A partner page lists the companies a business works with: technology partners, agencies, resellers, consultants or affiliates. Partner pages are a common and legitimate source of links for SaaS companies. Google's spam policies only call out partner pages created exclusively for the sake of cross-linking, so the test is whether the partnership is real.
Common types in SaaS
SaaS companies maintain several partner lists, each of which can link out to partners and be a source of links back.
- Technology and integration partners
- Solutions and agency partners who implement the product
- Resellers and regional distributors
- Certified consultants and freelancers
When partner pages become a problem
A "partners" page full of unrelated sites, added in return for links back, matches the link exchange pattern Google describes. So does requiring partners to place followed links with specific anchors as a condition of joining a program. Partner programs that require a badge or link should let partners choose the attribute, or ask for nofollow.
Making them useful
Write a short description for each partner explaining what they do with your product and who should contact them. That helps visitors and makes each link meaningful. Keep the list current and remove partners who no longer work with you.
Example
An agency partner directory
An illustrative headless commerce platform, Cartwold, lists certified implementation agencies in a searchable directory, each with a profile and a link. Agencies, in turn, link to Cartwold from their service pages to show certification. The links reflect a real business relationship and help merchants find help.
Common mistakes
Requiring keyword-anchored badge links
Mandatory followed links with set anchors in partner programs fit Google's description of link schemes.
Keeping dead partners listed
Outdated lists mislead visitors and send them to companies that cannot help.
Questions
Usually, because it is relevant and on a site your buyers use. Its ranking value varies, but its referral value is often clear.
