Celebrating Ten Years of JBH with Ten Stand-out digital PR campaigns
18 / 12 / 20
So you want links to your websites, but it should not be any link… ideally, backlinks come from authoritative, trust-worthy websites that are topically related to your website.
That is an important bit: topically related. Of course, you would not turn down a link from a high authority website in another niche, but when you invest time in link building, outreach and digital PR, you would want to focus on websites in the same niche as yours. After all, relevancy matters.
Identifying suitable websites to outreach to can be easy for some industries and difficult for others. Sometimes you need to find creative link building ways. This is where topical Trust Flow can help.
Trust Flow is a metric by Majestic and measures how authoritative a website is based on its backlink profile. The higher the TF, the more authority the website has. The BBC for example has a TF of 95, Wikipedia follows with 94.
There is a sub-metric called topical Trust Flow. It assigns a topic to each website and calculates the Trust Flow for all websites within the topic. The below screenshot is for Wikipedia.org:
For such a website, you would expect a wide range of topics. In this case 14.13% of the backlinks to Wikipedia come from websites within the travel niche, 5.25% are from other encyclopaedias and so on.
Other available topics are for example Business, News, Sports, Health, Home, Shopping and Games. There is a topic for your niche too!
Identifying the topic that relates to your business is the easy step. How do you find websites to outreach to that are within the same topic?
At first, you want to identify competitors for your website – we do not mean the shop across the road that sells the same items as you do, but those websites that compete with you for the space in Google’s SERPs. In some cases, you might have a competitor for your business who is selling the same products or providing the same service as you, but who relies on other channels than SEO. When you are looking at SEO opportunities, you want to look at those competitors that are doing their SEO well. Tools like Ahrefs and SEMrush provide a list of competing domains based on your keyword rankings. If you don’t have those tools available, you can put your most important keywords into a Google search and see who shows up. You should verify though that the website is indeed a competitor in terms of business model and product offering.
Once you have competitors identified, you can put those domains into Majestic to find the one with the best backlink profile. A high TF or a high number of referring domains is always a good point of call.
Let’s say that you have a health-related business. A good website to draw inspiration from is healthline.com. It has a TF of 52, with a topical TF within health and more than 160k referring domains:
If we want to see where this website is getting backlinks from, the best place is the tab called Ref Domains.
The best opportunities are websites with high authority. We therefore sort the list by Trust Flow and refresh the list:
In the last step, we want to filter the list for websites that have a topical Trust Flow within the health topic:
We start selecting those from the top and will receive a list of health-related websites, sorted by authority (TF) that link to a competitor of ours (in this case healthline.com):
If we click the numbers in the column called Backlinks, we can see the exact URLs of the pages that are linking to healthline.com. This provides a good understanding how the website attracted links from high authority websites and will guide your link building strategy. Once analysed, you will have plenty of ideas for your backlink campaign assets and a list of domains to pitch your content to. Happy link building and don’t forget to get in touch if you need some help.