Semalt Knows How To Focus On Visibility And Not Just Blue Links!
We all know that appearing on the first pages of Google is not easy. But let me tell you something, you know what, if you don't bet on your company's visibility on the Internet, you'll realize one thing: that your brand will disappear in the immensity of the online world.
Although we constantly hear how important it is to adopt strategies that generate visibility, many brands ignore it and end up becoming invisible.
The visibility of a page is the volume of organic traffic received by that page.
The higher the visibility of a page is, the more valuable the links it generates. It is bad practice for web developers or website owners to focus only on getting the blues links. This is not enough for a good SEO.
Nowadays, especially with the new SEO trends, it would be necessary to focus not only on the blues links, but also and above all on the visibility. So what is SEO visibility? What is the strength of a good SEO visibility? What are the parameters taken into account when talking about visibility? How to better focus on the visibility of your website? The experts of Semalt our SEO agency brought the light on all these questions that will be the subject of our article.
What is SEO visibility?
As already said in the introduction, we would be simple in the definition. The SEO visibility of a page is the volume of organic traffic received by that page. The higher the visibility of a page is, the more valuable the links it receives. In other words, it is the metric that shows you the click-through rate your website gets from organic keywords. When evaluating a page, it is important to separate the metrics into two types:
- If it measures inbound links, we'll talk about strength metrics.
- If it measures organic traffic, we will talk about visibility metrics.
Indeed, each tool has its own formula for measuring strength, but what is common to all, is to take account the strength of the page the tools are referring to. And the links are stronger when coming from different domains. In other words, the strength is greater if strong links are received from different domains than if weak links are received from a single domain.
Similarly, the different visibility metrics always take into account, on the one hand, the positions of a page for a keyword in the SERP, and on the other hand, the estimated traffic provided by this keyword.
Some strength metrics also include visibility metrics in their formulas through "reliability" factors. Exploring these formulas is not particularly interesting, so we will simply talk about strength and visibility measurements.
Force and visibility
The strength of a page refers to the number of incoming links it has received and the strength of those links. In other words, when a page receives many links and those links are strong, it is considered to have a lot of strength. When it has few links or very weak links, it is said to have little strength.
However, the most important parameter is visibility. It is at least a safe, long-term strategy. Let's assume that if Google sends traffic to a website, it will do so because it respects that website. I consider that visibility is an indicator that the web is healthy, has not been penalized, has a user response, etc.
It's true that strength is important, but ideally is when a page has both high metrics and visibility first.
Strength is easier to handle than visibility. Since the days of Page Rank, technics have been known to increase your strength artificially, quickly and inexpensively. Having strength is good, but it doesn't always mean the page is valuable. The most extreme case would be a website that has made a very aggressive link, has a very high AD but is penalized. A link could even be toxic, despite a very high AD. At the other extreme, when a page gains strength, but does so safely and with a positive user response, that strength will eventually become visible.
In order to organize ideas, we could define 4 types of pages and the value they would have on them:
- High visibility and resistance: link of great value.
- High visibility and low force: safe and secure connection with a positive value between low and high.
- Low visibility and high strength: link with possible risk. Other factors should be analyzed to assess whether it is safe. If so, the link would have a moderate value.
- Low visibility and resistance: Same housing, same risk. But if it were safe, it would be of less value.
Increasing the strength of a page is the goal of link building
There are different metrics or tools to measure the strength of a page. The most used are Domain Authority (DA), Page Authority (PA) and Page Rank (PR), although there are more, as many tools capable of measuring the incoming links on a website. Another example would be the URL or Ahrefs domain rank.
Strength is essential for positioning, but must be accompanied by a response from the user. In other words: The user response converts strength into visibility.
In this article, the term will only be used in the meaning of links. On the other hand, others use the term somewhat differently, including also factors such as the quality or traffic of the website.
How do we measure the quality of a link?
