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The argument continues – are backlinks more important or is on-page SEO more important? There is a growing number of SEO professionals who believe that backlinks are the holy grail of SEO. But most of us still chant that content is king. Which is it?

Personally, I think backlinks aren’t important at all until you have some on-page SEO working in your favor. What’s the point to building links to a page with no content? Even if you succeed in boosting that page’s rankings, visitors to the page will be disappointed to find nothing there. But a well optimized web page that answers a question for a lot of people within a particular niche is a gem, with or without backlinks.

Don’t get me wrong. You’d be a fool to build a web page today with no link building plan. But I’m simply illustrating the importance of quality on-page SEO. That’s the starting point. Everything else, from there, is upward mobility.

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