Top SEO Metrics for Link Building and Why They Matter

What is Link Building?

Backlinks are an essential part of SEO and work hand in hand with keywords for lead generation through higher ranking on search engines. An outbound link is a hyperlink that can be embedded into an external webpage with redirection towards the main landing page or category pages of a parent website.

An inbound link is a link that can be embedded on the parent website with redirection towards an external source. The entire process of link building is a business’s way of proving its credibility and reputation before Google so that its ranking algorithm can assess its online presence and boost its position on the search Engine.

Quality link building strategies are important for Google’s web crawlers to take out the trash – including your competition – so that you can acquire the position that you’ve strived for. In other terms, link building is a process that helps to explain about the legitimacy of a domain – the greater the number of backlinks, the higher the ranking on Google for lead generation and closed deals for sales.

Backlinks are usually attached to keywords along with the quality of the content published on a website. In order to ensure the quality of a backlink, you’d have to make sure that the content of your preferred external resource is qualitative and worth following for cross-navigation.

There are a few key SEO metrics that might help you manage your inbound and outbound links. Mentioned below are top SEO metrics that we think might come useful for digital marketers, especially those belonging to the B2B industry.

Domain Strength – Domain Authority

The first key metric in our list is a thorough yet cumulative analysis of your brand new website’s domain strength. In order to proceed with link building strategies, you need to understand what domain strength actually means, and how important it can be for managing your inbound and outbound backlinks on newly created webpages. Digital marketers at Moz coined Domain Strength as a key metric for analyzing the position or the value of a website’s domain with reference to its age, content size and popularity.

With this key metric, you can measure the domain authority of niche websites that you’re interested in streamlining through for your services. For instance, if you want to embed a CTR on your page to an external source, then this key metric might come in handy to uncover the authority of interested domains and valuable backlinks. This will help you to focus on your SERP landing, making sure that you focus on domains that are strong, informative and authoritative.

A website’s domain authority spans from 0 to 100 – the greater the number, the higher the domain authority and quality of content on the website. For instance, CNN has a domain authority of 99 which means that it not only has quality content but is a website that is authorized by Google as prime and reputable. Ranking your page via CNN would allow Google to check into your domain authority as well, therefore, boosting your page ranking and lead generation.

Page Strength – PageRank/ Page Authority

While Domain Authority helped you learn whether a CTA to a brand new page is worth embedding on your website or not, PageRank helps you cater to the opposite so that you can be treat-wise with your budget and time.

With PageRank, you can analyze whether pre-existing pages are as valuable as they claim to be before Google or not – this is termed as Page Authority or Page Strength. This is equally as important as Domain Strength, and therefore tells you whether your website is strong enough to be included amidst top-rated websites for higher visibility.

Anchor Text

Anchor texts are keywords that can be used to embed backlinks to and from webpages. For instance, let’s suppose that your brand focuses on beauty and skincare. By inserting valuable backlinks in keywords such as ‘skincare routine’ or ‘best skincare tips by experts’, you’re actually telling your leads to learn more about the services that are linked to the pages. Additionally, these anchor texts will then help Google to take notice of these keywords with close variations, allowing its ranking algorithm to rank them higher for better visibility and outreach.

However, the latest Penguin update penalized a lot of websites that overtly optimized their content with anchor texts with no or little context. It is therefore, advisable to cater only to high-quality and fewer backlinks so that your website and content looks as natural and subtle as possible.

Relevance of the linking page is another key metric that allows Google to assess the entire content of your website with reference to the backlink placed within the anchor text on an external source. This ensures whether your website is conforming towards link equity with quality for the attention of your target audience or not.

Number of Links

Assessment of the number of backlinks in a designated link building campaign is highly important for two basic purposes. Firstly, it helps to assess the success of your campaign by measuring the progress entailed throughout, and secondly, it helps to compare it with that of your competitors’. You can also assess your competition before actually giving into a link building campaign to have an idea about your niche industry and the struggle you might have to put up with to rank higher.

Surely quantity matters, but it is also essential that if you’re linking 1,000 webpages to your domain, then make sure that they’re all qualitative and worth the search. If your competitor has a number this high of linking domains, then there is a possibility that your analysis of its number of links might involve some differences with gaps that you can cover with your time, effort and budget. This will help to propel you amidst your competition, therefore, causing you to break the ice in your industry.

