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Measuring Link Building
(You’re doing it wrong)
@THCapper
@THCapper
@THCapper
@THCapper
@THCapper
@THCapper
Recap:
(with t-cap)
The status quo
@THCapper
Link building KPIs
@THCapper
Link building KPIs
LRDs
@THCapper
Link building KPIs
LRDs
# of Links
@THCapper
Link building KPIs
LRDs
# of Links
# of Links over x DA
@THCapper
Link building KPIs
LRDs
# of Links
# of Links over x DA
# of dofollow / non
syndicate links
@THCapper
Link building KPIs
LRDs
# of Links
# of Links over x DA
# of dofollow / non
syndicate links
DA
@THCapper
Link building KPIs
LRDs
# of Links
# of Links over x DA
# of dofollow / non
syndicate links
DA
Link building objectives
@THCapper
Link building KPIs Link building objectives
LRDs
# of Links
# of Links over x DA
# of dofollow / non
syndicate links
DA
Rankings(in order to achieve…)
@THCapper
Link building KPIs Link building objectives
LRDs
# of Links
# of Links over x DA
# of dofollow / non
syndicate links
DA
Rankings(in order to achieve…)
Traffic(in order to achieve…)
@THCapper
Link building KPIs Link building objectives
LRDs
# of Links
# of Links over x DA
# of dofollow / non
syndicate links
DA
Rankings(in order to achieve…)
Traffic(in order to achieve…)
Revenue
@THCapper
Link building KPIs
Rankings(in order to achieve…)
Traffic(in order to achieve…)
Revenue
Link building objectives
LRDs
# of Links
# of Links over x DA
# of dofollow / non
syndicate links
DA
?=
@THCapper
Link building benefits
@THCapper
Link building benefits
Brand impressions
@THCapper
Link building benefits
Brand impressions
Traffic
@THCapper
Link building benefits
Brand impressions
Traffic
Endorsement
@THCapper
Link building benefits
Brand impressions
Traffic
Endorsement
Rankings
@THCapper
@THCapper
Disclaimer
@THCapper
@THCapper
@THCapper
@THCapper
@THCapper
@THCapper
Agenda
@THCapper
@THCapper
Agenda
Why we build links
@THCapper
@THCapper
Agenda
Why we build links
Why we use these metrics
@THCapper
@THCapper
Agenda
Why we build links
Why we use these metrics
Better measurement
@THCapper
@THCapper
Agenda
Why we build links
Why we use these metrics
Better measurement
What to do next
@THCapper
@THCapper
Agenda
Why we build links
Why we use these metrics
Better measurement
What to do next
@THCapper
@THCapper
Hold that thought
& imagine it’s 1998
@THCapper
@THCapper
Ancient history
People navigate the web with
links
@THCapper
Ancient history
People navigated the web with
links
Links, therefore, were a proxy
for popularity
@THCapper
Ancient history
People navigated the web with
links
Links, therefore, were a proxy
for popularity
This is Google’s main insight &
why they won
@THCapper
Ancient history
People navigatee the web with
links
Links, therefore, were a proxy
for popularity
This is Google’s main insight &
why they won*
*gross oversimplification
@THCapper
@THCapper
Back to 2022
@THCapper
Is it still true?
@THCapper
Is it still true?
We still use links, but they’re on
SERPs and feeds
@THCapper
Is it still true?
We still use links, but they’re on
SERPs and feeds
Google has better data on
popularity anyway
@THCapper
Doesn’t matter
@THCapper
Doesn’t matter
Core methodology still
underpins how Google works
@THCapper
Doesn’t matter
Core methodology still
underpins how Google works
Albeit more nuanced
@THCapper
Doesn’t matter
Core methodology still
underpins how Google works
Albeit more nuanced
Albeit with more layers on top
@THCapper
AKA
Link equity 🙂
Link flow 🙁
Link juice 🤮
Linking strength 🤔
@THCapper
@THCapper
So how does it work?
