Links vs. content – what to choose?

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There are two paths to high positions in the search engine: acquiring external links and solid content. Which one is more effective? You will learn about it in the article below.

Content or links?

The question of whether it is better to invest in website content or in acquiring links is poorly formulated. These are not mutually exclusive ‘either/or’ processes. Both solutions have their uses, so focusing on one path means choosing an incomplete strategy.

The main difference is the scope of work carried out: in the case of content, the website is developed internally, while in the case of linking, activities are carried out outside the website.

But let’s take a closer look at both solutions.


Content is all texts appearing on the website that are visible to site visitors. They can be constantly developed by adding subpages or blog articles. Thanks to the use of key phrases, they begin to appear in the search engine, generating traffic to the website.

On this principle, an extensive portal is more visible than a small business card website. Simply put, it occupies a larger part of the Internet, which clearly illustrates how important an element of positioning content is.


  • increases positioning
  • builds an expert brand image
  • ensures stable results because the content is constantly on the website
  • allows you to promote precise keywords



  • effects take time, and if done incorrectly, they may not appear.
  • implementation is difficult and time-consuming,


External links are links placed on other websites that link to the relevant website. In this way, they increase its credibility towards search engine algorithms. This results in an increase in position and improved visibility, bringing the same effect as in the case of content – more traffic on the website.

Websites with a rich link profile are better perceived by Google, and their content is much easier to promote. Similarly, the lack of incoming links may reduce the effects of even the most interesting expert articles.


  • increase positioning
  • they are quick to add
  • allow you to promote precise keywords
  • generate additional traffic by clicking on links by external users


  • they may disappear over time, which reduces their effect
  • if done incorrectly, they expose the website to penalties from search engines

What to choose – links or texts?

The best answer is ‘choose both’.

Their effects are synergistic, which means that links increase the strength of the content, and solid content optimizes the performance of links.

You cannot ignore any of the above solutions when planning an effective positioning strategy.

However, if you are just starting e-marketing activities and your website is new, first ensure professional content, which will additionally influence the image of your brand. Positioning is a long-term process, so there will be time to acquire links, and early publication of articles may save additional waiting for results in the future.

Lordson Okpetu

I'm many things rolled into one; I'm an ex-journalist, a content strategist, digital marketer and 'rockstar' direct response copywriter. I've written tons of copies to sell thousands of products and services across diverse industries in Nigeria. In my occasional spare time, I play chess or spend time with my family. I am the Chief Operating Officer of Content Writer, Nigeria.

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