How to (Well) Measure them?


Expert agency in netlinking, Develink gives us its unique vision of ROI. The goal? Giving data a more strategic dimension. If it is always a question of measuring performance to better manage its backlinks campaigns, the real interest of its method lies in its ability to transform data into a real decision-making tool.

The segmentation strategy by page

In netlinking, the ROI can be approached in two ways: by looking at the statistics of the site as a whole or, on the contrary, by choosing to isolate the pages targeted by the actions of netlinking.

At Develink, it is this second perspective that interests us because it allows us to filter the data but above all to measure the performance of these pages more precisely.

The implementation of a Data Studio connector allows us to reveal all the data related to a netlinking campaign, in detail (the page concerned, the anchor used, the number of links, etc.) and to cross via a dashboard.

The performance of a netlinking campaign will then translate into different metrics:

  • The volume of clicks on Google results that lead to the pages concerned by the campaign
  • The volume of impressions of these pages in Google results
  • The keywords that generated these clicks and impressions (we then speak of the keyword/page couple)
Measure netlinking performance
Analysis of SEO KPIs to monitor the performance of netlinking campaigns

Better understand the performance of your campaigns

To go further in the interpretation of the results, it is interesting to observe the average positioning of the keywords in the SERP.

This is possible thanks to the Search Console.

Instead of questioning the positioning of keywords at a given moment (moreover, via a configuration that is specific to each use), Google delivers here the reality of user behavior on the website.

measure performance netlinking search console
Measure netlinking performance with Search Console

By activating the CTR and the average position, we then obtain up to 4 overlapping curves:

  • Clicks
  • The impressions
  • The click through rate (CTR)
  • The average position

Thanks to our Data Studio connector, we are able to observe these metrics for each page and each keyword targeted by the netlinking action.

You should know that a page can generate impressions on a fairly variable volume of keywords (tens or even hundreds). And it is precisely the detail of these expressions that interests us.

On the one hand, to better understand the performance of a page: what generates the traffic of the page? With what keywords?

On the other hand, to reveal new avenues for optimization and determine to what extent the visibility of a page as well as its positioning can be improved to obtain more clicks.

More than reporting, decision support

In addition to giving us a better understanding of the performance of our netlinking campaigns, the use of the Datastudio dashboard as we have implemented it at Develink allows us to redirect our optimizations by identifying the keywords that have the most potential.

A keyword can register a certain volume of impressions without these necessarily generating clicks.

In the same way, the Search Console turns out to be a good tool for observing the effects of cannibalization between certain pages (this is what happens when the same keyword is carried by several pages).

This is important data to take into account because it can lead to a dispersion effect, which is why we generally prefer to concentrate one keyword per page to better control its positioning.

This very factual information allows us to ensure that the keywords are distributed on the correct pages, or, on the contrary, it would be more relevant to distribute them on other pages of the site.

What is interesting with the Data Studio dashboard, unlike the Search Console, is that we obtain new data, which allows a better interpretation of netlinking campaigns.

On the Search Console, it is not possible to configure the interface to interpret the data as desired, which is quite feasible via the Google Data Studio.

Evaluate the backlinks that have the most impact

Datastudio also allows us to evaluate the backlinks that have more impact than others, thanks in particular to the evolution curve of the volume of keywords (queries).

measure performance netlinking datastudio
Measure netlinking performance with DataStudio

Some generate a fairly significant spike, while others do not.

This analysis makes it possible to confirm – or invalidate – the interest of making links on a certain category of publisher sites compared to other sites which do not generate such a significant impact.

The detail of the queries can also be observed in the Search Console but without this notion of volume evolution per page and over time.

This is why we chose to recreate this curve via Data Studio in order to analyze the capacity of a page to be visible on a cluster of relevant keywords.

At the same time, this cluster of keywords makes it easier for us to identify the next anchors to work on; those which will make it possible to optimize the promising keywords and those which will rather respond to a logic of diversification.

Measure page evolution more effectively

The evolution curve of the number of requests per page allows us to know how these pages evolve in relation to netlinking actions as well as the metrics at the time the campaign was carried out (at least, in the weeks or days that follow) .

We have indeed realized that the “good” links act quickly on the evolution of queries: when it picks up the signal of a new backlink, Google begins to reconsider the target page of the link, which has the effect to give it a “shot of freshness”.

Clearly, Google will test the page on new queries to see if it reacts to clicks: a boost significant that helps to improve the volume of keywords on this page, and therefore, to give it a better chance of being visible.

If the test proves conclusive, this will have the effect of strengthening the page on the relevant keywords and increasing its metrics (average position, impressions, clicks).

Analyze more finely its pyramid strategy of links

Another benefit of Data Studio reporting is to analyze more finely the organization of its first and second level links.

As it is impossible for us to act on the internal mesh of publisher sites (essentially media sites), it is a question of creating external links, via other sites, to reinforce the popularity of these media.

In the jargon, this is what is called a “pyramid strategy” of links through links of the third-party2 type (which target first-level links) or even third-party3 (which target second-level links).

And again, data management via Data Studio will allow us to determine which first-level links to strengthen and to which sites to point in priority.

To conclude…

The vision of ROI that we have developed at Develink allows us to be ever more relevant in the measurement of our netlinking actions and in our role as a consulting agency for our clients.

Finally, we found that other tools already existed but did not allow us to visualize the impact of a campaign as quickly and finely (several months are necessary to interpret the evolution of the Page Rank and to control the positioning of a page ).

Thanks to our method, we are now able to establish a direct link between the progress of specific pages and a netlinking action.

Finally, remember that such results are only possible when the pages targeted by netlinking actions have been subject to on-site optimizations.



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