KPI ExamplesTrust Flow

Trust Flow

Trust Flow, developed by Majestic SEO, assesses a website's trust level by emphasizing the quality, not just the quantity, of its backlinks. This metric evaluates the trustworthiness and authority of linking sites, reflecting a site's credibility.
Trust Flow

Identifying Quality Link Sources

Pinpoint collaborative link-building opportunties with authoritative websites.

Link Profile Cleanup

Identify low-quality or spammy backlinks with low Trust Flow to improve a website's reputation.

Competitor Analysis

Compare competitor Trust Flow scores and make strategic adjustments when needed.

Content Strategy

Create high-quality content that attracts organic backlinks from websites with high Trust Flow scores.

The Power of Digital Credibility

Why Trust Flow Is Important

Trust Flow isn't just a metric; it's a measure of digital trust. Think of Trust Flow as building a solid reputation in a town–when trustworthy individuals vouch for a person's character, others are more likely to trust and respect them. 

Search engines like Google note this trustworthiness in the online space. Websites with high Trust Flow tend to rank better in search results, leading to increased visibility, more traffic, and higher conversion rates.

On the other hand, low Trust Flow scores often mean that a website needs an overhaul, for example, content refinement or even optimizing website performance.

Why KPIs are Important

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Interconnecting Trust Flow with Key Metrics

How Trust Flow Relates To Other KPIs

To understand the impact of Trust Flow, consider it alongside other key performance indicators (KPIs). 

For example, Citation Flow quantifies the number of backlinks pointing to a website. A high Citation Flow with a low Trust Flow could indicate a large number of backlinks, but some may be low-quality. Conversely, a high Trust Flow with a low Citation Flow might suggest the site has fewer but high-quality backlinks. 

Similarly, Trust Flow impacts Domain Authority (DA) since it enhances site trustworthiness in the eyes of search engines. Overall, these boosts in credibility influence user perception and behavior, like completing an online sale, for example, affecting SEO efforts.

Image Illustrating How KPIs Interact
When used properly, backlinks are an invaluable tool for bolstering industry/domain authority and for supporting on-page optimizations.
Matthew Cernik, King Kong

How To Measure Trust Flow from Majestic SEO

The Trust Flow metric is automatically calculated by Majestic SEO based on the website URL. The dashboard displays Trust Flow as a numeric value, indicating the site's link credibility. Majestic uses a series of complex algorithms to calculate Trust Flow. First, a website's backlink profile is analyzed by assessing the quality and trustworthiness of the links pointing to it. Then, a proprietary algorithm assigns trust values to websites based on their proximity to trusted seed sites. Following this, a Trust Flow score is normalized on a logarithmic scale, which produces a numerical representation of a website's perceived authority and trustworthiness.

What Is a Good Trust Flow Score?

Trust Flow scores range between 0 and 100. Generally, a good Trust Flow score falls between 30 and 40 (the higher, the better). 

A high Trust Flow suggests a healthy backlink profile with credible sources. To keep this going, prioritize creating high-quality and valuable content that other websites will want to reference. 

What Is a Bad Trust Flow Score?

On the flip side, a low Trust Flow score–say, below 10–is a potential red flag. A low score implies that your website lacks high-quality backlinks. As a result, a website may experience lower search rankings and reduced online trustworthiness.

To fix this, identify and remove any low-quality or toxic backlinks. Then, focus on acquiring authoritative backlinks from reputable websites in the relevant industry.

How To Set Trust Flow Goals and Benchmarks

For a deeper dive into Trust Flow, assess the topical relevance of linking domains and monitor Trust Flow trends over time. This granular analysis will help create a more refined understanding of Trust Flow's impact on a digital strategy.

Additionally, consider reverse engineering Trust Flow to reach organic revenue goals. Calculate the Trust Flow needed by comparing the site's current Trust Flow against the competition. This creates specific Trust Flow benchmarks and targets that maximize SEO impact and ROI.

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Building Online Credibility

Why Trust Flow Matters to Clients

For clients, a high Trust Flow score is a stamp of digital credibility. It shows that their brand is showcased on reputable sites, which boosts their trustworthiness and online visibility. Plus, a healthy Trust Flow score means their investment in the agency’s services is driving the right traffic (i.e., customers seeking the client’s services or products). 

This means clients have a higher chance of achieving more tangible goals, like increased engagement or conversions. 

Why Marketing KPIs Matter to Agency Clients
Authoritative SEO Success

Why Trust Flow Matters to Agencies

Trust Flow underscores an agency's expertise in building and nurturing strong digital relationships. It reflects their commitment to delivering results that matter, not just numbers in isolation.

Agencies often rely on their own connections and networks to secure reputable link-building opportunities for clients, for example, guest posting or podcast appearances. So, achieving high Trust Flow scores builds agency-client relationships and fuels client retention in the long term. 

Why Marketing KPIs Matter to Agencies

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Best Practices When Analyzing and Reporting on Trust Flow

Keeping a close eye on Trust Flow means gaining valuable insights for optimization–let’s explore further. Here are some key strategies to report on Trust Flow effectively and provide the most value to clients.


Trust Flow Over Time

Monitoring Trust Flow over time reveals patterns and fluctuations. A rising trend indicates successful link-building strategies, while a decline may signal issues that need attention.


Trust Flow Across Web Pages

Comparing Trust Flow across different web pages offers insights into where improvements should be made. Identifying high and low-performing pages guides optimization efforts.


Set Trust Flow Growth Goals

Set custom goals that show an increase in Trust Flow each month. Track progress for acquiring new links or linking domains to show how SEO efforts are increasing Trust Flow.


Put Trust Flow in Context

Contextualize Trust Flow alongside other relevant KPIs to provide clients with a comprehensive view of their online performance.  Explain how Trust Flow aligns with organic traffic, conversion rates, and domain authority metrics. This holistic overview shows how Trust Flow contributes to overall campaign success.


Visualize Trust Flow Performance

Effective data visualization (as opposed to numerical data on its own) gets straight to the point and makes things more digestible for clients. Comparing Trust Flow visualizations with competitor data helps clients grasp website performance in the larger scheme.


Align to Client Goals

Whether it's increasing brand authority, driving more qualified leads, or acquiring high-quality backlinks, connect Trust Flow to tangible outcomes. This demonstrates the value of your client’s investment and why they should stick with your agency.

Backlinks remain the best indicator to Google and other search engines that a webpage is considered important by internet users. Links can be compared to votes, only when it comes to backlinks votes are not equal. The more relevant a website is to the target site and page, the more authority it has and expertise it displays, the more weight the vote gets.
Andy Hill, Distribute Digital
Tracking and Reporting on Trust Flow

Majestic Dashboard Example

The AgencyAnalytics customizable Majestic SEO dashboard streamlines report creation for agencies. This tool transforms complex data into beautiful, client-friendly reports in minutes. With the intuitive design and real-time data integration, it simplifies tracking and presenting key metrics, enhancing client understanding and engagement. Agencies benefit from efficient, clear, and visually appealing reports, elevating their client communication and reporting efficiency.
Majestic SEO KPI Dashboard Example

How To Improve Majestic Trust Flow

To enhance a website's Trust Flow and strengthen the online presence, follow these three actionable tips.


Quality Link Building

Acquire backlinks from authoritative and relevant websites. Diversify backlinks to reduce reliance on any one source.


Content Relevance

Create content that naturally attracts trustworthy backlinks, opens doors to collaboration, and provides value.


Remove Low-Quality Links

Regularly audit the link profile and remove or disavow low-quality or spammy backlinks to maintain a healthy Trust Flow score.

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