It is very important to note that not all SEO companies evaluate a link in the same way. Many search engines only consider strength measures; however, others include visibility values. Sometimes, these evaluations are linked to the type of strategy that is followed, because depending on whether it presents a higher or lower risk (Black, Grey or White Hat), one can look for certain parameters or others.
This is another aspect that is not always valued when analyzing the value of a link: the outgoing links that the page has already had (you can check with Ahrefs). There is one aspect that is easy to understand:
The force a page distributes is not infinite.
We know at least that from a certain number of outgoing links, it cannot transmit its maximum strength. If this is the case, the outgoing force on a page would diverge and end up being infinite. You have just to understand that the number of outbound links influences.
It doesn't matter if a page has 2 or 5 outgoing links, but there is a difference between having 10 or 5000 outgoing links, and that's why it's a parameter that we have also included in our analyses.
Forcing outbound links
In order to draw conclusions about the number of outbound links, you have to consider the strength of the page.
For example, if a directory has more than 2 million outbound links (counting only domains), but it has DA 94, then it is strong enough to distribute it to so many millions of pages.
Indeed, a good practice is to compare incoming and outgoing links. If the projections win by far, or more precisely, if there are a lot of projections but the page has little strength, obviously it will not be able to transmit as much.
Outgoing links by section
Not only the total number of links in the domain is important, but also the number of links in the section where your link is located. If your link appears with 100 others, it doesn't seem reasonable that the 100 receive as much strength as if there were only 1: but it is also a value to consider.
Coverage distance and section strength
You have probably already understood this or you know it, but you should remember it in this article. Indeed, the location of your link is important. Your link will be stronger if it is in a strong section. Because it's natural.
A link from a cover or an article or the main category will have more value than a single click that is hidden several times from the cover or is not even linked.
The clearest example is platforms that allow you to create your own profile and put your link. These are pages with DA 90-100, but which profiles have PA 1 or close to 1. It doesn't matter in these cases the DA, but the PA, i.e. the strength that reaches that section, which is usually almost zero.
Quality without visibility
There are circumstances in which a page has all the respect of Google but has no organic traffic. Imagine a page with strength, with high user response, but without SEO on the page and without attacking keywords. This page would be very valuable, but Google would not send traffic to it.
An example of this type of page is some personal blogs, for example, humour. There are several cases of blogs that receive dozens of daily visits, have a DA 40, a very high user response, but where the blogger does not care about SEO or optimizes his publications. It is a page without visibility due to a lack of optimization but which deserves it, also useful for link creation.
It is quite subjective and the evaluation will depend on the knowledge we have of the page. This is a special case of the scenario we mentioned before "force without visibility". It will be our ability to analyze that will determine whether the page has a value to link or not. The question we must ask ourselves is: "Do we have no visibility because SEO does not work or because Google does not like us?"
Blogs in portals and blog platforms
In blog platforms such as Blogger or WordPress, as well as in the large portals that allow you to create your own blog, the strength we need to measure is not the strength of the domain but the strength of our blog.
For example, a blogger with a DA 97. It is obvious that creating a blog does not transmit this strength. This is usually obvious and more so when blogs are created in sub-domains different from the main one, but we still wanted to remember this.
These types of blogs should be evaluated with a little more observation. We can't happily use the domain's AD, but we will have to analyze the strength it receives, i.e. the links it receives from the domain.
Search Engine Optimization or SEO is one of the most important and effective ways to gain visibility on your strategies. Having a good SEO strategy and having optimized your page will make you reach more users who don't know you yet.
Conquer the search engines with a good strategy and manage to position yourself between the first pages to increase your visibility.
Since we know, you want your website to appear well positioned in search engines; today Semalt leaves you with these essential strategies to increase your company's online visibility.
In order to cover all aspects of this discipline, it is essential to talk about how to measure the value of a link, as this will have to be done well if our link building strategy is to be successful. In order to evaluate a link, the first thing we need to do is to evaluate the page it comes from and to do that, we need to define a set of SEO metrics and also know the tools that allow us to obtain these metrics.