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SEO campaign tracking: What site metrics should you use?

Valentin Boulan

20 November 2014

Setting campaign objectives and reporting is an essential aspect of a successful SEO campaign. One way to determine your performance is to keep track of domain metrics. That being said, there are so many tools and measurement methods out there it can sometimes be a bit daunting to even pick which metric is the best and most reliable indicator to follow.

In this post, we’ll highlight some useful metrics you can use as campaign KPIs..

Domain Authority (Moz)

Domain authority gives your website a score out of a 100, combining a variety of quality indicator metrics into one single figure.domain authority graph

DA uses over 40 different signals, such as number of links pointing to your site as well as other Moz constructed measurements like MozRank and MozTrust. Like Klout’s algorithm, DA become harder to increase as your site’s rating improves.

A DA above 50 is generally considered a pretty good score, and the only domains hitting 95-100 are household names like google.com, bbc.co.uk or amazon.com.

Because of the number of metrics it takes into account, DA is a simple but effective way to track the progress of your SEO campaign. Having said that, because the score increases slowly when high, it’s definitely worth looking at other metrics if you’re working with top quality sites.

Citation Flow (Majestic)

Since links remain an important part of Google’s algorithm, an easy way to track your site’s authority is to look at how many domains and links are pointing to it. Majestic SEO‘s Citation Flow, however, takes this process a step further by looking at the backlink profiles of your referring domains.

In other words, the more high quality links and domains point to the URLs which themselves are pointing to your site, the more authoritative your referring domains are considered to be, which increases the Citation Flow score of your own site.

Citation Flow is useful in that it narrows down backlink quantity metrics (total links, referring domains, referring IP addresses, etc.) to one figure. It also updates on a daily basis, which is pretty handy!Citation Flow Google.co.uk

Trust Flow (Majestic)

Trust Flow is a similar metric, which also focuses on links. As its name suggests, it assesses the trustworthiness of sites pointing to you. Sites considered high in trustworthiness include academic (.edu), government and editorial sites.

Whereas Citation low focuses on quantity, Trust Flow assess the quality of links from trustworthy ‘neighbourhoods’. For instance, two separate sites may notice 10 links coming from two domains.

If those domains are lowdajacksblog.com and buzzfeed.com, it’s fair to assume the latter will have a greater impact on Trust Flow.

Using both CF and TF together tends to give you a good idea as to how strong a backlink profile is, which is a generally a good indication of how authoritative a site is.

However, because they focus on links and ignore other features like content quality, ranking keywords, social shares and site health, they sometimes provide misleadingly low figures for relatively high quality domains. Hence, it may be useful to keep an eye on those along with other metrics like DA.

SEO Visibility (Searchmetrics)

While Majestic metrics ignore keyword data, SEO visiblity does exactly the opposite. The visibility score is based on how many keywords and phrases your site ranks for in its target search market, and also takes into account how popular those terms are.Searchmetrics SEO visibility for Amazon.co.uk

Looking at an estimated total number of ranking terms, as well as how many appear on page 1 of search results, SEO visibility gives an overall score to your site, which is a very good indicator of its organic presence.

By providing a visibility graph, Searchmetrics enables you to track how your score evolves over time, which can be useful to spot sudden changes which may be caused by on-site errors, Google penalties or a successful content strategy.

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