You Are Here: Home > Articles > Linking Strategies > Article

 

Content Vs. Link Exchange: Which Is More Important?

by Robert McGarvey

"You can have all the great content you want. Neglect some basic things to make your site search engine friendly, and you aren't getting in." – Danny Sullivan

Since the dawn of search engine optimization, the search industry has been divided by two differing viewpoints on what matters most: content or links. The "content is king" viewpoint is headed by many well-respect SEOs, including Jill Whalen of HighRankings.com, who has given speeches at multiple search engine conferences on successful copywriting. The opposing party believes that "linking is king". Followers of this belief system include Phil Craven and John Scott. For years, it has been passionately debated across many online forums whether content or links have a greater effect on getting your site to the top of the search engines.

According to a thread at SEOChat, Google developer Matt Cutts let it slip that "thematic incoming links from authority sites carry more weight than on-page optimization." If that's the case, then it's a huge blow for those who believe Google and the other search engines value content over links.

Alan Webb, CEO, ABAKUS Internet Marketing, said Matt's announcement "concurs with my own research." For example, Alan suggests doing a search for the term "computer" on Google. You'll see that the top ranked site for the term "computer" is none other than Apple.com—despite the fact that the word "computer" only appears once on Apple's homepage! Nonetheless, Apple comes up first out of 69,300,000 pages competing for that term. "Off-page optimization is now more important than on-page," Alan concludes. "A Google software engineer had just confirmed what many professional search engine marketers have believed for a while."

Despite all this, recent speculation suggests that Google might be taking an equal look at both content AND links. "I believe that the new Google algorithms may draw these two schools of SEO thought together," Bob Wafker of Compar.com wrote in a recent article. The biggest problem with Google's original algorithm, Bob says, is that it's based on the assumption that webmasters will only link to other sites because they find those sites to be helpful or relevant. However, now that savvy webmasters realize the power behind linking, they are taking part in link exchange programs and using links as a tool to get their sites to the top of the search results. As a result, the search engines are now being bombarded by spammy sites seeking to manipulate their way into the SERPs.

In order for Google to accomplish its goal of providing the most relevant search results on the web, the search engine needs to find a better way of judging relevance. Bob voices the theory that Google may now be using content as a means of determining just how relevant those links are. "Suddenly content has a new importance in the ranking of a page," he suggests. "Now it is not so much the content of one's own page that will get it ranked in the SERPs, but the content of the pages from which the links are coming."

There have also been rumors circulating around some of the most popular search engine optimization forums that anchor text will not count as much in Google anymore unless the text used in the link actually appears somewhere on the page being linked to. Most likely, this would be an attempt by Google to battle Googlebombing, a method in which webmasters use anchor text to get a site to the top of Google for a completely unrelated term. Although these rumors have yet to be confirmed, they reiterate the importance of:

a) using target keywords and keyphrases in site content.
b) making sure that incoming links contain those target keywords.

Aaron Wall of SEOBook summed it all up perfectly with the following statement:

"What it all boils down to is that links or content works UP TO A POINT, but greater success can be achieved by mixing links AND content."

 

Share this article:

TwitCount Button


comments powered by Disqus

Get free news, updates, strategies and special offers from Internet Mastery Center delivered to your inbox. Simply fill in your name and e-mail address to download your FREE e-book in the right sidebar. It only takes a MINUTE!   For top stories in Internet Marketing, follow us on Twitter at @webmastery.

Recommendations

Passive Profit Breakthrough

Passive Profit Breakthrough

Discover how to make your first $10,000 dollars per month and beyond with list building, e-mail marketing and affiliate marketing.

Speed Wealth

Speed Wealth

Discover the secret hacks and tricks used to generate no-cost laser-targeted traffic and generate $100+/day in ANY NICHE!

Latest Blog Posts

For more Internet Marketing updates >>

 

Monday, 18 Dec 2017 09:42 AM

Loading

Download your FREE report on social networking/bookmarking.

Monetizing Secrets Of Going Web-SocialInside this 92-page report is a social media marketing blueprint proven to generate more traffic and leads with the latest Web 2.0 strategies. It focuses on 2 hot aspects of Web 2.0: social networking and content propagation. It also suggests resource links to Web 2.0 scripts and tools and how you can employ Internet Marketing techniques to convert visitors from social networking sites.

Subscribe Now...It's FREE!

Connect With Nelson At:

          

Blog Profits Blueprint

Hosted By Web Hosting by iPage

Submit Your Links


Internet Mastery Center has been providing Internet Marketing expertise since December 2003. Its mission is to ensure every aspiring marketer is well equipped with all the necessary Internet Marketing know-how and programs.
Copyright © Internet Mastery Center. All rights reserved.   
Anti-Spam Policy | Terms Of Use | Privacy Policy | Affiliate Agreement | Site Map