more peaceful, we might just be hearing birds more clearly, now that the persistent hum of engines and industry has gone down.

But on less-used state and rural highways, the lower traffic might allow wildlife to effectively expand habitat previously bound by busy streets. Shilling and his team track collision data and will eventually have information on how this lull in human activity might be affecting animal movement and safety.

If you do spot creatures trekking into your neighborhood, Quinn says it’s important to give them space. After all, she says, we’re at home now because of a zoonotic disease. “It’s very important to keep wildlife wild,” she says. “You should never feed wildlife.”

Lambert hopes that this situation might lead us to appreciate our wild neighbors. Now is a great time to go birding, she notes, with many avian species migrating and engaging in courtship rituals and songs. “These animals have always been here and they are sort of revealing themselves to us now at a time when we’re paying attention to the small things,” she says. “I hope that that influences our disposition to the life around us.”

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