If you read many SEO blogs, you’ll inevitably hear someone say that the most important aspect of a search engine optimization campaign is building backlinks. If that is true then why are people still chanting, “Content is king.” Can both be true?
It doesn’t seem possible, does it? If content is king then that implies that content is the most important aspect of SEO. On the other hand, you can’t discount the value of good, quality backlinks. In fact, in some industries, if you don’t have a good backlink portfolio then you simply don’t exist. That hardly sounds like content is king.
To be sure, backlinks mean nothing without quality on-page SEO. You can build a million high quality links to a blank page and all you’ll have is a million links pointing to a page that no one wants to visit. The search engines won’t honor that. On the other hand, one well-written highly optimized web page with no links still has the potential to rank well for the keywords that it targets. In fact, I’ve seen brand new web pages rank on page 1 of Google for competitive keywords with on-page content alone. Does it happen often? No. But it happens.
It’s important to put your SEO elements into perspective. The starting place for any optimization campaign is on page. Without quality content it doesn’t matter what kind of link building you are doing, have done, or are going to do. After you’ve improved your web page to a decent quality then it’s time to start building links. A good link building campaign can enhance your on-page SEO far beyond what the on-page content itself can do. So which is more important?
The answer is that both have their place. Like a husband and wife, they are a team. And your campaign will rise or fall based on how well the team plays together.