Google software engineer Matt Cutts answered a number of questions submitted to the company on February 26, 2009. Among those which he answered was the following:
Which is more important: content or links?
While most people would automatically answer that the content of a web page is far more important than the links, Matt approached the issue from a slightly different perspective. He dwelt upon the difference between “authority” and “topicality” when it comes to evaluating content.
For example, calling up data from a highly respected site lends authority to the content, in that the information is thus the beneficiary of the reputation of the content provider standing behind it.
If the relevance of the information provided, or its “topicality”, is low, however, even the added aura of “authority” from a recognized content provider is of little use in making the site a successful one.
What is needed is a well-balanced marriage of information that is truly relevant to the search phrases entered as well as originating from someone who is considered to have standing sufficient to offer an informed and respected opinion.
A site that provides high amounts of both authority and topicality encourages traffic in its own right, and likewise increases the chances that the links provided by such a useful site will be more likely to be used. The moral of the story is that people are not likely to follow links from sites that prove to be of little help to them in the first place.
Put this advice into practice
Use this guide on Which Is More Important: Content Or Links? as a starting point, then check the details against your customers, service offer and website. For a New Zealand business, the most useful change is usually the one that makes the next step clearer for a real visitor.
- Identify the page or task a visitor needs help with.
- Check the page on a phone and desktop for unclear wording or missing details.
- Make one focused, documented improvement.
- Review relevant customer feedback and page data before making the next change.
Avoid promises about rankings, traffic or results that cannot be verified. Clear, accurate information and accessible page structure give people a sounder basis for choosing what to do next.
FAQs
What should I check first?
Start with the visitor question and the next action the page should support.
Should I change everything at once?
No. Make a focused change and record it so its effect can be assessed.
Do I need to use the same keyword repeatedly?
No. Use natural wording that explains the topic accurately and clearly.
How can I test whether the page is clear?
Check it on common devices and ask whether a visitor can find the essential information quickly.
Will a refresh guarantee better rankings?
No. Search visibility is not guaranteed; the aim is more useful and reliable content.
What evidence is worth reviewing?
Use relevant search queries, page data and customer feedback alongside current service information.
Why does accessibility matter?
Clear headings, descriptive links and accurate image text help more people use the page.
When should I review the article again?
Review it when the service, audience need or reliable information changes.
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