5 Important Link Building Metrics To Succeed In SEO – Digital Impact Solutions

We continue our series about link building campaigns and move on today to discuss link building metrics. In a previous article I said to determine whether you should pursue a link, ask yourself if Google did not exist would I bother? Whilst this is the most important metric to consider, what else should you be looking at? Below I highlight some of the key link building metrics to consider when looking at links..

Domain Authority

Google obviously need an algorithmic way to determine how good a web page is, in terms of link building. Up until 2013, Google released this in the form of a score out of 10 called page rank. 10 being the best and 0 being the least or no authority. A good score was anything between 3-6 in the SEO world. Unfortunately, just like many things in the SEO world, this was used by optimisers to game the system. Having your link on a few sites with a PR6 of six was enough to achieve page-one rankings with minimal effort.

Google publicly stopped updating the score, as the algorithm shifted to other metrics, which a simple score out of 10, did not measure. However, there is still SEO software that measures the authority of a site according to (along with other metrics) the quality of the web page linking back to it.

These SEO tools are:-

• majestic.com
• ahrefs.com
• moz.com
• semrush.com

Referring Domains

Referring domains are a critical metric in the realm of link building. A referring domain is any website that links to your site. Each unique website that provides a backlink counts as a separate referring domain. The significance of referring domains lies in their diversity and quality. Multiple backlinks from a single domain are less valuable than backlinks from multiple high-authority domains. This is because search engines like Google see links from varied, reputable sources as a sign of your website’s credibility and authority. Having a strong portfolio of referring domains not only helps in improving your site’s search engine rankings but also can increase its visibility and drive more organic traffic. When assessing potential links, it’s important to consider both the number and the quality of referring domains to ensure a robust and effective SEO strategy.

Page Authority

As above, which measures the authority of the domain in general, you also want to consider page authority. for your link-building campaign. For example, links from blogger.com will have extremely high domain authority, however, the page authority of the blogs on the domain is very low. This because the authority of the site is shared across all pages and not all pages have equal authority. A new page, a page with very few internal or external links, or ones on subdomains, may take a while if ever, to have authority to shift the ranking needle. I recommend paying attention to both metrics in your link building efforts.

Trust Metrics and Other Considerations

While domain authority metrics provide a useful starting point for evaluating the potential value of a link, it is crucial to take them in conjunction with other key factors such as relevance and traffic. Trust metrics can sometimes be gamed, leading to inflated scores that do not accurately reflect the quality of the site or its content. To avoid these pitfalls, assess the relevance of the linking site’s content to your own, ensuring that it aligns with your niche and target audience. Additionally, consider the actual traffic that the site receives; high-traffic sites often indicate a more engaged and genuine audience, increasing the likelihood of beneficial outcomes from the link. By combining domain authority with these other link building metrics, you can make a more informed and holistic decision on whether to pursue a particular link.

Relevancy

If there is one piece of key information, I would like you to take away from this article, is relevancy. How relevant is the niche to the site you are trying to improve visibility on? Say for example you are promoting your driving school. You find a link with high domain authority and high page rank about medical supplies, you know you get a link from. Think about this. How would this look in Google’s eyes? Why would a medical site link to a driving school? If Google did not exist would you have bothered? Probably not.

Relevancy can also mean looking out for spam sites. Whilst I understand that unless you have been involved in the SEO world for a while it may be difficult to spot a site, a bit of common sense can prevail.

Sites that companies might pitch to you to avoid:-

• SEO Friendly Directories (site with multiple general categories such as arts, business, computing, reference, shopping etc). if they do not have a .co.uk TLD (top-level domain) if you are in the UK for example, avoid, unless they are relevant to the niche.
• Social Bookmarking Sites – Not many of these around now thank goodness. But sites like Reddit, where you can upvote your favourite sites.
• Article Directories/Private Blog Networks – Often high authority sites which will host your guest blog post on a fee basis. They all kinda share a similar template. Usually have high Moz Domain.
• Authority but when you check with Ahref’s they have a low Domain Rating. Look at other articles they have hosted and examine the topic matter, spelling/grammar.

Relevancy is one of the key link-building metrics to consider when ascertaining the value of a link.

Combining Topics for Relevancy

Understanding the importance of relevancy in a link building campaign is crucial, but it is also essential to grasp how you can skillfully combine various topics to maintain relevance. When considering potential backlinks, think creatively about how different subjects can interconnect in a way that makes sense to both Google’s algorithm and your audience.

For example, if you run a driving school, you might seek links from sites about automotive safety, travel tips, or even educational blogs that discuss road safety for children. These topics, though broader, maintain a clear thematic connection to your core subject. Linking from a reputable travel site with a comprehensive guide on safe driving practices, for instance, would seem logical and provide valuable context for both users and search engines.

Similarly, a medical practice could gain relevant links from health blogs, fitness websites, or even technology sites focusing on health tech innovations. This approach not only broadens your link-building strategy but also ensures that the varied content continues to be relevant and beneficial to your site’s SEO.

By blending topics thoughtfully and ensuring that each connection has a clear, logical foundation, you can create a robust and diverse backlink profile that supports your SEO efforts while enhancing the overall quality and usefulness of the content for your audience.

