What Should You Invest In – ‘More Links’ or ‘More Content’?

by Gael Breton on December 27, 2012


Does content have the biggest influence on search engine rankings?

The good old days of link building are over. If you participate at link schemes, purchase links or manipulate anchor text, you can easily make search engines suspicious. No matter how much the rules of link building change, links (or backlinks) have still got to play a crucial role, as far as the SEO of your website or blog is concerned. With relevant, highly quality and authority links, you can improve the SE score of your site pretty quickly and obtain better search rankings.

But then an important question that comes to the mind is – ‘Should I invest in ‘more links’ or ‘more content’?

If you have enough budget to invest in your website, this ‘either-or’ situation is nothing to worry about. You can invest in both, content creation and link building. However, a limited budget might lead to confusion, for many.

If you think in terms of Google (or other major search engines for that matter), both high quality links and high quality content are important when you want to rank your site at the top of search engines. However, top quality content has more significance than links or backlinks. Creating superior quality content should always be at the top of your priority list if you wish to dominate Google.

Frankly speaking, investing in ‘more content’ is better than investing in ‘more links’. One of the biggest reasons behind this is that link building is no more the same number’s game as it used to be a few years ago. Today, you need to acquire only those links that are relevant to your niche, have diversity and carry good search engine authority. Usually, a link building professional or agency is more focused towards generating a large number of backlinks for your website or blog.

But it doesn’t work that way anymore.

Investing in content creation, however, is the best strategy that you can use to generate more inbound links over time, naturally. By hiring a blog writer or content writer, you can create content in numerous forms including blog posts, articles and guest posts among others. You can also have your content writer provide you with essential materials to feature via videos or slideshows.

Therefore, effective content marketing can help you generate a much greater number of backlinks over time than you would ever acquire by hiring a link building agency. Most importantly, all the links that you generate by creating good content will always be natural, treated by search engines with great respect and love.

“Content is the biggest influence on rankings. As much as things have changed in SEO, especially over the past two years, some things remain a constant. Content in all of its forms is what will drive you to success”, says Mark Jackson, CEO of Vizion Interactive.

When you hire a blog writer or content creator, one thing that you should never miss is to make them aware of your objectives and goals. No matter how much experience your hired content writer carries, you must always find time to guide them so that every piece of content that you get created hits the nail on its head.

Before you plan to invest in content creation, it’s crucial to work out a content strategy so that you can reach your target audience on a bigger level. You can plan it out with your hired content writer or blog writer as well.

Some of the most effective forms of content that you can create include –

Blog content
Social media content
Image content
Video content
Press release content
Product review content
Article content
FAQ content

In any case, you shouldn’t forget to identify who your target audience is. Keywords should be wisely targeted. At the same time, you should keep a close watch on the top performing pieces of content so that you know what works best and what doesn’t. That’s what content marketing is all about.

Please feel free to share your opinions on this topic.

This post was written by...

– who has written 4 posts on Hello Bloggerz.

Gael Breton is the director of SEO over at Higherclick.com, an agency that provides both consultancy and a quality guest posting service. He lives in Budapest and when he's not trying out some new crazy SEO theory, he enjoys traveling around Europe and hanging out in some new place with his friends and his girlfriend. if you want to get in touch, you can find him on Twitter at @gaelbreton.

{ 6 comments… read them below or add one }

Pavan Somu @ Tech Tips December 27, 2012 at 3:20 pm

Obviously we should concentrate on good content. Then automatically the links follows :D


Gael December 27, 2012 at 5:23 pm

Thanks for your visit, Pavan.


Patricia Weber December 28, 2012 at 9:10 pm

I’ve been wondering about this dilemma lately. It makes more sense than what came first, the chicken or the egg? Of course, if you have good content it seems the links will come with that.



Gael December 29, 2012 at 9:45 am

Hey, Patricia. I’ve noticed that most of the web property owners are more interested to invest in link building. They are not yet fully aware of the fact that link building is no more a game of numbers. By investing in content creation, you will not only attract inbound links naturally, but you’ll also be able to build an audience around your site pretty quickly,

Thanks for your comment.


Paul Akpomukai January 8, 2013 at 2:51 pm

Good content is always the most important thing bloggers should keep in mind, if the content is bad all of the other tactics to get viewers to your blog will be to no avail.


Obaidul January 9, 2013 at 10:26 am

Thanks for your comment, Paul.


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