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Moz Pro Campaigns: Links

Another very useful part of your Moz campaign to set up is your competitors. When you create your campaign you’ll be prompted to enter URLs and names of your competitors so that their performance can be tracked alongside yours in the Links section. The Links section of Moz shows a range of statistics for your website and your competitors so you can see where you need to improve in order to stay competitive. Here is a breakdown of the statistics and what you should take from them:

Domain Authority – The definition of DA is “a search engine ranking score developed by Moz that predicts how well a website will rank on search engine result pages (SERPs). A Domain Authority score ranges from one to 100, with higher scores corresponding to a greater ability to rank.” So while DA doesn’t affect your rankings in Google, it is an indicator of performance. Typically, it’s a good idea to aim for a DA of at least 30.
Spam Score – The percentage of sites with similar features that have been found to be penalised or banned by Google. This does not mean that the site is spammy. It’s best to use this as a guide to potentially spammy sites for further investigation. All being well, your website will likely have a very low spam score, but this is a useful metric when investigating other websites – especially if you’re considering them as part of your link building strategy.
% of total links, external + follow – The percentage of all links to the website which are external and follow, rather than internal or nofollow. As external, follow links can help with SEO, the percentage of links that meet this description would ideally be as high as possible.
External, Followed Links – Followed links to the site from other sites (there is no “nofollow” tag added to the link).
This is a very helpful metric, as this is the type of link that can greatly help with SEO. If your website has a significantly lower number of external, followed links than its competitors, you’ll need a good link strategy to address this.
Internal, Followed Links – Followed links within the site (there is no “nofollow” tag added to the link).
This metric gives us an idea of the size of each website. All other things being equal, large sites tend to perform better than small sites. If your website has a lot less of this type of link, it’s a good idea to prioritise adding more content to your website and ensure each page has a good number of links to it within your site.
External, NoFollowed Links – Nofollowed links to the site from other sites (there is a “nofollow” tag added to the link and it is therefore not valuable for SEO).
Nofollowed links are not useful in terms of gaining “link juice” to rank more highly with Google. It’s true that users can still click through these links so they do serve a purpose, but having a lot of nofollow links isn’t very helpful for SEO. In some cases, it may be worth trying to negotiate a removal of the nofollow tag.
Internal, NoFollowed Links – Nofollowed links to the site from within the site (there is a “nofollow” tag added to the link and it is therefore not valuable for SEO).
You shouldn’t have internal, nofollowed links on your website, since that indicates that you don’t trust pages on your own site. Luckily as this is under your control, you can work to change any nofollow internal links to follow.
Followed Linking Domains – The number of domains with at least one followed link to the site.
This is a very helpful metric because if this number is significantly lower than your competitors’, you will see that you need a good link strategy to address this.

Keyword Research
Type a search term into Keyword Explorer to see its monthly volume, ranking difficulty, and organic click-through rate. This page will also provide you with keyword suggestions, so you can type in your search term and gather ideas for similar keywords.

You can also explore keywords by site – type in the URL and Moz will show you the top ranking keywords for that website.
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