Why Are Backlinks Important to Rank on Google | Lesson 3/14 | SEMrush Academy

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You will learn how to do initial research for your SEO campaign with the help of SEMrush.
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0:16 Backlink report
0:50 Domain and Trust Score
1:49 Overview report
3:08 Backlinks
4:09 Anchors
4:37 Referring domains
5:18 Referring IPs
5:38 Indexed pages
5:59 Competitors
6:10 Summary

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Backlink Authority Score Explained
In the report you will find the Backlink Authority score, which is based on two important metrics, Domain score and Trust score, with changes in their value over time. Domain score is based on the number of backlinks to the analyzed domain.

Trust score is similar to Google’s no longer used PageRank. It reflects the number of backlinks from trusted websites. Always pay attention to these metrics. The higher these scores, the more weight a backlink from the queried domain will have. If the trust score is much lower than the domain score, this means that the domain may have many potentially bad backlinks.

Getting a Sneak Peek at Your Competitors’ Link Building Tactics
With the help of the New and Lost backlinks chart, you can find out:

your competitor’s link building behavior;
how many new links your competitor has acquired recently, so you can plan your own link building efforts accordingly;
which valuable backlinks were lost by your competitor, so you can try to get them for your own website.
Below, there’s a widget with the main data from the Backlink Audit tool provided, which you had already set it up for a queried domain. We’ll cover this tool in one of our next lessons.
Then, you can see the backlinks’ distribution by type, follow/nofollow attributes, TLD zones and countries, as well as the most popular anchor texts.

Decide whether you should create more visual content and get more image backlinks to your website by analyzing your competitors in the Backlink Types chart.

See the relation between follow and nofollow backlinks to your domain so you can focus on increasing dofollow backlinks share.

Figure out backlinks of what TLD types your competitors strive to acquire, and which ones your website is lacking, in order to have a rich backlink profile.

Focusing on backlinks from .edu or .gov websites could be beneficial.

Get even more insights into your competitors’ link building strategies from the Top Anchors and Top Anchor Terms lists.

It is essential that their top anchors and anchor terms correlate with the products or services they push the most. In other words, you can find out what your competitors are promoting and how.

Finally, with the help of the Overview report you can compare several domains’ backlink profiles and their main metrics.

Backlinks Report: In-Depth Analysis of Your Competitors’ Links
Under the Backlinks tab is a detailed list of backlinks furnished with data, such as:

Page and Trust score;
target URL;
anchor text;
number of internal and external outcoming links;
first and last seen dates.
You can filter the list by anchor name, link type, follow/nofollow attribute and other parameters. To give a couple of examples of what useful information you can find: it is possible to see your competitors’ freshest valuable links by combining the new and follow filters; which links your competitors have lost in a specific zone or from a referring domain; also, you can shed light on your competitors’ top partnerships by using the Sitewide filter – such important types of backlinks are never acquired by chance.

If you’re analyzing your domain, you can send backlinks you regard as low quality to the Disavow list. Then, you can upload them to Backlink Audit or export them to a .txt file. To see detailed lists of top anchors and top anchor terms, go to the Anchors tab. There you can see how many backlinks contain a certain word or phrase, as well as how many referring domains use it when linking to the analyzed website.

Referring Domains Report: Finding Your Competitors’ Top Link Building Partnerships
The Referring Domains tab will be handy as it will provide you with a detailed list of domains linking to the analyzed domain. You may want to filter this list by TLD type and country by using the proper tabs or applying advanced filters. This can help you find the sources of backlinks you might be interested in the most. Last but not least, you can see new and lost referring domains to find out more about your competitors’ recent link building activity.

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