Explaining link quality metrics: DA, DR, relevance, and more
Not all backlinks are equal — and when you're investing in link building, understanding the quality behind each opportunity is key. That’s why the Backlink Marketplace shows a full set of SEO metrics to help you evaluate and compare websites before making a purchase.
In this guide, we’ll break down the key link quality metrics you’ll see in the Marketplace — including what they mean, why they matter, and how to use them to make smarter SEO decisions.
Why Link Metrics Matter
Every website listing in the Marketplace comes with a set of SEO metrics. These numbers tell you a lot more than just surface-level traffic — they help you:
Understand a site’s authority and link strength
Avoid low-quality or spammy domains
Identify websites with real organic visibility
Choose placements that match your SEO goals
Make sure you're getting value for your budget
Instead of guessing, you can use these metrics to filter and compare options based on performance, relevance, and risk.
Key Metrics Explained
Here’s a breakdown of the link quality metrics shown in the Backlink Marketplace and how to interpret them:
Domain Authority (DA)
What it is: A score provided by the Moz tool that predicts how likely a domain is to rank in search results. It ranges from 1 to 100.
Why it matters: Higher DA means the website is generally more authoritative in Google's eyes. It’s one of the most common indicators of SEO strength.
How to use it: Look for sites with DA above 40 if you're focused on building authority.
Domain Rating (DR)
What it is: A score that reflects the overall strength of a website’s backlink profile. It’s based on the number and quality of referring domains.
Why it matters: Sites with high DR tend to pass more link equity to your website, which can help improve rankings.
How to use it: DR is useful for comparing link strength — aim for sites above 50 for high-authority campaigns.
Organic Traffic
What it is: An estimate of how many monthly visits the site gets from search engines, based on data from Ahrefs.
Why it matters: Real organic traffic means the site is trusted by Google and attracts real users.
How to use it: Prioritize sites with steady or growing organic traffic to ensure visibility and relevance.
Total Visits
What it is: The estimated number of total monthly visits (across all channels), based on SEMrush data.
Why it matters: It gives a broader view of a site’s audience reach, beyond just search traffic.
How to use it: Use it to spot high-traffic sites or compare reach across domains.
Turnaround Time (TAT)
What it is: The number of days it takes for your link to be published after placing an order.
Why it matters: Helps you manage deadlines and campaign timelines.
How to use it: Choose sites with a shorter TAT when you need faster results.
Link Type (Dofollow/Nofollow)
What it is: Indicates whether the link passes SEO value (dofollow) or is marked as a reference (nofollow).
Why it matters: Dofollow links contribute to SEO rankings; nofollow links help build a natural profile and can drive traffic.
How to use it: Choose based on your SEO goals — or mix both for a well-rounded profile.
Referring Domains
What it is: The number of unique domains linking to the website.
Why it matters: More referring domains usually indicate a stronger, more diverse backlink profile.
How to use it: Use it alongside DR to assess a site’s link credibility.
Total Backlinks
What it is: The total number of links pointing to the domain (including from the same sites).
Why it matters: Shows the quantity of backlinks — but should be balanced with quality metrics like Trust Flow.
How to use it: High volume can be a good signal when supported by authority and relevance.
Total Keywords
What it is: The number of keywords the site ranks for in search results.
Why it matters: It reflects the site's content performance and topical reach.
How to use it: Focus on sites with strong keyword coverage in your niche for better context.
Authority Score
What it is: A comprehensive SEO strength score that factors in trust, link profile, and site performance.
Why it matters: Offers a well-rounded view of the site's authority beyond just backlinks.
How to use it: Combine with DA and DR to validate site quality.
Spam Score
What it is: A percentage-based risk score showing how likely a site is to be seen as spammy by search engines.
Why it matters: Lower spam scores mean less risk of penalties.
How to use it: Stay below 5–10% to protect your backlink health.
Trust Flow
What it is: A measure of how trustworthy a site’s backlinks are, based on their quality.
Why it matters: High Trust Flow means the site is linked to by other authoritative domains.
How to use it: Look for sites with Trust Flow above 20 to ensure quality.
Citation Flow
What it is: A metric that estimates how influential a site is based on the volume of its backlinks.
Why it matters: Helps you evaluate link influence, especially when paired with Trust Flow.
How to use it: Use both metrics together — a balanced Trust Flow and Citation Flow ratio is ideal.
Language
What it is: The primary language used on the website.
Why it matters: Ensures your link appears in content that matches your audience’s language.
How to use it: Filter for the languages your audience reads and trusts.
Link Validity
What it is: An estimate of how long the link will remain live after publishing.
Why it matters: You want your links to stay up long-term for maximum SEO impact.
How to use it: Prefer links with long-term or permanent placements.
Putting It All Together
Each of these metrics offers a different lens through which you can evaluate link opportunities. Whether you're focused on authority, visibility, safety, or content relevance, combining the right metrics helps you make confident decisions.
Here’s how to approach it:
For authority: Focus on DA, DR, Trust Flow, and Referring Domains
For reach: Prioritize Organic Traffic, Total Visits, and Total Keywords
For safety: Check Spam Score, Trust Flow, and Link Validity
For relevance: Use Language, Category, and Keyword data
For budget & speed: Filter by Price and TAT
You don’t need to use every metric — just the ones that support your strategy.