How To Measure the Value of Links
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The document discusses the ranking of 450k commercial search engine results in the UK, revealing that high-quality, authoritative websites significantly influence search results. It introduces a new algorithm, 'LinkScore', that evaluates websites based on various metrics beyond traditional SEO metrics, allowing for more accurate predictions of rankings. The document highlights the importance of consistent high-quality linking campaigns in improving organic traffic and search positions.
How To Measure the Value of Links
- 2. 1.5 billion
- 3. 89 Sites A Month
- 4. 0.0046%
- 7. We looked at who was ranking for 450k commercial SERPs in the UK (with at least 1k searches a month) Thanks to for the data
- 8. The BBC appears 11% of the time
- 9. Amazon appears 20% of the time
- 10. Youtube appears 23% of the time
- 12. Google makes hundreds of changes to its algorithm every year but directionally they have been saying the same things for a decade…..
- 13. Brands are the solution… brands are how you sort out the cesspool ” “ Eric Schmidt, former CEO, Google
- 14. We actually came up with a classifier to say, okay, IRS or Wikipedia or New York Times is over on this side, and the low-quality sites are over on this side. ” “ Matt Cutts, former Head of Webspam, Google
- 15. trusted, accurate or reliable ” “ Obtaining authoritative search results , US9659064
- 16. …has a high readership ” “ Website quality signal generation , US8442984
- 17. Google has repeatedly altered it’s algorithm to give higher and higher value to sites that are: trusted authoritative highly read routinely receive links from brands and other publishers
- 18. The way we report on link building hasn’t meaningfully changed in the last 20 years
- 19. “We want 250 links a month”
- 20. that’s easy
- 21. “50 links of DA 30 or higher” “100 links with an average TrustFlow of 35” “20 links, 300 shares and 5000 views”
- 22. We suspected that standard SEO metrics weren’t all that useful
- 23. We looked at how well they correlated with rankings (Looking at 1k high-volume commercial terms) Thanks to for the data
- 24. and they definitely correlate 0 10 20 30 40 50 60 70 80 90 100 1 2 3 4 5 6 7 8 9 10 Average TF Average CF Average Domain TF Average Domain CF Page Authority Domain Authority MozRank MozRank - Subdomains Domain Rating
- 25. But when you ask ‘what percentage of SERPs can those metrics correctly guess the order of?’
- 26. They start to look less compelling: 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% Page Authority Domain AuthorityDomain Trustflow MozRank Subdomain Domain Citation Flow Trustflow Citation Flow Domain Rating Mozrank Percentage of Time Metric Correctly Predicts Ranking Order
- 27. You can read more about this study here: https://www.vervesearch.com/blog/SEO-metrics-study/
- 28. So we built an algorithm that takes into account off and on site metrics
- 30. Score: 14Score: 494 Score: 159 Score from 0 to 500
- 31. Scale is an issue with traditional metrics DA 95 DA 43
- 32. 22 links moved a client 50 positions for ‘domain names’ 1 11 21 31 41 51 61 01/03/18 15/03/18 29/03/18 12/04/18 26/04/18 10/05/18 24/05/18 Ranking
- 33. Those links included… Those total 22 links got a LINK SCORE of 3,000
- 34. x 87 x 1,500 3,000 link score is the equivalent of
- 35. Traditional metrics also don’t take into account language Trustflow: 72Trustflow: 84
- 36. Trustflow: 72Trustflow: 84 LinkScore: 191 LinkScore: 305
- 37. how Google sees the sites DA 40 DA 60 site-wide manual penalty
- 38. DA 40 DA 60 site-wide manual penalty LinkScore: 84 LinkScore: 34
- 39. The LinkScore takes into account over a dozen different metrics including: • Traditional metrics (TrustFlow, linking root domains etc) • Language • Relevancy • Link location • Follow/no follow • Penalty/no penalty
- 42. Create campaigns that deserve more than just links!
- 43. Our Work Regularly Receives Print Coverage New York Post Washington Post The Mirror The Metro
- 44. Radio Coverage
- 45. TV3 (Sweden) NBC ITV AND even TV Coverage
- 46. Greenpeace Our work is regularly shared by high-profile organizations WWF NASA
- 47. and high profile figures
- 48. It’s not bragging if it’s true
- 49. FJOLS
- 50. 24 Hour London for Lenstore https://www.lenstore.co.uk/vc/24-hour-london/
- 54. 159 Links 10,557 Link Score 1.7 million views
- 55. It is not enough to do one campaign that gets good links. You need consistently high quality links!
- 56. Launched 6 Campaigns in 2018
- 58. Their target term, “Contact Lenses”, searched 74k times a month, moved from position 12 at start to position 2 10 12 14 16 18 20 22 24 01/04/2017 31/05/2017 30/07/2017 28/09/2017 27/11/2017
- 59. Non-brand organic traffic increased by 188%
- 61. Wheeler Dealer for GoCompare https://www.gocompare.com/car-insurance/wheeler-dealer/
- 64. 694 Links 34,356 Link Score 2 million views
- 65. 35 creative campaigns (in 7 verticals)
- 67. on sites like these
- 68. 16.2 million online views from the coverage alone
- 69. Washington PostThe Mirror Daily MailThe Mirror Detroit Free Press The Herald out Plus a lot of offline coverage The National Post
- 70. As well as Radio & TV
- 73. 100 Links 5,289 Link Score
- 77. By using LinkScore we are able to focus our efforts on links that actually increase rankings.
- 78. But we also use the LinkScore internally to focus efforts individually and as a team
- 79. Different targets - seniority Senior OutreachNew Person
- 80. UKUK Nordic Different targets – market/country Nordic
- 81. LinkScore Dashboard - Client
- 82. LinkScore has been a huge part of how Verve has been able to scale
- 83. #1 How do you guys come up with ideas? #2 How do you guys do Outreach?
- 84. #1 How do you guys come up with ideas? #2 How do you guys do Outreach?
- 85. It’s really about not giving up
- 87. 3 buildings fell through – it took 6 months to get this campaign created.
- 88. Can you Spot it? One of the hardest working campaigns of 2018 was from 2017 Links: 69 LinkScore: 7,498
- 89. Anyone can come up with ideas, but developing ideas is the key, and that is a team effort.
- 90. uper chickens Source: Margaret Heffernanhttps://www.ted.com/talks/margaret_heffernan_why_it_s_time_to_forget_the_pecking_order_at_work?language=en
- 92. Summary of “How to measure the Value of Links”: https://www.linkedin.com/pulse/measuring-value-links-lisa-myers/