@THCapper
PageRank
@THCapper
@THCapper
A proxy for popularity
@THCapper
PageRank
A
Imagine this is the internet.
@THCapper
PageRank
A
Imagine this is the internet.
What is the probability a random browser is on this page?
@THCapper
PageRank
A
Imagine this is the internet.
What is the probability a random browser is on this page?
= 1/n
Where n is the number of
pages on the internet.
@THCapper
PageRank
A 0.85*A
For that value of A:
What about the one page it links to?
@THCapper
PageRank
A 0.85*A
For that value of A:
What about the one page it links to?
0.15*A
@THCapper
PageRank
A 0.85*A
For that value of 0.85*A:
What if A links to two pages?
@THCapper
PageRank
A
0.85*A
/2
0.85*A
/2
@THCapper
PageRank
A
0.85*A
/2
0.85*A
/2
0.85*0.85*A
/2
@THCapper
PageRank
A
0.85*A
/2
0.85*A
/2
0.85*0.85*A
/6
0.85*0.85*A
/6
0.85*0.85*A
/6
@THCapper
Key features of PageRank
Proxy for traffic
@THCapper
Key features of PageRank
Proxy for traffic
Domain agnostic
@THCapper
Key features of PageRank
Proxy for traffic
Domain agnostic
Sensitive to obscurity of linking page
@THCapper
Key features of PageRank
Proxy for traffic
Domain agnostic
Sensitive to obscurity of linking page
Sensitive to number of links
@THCapper
@THCapper
Let’s Compare
@THCapper
Link building KPIs
LRDs
# of Links
# of Links over x DA
# of dofollow / non
syndicate links
DA
@THCapper
Link building KPIs
LRDs
# of Links
# of Links over x DA
# of dofollow / non
syndicate links
DA
Features of PageRank
Proxy for traffic
Domain agnostic
Sensitive to obscurity of
linking page
Sensitive to number of
links
@THCapper
More nuance
Reasonable surfer
Anchor text
Semantic relevance
Noindex, nofollow, etc.
@THCapper
@THCapper
Takeaway:
Focus on the Mechanism
@THCapper
@THCapper
Agenda
Why we build links
Why we use these metrics
Better measurement
What to do next
@THCapper
@THCapper
Pros & Cons
@THCapper
Domain level metrics (e.g. DA)
@THCapper
https://moz.com/blog/
new-domain-authority
@THCapper
Domain level metrics (e.g. DA)
All things being equal,
how well will a page on this domain rank?
“
”
@THCapper
Domain level metrics (e.g. DA)
− PAGErank
− Indifferent to link
specifics
− Wrong question
+ Available beforehand
+ Google ambiguous
about domains
+ Universally
understood
+ Trained on rankings
@THCapper
Page level metrics (e.g. PA)
@THCapper
Page level metrics (e.g. PA)
− Wait for page to be
crawled
− Somewhat domain
sensitive
+ Much closer to value
of link
@THCapper
Traffic metrics (e.g. impressions, referring traffic)
@THCapper
Analytics metrics (impressions, referring traffic)
@THCapper
Analytics metrics (impressions, referring traffic)
− Access issues
− Wait for data
+ Google’s holy grail
+ Captures non-SEO
value
@THCapper
Outcome metrics (e.g. rankings)
@THCapper
Outcome metrics (e.g. rankings, revenue)
− Causation vs
correlation
− Effect of individual
link lost in noise
+ Obvious commercial
relevance
@THCapper
@THCapper
Agenda
Why we build links
Why we use these metrics
Better measurement
What to do next
@THCapper
The challenge
The precision & nuance of referral traffic
and
The ubiquity and availability of domain metrics
@THCapper
Metrics for Links
Fast | Slow
Actual
Indicative
@THCapper
Metrics for Links
Fast | Slow
Actual
Indicative
DA
Spam Score
# of links
@THCapper
Metrics for Links
Fast | Slow
Actual
Indicative
DA
Spam Score
Reach
