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We did some research and it seems most competitors have URL shortener links (bit.ly or similar) indexed as backlinks. We tried creating these high DA, easy-to-add shortener links but they don't get indexed and don't show up in backlinks. What is the issue with that kind of links? Google is not...

Noobish question (probably has been asked millions of times before). I did some browsing on some main keywords for our website and I was only able to find product/service pages in Google SERPs i.e. https://mywebsite.tld/product1 or https://mywebsite.tld/service2 but no link to our homepage...

Just noticed a website with a poor DS and awful TS with low visitors, almost no backlinks (~1k vs ~300-500k for competitors) domain age not impressive too. Practically every SEO parameter yells: I shouldn't rank! And stil this website is top5 for this keyword! How is it possible? Black magic? :D