In the world of SEO, two heavyweight strategies dominate most conversations: link building and SEO content. Both are powerful in their own right — one focuses on authority, the other on relevance. But which delivers better long-term results?
If you’re working with a SEO agency or planning your own digital strategy, it’s important to understand how these two pillars of search engine optimization compare, where they intersect, and how they can be used together for compounding growth.
What Is Link Building?
Link building refers to the process of acquiring hyperlinks from other websites that point back to your own. These inbound links — also called backlinks — are viewed by search engines like Google as “votes of confidence” in your website’s authority and relevance.
Key link building strategies include:
- Guest posting
- Broken link outreach
- Press releases for SEO
- Resource page outreach
- Digital PR campaigns
- Buying high-quality backlinks (ethically and safely)
Well-executed link building boosts domain authority, referral traffic, and rankings — especially for competitive keywords.
Explore professional backlink services tailored to your niche and location.
What Is SEO Content?
SEO content is written specifically to perform well in search engines. It targets keywords that your audience is searching for, answers user intent, and aligns with best practices like structured headings, readability, and internal linking.
Types of SEO content include:
- Blog posts
- Pillar pages and content clusters
- Product or service landing pages
- Guides, tutorials, and FAQs
- Evergreen pages targeting long-tail search queries
Quality content increases time on site, builds trust, and supports topical authority. And when optimized well, it naturally earns backlinks — bridging the gap between content and link building.
Need help creating or scaling your content strategy? Our team offers SEO content services that turn your blog into a traffic and lead-generating asset.
The Role Each Plays in SEO Success
Link Building = Authority
Google values backlinks because they act as third-party validation. The more high-quality links you have from credible sources, the more likely you are to rank for competitive queries.
Benefits:
- Increases domain authority (DA)
- Supports faster indexation
- Helps rank product or service pages with less content
- Builds brand visibility through placements
However, link building alone won’t sustain SEO without a solid content base to support and convert that traffic.
SEO Content = Relevance + Engagement
Well-optimized content targets specific keywords, answers search intent, and keeps users on your site longer. It’s essential for:
- Ranking for long-tail and question-based queries
- Supporting internal link structure
- Generating leads organically
- Establishing topical expertise (E-E-A-T)
And here’s the bonus: great content earns links organically — which circles back to support authority.
Which One Should You Prioritize First?
If your site is new or lacks foundational content, start with content creation. Without high-quality, optimized pages, you won’t have anything worth linking to.
Once you’ve established a strong on-site base — including service pages, content clusters, and blog articles — begin layering on a consistent link building strategy.
Example: A South African SEO company might first build out a blog covering local ranking factors and GBP optimization, then launch a press release campaign to earn links to their new content.
When Link Building Outperforms Content Marketing
There are specific cases where link building has a faster or more significant impact:
- Established sites: Already have strong content but need a boost to surpass competitors.
- Competitive niches: When others in your space have thousands of referring domains.
- Short-term goals: You’re launching a campaign or new page that needs rapid exposure.
High-authority backlinks can move the needle quickly when paired with solid on-page SEO.
When SEO Content Drives Better Results
Content shines when you’re targeting informational queries or building topical depth:
- Low-competition niches: Can rank with minimal backlink support.
- Local SEO: Informative blog posts and service content tailored to specific locations.
- Voice search & featured snippets: Content written with question-based structure and clear formatting.
Building content clusters around service areas or pain points also supports long-term scalability.
Want to rank for more than just branded terms? Check out our SEO services for content-led strategies that dominate SERPs.
Why the Best Strategy Combines Both
In reality, link building and SEO content aren’t competitors — they’re partners.
Content provides the foundation, while backlinks supply the credibility. Together, they:
- Enhance E-E-A-T (Experience, Expertise, Authority, Trust)
- Improve rankings across a wider range of keywords
- Increase time on page and lower bounce rates
- Attract referral traffic from multiple sources
Co-citation: According to Wikipedia, backlinks are a cornerstone of Google’s original PageRank algorithm, while relevance signals (like content quality) now work in tandem to shape rankings.
How to Build a Balanced Strategy
Step 1: Audit Your Current Assets
Start by evaluating:
- Which pages are earning traffic
- Which ones lack backlinks
- Content gaps in your topical coverage
Tools like Ahrefs or Search Console can help uncover these insights.
Step 2: Create Targeted Content Clusters
Develop cornerstone pages (pillar content) with supporting blogs targeting long-tail keywords.
Step 3: Launch Link Outreach Campaigns
Focus on promoting your top-performing and most valuable assets. This might include:
- Guest posting with strategic anchor text
- Partnering with a Google Marketing Agency for PR distribution
- Reclaiming lost links or unlinked brand mentions
Common Mistakes to Avoid
- Building links to weak content: You won’t gain authority if the destination page lacks quality.
- Creating content with no SEO intent: Publishing blogs without search demand wastes effort.
- Buying links from low-quality sites: Can result in penalties or lost trust signals.
- Skipping internal linking: Fails to spread link equity across your site.
A combined strategy — anchored in quality and relevance — gives your SEO compounding value over time.
Which Is Right for You Right Now?
Still deciding where to start?
- Choose SEO content if you need to build your keyword base, improve internal navigation, or support topical clusters.
- Choose link building if you already have great content but need a push in authority, especially in a competitive niche.
But if your goal is long-term visibility, conversions, and SERP domination? You need both.
Let’s Build Your SEO Engine
At LSA SEO Agency, we don’t treat content and backlinks as separate silos — we build integrated strategies that align with your business goals.
Whether you’re starting fresh or scaling an existing campaign, we offer tailored solutions across content writing, backlink acquisition, and technical audits — all designed to grow your rankings and results.
