So a while back I wrote a post about Trust Flow and using it alongside other metrics, but it was relatively short post that didn’t really go into much detail about how Trust Flow can be useful for you and how you can make a site work the best for it. That’s what today’s Metric Month post is about – making sure the equity coming into your website from other sites is managed properly and spread out correctly, and how to use this metric to see when potential linking sites aren’t structured right.

So what is Trust Flow?

Well, as mentioned in that other post, it is basically a score out of 100 that the amazing Majestic SEO tool gives a website based upon the quality of backlinks. There are actually two Flow scores; Trust and Citation, which can be seen as Quality and Quantity. Now, I’m sure everyone is aware of that old rule of thumb “quality over quantity” – well, this little metric helps you make sure that is what you are looking at and dealing with.

Of course, this can also be rather misleading when dealing with relatively new sites that haven’t actually built up links yet, but it does give you a general overview of the equity a website has. So, yeah, it’s a bloody good metric to use when looking at potential link sites as well as analysing your own backlink profile!

So it helps with link building, but you mentioned site structure?

Right then. So now you know roughly what Trust Flow is, I guess its time to explain how it can be used to finding internal linking structure problems within your site. That’s right! A back linking metric can help with internal linking and site architecture! Who’d have thought it, huh?

Well, if you think of a website as a series of canals and equity as water, all leading off from the homepage, it can really help with understanding this. For pretty much every site on the internet, the homepage holds the most equity, or Trust Flow. In fact, if it doesn’t hold the most then there’s already a big red flag about your site structure! Anyway, the equity then moves from the homepage through canals to other pages. The canals would be all the internal links, with the main navigation canals passing the most equity.

So, the equity kind of splits up and flows down to the next level, which would be the pages linked to in the main navigation. These pages then pass it down further to sub-pages linked to within them. So, in other words, the equity passes around the site through the internal links, powering the website as a whole.

Which is why when you look at your website and the Trust Flow on the pages linked in the navigation and their sub-pages are all wildly different, you know that the flow of equity is being messed up somewhere. The Trust Flow between these on a well-structured site should be very close, if not equal. If that isn’t the case, then you’ve just found yourself a site structure problem!

Wow, that’s great! Now I have more things to fix!

That’s right, you would have more stuff to work on. But hey, I’m not here to tell you “everything’s fine”. I’m here to tell you how to identify problems and use metrics to get your Digital Marketing strategy running better. And as you can see, if you use a metric like Trust Flow in a slightly different, outside of the box way, you’ll be able to work out what issues your website actually has!

I hope you’ve found this useful… Now get off your butts and check your websites for site structure issues! Oh, and if you’ve been using Trust Flow in a different way, or if you’ve found a site structure problem using Trust Flow, let me know in the comment things below!

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