# of links
@THCapper
Metrics for Links
Fast | Slow
Actual
Indicative
DA
Spam Score
PA
Reach
# of links
@THCapper
Metrics for Links
Fast | Slow
Actual
Indicative
DA
Spam Score
PA
Reach
Referral Traffic
# of links
@THCapper
Metrics for Links
Fast | Slow
Actual
Indicative
DA
Spam Score
PA
Reach
Referral Traffic
Rankings
# of links
@THCapper
@THCapper
Takeaway:
Measure in phases
@THCapper
Fast | Slow
Actual
Indicative
DA
Spam Score
PA
Reach
Referral Traffic
Rankings
Metrics for Links
Prospecting Reporting Post Mortem
# of links
@THCapper
Ideal world
The precision & nuance of referral traffic
and
The ubiquity and availability of domain metrics
@THCapper
@THCapper
Caveats
@THCapper
@THCapper
● Link targets
● Relevance
@THCapper
@THCapper
● Link targets
● Relevance
@THCapper
Campaign link
External
page
Campaign
page
External
page
Product
page
@THCapper
Campaign link
External
page
Campaign
page
External
page
Product
page
Your lovingly
placed link
@THCapper
Campaign link
External
page
Campaign
page
External
page
Product
page
Your lovingly
placed link Lots of
dilution
@THCapper
Campaign link
External
page
Campaign
page
External
page
Product
page
Your lovingly
placed link Lots of
dilution
A bit more
dilution
@THCapper
Campaign link
External
page
Campaign
page
External
page
Product
page
Your lovingly
placed link Lots of
dilution
A lot more
dilution?
@THCapper
Homepage link
External
page
Homepage
External
page
Product
page
Other £££
page
Other £££
page
@THCapper
Product page link
External
page
External
page
Product
page
15% less
dilution*
*assuming
0.85 constant
@THCapper
@THCapper
Takeaway:
Internal links are vital
to effective linkbuilding
@THCapper
@THCapper
● Link targets
● Relevance
@THCapper
@THCapper
Links
Links
Links
@THCapper
Links
Links
Links
@THCapper
● Links as authority =
PageRank
@THCapper
● Links as authority =
PageRank
● PageRank =
probability of traffic
@THCapper
● Links as authority =
PageRank
● PageRank =
probability of traffic
● Do you click on
irrelevant links?
@THCapper
Fast | Slow
Actual
Indicative
DA
Spam Score
PA
Reach
Referral Traffic
Rankings
Metrics for Links
Prospecting Reporting Post Mortem
# of links
@THCapper
Fast | Slow
Actual
Indicative
DA
Spam Score
PA
Reach
Referral Traffic
Rankings
Metrics for Links
Prospecting Reporting Post Mortem
# of links
@THCapper
@THCapper
Takeaway:
Learn from concrete metrics
@THCapper
@THCapper
Agenda
Why we build links
Why we use these metrics
Better measurement
What to do next
@THCapper
1. Focus on the mechanism
@THCapper
1. Focus on the mechanism
A
0.85*
A/2
0.85*
A/2
@THCapper
2. Measure in phases
@THCapper
2. Measure in phases
Fast | Slow
Actual
Indicative
DA
Spam Score
PA
Reach
Referral Traffic
Rankings
Prospecting Reporting Post Mortem
# of links
@THCapper
3. Don’t forget your own site
@THCapper
3. Don’t forget your own site
External
page
Homepage
External
page
Product
page
Other £££
page
Other £££
page
@THCapper
4. Learn from concrete metrics
@THCapper
4. Learn from concrete metrics
Fast | Slow
Actual
Indicative
DA
Spam Score
PA
Reach
Referral Traffic
Rankings
Prospecting Reporting Post Mortem
# of links
@THCapper
4. Learn from concrete metrics
Fast | Slow
Actual
Indicative
Referral Traffic
Rankings
Prospecting Reporting Post Mortem
@THCapper
@THCapper
Takeaways
Thanks!

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