Which is more important: content or links?

Here’s a funny question from Jeff in NYC, “As Google’s algo evolves, is it better to have exceptional links and mediocre content, or exceptional content and mediocre links?”

I’ll stop right there rather than finishing the question. Google always has to trade off the balance between authority and topicality for lack of a better word. If somebody types in Viagra which is one of the most spammed terms in the world, you want something that’s about Viagra you don’t just want something that has lot of authority something like news week or time that is talking about or writing an article and they have one mention of Viagra and they say oh this is something like Viagra or something just to throw-off phrase. So you do want authority, the sites that are trust worthy, that are reputable but you also want topicality you don’t want something that is off topic you want to about what user typed down. So we try to find a good balance there. So I would like to say have a well rounded site, great content has to be the foundation of any good site because, mediocre content tends not to attract exceptional link by itself and if you try getting exceptional link on really really crappy content you are going to be pushing uphill it’s going to be harder to get those links you have to do stuff that we can set as bad or scuzzy for the web like paying for them. So it’s better to have great content and to get those links naturally and then you get both, you get great content and you get great links. Then trying to have something that’s really really not that interesting and trying to just push and push and push and bug people and send out spam emails and ask for links and those sorts of things. So you want to have a well rounded site, and one of the best ways to do that, is to have a fantastic, interesting, useful content, great resources, great information and then that naturally attracts the links and then search engines want to reflect the fact that the web thinks that you are interesting or important or helpful.

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