Reach score: A suggested standard for local marketing

Local events and nonprofits are a fragmented channel. Each metro area has its own fingerprint, which leads to diverse partnerships and content opportunities. But when it comes to measurement, a standard for local reach is difficult to maintain.

When we started local sponsorship programs at our company, we used website metrics, such as Moz’s Domain Authority (DA), to evaluate each partnership. But evaluation of website authority doesn’t cover the whole picture of a local entity. There’s more to reach than a search engine’s perception of a website.

Over the past few months, we’ve developed an algorithm that measures website authority, in addition to other social and real-world metrics. In this article, I’ll go through some of our findings.

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