KPIs for Marketing

KPIs for Marketing: backlink profile

Learn how to measure the success of your marketing efforts with our guide on KPIs for Marketing: backlink profile.

In the world of digital marketing, backlink profiles are crucial components in achieving success with search engine optimization (SEO). The backlinks your website receives indicate to search engines how valuable your content is, and in turn, affect how your content will rank in search engine results pages (SERPs). Therefore, tracking and analyzing your backlink profile metrics is an essential key performance indicator (KPI) for effective marketing strategies. This article will explore the ins and outs of backlink profiles, key metrics to monitor, analyzing your profile, and strategies for building a strong backlink profile.

Understanding the Importance of Backlink Profiles in Marketing

Before diving into the specifics of backlink profiles, it's important to understand what they are and why they matter for SEO and marketing success. Simply put, a backlink profile is a collection of links that are directed towards your website from other websites. Think of these links like referrals - they tell search engines that other websites trust your content enough to link back to it. And the more trustworthy your content is perceived to be, the higher it will rank in SERPs. In fact, backlinks continue to be one of the most influential ranking factors in Google's search algorithm, so it's important to have a strong backlink profile.

What is a Backlink Profile?

A backlink profile is a set of links that point to your website from other websites. Links can come in various forms, such as citations in articles, social media shares, or directory listings. When a search engine discovers these links, they view them as "votes of confidence" in your content, signaling to search engines that your website is trustworthy and of high quality.

It's important to note that not all backlinks are created equal. Some backlinks may come from low-quality websites or spammy sources, which can actually harm your website's reputation and ranking. On the other hand, high-quality backlinks from authoritative websites can greatly benefit your website's SEO and overall marketing success.

Why Backlink Profiles Matter for SEO and Marketing Success

Backlinks matter because they are a signal of popularity and authority. Search engines interpret links to a page as votes for that page to appear more prominently in its search engine results. Therefore, having quality and relevant backlinks can boost your search engine rankings and drive more organic traffic to your website.

But backlinks don't just impact your SEO - they also play a role in your overall marketing success. High-quality backlinks can lead to referral traffic from referral websites, which can generate even more traffic and revenue for your website. In addition, backlinks can help establish your website as a thought leader in your industry, as other websites are essentially vouching for your content and expertise.

Building a strong backlink profile takes time and effort, but it's well worth it for the long-term success of your website and marketing strategy. Some effective tactics for building backlinks include creating high-quality content that other websites will want to link to, reaching out to other websites for guest posting opportunities, and utilizing social media to promote your content and attract backlinks.

Key Backlink Profile Metrics to Monitor

Now that you understand why backlink profiles are important, let's dive into the key metrics to monitor when analyzing your backlink profile.

Total Number of Backlinks

The total number of backlinks that your website has is an important metric to monitor since it provides a general idea of how many sites are linking to your site. The more backlinks you have, the more opportunities you have to generate referral traffic from referral websites.

It's important to note that not all backlinks are created equal. Some backlinks may come from low-quality websites that could potentially harm your website's reputation and SEO. Therefore, it's important to not only monitor the number of backlinks but also the quality of those backlinks.

Referring Domains

Referring domains refer to the number of unique websites that are linking to your website. You should strive to have backlinks from a variety of referring domains to demonstrate that your website is relevant and valuable in a range of industries.

Having a diverse range of referring domains can also help protect your website from any potential negative impact from a single domain. For example, if a website that links to your website is penalized by search engines, it could potentially harm your website's reputation and SEO. However, if you have backlinks from a variety of referring domains, the impact of one penalized domain will be minimized.

Domain Authority and Page Authority

Domain Authority (DA) and Page Authority (PA) are two metrics developed by Moz that predict how likely a site or page is to rank in search engine results. The higher the DA and PA, the more valuable the backlink is, and the more beneficial it will be for SEO purposes to have such a link from that website.

It's important to note that DA and PA are not the only factors to consider when evaluating the quality of a backlink. Other factors such as relevance, context, and anchor text should also be taken into consideration.

Anchor Text Distribution

Anchor text is the clickable text in a hyperlink that appears on a web page. It is important to monitor the distribution of anchor text in your backlink profile to avoid over-optimization of certain keywords, which can lead to a penalty from search engines.

Having a diverse range of anchor text can also help improve the overall quality of your backlink profile. For example, having a variety of anchor text that includes branded terms, generic terms, and long-tail keywords can help demonstrate the relevance and value of your website to search engines.

Follow vs. No-Follow Links

Follow links are links that search engines will "follow" and consider as part of the website’s authority for a given search engine query. In contrast, no-follow links are not followed and do not count towards a website’s authority. It is important to seek follow links as much as possible since they are more beneficial to your website in terms of SEO.

