Link building metrics are measurements that help you evaluate the quality and performance of the backlinks pointing to your website.
Backlinks are an essential part of SEO because they signal to search engines that your content is valuable and trustworthy.
However, not all backlinks are created equal. Some may boost your rankings, while others could potentially harm your site’s reputation.
This is where link building metrics come into play—they allow you to assess the quality and relevance of these links.
Domain authority (DA)
Domain Authority, often referred to as DA, is a metric developed by Moz to predict how well a website will rank in search engine results. It’s scored on a scale from 1 to 100, with higher scores indicating a stronger ability to rank.
When building links, you should usually aim for high DA backlinks. Links from these high-authority sites will likely have a more significant impact on your SEO.
However, a link from a site with lower DA but a strong niche relevance can sometimes be more beneficial than one from a site with high DA but little to no relevance to your industry.
Related read: What Are High DA Backlinks?
Page authority (PA)
Similar to Domain Authority, Page Authority (PA) is also developed by Moz but focuses on the strength of individual pages rather than entire websites. If you’re acquiring a backlink, it’s worth checking the PA of the specific page where your link will appear.
A link from a high-PA page will pass more value than one from a low-PA page, helping to boost your SEO performance more effectively.
Trust flow and citation flow
Majestic’s Trust Flow and Citation Flow are two metrics used to measure the quality of backlinks. Trust Flow evaluates the trustworthiness of a site based on the quality of links pointing to it, while Citation Flow measures the quantity of backlinks.
Ideally, you want a high Trust Flow because this indicates that your site is linked to by other reputable and trustworthy sites.
A site with high Citation Flow but low Trust Flow could have a large number of low-quality or spammy backlinks, which won’t do your SEO any favours. It’s the balance between these two metrics that really matters when evaluating your link-building efforts.
Referring domains
The number of referring domains is another critical metric to consider. A referring domain is any website that links to your site. While having many backlinks is great, it’s even better to have them come from a variety of different domains.
Search engines prefer to see links from various websites rather than multiple links from the same one. It’s a sign of broader authority and popularity.
If you’re constantly getting links from the same few domains, it might not have the same positive impact on your SEO as links from new and diverse domains.
Anchor text
Anchor text is the clickable text in a hyperlink. It’s another important metric for link building because it provides context to search engines about the content of the page being linked to.
Using relevant keywords as anchor text can give you a boost in search rankings. However, it’s essential not to overdo it.
Using the same keyword-rich anchor text repeatedly could result in penalties from search engines, as it might be seen as an attempt to manipulate rankings. A natural mix of branded, generic, and keyword-rich anchor text is the best way forward.
Link relevance
When building links, relevance is key. Search engines not only look at the quality and authority of the links but also their relevance to your site’s content.
A backlink from a high-authority website might seem beneficial, but if that site isn’t related to your industry, the impact might be minimal.
Always aim for backlinks from sites that are relevant to your niche or industry. These types of links carry more weight and are more likely to boost your rankings.
DoFollow vs. NoFollow links
Backlinks can either be DoFollow or NoFollow. DoFollow links pass link equity to your site, which can help improve your ranking in search engine results. On the other hand, NoFollow links don’t pass this equity, so they don’t have a direct impact on your rankings.
That said, NoFollow links aren’t useless. They can still drive traffic to your site and help build your brand’s credibility. Plus, a natural link profile will have a mix of both DoFollow and NoFollow links.
Link velocity
Link velocity refers to the speed at which you acquire new backlinks over time. A sudden spike in backlinks might look suspicious to search engines and could result in penalties.
On the other hand, a slow, steady accumulation of high-quality links over time signals natural and organic growth. It’s important to aim for consistency rather than quantity when it comes to link velocity.
Related read: How Many Backlinks Do I Need To Rank?
Link placement
Where your link appears on a page can also influence its value. Links embedded naturally within the content are considered more valuable than those found in the footer, sidebar, or comment section. This is because contextual links are seen as more relevant and helpful by both search engines and users.
It’s important to track link building efforts
Understanding and tracking link building metrics is crucial if you want to optimise your SEO strategy. Domain and Page Authority, Trust Flow, Citation Flow, and referring domains all give you valuable insights into the quality and effectiveness of your backlinks.
Likewise, keeping an eye on anchor text, link relevance, and placement can help you build a natural and diverse link profile that search engines will reward.
