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Content and links go together like peanut butter and jelly. Or like a hot dog and mustard (or ketchup if you are under 10 years old).

Seriously, building content is one thing. You can write great content and even make it shine for the search engines as you sprinkle it with your favorite keywords, but you’ll find that your best content really takes on a life of its own when it starts to attract links.

Links serve some very important purposes:

  • Inbound links are used by search engines to determine the authority of a web page relative to other web pages on the same topic
  • Links are a reflection of your brand
  • Links can serve as a reputation management tool
  • Links are a very important path for traffic to your website
  • Links often serve as a clue to website content readers about the nature of the content on a web page being linked to
  • Outbound links can be a way to attribute a source upon which your own ideas are based.

Links serve many purposes, but they are important because search engines use links to crawl the web. A web page cannot be crawled by search engine robots – hence, cannot be indexed – unless there are links pointing to it.

When it comes to building your content, don’t just think about the content itself. You should also consider how links – your own as well as any the content itself might attract from somewhere else – can be used to enhance the content and make it more valuable for your audience.

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