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The most important KPIs to measure Link Building

ByTek

Doing Link Building is like creating a solid social network and is an essential part of the Search Marketing strategy.

When Google analyzes a website, in fact, it looks for strong and authoritative links that refer to it, because they are proof that the domain is reliable and informative.

To better understand the functioning of Link Building, we refer to endorsement: if a famous person or appreciated by most for his or her expertise in a particular sector recognizes us as equally competent, then we too will be valid and worthy of attention in the eyes of others.

In the case of link building, the contents of our site are legitimized by links and quotes from sites considered qualified by Google. If the links pointing to our domain are many and at the same time authoritative then Google will reward us by giving us greater visibility on the SERPs.

At this point it will be clear how important it is to consider the acquisition of external links during the development phase of an SEO strategy.

Link Building is a long-term activity and requires constant and progressive work to avoid penalties.

When starting a Link Building strategy, you must first analyze your link profile and that of the main competitors, to evaluate their acquisition speed compared to ours. On the basis of these analyzes we will think about:

  • how many links to acquire and in how long
  • which publications to choose and whether to prefer generalist or vertical sites
  • the type of content in which to insert the link
  • the type of anchor text (exact, long tail, branded or unbranded)

The strategy can have two objectives:

  • maintaining the quality of one’s profile in terms of external connections
  • the increase in the number of backlinks in order to match or exceed competitors

Link Building affects three factors:

  • Authority: the more authoritative backlinks a site will have, the better its indexing and positioning will be
  • Relevance: a domain pointed to by links from authoritative sites that deal with the same topics or related topics, will see its relevance increase and therefore there will be positive effects on its positioning for competitive queries
  • The positioning: as already mentioned, creating external links for specific pages and on specific queries, will increase the positioning of the landing pages

Link Building can take many forms. The one used in Relevanty AI, a tool of the ByTek AI suite, is the guest post.

The activities underlying the off-site SEO, such as Link Building and Link Earning, unlike the on-site ones, which include technical optimization and content optimization, are not directly controllable. For example, if a site has been on the Net for a long time, everything that has been done on the domain previously will affect off-site SEO. What can be done to overcome the lack of control is to integrate the two strategies, on-site and off-site.

 

The KPIs of Link Building

To measure the effects of Link Building, the KPIs to be taken into consideration are mainly:

  • Average Position: that is the arithmetic average of the positions in which the pages of the site have appeared among the search results. The lower the value, the better the campaign is going
  • Organic Clicks: number of clicks for specific queries. We evaluate how it changes from the beginning to the end of the Link Building campaign. How many clicks before, how many clicks later

ByTek also analyzes:

  • Estimated Sessions: that is, the incremental organic sessions generated by Link Building activities. This type of analysis cannot be performed during the campaign or immediately after
  • Estimated CPC (Average Cost per Click): implies the estimate of an equivalent CPC, assessed on the basis of incremental clicks during the year following the launch of the campaign. It is calculated by dividing the budget allocated for the campaign by the incremental sessions that the campaign generates

It must be considered that Link Building KPIs can also be influenced by other activities. A higher average position does not always correspond to a higher number of clicks. At the same time, if we notice a sudden increase in Organic Impressions and Clicks this could be caused by the Search Trends of the period under consideration.