No Of Links & Link Velocity

Number of Links Per Web Page

When building links, it’s important to consider the number of links on a page. Search engines like Google may devalue links on pages that are overloaded with outbound links. If a single page has hundreds of links pointing to other sites, the individual value of each link diminishes. Aim for quality over quantity; a few well-placed, relevant links can be more beneficial than many links from a page cluttered with links. It’s generally advised to keep the number of outbound links on a given page to a manageable level, ensuring that each link is purposeful and contributes to the overall context and value of the page.

Link Velocity

Link velocity refers to the rate at which a website gains backlinks over a period of time. It’s an aspect that search engines evaluate to determine the natural growth of a website’s link profile. An unusually rapid acquisition of a large number of links can raise red flags and might be perceived as manipulative or spammy, leading to penalties from search engines. Conversely, building links too slowly may imply a lack of activity or relevance. The goal is to achieve a natural, steady growth in backlinks, reflecting genuine interest and engagement from your audience and other relevant sites. A gradual increase in link acquisition mirrors organic growth and is generally regarded as a sign of a healthy and trustworthy site.

Balancing the number of links per page and managing link velocity carefully will help maintain a credible link profile, contributing positively to your SEO strategy.

Potential Red Flags in Rapid Link Growth

While a gradual increase in link acquisition mirrors organic growth and is generally regarded as a sign of a healthy and trustworthy site, a sudden spike in the number of links pointing to a site can be concerning. Such rapid growth can sometimes suggest that the site has potentially been hacked or is part of a private blog network (PBN). Hackers may inject backlinks into a compromised site to boost the search engine rankings of other sites they control; similarly, PBNs are networks of sites created solely for the purpose of manipulating search engine rankings through excessive link-building. Both scenarios can lead to severe penalties from search engines, damaging the affected site’s credibility and rankings. Therefore, monitoring link velocity not only helps ensure a steady and natural growth of your backlink profile but also helps identify and mitigate any potential security breaches or unethical SEO practices.

Importance of Linking to Various Pages

While it may seem intuitive for most backlinks to point to the root domain of a website, diversifying your link destinations can be highly beneficial. When links go exclusively to the homepage, it can appear unnatural to both users and search engines, as a well-rounded site typically attracts interest to a variety of its content.

When considering inner pages, these often contain highly specific, valuable information that provides deeper insights into the overall subject matter. Directing backlinks to these inner pages not only ensures that they also receive link equity, which can improve their individual rankings, but it also enhances the natural flow of your site’s authority. By doing so, you create a more robust internal link structure, promoting a balanced distribution of link juice throughout your website.

Additionally, linking to inner pages can more effectively cater to the user intent, as people searching for specific information are more likely to land on detailed sub-pages rather than the homepage. This improves the user experience, resulting in lower bounce rates and higher engagement metrics. For instance, an e-commerce site would benefit from backlinks directly pointing to product pages or category pages, making the user’s journey to purchase smoother and more efficient.

Furthermore, having links to various pages demonstrates a comprehensive depth of content to search engines. It signals that your site hosts a breadth of valuable information worth referencing, thus enhancing your site’s perceived authority and relevance in its niche.

In essence, while linking root domains can serve as a gateway to your site, inner pages represent the diverse knowledge and resourcefulness your site offers. Balancing the link distribution between linking root domains and relevant inner pages can elevate your SEO strategy, creating a more authentic and beneficial link profile.

Can You Have Multiple Links from the Same Domain?

Having multiple links from the same domain can be both beneficial and potentially problematic, depending on how they are implemented. When done organically and naturally, links from the same domain can reinforce the relevance and trustworthiness of the linking site, indicating a strong relationship and high level of endorsement. For example, multiple links from a reputable industry blog to various pages on your site can be advantageous, as they signal to search engines that your content is valued and referenced regularly by authoritative sources.

However, it’s important to avoid overdoing it. If a large number of links from the same domain start appearing within a short timeframe, it might raise red flags to search engines, potentially leading to penalties for perceived manipulative linking practices. The key is to ensure that each link from the same domain is purposeful, relevant, and provides genuine value to the user. Ideally, these links should be contextually placed within high-quality content that enhances the user’s understanding or experience, rather than appearing as an attempt to artificially boost rankings.

Diversifying your backlink profile by earning links from various domains is equally crucial. This diversity signals to search engines that your site has a broad level of support and is referenced across the wider web, rather than being heavily reliant on a single source. Balancing this approach will help build a more credible and sustainable link profile, ultimately supporting stronger SEO performance.

Frequency Of Posting

Again, a site that has not been updated for a while maybe a sign that the site owner either does not update it or the site has fallen out of favour with Google. Do a simple site: (the site you want to check) and make sure the site has been indexed in Google.

These are just some of the link building metrics you should be checking to see if a site is worthy of reaching out to. I would recommend setting up a simple spreadsheet recording the sites you find according to the above metrics.

If you struggle with link-building metrics or want someone to help with your link-building efforts, why not visit our link-building page or get in touch with us at 0114 398 4110 or contact us now?