Search: Pulling Rank
For example, let's say you have a homepage that's been active for several years. It's known in your business ecosystem, has been referenced in your corporate communications, and linked to by media, partners, customers and related pages.
Depending on the number and nature of those links, Google assigns your page a unique value called "PageRank" that falls somewhere between 0 and 10—only a handful of websites in the world have a 10. That value helps set your page apart relative to similar pages.
If you were to clone that page and "mirror" it out on the Web, that new mirror page launches with a zero PageRank, even though its content is identical to the original. Why? Because it hasn't had time to accrue trust.
Now if you expose that new page in the right circles and point media and partners to it, little by little, trust (and links) will grow, and that page will rise through the ranks.
There's no value in mirroring your site; this is just an illustration. But it gives context to our recommendation of raising trust to raise the rating of your website.
Here's how to elicit trust and succeed in linkbuilding:
1. Create pages that offer real value to unique audiences.
2. Make them findable and worth linking to for these audiences.
3. Have those pages support your integrated Web presence and extended marketing efforts.
Depending on your audiences, this might mean creating an array of unique landing pages optimized toward specific use cases and associating those pages with unique and likely search terms.
Let's say that you're an online flower shop and you want to raise the search ranking of your homepage. You can create an array of landing pages targeted toward unique use cases—wedding bouquets, baby gifts, Valentine's Day, funerals, anniversary flowers, which flowers to bring on a special date, etc.. Link once—and only once—from those landing pages to your homepage, and then begin promoting those pages in relevant marketing materials and outreach. As people find those pages and link to them, the trust that those links carry will travel up the chain and accrue value to your homepage, raising its search rank.