Google still relies heavily on checking to see who links to your content to rank its authority. There are two types of ranking, Page Authority (PA) and Domain Authority (DA). Once we have built up your DA, it gets much easier to rank new pages. One link from a national newspaper is worth 100 from websites that no one visits. This is where you start to see why you need to create content that bloggers, journalists and influencers will link to – not content for your customers. As without these links, your customers will never see it.