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Links v Content

There's a saying in the online community - Content is King, Links are Queen. It's not a phrase I disagree with, I just believe the gulf between inbound links and unique content has widened.

In days gone by it was easy to dominate Google by uploading poor quality content and building a large inventory of reciprocal links. Over the years Google have tweaked their algorithm so they can effectively:

1. Measure content better than at any time in the past

2. Identify poor quality links

The first measurement of content will always be the unique element, Google are well aware the duplication of content is rife. This task is made more difficult by people part copying or 'spinning'. To combat this Google utilise a mathematical formula based around the subject of Latent Sematic Indexing (LSI) this first raised its head in 2004 when Google purchased a company called Applied Semantics. Basically what happens is the stop words (as, if, in, as, or etc) are removed from a body of text. The remaining content is then analysed and translated into large strings of unique numbers. It's then a matter of seeing if a string falls above or below the set fold (how many digits are replicated). If it's above the content will be indexed, below, it won't be, it's as simple as that.

Personally I believe sites that continually spit out content that falls below the fold are eventually hit with a filter. I cannot see a website with 100's of pages of duplicate content ranking highly for a solitary page that's unique.

Of course site owners don't like producing unique content on a regular basis, the reasons is obvious, it's damm hard work, for many of us it's soul destroying.

In the past people could offset their reluctance to write unique content by being more active in the field of link building, this is where we are now seeing a difference, prolific link builders are not reaping the benefits they once did. In fact at present they're unsure where to turn next.

In modern times the best way to own a Google friendly website is to

1. Get the structure right from the outset or modify a site so the structure is improved

2. Introduce systems that deliver top quality content on a regular basis

3. Build links in a steady ethical manner

So whilst I agree content is King and links are Queen, I strongly believe the King sits head and shoulders above the Queen, now my wife will love that one.

By Peter Arkwright

Date Written: Wed, Jul 4th 2012