With all the available metrics provided by the amazingly helpful SEO tools that we have today, it’s easy to get a quick read on potential link-building prospects. However, you know you have a problem with metrics blindness when you do the following: You immediately pursue a link on a site based on its metrics. You immediately ignore the chance to obtain a link on a site based on its metrics. I’m not naive enough to suggest that you completely ignore metrics or that they aren’t one of the quickest ways to get an idea of how “good” a site is. I am suggesting, however, that you use these numbers as a starting point only . Numbers don’t always tell the full story I touched on this in a recent article on this site: Getting a link on a site with a Domain Authority of 60 is awesome, but that doesn’t mean that I want to see a link for my carpet client on a site about dietary supplements. On the flip side, a brand-new site that discusses how we can make school lunches healthier would be a good fit for a client who specializes in advocacy for better food in school, even though the new site has no decent authority yet. See? You can’t rely solely on metrics. Numbers are great, but they do not tell the full story. That’s the important bit to me: Numbers do NOT tell the full story. Are we getting better or worse about this? I feel like we’re not really getting it yet, though. Most of my current clients do, which is good. However, many of my prospects don’t. When I’m showing an example of how we’d evaluate and pursue a link, the most common responses are like these: “This page doesn’t have enough backlinks to it, and its Domain Authority is only 10.” “It’s only a PR 1 site.” “I’d rather go after links exclusively on sites with a Domain Authority of 50 and up.” “This site only has 230 linking domains, and I’d rather have one with at least 4,000.” “The Trust Flow on this one looks a bit low.” Source: Wikimedia Never mind the fact that the link is on a relevant site, on a relevant page that appears to rank well, and will add value to the content — all of which suggest it’s good for relevant traffic.
Why it’s harming your link dev efforts