One of the most important things search engines take into account in ranking a page is the actual text a linking page uses to talk about your content. So if someone links to our Good Guys Wind Turbine Parts site with the text "wind turbine parts", that will help us to rank whereas if they had simply used text like "Good Guys LLC" to link to our site, we wouldn't enjoy the same ranking advantage for the phrase "wind turbine parts".
https://browser.geekbench.com/user/318825