Because “good referencing” has never been limited to links and the idea of a “link value” is totally subjective, based on factors that change between industries, countries and even research results. Undoubtedly it has become more difficult to work with influential people, largely due to the lack of clarity on the particularities of the interpretation of the changes, I personally apply the principle “prevention is better than cure”, also from the perspective of research. Therefore, the idea of using a single left-based metric to determine the value a domain can provide for SEO is inherently sound – and yet many marketing professionals, influencers and PR teams continue to use DA for this purpose. Developed by the Moz platform, the metric is designed to help search engine marketers understand the value of a domain at a glance and compare it to others in the same sector or niche. The two teams began to work more closely together, and SEOs provided additional resources to PRs to contact a “lower” but still valuable level of influencers and PRs who helped SEOs reach the highest and most trusted publications to which they previously had no access. The addition of a “no-follow” tag does not prevent this, and in this case, the use of domain authority as a metric would often result in the diversion of some of the valuable traffic that feeds this ecosystem. I would encourage you to put an end to any torment over “vanity measures”, which are often taken out of context, and look into the field to see if your users really come into contact with your content and how this affects their value as creators. But that doesn’t mean that influential marketing isn’t valuable, as I wrote at the time, but how and above all: the reasons why marketers deal with content creators must change. The important thing is that I would ask anyone, including public relations and referencing, to have a little more fun and use the incredible creativity that brand communication teams, content creators and marketing influencers can bring together and build together. With this change in the industry and better collaboration than ever between research and the broader marketing mix, the ability of content, research and marketing communication teams to come together is stronger than ever. As conflicts unfolded in the background, uncertainty and disinformation infiltrated the market of influential people, and PRs and OSS tried to demonstrate that they knew “enough” about each other to make a broader judgment about the selection of influential people for projects. In practice, it is about ending the transactional relationship between “I give you X and you give me Y” and considering content creators as partners in bringing your message to the world. With Google’s stubborn vision of manipulative link building, the practice of using “high-level” SEO generators ends slowly or at least incredibly risky.