Unlocking business insights: Analyzing social media hyperlink analytics
This week I shifted gears to look into social media hyperlink analytics, also known as extracting, analyzing, and interpreting hyperlinks to reveal Internet traffic patterns and sources of incoming and outgoing traffic to and from a given website.
For the purposes of digging further into these analytics, I will be using a tool called Moz Link Explorer to collect information about all of the in-links and out-links of a given company’s social media account. For this example, I am going to be looking at Pretty Farm Girl, an all-natural skincare brand that is viewed as one of Born To Be Free’s biggest competitors.
While looking at the brand’s social media hyperlink analytics, I will be on the lookout for business insights that could aid in informing Pretty Farm Girl’s successes and weaknesses as a brand and how those could be applied to improve Born To Be Free as a brand.
Findings
At first glance, we are shown five key metrics in terms of social media hyperlink analytics. The number “61” represents how well this specific page ranks in terms of search engine results. Having a 61/100, with 100 being the highest, this sheds light on the fact that Pretty Farm Girl ranks relatively well in terms of showing up on Search Engine Results Pages (SERPs) when users Google anything relating to the brand’s Instagram. This number accounts for the quantity and quality of inbound links to the page, as well as the overall authority of the hosting domain.
Speaking of domain authority, the “94” shown above represents the overall authority and strength of the social media accounts domain in terms of its ability to rank well in search engine results pages (SERPs). Because the score is 94/100, Pretty Farm Girl’s social media domain has a high likelihood of ranking well in user search results.
As far as linking domains, the number “2” represents other websites that have one or more links that are directing people to Pretty Farm Girl’s Instagram page. Since this number is low, not many viewers are talking about the Instagram page online, therefore the less likely it is that people will be driven to it from external pages. If the number was higher, people would be getting to Pretty Farm Girl’s Instagram from a number of external links and this would mean that the brand’s Instagram is highly talked about and valued online.
Zooming into the two linking domains, Pretty Farm Girl’s official website along with a website called Arrows & Bow account for the two sites shown.
As far as the next metric, inbound links refer to backlinks that originate from external websites yet point to Pretty Farm Girl’s Instagram page. This is basically other websites that are spreading the word about the page and referring others to visit it from their site.
Looking into the specifics of this number we can see that most of these links originate from Pretty Farm Girl’s official website which makes sense because the brand wants to navigate users to both its website and social media in an efficient and convenient manner.
Last but not least, ranking keywords refer to the specific keywords for which the Instagram page is ranking in SERPs. When looking further into what this one keyword is we can discover that it’s “pretty farm” which ranks as #3 meaning when people search “pretty farm” in Google, Pretty Farm Girl’s Instagram is the third search result to pop up.
As far as metrics over time, this just tells us that the three initial numbers in the first image have not increased or decreased since March of 2023 when it comes to the Instagram page.
Lastly, if we take a look at the top followed links we can see the most popular pages and websites that are leading people to Pretty Farm Girl’s Instagram page as well as their page authority. For example, the majority of viewers are getting to the Instagram page from the “Handmade Organic Goat Milk Soap Collection” page on the brand’s official website.
The visual below shows us the top anchor text for the Instagram page, also known as the visible, clickable text within a hyperlink. Surprisingly, most of the hyperlinks don’t have anchor text with only one having “pretty farm girl” as the anchor text. This makes sense actually when thought about though because their official website uses an Instagram logo as the hyperlink to their Instagram, so no text is present anyway. The one time it was present in the data was when Arrows & Bow was discussing an upcoming event on their website and listed Pretty Farm Girl as an attendee with a hyperlink to the brand’s Instagram page.
The last chart simply shows the two linking domains mentioned above, Pretty Farm Girl’s official website along with Arrows & Bow, and how they rank strength-wise in domain authority. So in this case, both score relatively low with Pretty Farm Girl at 17 and Arrows & Bow at 39. This means that the websites may have less authority, credibility, and trustworthiness in the eyes of search engines like Google and that they could also have a lack of quality backlinks, poor website optimization, or limited overall online presence.
Concluding Thoughts
All in all, continuing to leverage partnerships with complementary brands like Arrows & Bow as well as optimizing both social media and website content can amplify Pretty Farm Girl’s online presence and improve its visibility in relevant search engine queries. This in turn will attract more prospective customers and make it a stronger competitor in the skincare market.
For Born To Be Free, these insights also uncover the importance of partnering with like-minded brands and implementing effective, organic SEO tactics to stay relevant online and also position itself as a qualified competitor in a growing, niche industry.
Hi there! I’m Madison Morris.
I am a creative public relations and marketing strategist looking to make my mark on the communications industry.
I have a love for cultivating and facilitating relationships and a strong passion for uncovering growth opportunities. Let's work together to help your business thrive!