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Let’s cut to the chase: You’re probably wondering whether you should put your energy into backlinking or blogging to boost your SEO. It’s a question I hear all the time, and for good reason. With all the conflicting advice out there, it’s tough to know where to focus.
Here’s the deal: Google’s Helpful Content Update has flipped the script on SEO.
Now, it’s not just about cramming your site with backlinks. It’s about creating content that genuinely helps your audience. Google wants you to build trust by answering questions and providing real value through your articles.
In this article, we’re going to break down what this means for you. You’ll learn why user-focused content is now king, how this update impacts backlinking, and what your SEO strategy should look like moving forward.
By the end of this article, you’ll know exactly where to put your efforts to see the best results.
I know this because we’re using the same strategies for ourselves and our clients and it’s working wonders.
The #1 Factor That Influences SEO
Let’s talk about the big game-changer: Google’s Helpful Content Update. This update is all about prioritising content that adds real value for users.
Google’s goal? To reward websites that focus on providing useful, informative, and relevant content rather than just trying to game the system with technical tricks or a slew of backlinks.
Why does this matter so much?
Because trust is the new currency in SEO. Google wants to ensure that the content people find through its search engine is genuinely helpful. This means your content should be laser-focused on answering your audience’s questions and solving their problems.
Think about it this way: When you create content that resonates with your audience, you’re not just boosting your SEO—you’re building a relationship. People are more likely to return to your site, share your content, and become loyal customers if they feel like you’re providing real value.
So, how do you align with Google’s new focus?
It’s simple: Create content that helps.
Write articles that address common questions and concerns in your industry. Use clear, straightforward language. And most importantly, make sure every piece of content you produce is designed to genuinely assist your audience.
This shift to user-focused content is more than a trend—it’s a fundamental change in how SEO works.
By putting your audience first, you’ll not only improve your search rankings but also build a stronger, more trustworthy online presence.
Does Backlinking Help?
Now, let’s tackle the role of backlinking in this new SEO landscape.
Backlinking has long been a staple of SEO strategies. In essence, backlinks are links from other websites to your own, and they act like votes of confidence in the eyes of search engines. The more quality backlinks you have, the more credible and authoritative your site appears.
But here’s the catch: Not all backlinks are created equal.
Google has become much smarter at evaluating the quality of backlinks. It’s not just about quantity anymore; it’s about relevance and authority. A backlink from a reputable site in your industry can significantly boost your SEO, but a bunch of spammy links from unrelated sites can actually hurt your rankings.
Backlinking still helps, but it’s no longer the magic bullet it once was. The Helpful Content Update means Google is prioritising content quality over sheer volume of backlinks. If your content is valuable, other sites will naturally want to link to it, providing you with organic, high-quality backlinks.
The pros of backlinking are clear:
- Improved SEO Rankings: Quality backlinks can still enhance your search engine rankings
- Increased Traffic: Backlinks from reputable sites can drive more traffic to your website
- Enhanced Credibility: Being linked by authoritative sites can boost your brand’s credibility
However, there are cons to consider:
- Time-Consuming: Building quality backlinks takes time and effort
- Risk of Penalties: Low-quality or spammy backlinks can lead to penalties from Google
- Not a Standalone Solution: Backlinking alone won’t drive long-term success without quality content
In the end, backlinking remains a useful tool in your SEO toolkit, but it should complement, not replace, your efforts to create valuable content. The real power comes from combining high-quality backlinks with a robust content strategy that focuses on helping your audience
So, What Should Your Strategy Be?
Given the insights from Google’s Helpful Content Update and the ongoing importance of backlinks, you might be wondering how to balance these strategies effectively. Here’s a straightforward plan to set you on the right path:
- Conduct a Technical SEO Audit Quarterly:
- Why It Matters: Regular audits ensure your website is technically sound and free from issues that could hinder its performance on search engines. This includes checking for broken links, ensuring fast load times, and making sure your site is mobile-friendly
- How to Do It: Use tools like Google Search Console, SEMrush, or Ahrefs to perform comprehensive site audits. Address any technical issues promptly to maintain a solid SEO foundation
- Implement Technical SEO Recommendations:
- Immediate Actions: Fix any issues identified in your audits. This might involve updating site maps, improving site speed, or resolving mobile usability issues
- Ongoing Maintenance: Keep an eye on your website’s health and make continuous improvements. A technically sound site supports all other SEO efforts, including content and backlink strategies
- Produce Three Valuable Articles Every Week:
- Focus on Quality and Relevance: Each article should aim to answer specific questions or solve problems your audience faces. Run an internal content brainstorming session to help you come up with article ideas
- Consistency is Key: Publishing three articles every week, for whatever reason, works extremely well at establishing your site as a reliable source of information, encouraging both users and search engines to pay attention. Learn why writing three articles every week is important
- Integrate Both Strategies for Optimal Results:
- Create Link-Worthy Content: By focusing on valuable content, you naturally attract high-quality backlinks. Informative, well-researched articles are more likely to be shared and linked to by others in your industry
- Outreach and Networking: While producing great content, also actively seek out opportunities to build backlinks. This might involve guest blogging, collaborating with influencers, or participating in industry forums and discussions
By conducting regular technical SEO audits and consistently producing valuable content, you’ll cover all your bases.
This balanced approach not only aligns with Google’s latest updates but also positions your site as a trustworthy, authoritative source in your industry.
It’s about playing the long game—building a solid foundation, creating valuable content, and fostering genuine connections through quality backlinks. Follow this strategy, and you’ll see improvements in both your SEO rankings and overall business success.
So, What’s Next?
Well now that you know exactly what approach to take, you’re probably thinking, “Ok, how do I write articles that rank and convert?”
Luckily, we have a guide that shows you exactly how you can do this.
Read: How to Write Blog Articles that Rank & Generate Leads
