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Content vs Links
Which is most important? Over the years SEO has seen many different techniques and methods for getting to the top of the results. A vast amount of what used to work a few years ago will make little difference to a website these days and a lot of it is even now considered as black hat!
So the face of SEO is always changing. With this in mind, it has always been the assumption that 'Content is king', but is this really still the case?
12 million pages of results and you.
Sure - unique, relevant and captivating content is a must on any website. It can bring in links and make your website a good resource for information and will help a search engine to consider you as a good resource in this way too... eventually.
But have you seen how many other websites there are like yours, full of their own well-written, unique and informative content? Hundreds or more? So what makes your reams of amazing and useful content better than all of theirs? In truth, the answer is quite likely to be "not much"...
But apparently, it doesn't seem to matter too much either way, because the website that is in the first place in the search results has hardly any useful information at all, compared to you!?
Does this scenario seem familiar? We see it all too often... So what's putting these websites first in the results!? It really comes down to a number of little factors such as domain age, etc. and one other, big SEO factor.
They have more links!
All SEOs across the industry, Matt Cutts and everyone else at Google know that link building is amongst one of the hardest things to do with SEO, mostly because you have the least control over it. Let's face it - anyone can write content - but to get lots of good quality links from lots of different websites, is often a hard feat.
However, what if you do have more links than your competition? This will mean that the websites linking to your competitors will have lots of links from more relevant websites. For example, if your website is about football and you had lots of links from accountancy websites, then you're not likely to rank as well as another football website with links from thousands of other football and sports-related websites.
Logically then, with thousands of websites out there with good content, it makes sense to then rely on the quantity and relevancy of a websites links to help determine its reliability. After all, reliability and trustworthiness are vital in the world of SEO and help a long way towards building authority.
During the website's building process, content should of course come first and a lot of time and effort should be taken to ensure that it is well-written for both search engines and humans to read. But then focus on getting links, because that is the part in which will have the most impact on where you rank in the search engine results pages!