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Drawing from industry shifts and the need for a way to measure brand salience, marketing technology company Moz has announced the release of Brand Authority, a new metric designed to help marketers measure online brand strength on a scale of 1 to 100.
Leveraging Moz’s significant search data and a new proprietary algorithm, Brand Authority provides marketers with critical insight into the performance of their brand and potential opportunities for growth.
Brand Authority allows users to assess their marketing gaps and maximise their return on investment (ROI), see the true value of sales prospects and potential acquisition targets, and evaluate the real influence of the media brands that pick up their stories.
Brand Authority can help these leaders understand the full picture, leading to more impactful strategies and better outcomes.
“We know brands matter in the world and on search engines like Google. With Brand Authority, we can finally understand how much they matter and put that power to work. Brand Authority takes away the hand-waving and makes the concept of brands concrete so businesses can see the big picture of their sites, their prospects, and their marketing and PR efforts,” said Dr. Peter J. Meyers, Marketing Scientist at Moz.
“By measuring the full power of any brand, including offline influences previously out of reach, users can make more informed decisions and drive better results and higher ROI.”
Moz has also published a list of the top 500 US brands based on Brand Authority. Marketers, SEOs and PR professionals can use this list, along with the new Brand Authority comparison visualization in Moz Pro to bolster their competitive analysis. These new features provide a tangible way for users to benchmark their brand strength against the competitors.
In today’s data-driven world, businesses that can adapt to customer needs and preferences are more likely to stand out from the competition. With this in mind, Moz developed Brand Authority to continue to provide industry-leading SEO tools to help business leaders make informed decisions about their marketing strategies.
Moz is well-experienced in this regard. Released in 2004, Moz’s Domain Authority Metric gauges the overall strength and credibility of a website. It’s a numerical score, ranging from 1 to 100, that predicts how well a website might rank on search engine result pages.
Today, Domain Authority is a well-established metric that business owners and marketers use to understand how their website performs against their competitors.
In the same vein, Moz says Brand Authority will “fundamentally change” the way marketers measure the success of their efforts.
“Quantifying a brand has always been a challenge for organizations but this metric can accurately determine how successful they’ve been at establishing brand excellence,” said Ross Simmonds, Founder & CEO of content marketing agency, Foundation.
“Whether you’re a marketer planning billboards or overseeing SEO the metric will support your business planning and ability to measure impact. The most interesting part of the metric – beyond marketing and SEO – is that it can be used to determine which organizations actually have a brand moat and which brands have work to do.”
