How do we calculate MFR?

What is MFR For?

MFR is a score from 0-100 that rates a domain's value and significance for the purpose of link building.

Why does MFR Exist?

We created MFR to prevent missed linking opportunities by marrying domain metrics from Ahrefs, Moz, SEMrush, and Majestic.

Step 1

We Use Domain Scores from Moz, Ahrefs, & Majestic.

Domain Authority

Domain Rating

Citation Flow

Step 2

We Review & Select The Highest Domain Score reported.

Example Domain Scores
DomainDomain AuthorityDomain RatingCitation Flow
anyhourservices.com292532
fordperformanceracingschool.com313526
ivoryhomes.com403538
kneaders.com464530
larsco.com302525
lhmford.com292240
pluralsight.com778255
rockymountainatvmc.com446445
slcsem.org313326
vivint.com587448
Step 3

We Assign a Starting MFR Score based on the highest domain score.

Highest Domain ScoreStarting MFR Score
01 - 090
10 - 1915
20 - 3430
35 - 4945
50 - 6460
65 - 7975
80 - 10090
Example Starting MFR Scores
DomainHighest Domain ScoreStarting MFR Score
anyhourservices.com3230
fordperformanceracingschool.com3545
ivoryhomes.com3945
kneaders.com4645
larsco.com3030
lhmford.com4045
pluralsight.com8290
rockymountainatvmc.com6460
slcsem.org3330
vivint.com7475
Step 4

We review & select the highest result for referring domains, organic traffic, & organic keywords.

Example for Referring Domains
DomainMozAhrefsMajestic
anyhourservices.com31211918
fordperformanceracingschool.com355254
ivoryhomes.com120680886
kneaders.com297857351
larsco.com2710075
lhmford.com3569101
pluralsight.com50641333514189
rockymountainatvmc.com51323023949
slcsem.org429993
vivint.com177833743840
Example for Organic Traffic
DomainSEMrushAhrefs
anyhourservices.com29552139
fordperformanceracingschool.com16852531
ivoryhomes.com107487430
kneaders.com11151637252
larsco.com167243
lhmford.com1334911451
pluralsight.com2836491001967
rockymountainatvmc.com629787686818
slcsem.org139204
vivint.com345750215069
Example for Organic Keywords
DomainSEMrushAhrefs
anyhourservices.com41048119
fordperformanceracingschool.com16473123
ivoryhomes.com42948191
kneaders.com606711122
larsco.com8011639
lhmford.com758312983
pluralsight.com219544693590
rockymountainatvmc.com195240357501
slcsem.org299611
vivint.com73093161289
Step 5

We now have the starting MFR score & the highest reported referring domains, traffic, & keywords.

Overview Example
DomainStarting MFRReferring DomainsOrganic TrafficOrganic Keywords
anyhourservices.com3091829558119
fordperformanceracingschool.com455425313123
ivoryhomes.com45886107488191
kneaders.com4585711151611122
larsco.com301002431639
lhmford.com451011334912983
pluralsight.com85141891001967693590
rockymountainatvmc.com603949686818357501
slcsem.org3099204611
vivint.com753840345750161289
Step 6

We assign a multiple for referring domains, organic traffic, & organic keywords.

We assign a multiple for these three metrics in order to differentiate our publishers further, otherwise, all publishers would either be MFR 15, 30, 45, 60, 75, or 85.

To find the multiple, we find what percentile their metric is, compared to other Multifuse publishers of similar MFR starting rank.

For example, anyhourservices.com has a starting MFR of 30 and 918 referring domains. We would find what percentile their referring domain metric is, as compared to our other publisher's referring domains that also have a starting MFR of 30.

We find that percentile multiple for referring domains, organic traffic, and organic keywords.

Example Percentiles
DomainReferring Domains PercentileTraffic PercentileKeywords Percentile
anyhourservices.com0.840.920.88
fordperformanceracingschool.com0.090.050.31
ivoryhomes.com0.330.180.66
kneaders.com0.320.980.71
larsco.com0.410.490.25
lhmford.com0.120.210.75
pluralsight.com0.940.910.84
rockymountainatvmc.com0.740.870.87
slcsem.org0.110.440.11
vivint.com0.610.930.99
Step 7

We limit metric points to prevent having a high MFR, but low domain score.

Since the three domain scores follow their own logic and have their own pro's and con's, we don't want to allow scores to deviate too much.

However, these domain scores DO NOT incorporate organic keywords and traffic into their flagship domain score.

A big reason for MFR is to include other organic metrics that are critical to natural link building.

MetricMost Points Allowed
Referring Domains5 Points
Organic Traffic5 Points
Organic Keywords5 Points
Step 8

(Metric Percentiles * max metric points) + Starting MFR = Final MFR.

Example Calculation
DomainStarting MFRReferring Domains PercentileTraffic PercentileKeywords PercentileFinal MFR
anyhourservices.com304.24.64.443.2
fordperformanceracingschool.com450.40.21.547.2
ivoryhomes.com451.60.93.350.8
kneaders.com451.64.93.555.0
larsco.com302.02.41.235.7
lhmford.com450.61.03.750.4
pluralsight.com854.74.54.298.4
rockymountainatvmc.com603.74.34.372.4
slcsem.org300.52.20.533.3
vivint.com753.04.64.987.6
Summary

Why is MFR better than just using domain Authority like other similar companies?

Moz, Ahrefs, and Majestic all have their strengths and weaknesses.

Moz' Domain Authority is the most widely known, yet has the smallest database of domains and backlinks.

Ahrefs' Domain Rating has the largest database of domains and backlinks, but their recent calculation of Domain Rating is a bit on the controversial side.

Majestic's Citation Flow has a database comparable to Ahrefs', but they aren't quite as big as Moz or Ahrefs.

All three company's domain scores are fair in their own right but limit the publishers we can use in our link building work because they themselves are limited by the depth of the internet they have crawled.

Moz has data that Ahrefs doesn't, Majestic has data Moz doesn't, etc.

Source: SEMrush.com

The above picture illustrates this point. When SEMrush was looking for a data partner, they chose Majestic because Majestic's link database was one of the largest but also most different from their own. They could have partnered with Ahrefs, but Ahrefs data and SEMrush has more of an overlap which wouldn't be as beneficial. Moz's index is notably smaller, and in their test, shared none of the same data as SEMrush or Ahrefs.

The ending point is, for 100 random domains SEMrush tested, there is a wealth of data that all backlink crawlers are missing. In the best case scenario, the biggest crawlers, Majestic and Ahrefs, are only seeing ~30% of a domain's backlinks and referring domains.

What would a domain's Domain Authority, Domain Rating, or Citation Flow be, if they had a complete view of a domain's backlink profile? This is the answer we're trying to solve by creating MFR.

In other words, how many great linking opportunities are you missing because you're only getting a 10-25% snapshot of the domain's backlink profile? MFR takes care of that by looking at the MOST data possible.

the Three domain scores do not look at organic traffic or organic keywords.

Metrics relating to how well the website is trafficked and the quantity of ranked organic keywords is important because we want to be building links on domains that are visited and ranking, not private blog networks (PBN's), which would be void of metrics like traffic and keywords.

Moz has TrustFlow, Majestic has TrustFlow, but Ahrefs doesn't have a domain "trust" score. We simply decided to take a different approach by looking at the actual quantity of organic keywords a domain ranks for, and the estimated traffic it's receiving.