Building a decent profile of high quality incoming links to your website is the single most crucial element of any SEO (Search Engine Optimisation) campaign. It’s about giving Google and other search engines the data they need to gauge your content’s relevance and authority in relation to their users’ search queries.

And guess what… Google trusts what other people are saying about you a lot more than it trusts what you’re telling it about yourself. That’s why links are so important.

This graphic of the “Link Building” popularity game illustrates things pretty well (thanks to Aaron Wall of SEOBook via Twitter for the link).

Link building: it's a popularity game

So links are more important than your own content in telling search engines how to rank your site, but I firmly believe that content is still king (well, I’m a web content writer… what else would I say?). Here’s why:

The key to generating sustainable, high quality incoming links is to create exceptional content… on your website, your blog, white papers, e-books, videos, widgets… whatever you decide to create. Delivering compelling, relevant and engaging content that people want to share and… you guessed it… link to… is the number one way of attracting those crucial inbound links.

So what are you waiting for… get out there and create great content… share it through social media, and the links will follow.

Need help with your web content creation… grab one of my Web Content Mentoring / Consulting packages!