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Measuring the Value of Links

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The way we are measuring the value of links is fundamentally broken. Counting number of links is not useful. In this presentation Lisa goes through a possible solution to measuring links more meaningfully, and showing campaigns that have gained great value links, and thus increased rankings.

Published in: Marketing
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Measuring the Value of Links

  1. 1. 900 Billion (16x the world’s population)
  2. 2. 89 Sites A Month
  3. 3. 0.00001%
  4. 4. 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
  5. 5. The BBC appears 11% of the time
  6. 6. Amazon appears 20% of the time
  7. 7. Youtube appears 23% of the time
  8. 8. 73 websites everything else
  9. 9. Google makes hundreds of changes to its algorithm every year but directionally they have been saying the same things for a decade…..
  10. 10. Brands are the solution… brands are how you sort out the cesspool ” “ Eric Schmidt, former CEO, Google
  11. 11. 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
  12. 12. trusted, accurate or reliable ” “ Obtaining authoritative search results , US9659064
  13. 13. …has a high readership ” “ Website quality signal generation , US8442984
  14. 14. 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
  15. 15. The way we report on link building hasn’t meaningfully changed in the last 20 years
  16. 16. “We want 250 links a month”
  17. 17. that’s easy
  18. 18. “50 links of DA 30 or higher” “100 links with an average TrustFlow of 35” “20 links, 300 shares and 5000 views”
  19. 19. We suspected that standard SEO metrics weren’t all that useful
  20. 20. We looked at how well they correlated with rankings (Looking at 1k high-volume commercial terms) Thanks to for the data
  21. 21. 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
  22. 22. But when you ask ‘what percentage of SERPs can those metrics correctly guess the order of?’
  23. 23. 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
  24. 24. You can read more about this study here: https://www.vervesearch.com/blog/SEO-metrics-study/
  25. 25. So we built an algorithm that takes into account off and on site metrics
  26. 26. https://www.vervesearch.com/linkscore/
  27. 27. Score: 14Score: 494 Score: 159 Score from 0 to 500
  28. 28. Scale is an issue with traditional metrics DA 95 DA 43
  29. 29. 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
  30. 30. Those links included… Those total 22 links got a LINK SCORE of 3,000
  31. 31. x 87 x 1,500 3,000 link score is the equivalent of
  32. 32. Traditional metrics also don’t take into account language Trustflow: 72Trustflow: 84
  33. 33. Trustflow: 72Trustflow: 84 LinkScore: 191 LinkScore: 305
  34. 34. They also don’t take into account relevancy TF 24 TF 50
  35. 35. how Google sees the sites DA 40 DA 60 site-wide manual penalty
  36. 36. DA 40 DA 60 site-wide manual penalty LinkScore: 84 LinkScore: 34
  37. 37. by communicating the value of what we do we’re better able to: plan grow results get appropriate budget
  38. 38. We KPI our outreach people against it
  39. 39. 73 websites everything else
  40. 40. Create campaigns that deserve more than just links!
  41. 41. Our Work Regularly Receives Print Coverage New York Post Washington Post The Mirror The Metro
  42. 42. Radio Coverage
  43. 43. TV3 (Sweden) NBC ITV AND even TV Coverage
  44. 44. Greenpeace Our work is regularly shared by high-profile organizations WWF NASA
  45. 45. and high profile figures
  46. 46. It’s not bragging if it’s true
  47. 47. In print On TVOn Radio New York Post (250k) Yahoo Finance (131k) Today Show (NBC) (2.5 million) Virgin Radio Canada (7.8k) ESPN Radio (59k) WKRC Radio (79k) E!News (3 million)
  48. 48. 165 links 8,281 Link Score 6 million views
  49. 49. GIF For TwitterBehind the Scenes Video for Youtube
  50. 50. 159 Links 10,557 Link Score 1.7 million views
  51. 51. 694 Links 34,356 Link Score 2 million views
  52. 52. Yeah sure, cool campaigns. But does it really increase rankings??
  53. 53. After 12 months - 5 campaigns + outreach 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
  54. 54. After 4 months: Keyword Search Volume Before After Change CASINO 74,000 33 10 +23 blackjack 27,000 >100 20 ++ roulette 18,000 29 20 +9
  55. 55. #1 How do you guys come up with ideas? #2 How do you guys do Outreach?
  56. 56. #1 How do you guys come up with ideas? #2 How do you guys do Outreach?
  57. 57. Anyone can come up with ideas, but developing ideas is the key, and that is a team effort.
  58. 58. Outreach is an individual style thing, let people do their own thing.
  59. 59. It’s really about not giving up
  60. 60. Thank You! Lisa.Myers@vervesearch.com @LisaDMyers

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