February 13th, 2012 / Search Engine Marketing

Why Links Are Content Too

The age old debate among search engine optimisers is whether or not links or content is more important to achieve high search engine rankings. The “content is king” crowd says what you put on your pages is infinitely more important. The “links are grand” crowd says it’s all about link building. Who is right?

Most SEOs, thankfully, fall somewhere in the middle of those two extremes. That is, they practice a little bit of both.

I’ve always believed that links were themselves a form of content. Off-page content, but content. And if you’ll bear with me a little bit, I’ll explain why.

Most link builders will tell you that what is important about inbound links to your website are:

  • Anchor text
  • Relevance to the page linking to
  • Age of the link
  • Age of the linking domain
  • Authority of the page linked from
  • Diversity of links in your portfolio

And that’s just to name a few. But if you look at all of those criteria, they each have something to do with content.

Anchor text is verbiage. That’s content. Relevance is content on the page being linked to. Link age is indirectly related to content. Domain age is likewise related to content. Page authority is a reference to content. And link diversity is a reference to the diversity of the content from which pages are linked to. It’s all about content.

Content is really a catch-all word to describe anything you publish online. Whether it has links or not. Photos are content. Videos are content. Apps are content. And so are links.

When it comes to ranking your web pages for search traffic, don’t categorize your content in terms of “content” and “links.” Make all your elements work together for the common good.

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