For Google, the two pillars of value are relevance and authenticity . The importance of relevance has been discussed in some detail already.
It refers to how closely the content matches the searched for keyword. For instance, the keyword ‘baby cradle’ is unlikely to be relevant to the death metal band Cradle of Filth, even though their website contains the word many times over. Authenticity is a measure of how genuine and trusted the content appears to be .
The best way to increase authenticity is to place links to a target website on other external platforms which also have a high degree of relevance and trust. In other words, trustworthy websites recommending other websites is something that Google likes to see.
The assumption is that nobody would voluntarily endorse content if they do not believe in its value . In fact, linking to an external site is a way to encourage visitors to leave and spend time elsewhere, so it is a vote of confidence. Google will reward web hosts who are willing to make such endorsements because it helps their algorithms judge content.
Consequently, a small amount of ‘authority’ is passed on to a website every time that it gets a new endorsement . Both parties benefit from this small act of collaboration. The links must be relevant, however.
It is not possible to cheat the system by linking up with an external provider and continually hosting links for one another, particularly if the two platforms are only barely related . If a Tupperware manufacturer has twenty links driving traffic from a handbag retailer, for example,
example, the impact is likely to be minimal. There is no clear connection between the two. SEO is all about precision. Quality always wins over quantity.