Link building metrics might be slightly tricky yet easy to understand. They help to focus on your brand’s revenue with specific attention to your ROI. You can also analyze the Cost per Link before commencing a link building campaign for your brand that just improves your SEO and brand’s visibility without any significant profitability. Make sure all that money doesn’t go into waste – competition might be stiff but there is no reason why you can’t progress above it intellectually.

How to Choose the Right Keywords for Link Building

Hands down, link building is still the most important element of SEO. A recent study that focused around a million SERP results revealed that the amount of domains that are linked to a webpage is definitely the most important element when it comes to link building ranking.

Seeing different websites promoting your webpage keeps Google content. The more you attract domains to link to your page, there are more chances of endorsements for Google. And when you make Google all happy and smiling, your website automatically reaches the top of the rank race, which eventually makes you content and happy.

There is no denying the fact that you have to have a solid strategy for link-building in hand. An important key factor that most of the webmasters go oblivious to is the keyword research. This must be used to develop an action plan and strategy for link building.

Let’s just find out how to choose the right keywords for link building.

Audit Your Webpage for Best Possible Keyword Opportunities

One of the best ways to begin the process is by performing a self-audit of your own website. This process will help you in identifying the most potential and best ranking prospects for the site. It can easily be carried out by evaluating current content and by observing how it can be improved and used again as recycled content.

Every website contains some dominant keywords that can definitely be of some advantage to you if you look closely. While conducting a self-audit, your focus should be on identifying the keywords and underlying themes which will further leave you with a room for improvement.

Choose the right keyword by using some research tools like Ahrefs or SEMrush just to look how appropriate the performance of keywords are. These tools will give you an iota of idea as to what their search volume and ranking is. Once you get the knack of it, your next step should be to target the identified keywords through pages and blog posts.

Imagine that you are searching for the keywords that were identified using the tools. Figure out what exactly your need in terms of keywords? How would you like the information to appear in front of you? All this will help you in creating a content which is keyword optimized as well as useful to visitors.

Look for The Possible Keywords That You Can Aim to Rank

So you think you can identify the right keywords from your webpage that can also be ranked? Have you thought about the possible opportunities you are ignoring or maybe overlooking?


If you think you are missing out on something, then you can take help from tools like keyword finder or SEMrush to choose the perfect keywords that can be ranked for in future. Just type the basic keywords that you have listed down and let the search engine do its work. It will get you a list of similar terms that you may have overlooked.

Of course, you must pay close attention when ranking of certain words are difficult. Also, you should take a closer look as to when and how many times they have been searched for.

Checkout Your Competitors’ Websites

As we observed earlier, keeping an eye on your competitors’ move is an important step that should not be missed out, as this will help you in improving your site. You can figure out the pages that can be used for ranking.

By remaining in the boundaries of webpages of your competitors, you can analyze their webpages that are generated by search engines. Once you have the results, look for the keyword opportunities that you are missing out and fix them accordingly.

By keeping an eye on your competitors’ websites you get the insights of their activities as to how they are ranking the keywords. Also see if they are accomplishing good backlinks for the content and is their domain authority better than yours?

A common blunder that even SEO gurus often make is by overlooking the authority of their domain, especially when it comes to new webpages. If the ranking of your domain authority is 0, then it won’t be easy for the website to rank itself among webpages that has a ranking of 70 to 80. Make sure you take the ranking in account before analyzing the right keywords that needs targeting.

Take it as a hint if Google provides you images or snippets. Try to observe the driving force behind the successful ranking of your competitors’ page. Look for the keywords that can do the same trick for you too!

Create Good Quality Content

They say content is the king, so when it comes to content, there is always a room for improvement. Take your keyword research as a topic for your next session of content brainstorming and make it a part of your plan. Follow your rivals and competitors, but in a better way.

When you tend to upgrade the content of your website, pay close heed to likability. This is when you will have to introduce and begin the implementation process of your company’s link building plan. It can easily be attained by exploring your competitor’s linked sites along with finding patterns. Keep a keen eye on your internal based linking plans and adjust them as you create more pages with time. You might need to add or remove a few internal links when new strategy is in place.


If you make room for all these ways, you automatically get equipped with a plan for a good content that contributes to choosing the right keyword. If you manage to get hold of worthy links, your website comes in a position to attract relevant traffic.

The quest doesn’t end here. Using backlinks and keywords for link building is a never-ending procedure. Coming up with the best possible page is actually an act of balancing amidst backlinks and keywords. First create relevant and good quality content, then ensure is it optimized to its maximum for likability.