How ranking works

This page will explain to you how Google reads a website and deems it’s position in Google. Google take a lot of information and factors into account to influence ranking. With all the factors taken into consideration, the following information is what is impacted by it

The 4 main principles of ranking (%)

Domain Authority (DA)
Page Authority (PA)
Trust Flow (TF)
Citation Flow (CF)

What is DA?

Domain Authority (DA) is a search engine ranking score that predicts how well a website will rank on search engine result pages (SERPs). A Domain Authority score ranges from one to 100, with higher scores corresponding to a greater ability to rank.

What is PA?

Page authority is a metric to predict the ability for a specific page to rank in search engines. Page authority uses a 0 to 100 logarithmic scale. A high Page authority score means your page has the potential to rank well in search engine results.

What is TF?

Trust Flow is a metric that analyses how trustworthy a site is by measuring its quality. Quality is the essential data of this metric. If a link pointing to your website is authoritative and qualitative, then your trust flow will increase. A good trust flow is harder to get than a citation flow and so the Citation Flow will always get higher than the Trust Flow and not the contrary because there are a lot of links but not all of them are relevant.

What is CF?

Citation Flow is a metric that refers to the popularity of a link in a site without considering the quality of these links. The perfect example is porn sites. They have a very high Citation Flow but these links are often not qualitative. A website with a lot of links pointing to it will be influential and will get a good citation flow.

How to get good scoring on these factors?

So, what do you need to do to get good scoring in all of these factors?

There are over 200 factors that influence ranking in Google, such as domain aging, backlinks, social network relevancy, content, keywords density, website page speed, SSL certificates etc.

A lot of these do fall under On-Page SEO, so you don’t have to worry about them (we have done them for you). The main two you need to focus on are:

Social Networking

Keep your business Facebook page active. Linking from your Facebook page (and other people such as clients) linking to your website create "no-follow" backlinks to your website

What is “no-follow”? No follow backlinks are backlinks that don’t provide any “link juice” or power to your website. Though these are not the best in terms of ranking, they still need to be done as it shows Google your company and your website is being talked about socially, so currently relevant to indicate being more relevant in the SERPS


This is without a doubt the most influential factor towards ranking. Good backlinking WILL rank your website higher in the SERPS for your keywords. The key to backlinking is quality over quantity

Backlinking is when a website links to another website. Unlike posting on social networks such as Facebook, posting on websites will provide “do-follow” backlinks. do-follow backlinks provide link juice and power to your website (hence the wording “do” follow). Websites with better DA PA TF & CF  will give your website good stats too.

Social Networking

The best way to start with this is to set social networks for your company. This means Facebook, Twitter, business directories etc. If you havn’t done this yet, make sure you set them up in full! This means the same mobile numbers that show up on your website, the same location that shows up on your website etc. Also, with Facebook and Twitter you will be able to link to your website; make sure you do this (by copy and pasting the URL).

So why will this help? Well if you are not aware of it, Google are incredibly smart, they are able to “crawl” pretty much everything on the internet, so even though it may not seem possible that making a social network page will help your website rank better in Google;  it will.

Once you have done this with Facebook, Twitter, Yell etc, you have done the first main step… Good Job! However, that’s just half the battle. 

The next part is making sure you’re keeping active! Just like I mentioned above; Google are able to see your new company Facebook page, they can also see if you’re an active company in the online world. 

Think of it this way. if there are two companies competing for the same keyword; who would Google choose? A company that portrays itself as not very active; somewhat telling Google that it’s not a very profitable/busy/active company (therefore not being very beneficial to Google’s users being at the top)  or a company that is active daily, talking to it’s customers, offering insight into the their company; have it be offers, promotions, reviews, customers interaction, pictures etc.

At the end of the day, Google is a company, and it’s goal is to offer the best possible service to it’s users. It does this by putting the best companies/websites at the top of the page. Putting the best companies/websites at the top gives Googles users the content they are looking for; therefore using Google again.


Backlinking is the main factor behind ranking in Google SERPS and it’s extremely important. It’s so powerful in-fact, it’s possiable to rank first with just doing this alone. But to get the best results, we recommend doing both backlinking and social networking (we take care of the other factors).

So what are we seeing here in the diagram? We are seeing a website linking to your website. We can tell this for the base look will be a great backlink because the website is relevant to the same subject, industry, product or service as you. This is important!

Website A

A website with already good DA, PA, TF & CF links to your website with a "do-follow" link with relevant anchor text

"Link juice"

What happens now is, after a couple weeks/months, this link feeds your website with the good metrics giving you good metrics too

How can we tell what is a good (strong) backlink?

The best way to check if a website will be good to be linking back to you is, checking yourself. The things to look for are:

Here is a link for you to check a websites TF & CF. Please note that this website has both FREE and paid plans. 

Here is a link for you to check a websites TF & CF. Please note that this website is completely FREE

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