According to Matt Cutts one of Google’s software engineer, Google always has to trade of the balance between authority and topicality. Take for example, if you want to search for coffee, you want a site with all the information and not just one that has authority like news sites which has one articles about coffee. You want a website which is reputable and trustworthy. On the other hand, you also need topicality because you don’t want a certain website that is off topic. Google always try to get the good balance between the two.
What site owners should do is to have a well rounded site. Great content is the foundation of any good site. Mediocre content tends not to attract exceptional links. And if these exceptional links happened to be pointing to crappy contents it’s going to be harder to get those links. But if you have great contents, exceptional links comes in naturally which means you already have both: the content and the links.
In conclusion, links and content are both important. You can have both if you have a well rounded site. To be able to have a well rounded site is to have unique, great information and interesting content and eventually this will attract good links naturally.
Tags: google, internet, seo, webmasters
