7 ways to measure the quality of your communication targets

Done right, awareness can have a huge impact on your overall SEO strategy, but it’s not always obvious which sites are best to target. If you were sending out a press release, you’d probably already be very familiar with a handful of key press in your industry, but when it comes to the slightly more SEO-focused reach, you could work with a wider range of potential sites. , which you may not be aware of yet.

Raising awareness can take a long time, so it’s hard to know where best to put your efforts. We’ve shared seven different factors to establish the quality of the domains you’re looking to get coverage or links from. In no particular order:

1. Domain Authority

The obvious, but it’s important, especially if your goals are more SEO-focused. Getting links from high domain authority (DA) sites does wonders for your own domain authority, and in most cases (not all) is also a good indication of quality and popularity. of a site. If you don’t have access to SEO tools to check domain authority, some like Moz, provide a free browser tool that shows you the DA of whatever site you’re currently on.

But remember, it’s not the end of the world, there are many reasons for low domain authority that aren’t a sign of poor quality, like a newer site.

2. Relevance

This is a big deal for SEO and PR based goals. Getting links from sites relevant to your industry is good for your overall link profile and helps Google gauge what industry you’re in and what searches you’re most relevant to. And from a less technical point of view, it just ensures that you are talking to the right people. Many magazines will include readership information in their “About Us” section, but this may be outdated or exaggerated, so it’s worth judging for yourself based on what content you see and for whom. you think it would be the most relevant.

3. How often is it updated?

This is a good factor to keep in mind for several different reasons. First, a site that regularly posts new content is more likely to be receptive to your suggestions, so you’re more likely to be worth your time and effort.

Secondly, it is also an indication of popularity and traffic. Yes, there are tools that tell you the traffic from other sites, but these are just estimates. In my opinion, take it with a grain of salt because tools like SEMrush don’t have access to other sites’ GA accounts ultimately. I take a similar approach with monthly visitor stats published in advertising credentials – who can prove them wrong? ! Without real traffic data for a site you don’t manage, a site that frequently posts new articles is more likely to have traffic than a site that hasn’t been updated in a few months. . After all, people don’t keep coming back to a site that never posts anything.

4. Follow social networks

Again, just another suggestion of a site’s popularity. Plus, if they plan to share your content with their audience, that’s more eyes on your copy than you would have had, so there are benefits from a broader marketing perspective as well.

If they’re not big on social media, it’s not necessarily a disaster, they may not have chosen to focus their efforts there, but if you have any doubts or are on the fence and that they have three Twitter followers, it’s safe to say it’s probably worth saving your time and energy.

5. Spam score

I come back to my point about SEMrush and the fact that the tools should be used with care. It is a technology without human context after all, and this can be explained, for example if a site that links to it repeatedly has a very high spam score, it increases its own score, even if it has no affiliation with the site In Question.

However, if a site you are considering has a high spam score, that should at least be a warning signal to go check it out a little deeper.

6. Quality of existing content

If a site appears to be posting content from anyone, about anything, that should be a red flag. While you’re naturally more likely to get your content accepted, you need to consider the merits of doing so. Too many links like this can actually start to slightly hurt your overall link profile, and you’re unlikely to see any real benefits from being posted on a site like this. On the other hand, if the other content you read on this domain is about topics that really interest you, is informative and well written, chances are that the people reading that content are more likely to be your target audience.

7. Check who else writes for him

This serves two purposes. First, some sites simply don’t accept third-party content, so you may find that you’re wasting your time.

Second, checking out the type of business you would be in is a good way to establish if this is where you want to be. If companies you admire and want to emulate, including your competitors, are on there, that’s a good signal that this is a good outreach target for your list.

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