While both link building and content marketing are worthwhile and useful to a website, findings show that content marketing has an advantage over link building.
I came across a wonderful article on Searchenginewatch.com by Kevin Gibbons about this very topic. In Gibbons’ article, 7 Reasons Content Marketing is Better Than Link Building, he lists out exactly why one should focus more on the content than the links.
1. You Can Measure the Value of Content Easier Than You Can a Link
It is very difficult to quantify the value of a link without considering other factors. However it is simple to quantify what content does for your site.
It isn’t difficult to see how many links a single article brought in, how many social visits you received and how many referrals were generated through that article. With that you can also quantify the revenue gained.
2. It’s Natural
There is a big difference between winning links and buying or asking for them.
With good content, you get people naturally wanting to link to your site. They share it socially and blog about it because it is interesting to them.
Alternatively, you are getting links because you asked or paid for them. This doesn’t mean the person you are linked to is interested. They are less likely to share anything you put up.
3. Good Content Writers are Cheaper Than Good Link Builders
Finding and hiring a good SEO, specifically a link builder, is very difficult.
There are many writers out there who are very proficient and capable of doing what you are looking for.
4. It’s More Scalable
Building an SEO team is difficult. Some of the issues are:
You need to try and find someone with experience and hope they are as good as they seemed in the interview.
If not experience, then you need to higher younger SEO’s and be willing to take the year to help them get where you want them.
If they aren’t a good fit, then you need to replace them and start over.
Writers on the other hand are cheaper and easier to replace. They are also easier to find and hire. Of course you want to keep the team you develop but if a writer leaves or you need to get rid of them for some reason, then it is easier to have them replaced.
5. It’s More Defensible to Algorithm Updates
Build a brand. Google loves brands and if you have suffered at all from Penguin or Panda, build a brand. This will help immensely.
It is becoming less and less effective to try to stay on top of Google’s algorithms, quick fix or SEO tactics. Instead of focusing on which types of links to include, focus on creating good content. There is no penalty for good content and likely never will. That would be foolish if good content was penalized.
6. Authoritative Writers Are The Future
Determining the social media isn’t just about the brand, it’s about the people who work there, too.
Google wants to know who writes for you blogs or sites. Having strong profiles and about pages lead Google to have greater trust in you. Not only Google, but the readers will also trust you more.
7. It’s More Fun!
Who wants to sit there sifting through thousands of links and connecting them to a site when they could be creative and write compelling content and be social online.
“I’m sure some people who are very good at both. But I know which one I’d rather do – and I think I know which strategy Google’s algorithm prefers!” Gibbons said and I would have to agree with him.
A quote for when you are considering what to write. Jeff Jarvis said, “If you can’t imagine anyone linking to what you’re about to write, don’t write it.”