There are already more than 13 thousand online media in the catalog. Each media outlet has its own metrics: the number of referring domains and backlinks, trust and citation indicators, SemRush rating, etc.

In the first post about the site metrics, we told about the audience geography, where the traffic comes from, what kinds of traffic exist, and how it can help in promotion. In the second one, we will talk about the main SEO metrics and what to look for when choosing platforms. 


  • Donor – a site that gives link juice to other sites by linking them. In other words, it is a web resource the links on which lead to other sites. Such link placement allows you to promote client sites in search results.
  • Platform – the site where the publication is planned.
  • Indexation – adding a site page to the search engine database. To do this, the robot visits the site, analyzes the information, and enters it into the database of the search engine.

SEO metrics for foreign sites

We will talk about indicators that are used for foreign sites taking the Sunday Post as the example: 

  • Alexa Traffic Rank – 204.5 K;
  • referring domains – 4498;
  • backlinks – 264.5 K;
  • Citation Flow – 59;
  • Trust Flow – 48;
  • SemRush rating – 785.2 K;
  • Google Index – 22.4 K;
  • Moz Domain Authority – 60.

Alexa Traffic Rank indicates the traffic and user behavior on the site. In fact, this is a rating of all sites on Internet. Therefore, the figure indicates the position of the site among all sites in the world. The Sunday Post has a rather high rate – 204.5 K.

The two main indicators of the Majestic service are referring domains and backlinks. Referring domains are the number of resources with links to the site. Backlinks are the total number of links on other resources that lead to the Sunday Post – 264.5 K. It’s a good number.

Trust Flow and Citation Flow are the indicators of the Majestic marketing search engine, and the essential indicators of the link quality. The first measures the level of trust by navigating through web pages. The second allows determines how important the URL is, based on the number of sites that link to it. Both indicators are measured on a scale of 0 to 100. The higher the score, the more reliable the site. The Sunday Post has a stable average. This means that the site is a good donor.

SemRush rating is provided by service which fully analyzes the site in Google and Bing. It is based on organic traffic that comes from the top 100 Google search results.

This is the rating by the number of visitors who come from the first top 20 search results. The smaller the SemRush score, the better. The Sunday Post has SemRush rating of 785.2 K. It isn’t the lowest number, so the Sunday Post has work to do. 

Google Index is the number of pages indexed by Google. Of all the search engines, Google is the fastest indexing site pages. The more pages in the search engine index, the higher the position of the site at the user’s requests. In our case, Google indexed 22.4 K pages of the Sunday Post. These are high rates for a news site.

Moz Domain Authority (Domain Authority, DA) is a search engine ranking developed by Moz, which predicts how well a site will be ranked on search engine results pages (SERP). DA scores range from one to 100. The higher the better. The highest scores in the Domain Authority rating are given to the sites with a large number of high-quality external links (Wikipedia or Google). The Sunday Post’s score is 60, above average. 

What does this mean?

Most of the Sunday Post metrics suggest that this site can be trusted. Other sites link to it. Publications made on the pages of the Sunday Post get a lot of views.

SEO metrics for the Russian Internet

Let’s consider the SEO metrics on the example of TASS. Here are the metrics of the largest Russian news agency:

  • Trust rate according to CheckTrust – 100;
  • Spam score – 1.21;
  • Yandex TIC – 22.0 K;
  • Yandex.Catalog – Yes;
  • Yandex Index – 914.4 K;
  • Google Index – 406.0 K;
  • Referring domains – 35,9 K;
  • Backlinks – 853.2 K;
  • Outbound domains – 139;
  • Outbound links – 96.1 K.

CheckTrust is a site quality service. Determines the quality of the donor according to two main indicators: Trust and Spam. 

Trust rate is a trust of sites. There is a pool of trust sites – government sites, sites of organizations. Their number may change over time. When such sites link to another site, they give it a part of their “trust”.

Donor Assessment TRUST

  • Excellent donor between 51 and 100
  • Good donor between 31 and 50 
  • Objectionable donor between 0 and 30

TASS has trust rate 100 according to CheckTrust. This website is considered a reliable source of information. Other sites refer to it. In this case, the trust rate of TASS is unquestionable.

Spam score indicates the amount of spam on the site. When accounting for this metric, CheckTrust considers the total number of outbound links, the number of links to unique domains, the number of indexed pages, the total number of backlinks and the number of backlinks from unique hosts. The smaller this figure, the cleaner the site.

Donor Assessment SPAM

  • Excellent donor between 0 and 7
  • Good donor between 7.01 and 12
  • Objectionable donor between 12.01 and 100

TASS spam score is 1.21. This means that the site is clean, without unnecessary links.

Where is it better to make a publication: on a trusted site with high spam content, or on a new clean site, but without a trust? CheckTrust specialists themselves prefer spam score, considering it the main one when analyzing the site.

Yandex and Google Index show the number of indexed pages in the search engine. This indicator potentially affects the amount of traffic that a site can receive from a search engine if its position is high enough. TASS has the Yandex index 914.4 K, and Google Index 406.0 K. Obviously, Yandex knows more pages than Google. Each case is individual, but it is better if the indexes in both search engines are approximately equal.

Yandex TIC (thematic citation index) turned into Yandex SQI (Site Quality Index). SQI is a complex indicator that takes into account not only the number of users, but also their satisfaction. SQI shows how useful is the site for users in the eyes of Yandex. 

Four metrics received from Linkpad service: inbound/outbound domains, inbound/outbound links.

  • Inbound domains are the number of unique domains referring to the site;
  • Inbound links are the total number of pages referring to the site;
  • Outbound domains are the number of outgoing links from the site to unique domains;
  • Outbound links are the number of all outgoing links from the site.

TASS has less outbound links than inbound. This means that the site is a source of content for other sites; information on it is reliable. A small number of outbound links may indicate that the site monitors the purity and relevance of the content, does not post spam and useless links. All links are most likely to be manually moderated to exclude the unreliable ones.

Yandex Catalog is a thematic rubricator of high-quality online resources. For a long time, website owners and SEO specialists considered getting into the Catalog prestigious. But since 2017, the Yandex’s activity started to fade. So did TIC. This metric has become obsolete and irrelevant. 

What does this mean?

Judging by the indicators, TASS is a reliable and proven source of information for other sites. They link to it, they trust it, and there is practically no spam here. TASS pages are better indexed by Yandex than Google. Perhaps this tells about duplicate pages. But in general, it has quite high rates, which means the site receives a large amount of traffic from search engines. 

Which metrics are important for PR promotion?

Ideal profile of a site suitable for PR promotion on a Russian-language site:

  • The site is referred to by others, trusted and considered reliable in professional sources.
  • Trust rate is from 40-50 and more for useful backlinks.
  • Low spam level – from 0 to 7.
  • The number of inbound domains and links exceeds the number of outbound.
  • High indexation by Yandex or Google.

When placing material on a foreign resource, you should pay more attention to Alexa Traffic Rank, inbound domains and links, Trust Flow, Google Indexing, and the SemRush rating.

These are the main metrics that you should pay attention to when choosing a site.