If Content is King, Then Links Must Be Queen

Although we’ve all heard that content is king—and this is certainly true in many ways—remember that a page can be completely satisfying, readable and incredibly interesting, however if it is not bringing in visitors your website could languish and die. In short, even the most compelling content will not make your website successful on its own, although it should definitely be one of your primary goals when setting up a site. Generally speaking, the purpose of any one page on your site should be to bring in visitors, rank well, and convert visitors through sales or reader satisfaction.

While it is true that a fabulous, well-written, informative article will bring in a certain amount of natural links, and will also satisfy your readers, it will not get you the ranking and traffic you are looking for. In other words, the king and queen should work companionably together to make your website a smashing success—they both have a specific and necessary role to play, and ideally should integrate those roles to further your site.

What Does Google Think?
The general belief is that Google values content over links, however a Google developer was heard to say that incoming links from authority sites carry more weight with Google than strict on-page optimization. Other authorities speculate that Google looks equally at content and links, however Google does operate under the assumption that webmasters will only link to other sites if they find them to be highly relevant or helpful. Those who understand the power of linking, however may be taking part in link exchange programs, using links purely as a tool to gain the best rankings.

Once Google’s complicated algorithm takes this into consideration, content may take on a new importance in judging relevance. In other words, not only will the content on your own page be judged for its relevance, but the content from your links will also be judged in your final rankings. Rumor has it that anchor text has ceased to count as highly in Google’s calculations unless the text you are using in the link appears on the page being linked to. Because of this, remember to always use your target keywords in your site content, and ensure your incoming links also contain those words.

The King and Queen Must Live Harmoniously
SEO best practices dictate that quality content and links must live together in harmony for true success. This means your goal is to create the perfect balance of superior copy and high-quality, relevant links which will boost your rankings. All great content and no links will leave you floating around cyberspace where users will be unable to find you. On the other hand, lots of links with truly dreadful or even mediocre copy will allow people to find you—then they will wish they hadn’t.

Remember—the Right Kind of Links is Crucial
Organic links are what you are looking for in your quest for website success. Trying to fool the system through questionable link building techniques-such as using spam links from link farms or buying massive quantities of low-quality links—will flag your site to Google who will likely penalize you for such black hat practices.

No Copied Content Allowed
Quality content is unique and informative, and never, ever, duplicated from another site. Spun copy can also bring penalties to your website. And really, do you want to be known for low-quality or copied content when you are marketing and promoting your site and your brand? The bottom line is—don’t choose between content and links. Use them both, use them wisely and sit back and bask in your success.


Comments are closed.