What Is The Relevancy Tool?
Measuring the impact of PR can be difficult, so we’ve made it simple. We’ve taken a key factor from Google’s algorithm and turned it into a clear, data-backed metric - the Relevancy Score - that shows exactly how your PR activity drives visibility and relevance.
All our digital PR clients get access to the Relevancy Tool and score system as part of their campaign. This gives both our team and clients greater visibility of the bigger picture, using data to inform key business decisions.
How It Began
In the last five years in the Digital PR industry, there has been a huge amount of change, different tactics, new metrics ever-evolving expectations to deliver tangible performance.
One thing that has remained steadfast is the fact that relevancy is hugely important when delivering links and coverage.
The metric that is often used to determine the strength of a link is Domain Rating (DR), industry wide this has been the case for years, but has too much emphasis been placed on this?
Too often, we see relevant links, perhaps from lower authority and more niche publications, disregarded, but this should not be the case. A link from a niche publication that is wholly topically relevant for a brand offers a huge amount of value.
This is why we have created the Relevancy Tool, a clear data data-driven way that measures the relevancy of links that are being built.
Straightforward Score
The Relevancy Tool assigns a score from 0-100, much like DR has done for years, and the score helps brands understand, track and report the relevance of the links that are being built.
Data-Led Strategy
Make smarter digital PR and brand decisions backed by real metrics.
Clarity > Guesswork
Understand how coverage relevance impacts growth, down to the page level.
Why “Relevancy”?
Relevancy is a term that has been a huge part of the discourse around Digital PR, and this is not going to change. With the emergence of LLMs, it is clear that topical relevance will be key to achieving visibility on platforms such as ChatGPT.
A link from a high authority publication is positive, but if that site is not topically relevant to your brand or audience, the value of that link isn’t maximised.
We Report Beyond DR & Vanity Metrics
At NOVOS, we report on more than just DR, unlike PR agencies. We take our reporting a step further to focus on the overall, long-term strategy, using the Relevancy Score to guide our creative concepts.
NOVOS | PR Agencies | |
|---|---|---|
DR/DA | ✓ | ✓ |
Volume of links | ✓ | ✓ |
Reach | ✓ | ✓ |
Relevancy Score | ✓ | ✗ |
Keyword improvements | ✓ | ✗ |
Rankings | ✓ | ✗ |
Visibility | ✓ | ✗ |
Our Head of Digital PR, Mark, says:
“Relevancy has always been a huge factor that Google wanted sites to demonstrate, as they want to match user intent with meaningful content. But as AI search continues to evolve, relevancy with a core feature of teaching LLMs exactly what your brand should be known for.
If you’re not consistently earning relevant coverage you won’t just lose ground in rankings, you’ll struggle to gather momentum with your visibility in LLMs.”
How Our Clients Benefit From the Relevancy Tool
The Relevancy Tool is designed to emphasise the value of digital PR beyond traditional metrics, focusing on relevance as we navigate a new era of PR.
Building Topical Authority with Relevant Links for YuMOVE
DogsTodayMagazine
Could your dog have doggy dementia?
100/100
Relevancy Score
Purrfectly Yappy
Three ways to help your pup sleep better: bedscaping for dogs
100/100
Relevancy Score
Pets Radar
How to make dog-friendly pancakes (with our vet-approved recipe)
100/100
Relevancy Score
Why is this important?
These three links directly align with YuMOVE’s core offering of Dog Health & Mobility. All three pieces of coverage build strong semantic signals around key topics such as senior dogs, long-term dog care and pet wellbeing, all important themes that support rankings for the key target category of Dog Joint Supplements.
Impact
- Strengthens topical authority around the topic of pet health
- Helps build trust and credibility for LLMs
- Increases chances of being surfaced for key queries around supplements and wellbeing for dogs
Consistent high-relevance links over time build consensus with both Google and LLMs on what your brand should be known for. For YuMOVE, this means landing in publications where their target audience is.
What Our Clients Say
We’re not only advocates of the Relevancy Tool because we built it. Our clients are too! Here’s how it’s helped them address recurring questions from business leaders.
"We know relevancy is crucial, particularly when it comes to visibility on LLMs, so having clarity around how relevant our coverage and links are has added extra depth to our reporting."
Simon Bateman
Director of Performance Marketing and Retention, Ruggable
“I love the idea and I think it's definitely something that is needed in the industry."
Naomi Francis-Parker
SEO Manager, Charlotte Tilbury
“The tool is great for giving a snapshot of whether your coverage is relevant."
Danielle Jones
Marketing & Delivery Manager, Leasing Options
Ready to Grow Organically?
Partner with our award-winning digital PR experts and start using our Relevancy Tool.
FAQs
Does use of the Relevancy Tool come at an additional cost?
No, the Relevancy Tool is included in your campaign fee, so you can take advantage of it just like all our clients do.
Can I enquire about the Relevancy Tool for my business?
Absolutely! We’d be happy to share more about how we can partner to help other businesses benefit from the Relevancy Tool. Please email mark.mcmeekin@thisisnovos.com for more information.
Can I log into the Relevancy Tool?
Unfortunately, access to the Relevancy Tool is limited to our team and partners. However, once onboarded, your account lead will explain how the Relevancy Tool will be integrated into your reporting.
How does the Relevancy Tool work?
The tool leverages advanced AI and machine learning to analyse large volumes of data, examining both the HTML of the linked page and the wider domain to understand its content.
How do we use it?
We didn’t create the Relevancy Tool to replace the metrics already widely used. It’s designed to complement them, adding a new layer of insight into how we measure and report on PR success.