Among many factors that come into play when Google’s algorithm determines your website’s ranking in the SERPs is also link building. Creating different anchor texts to suit various links and reaching out to sites so they link back to you helps the page achieve a better ranking. However, there are some metrics to look at when backlinking so you don’t end up actually harming your rank and website.
There are many different metrics you should look at when link building so you maintain your site’s authority and even grow in rank while also figuring out a backlinking strategy to find out where you stand regarding link building.
Backlink analysis is a review of a website’s backlinks to analyze site performance and identify any issues that could negatively affect your ranking. Reviewing is great to do on a regular basis and helps you identify new growth opportunities and ensure everything is in order.
You can start your backlink analysis by choosing the site you want to analyze, whether yours or your competitors. When analyzing competitors try to go for sites outranking yours for similar targeted keywords or sites that offer similar products or services. For an easier process and understanding of different metrics, you can use various SEO tools like Google Search Console, SEMrush, Ahrefs, or Moz, that have a backlink checker built in them. This will allow you to get a quick overview of all the links in the site and their respective domains, the total number of backlinks, broken or lost links, and spammy links. You can also check the top linked pages to get a good idea of the best content for link building.
The rest of this article will cover the metrics to look at when conducting Backlink Analysis.
The Domain Strength has to do with the domain’s aggregate value. It considers various metrics like site age, popularity, and size, along with some other metrics mentioned below, to determine how authoritative your site is. This is an essential metric in link building, as linking more authoritative pages and being linked by them positively affects your overall ranking on the SERPs. This metric is also good for determining which newly created pages you want to link back to your site.
Page authority is a lot like domain authority, but this takes various metrics into account to determine the authority of individual pages rather than the whole domain.
This metric does not directly influence your SERPs ranking. Instead, it is a metric that helps with link building and figuring out which pre-existing pages are worth time and money to link back to your site.
An essential metric to look at when Link Building is the number of links you managed to build. The information on the total number of links on a site gives insights into its competitiveness, and if this number is too low, your ranking might be affected negatively. This metric is easy to calculate and helps you keep track of links that have gone live, links that are in progress, and links that are no longer active with comparisons to your competitor’s links to see if you’re on the right track.
This metric has to do with the number of links that send visitors from your site to another. It directly influences page rank and helps search engines understand your niche while increasing the trust and quality of your site. In addition, outbound Links are a great way to build relationships with other bloggers.
Inbound Links are external sites linking to your site. This metric is great for better understanding the effectiveness of your link-building strategy. It influences your pages’ rank as well, so having relevant inbound links that link back to you is a sign that your content is useful.
This is the number of distinct domains that link back to your site and is more impactful than the number of backlinks. It has to do with the ratio of backlinks to referring domains or the total unique linking root domains metric. If there are too many backlinks linking to you from very few domains, your rank will be penalized. Backlinks from different domains are more authoritative, so diversifying the domains that link to you is essential to evading a low-quality and spammy page look.Checking these referring domains, making sure they are diverse and relevant, and sorting them by authority can give you ideas for outreach later on.
Another metric to look at is the positions of your links in the contents of your site. Placing links down in the footnotes won’t have the same impact as placing the link in the article contents, usually tied to anchor text which could be an industry-related term with the name of your company or a keyword. It’s important to also place these links with their anchor text somewhere at the beginning of the content because the link should appear before the reader would have to scroll.
Having a target audience also means providing relevant content to suit their needs. This relevancy is also important with the backlinks, both outbound and inbound. Try figuring out what percentage of backlinks are from pages that will attract your target audience.
Cost Per Link Click is the money you spend for each click on a link or ad. This metric is vital for improving your ROI as it gives insights into where your money goes.
Another factor to look into when checking anchor texts is relevance. The site may look spammy if the anchor text is not relevant to the contents of the page or its backlink.When it comes to anchor text distribution, diversity is key. This metric is for checking anchor texts and whether there are any overused terms that lead to a high percentage of Exact Match Anchor text and overoptimization.
To better determine the effectiveness of your link-building strategy, look for fresh links. These are new links that your site acquires. Spikes in fresh links might mean that your strategy is working if the quality of the links is good.
This metric affects your conversion rate, meaning how many people click on ads or make a purchase. Analyzing your social media distribution helps you determine the effectiveness of content.
Spam score is a built-in metric in many SEO tools that considers different signals like large numbers of external links, small site markups, thin content, and high anchor text ratio, which could result in Google penalizing your site.
Backlink analysis is essential to any SEO strategy. By checking and fixing broken or lost links, redirecting broken pages to a new page with similar content, maintaining the relevancy of the links while having their respective authorities in mind, and checking all other metrics, your website’s authority will change, which makes ranking higher in the SERPs a lot easier.
It is also a very good idea to compare all your findings with competitors. Finding overlaps between the list of links targeted by you and your competitor might give you ideas on domains to aim for or compare website growth by checking their backlink acquisition rate.