Off-site content & link strategies
For most search terms these days, good content alone (no matter how good) will not be enough to rank highly. It is necessary to have the content vouched for, and this is essentially what a link represents: a referral.
Good referrals generate trust, and trust is what convinces a search engine to include a page in its results.
What makes a good referral? It depends on many factors, among which the most widely agreed on to be important are the trust Google has in the referring site, and the likelihood of the referral being a knowledgeable one due to the combined relevance of (a) the site referring, (b) the site referred to, and (c) the nature of the referral.
For example, a link from page on a brand new grocery site to a site about motor parts is likely to have a low relevancy score. Google cannot rely very much on the owner of the grocery site being knowledgeable about motor parts, and their site is very new and not likely very popular. However, were an established motoring blog or a big enthusiast’s forum to link to the motor parts site, Google is on stronger grounds to consider that the referral has come from a site not only better qualified to pass judgement on the quality of the motor parts site, but also more likely to itself be regarded as a trusted site.
Here, the old adage ‘It’s not what you know, it’s who you know’ is very apt. You could have the best service in your sector and the most informative website in your niche, but unless you can get trusted sources to vouch for that, Google will place little trust in your site.
We conduct extensive research to identify sites that are likely to provide trusted referrals, then co-ordinate outreach to the owners of those sites to discuss the opportunities for partnership between your business and theirs.