Relevance and intent are the real coordinates by which Google endlessly navigates the web terrain in the search for quality content. The algorithm is informed by sophisticated data collected and tested by Google's own army of "quality raters" in the ceaseless quest to ensure search relevance and quality user experience.
Today, link building to raise ranking for site pages requires more than SEO keywords alone. Site content is evaluated by a quality value system based on whether it is "Vital, Useful, Relevant, Slightly Relevant or Off-topic".
In the search and social age of multichannel, the necessity to be both a visible and credible source, to which key target audiences will trust to engage and advocate to their own social networks is more acute than ever before. But even providing 'relevant' content is still not enough!
Creating appropriate content matched to the 'usual' company marketing strategies may still not gain a higher rating by Google's human checkers. According to Google, relevant content should be created for pages to be more than useful, but should also provide quality customer experience by being "highly satisfying, authoritative, entertaining, and/or recent".
It is the clear emphasis on the quality of site experience provided in response to search query intent that is key to being scored as vital or only slightly relevant to Google SERPS indexing. Google tends to differentiate a search query according to Action (or what a searcher wants "To Do"), Information (what they want "To Know") or Navigation (where they want "To Go").
Site owners need to be aware when planning their online marketing campaigns that even an exact-match domain does not automatically make site page content vital, while of course, generic queries are never considered vital.
Provision of content on a site without any perceived value to the search query other than an intended monetary return for the site owner is the enemy of both human and search engine! It's called spam! And Google continues to battle to control the ceaseless tide!
Rather than fathom their algorithm, just father your content and let the rankings organically grow!