Hopefully, your website is populated with content that is topically relevant and streamlined to be SEO rich, have clean HTML, is quick to load and optimised for easy access from mobile devices, but this is only half of the story for the successful marketing of a site. The world of SEO is a fast-moving industry, principally because of Google’s menagerie of algorithm updates that affect how a website is ranked. One thing has remained consistently crucial to a site’s position, however, on the search engine ranking pages: links to the site.
Why Use Metrics to Assess Site Quality? We’ve mentioned above how quality is subjective, yet metrics allow you to assess a site objectively and quantitatively so that the decisions that you make are based on the site’s performance, rather than any other influencing factor such as its aesthetics. Using data to assess a site’s quality ensures that you are dealing with uniform comparables to make decisions that can have a significant impact on your campaign’s success. You can use one tool to give you metrics of a site, but to find the site that will help you to propel your link to the stratosphere, it’s best to take a holistic view and get as much data as possible. After all, you want to be able to build a picture of the potential value a link will give you. To help you calculate the value of a site regarding whether it is worth pursuing to link to your site, here are our top 6 tools that can provide you with metrics to qualify the sites. TIP: Use these tools to discover how your competition uses backlinking to market their sites. By understanding what your competition is doing, you will be able to gain the competitive edge!
Tools - Moz Moz.com Moz has developed Open Site Explorer (OSE) which gives a comprehensive profile of your chosen website. You can input a website and gather its metrics to assess the quality of the site. Key metrics to note are: The Domain Authority (DA) The Domain Authority is a search engine ranking score that predicts how a site will rank on a search engine results page. The Domain Authority is calculated by incorporating several important metrics. These include, but are not limited to: • Linking root domains • The total number of links. • MozRank – the link equity of internal and external links. • MozTrust – the quality of the sites that link back to your site. The more trustworthy the source of the link, the greater the score. Think back to your MP endorsing you, or your local publican! The Domain Authority scores each website on a scale of 1-100. The higher the score, the more expertise, authoritativeness, and trustworthiness is associated with a site. A great benefit of Moz.com is that it uses algorithms to do the hard work for you. Consider a site that ranks highly in MozRank, but combines a low MozTrust score; the indication is that the site is spammy, and the Domain Authority will reflect this. It will save you the time and effort to consider each metric’s relationship against one another.