To rank highly, and to gain (and keep) customers, your pages need to help to solve their problems. Sometimes, you’re not going to be able to do that – or not going to be able to do as good a job as other sites. In those cases, the best way that you can help that user is by referring them to someone else. That helps to cement your reputation as a ‘trusted advisor’ and forces you to focus on helping the right customers – or to improve your content so that you are the best solution (replay time 30:45 – 34:00).