However, it's important to note that having a mix of follow and no-follow links can also help improve the overall quality of your backlink profile. Having too many follow links can potentially raise red flags to search engines and lead to a penalty. Therefore, having a mix of follow and no-follow links can help demonstrate the natural and organic growth of your backlink profile.

Analyzing Your Backlink Profile

Analyzing your backlink profile is an essential part of any successful SEO strategy. It involves identifying high-quality backlinks, spotting and disavowing toxic backlinks, and monitoring competitor backlink profiles. A well-structured backlink profile can help improve your website's rankings and increase traffic.

Identifying High-Quality Backlinks

One way to determine if a link is high-quality is to analyze the authority of the website that links to your own. Websites with a high DA/PA score are more likely to provide valuable links. However, relevance also matters. If a website is related to the topic of your website, the link is more likely to be beneficial.

Another way to identify high-quality backlinks is to look for links from reputable sources such as government websites, educational institutions, or well-known industry publications. These types of links can provide a significant boost to your website's authority and credibility.

Spotting and Disavowing Toxic Backlinks

Not all backlinks are desirable – some backlinks may even hurt your website's rankings. Some toxic backlinks include spammy blog comments, paid links, or links from irrelevant websites. It is important to monitor your profile regularly and consider disavowing any toxic backlinks to avoid any negative effect on your website.

Disavowing toxic backlinks involves telling search engines not to count specific links when determining your website's ranking. This can be done through Google's Disavow Tool, which allows you to submit a list of links to disavow.

Monitoring Competitor Backlink Profiles

It's important to keep an eye on your competition and their backlink profiles as well. By analyzing their profiles, you can learn which websites are linking to them and determine if there are any opportunities to gain backlinks from those sites as well. Also, it helps to keep an eye on emerging competitors and potential threats.

One way to monitor competitor backlink profiles is to use a backlink analysis tool. These tools can help you identify your competitors' backlinks, analyze their quality, and find potential link-building opportunities.

In conclusion, analyzing your backlink profile is crucial for the success of your website's SEO strategy. By identifying high-quality backlinks, disavowing toxic backlinks, and monitoring competitor backlink profiles, you can improve your website's rankings, increase traffic, and establish your website as a credible source of information in your industry.

Strategies for Building a Strong Backlink Profile

Building a strong backlink profile is essential for any website that wants to rank well in search engine results pages. A backlink is a link from another website to your website. The more high-quality backlinks you have, the more likely it is that your website will rank higher in search engine results.

There are several strategies that you can use to build a strong backlink profile:

Creating High-Quality, Shareable Content

The most effective way to generate backlinks is by creating high-quality, shareable content. Shareable content is content that is so valuable and engaging that people want to share it with others. This type of content can include helpful industry guides, infographics, and unique and engaging articles. Shareable content acts as a magnet attracting links from various high-quality sites.

When creating shareable content, it is important to keep in mind your target audience. What kind of content would they find valuable and engaging? What topics are they interested in? By creating content that resonates with your target audience, you increase the chances that they will share it with others.

Guest Posting on Relevant Websites

Guest posting is one of the most powerful ways to get high-quality backlinks to your website. Start by searching for relevant websites where you can publish guest posts that add value for the target website's audience. The website owner will benefit from the new content while you will get a link back to your website. It is important to ensure that the website receives high traffic and has a high authority.

When guest posting, it is important to create content that is relevant to the website's audience. This will increase the chances that the website owner will accept your post, and that readers will find it valuable and share it with others.

Building Relationships with Industry Influencers

Industry influencers are people who have a strong social media presence and are highly respected in your industry. By building relationships with these individuals, you can increase the chances of them sharing your content, which can result in potentially valuable backlinks.

One way to build relationships with industry influencers is to engage with them on social media. Share their content, comment on their posts, and ask them questions. This will help you to get noticed and to start building a relationship with them.

Utilizing Social Media for Link Building

Social media is a great way to build a backlink profile. Share your content across different social media platforms, and the more your content is shared, the more likely it is to be linked to by high authority sites. Social media can also help you to continue to grow relationships with industry influencers, and give you the opportunity to connect with others in your niche.

When using social media for link building, it is important to be strategic. Don't just share your content once and forget about it. Instead, share it multiple times over a period of several weeks or months. This will increase the chances that it will be seen and shared by others.

In conclusion, building a strong backlink profile requires a combination of strategies, including creating high-quality, shareable content, guest posting on relevant websites, building relationships with industry influencers, and utilizing social media for link building. By implementing these strategies, you can increase the number of high-quality backlinks to your website, which can result in higher search engine rankings and increased traffic to your site.


Building a strong backlink profile is essential for marketing success. By tracking and analyzing the right backlink profile metrics, disavowing toxic backlinks, and implementing best practices for building strong links through content creation, guest posting, influencer outreach, and social media, you can improve the SEO and overall visibility of your website. Now that you understand the benefits of a strong backlink profile, it's time to take action and start building your own.