understand what citation flow and trust flow metrics are – WAU

Citation flow and trust flow are important metrics that have a direct impact on the ranking of a page, especially when they are proportional. Keeping an eye on these flows has become important, as Google values ​​them a lot.

The ranking of a page is something that depends on many variables. More and more Google is showing rigor when defining the position of sites, but there are two metrics that it values ​​a lot: citation flow and trust flow. Because they are very specific, both are considered secondary, but this is not linked to their relevance.

Paying attention to these numbers means ensuring a quality PageRank! SEO professionals are always looking for the best content position in organic Google search results, so control of these metrics is essential.

Citation flow and trust flow, when averaged, give rise to an indicator: the trust ratio. From it you can evaluate a page more broadly!

In this post you will understand what you need about these metrics and the importance of understanding the average between them! Find out what is the impact on PageRank and how to follow them in the best way.

How important are secondary metrics in your SEO strategy?

Optimizing pages for search engines has become an increasingly complex and detailed task. There are many factors to be evaluated by Google’s algorithms, and this impacts the work of SEO professionals.

Amid so many parameters, the giant itself understood that considering so many details was no longer so accurate when ranking pages.

The search became more specific and detailed metrics, always with the proposal to value more and more sites that are really relevant to the public.

This importance is measured with some characteristics, such as quality of the content and whether it really delivers something relevant to that user, based on the terms he used in his search.

Secondary metrics are more specific, that is, they bring more interpretation of the analysis patterns of Google’s algorithms. It was based on this deeper search that Majestic, a famous SEO support tool, brought to the market two metrics: citation flow and trust flow.

They were patented by the company in 2012, becoming extremely relevant for those who work in the area, and that was not for nothing.

Majestic has always been a reference in this segment, with its tool, MajesticSEO, as one of the main ones to support the monitoring of the PageRank of pages.

Sifting parameters

Things really changed after Majestic patented these two metrics.

From that, SEO professionals started to have a more objective and transparent view of the performance of their pages. The understanding of ranking parameters became clearer, since it was possible to perceive that Google worked with a kind of sieve of characteristics.

As much as SEO is done based on many issues, some have more weight. What you can see since then is that secondary metrics, such as citation flow and trust flow, have much more relevance and real impact on PageRank than one could imagine.

What is citation flow?

Citation flow is the metric that indicates the volume of citations for a link, that is, according to the number of times it is used by other pages.

Backlinks really are very important within the SEO universe, and are metrics that Google’s algorithms highly value.

In this context, citation flow has a greater focus on the popularity of those links, evaluating only the number of occurrences of it across the web.

This does not mean that this metric brings a more qualitative observation. This starts from another point of view, which requires a more analytical view of the situation.

Your website does not necessarily need to have a high flow of citations to be well ranked. However, if any of his links are cited on a page that has a good citation flow, automatically that link on your site will have a positive impact.

The citation flow is always on the verge of a negative impact, as in the case of links disseminated through spam. This brings a kind of negative flow of popularity, something that is not at all positive, although in practice it increases the citation flow, but in an empty way, only in numbers.

Metrics never come alone, and this is the case with citation flow. Despite being important and really valued by Google, it depends directly on the trust flow. Together, they make up a successful duo that tends to raise a page’s PageRank a lot.

What is trust flow?

While citation flow is related to popularity and a link, that is, the number of times it is mentioned on other pages as a backlink, trust flow is more strategic.

This metric is linked to the level of trust, that is, the credibility that a given page has. Now it’s easy to understand: not necessarily a link with many quotes is proportionally reliable.

A page with a high level of credibility is not only made up of popularity and quotes. There are many types of websites that have links being shared all the time, like adult websites. This is not necessarily a link with a high level of trust, and this is precisely what Google evaluates.

The trust level of a website is also measured by the quality of the backlinks. If your page is cited by others who have authority, you will automatically have your trust flow enhanced.

Links with content relevant to the keywords to which they are related also have great potential for increasing the flow of trust, being awarded by Google for PageRank.

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The aspect ratio in this metric

In this relationship, it is also important to understand proportional movements. An increasing quote flow will not necessarily positively impact the flow of trust. They are not proportional movements and one does not “carry the other”.

On the other hand, if your site’s trust flow increases, naturally the citation flow will also make the move.

This happens for a simple reason: the high trust flow is an indication that there is quality content there, that is, the user will find something that is really relevant to him.

What is the trust ratio?

Citation flow and trust flow have an even greater relationship, since one is linked to the other, in addition to having an impact.

Here comes the basic concept of the average which, in this case, is the trust ratio, that is, the overall confidence index of a website. His calculation is simple:

trust flow / citation flow = trust ratio

Once again, the concept of proportion needs to be put into practice. The high trust ratio is the best indication that a page is well rated with Google, that is, it will be well ranked.

Thus, citation flow and trust flow need to be balanced, as this guarantees a good trust ratio.

The work of monitoring these metrics is strategically essential, since it is necessary to observe how much they remain at this level of balance. This is what will ensure that a link has more and more value in view of the evaluation of Google’s algorithms.

When is a trust ratio good and when is it low?

Although citation flow and trust flow are important and independent metrics, they have even more value when placed before the general assessment, that is, the trust ratio.

The higher the result of the average between these two metrics, the better ranked a site will be. Thus, it is essential to know where your site is in terms of two basic information:

  • a trust ratio above 1.0 is considered good;
  • below that, it is possible to evaluate how low, not necessarily bad.

How to measure these numbers?

All of these metrics can be evaluated using an SEO tool, especially two of the main market leaders: Majestic, already mentioned in this content, and Moz.

They will help a company’s SEO team to get an accurate sense of their rates, which allows for close and long-term monitoring. This work does not stop and it is this continuity that guarantees a good PageRank.

The most important metric among the three

Trust ratio is the metric that brings an observation of results, that is, general in relation to the proportion of citation flow and trust flow.

It is fundamental, but it is always important to be aware that it will only be really high if there is more follow-up with citation and confidence in the flow.

Assessing the impact that one cause on the other, it is possible to say that trust flow is the most relevant metric among these, even though balance and proportion are everything.

This line of reasoning is simple: confidence flow brings more flow of quotes, while the reverse way does not happen. A high citation flow will only be really positive for a link if the trust flow is also very close.

Citation flow and trust flow are secondary metrics, but of prime importance for the ranking of links on the web! Observing them closely and controlling the proportion between them ensures that your pages are always well positioned.

Since the subject is about the SEO universe, let’s continue on it: better understand what Link Juice is and the impact it has on digital strategies!