If you run one or more web sites, youve probably heard it said many times: Content is king! The thinking goes something like this: if you provide lots of high quality content on your web pages, it will attract lots of visitors who will buy from you and spread the word to others. Youll end up king of the hill in your particular niche.

Lets examine that notion a little more closely. For existing sites that already have listings in search engines, links on related sites, directory listings, etc., content is the thing that brings visitors back for more. If, however, you have a brand new web site, using a domain name that has not been previously used, whats wrong with this picture? Simply put, its this: the best content in the world wont get you visitors if people dont know your site exists.

The Power of Link Popularity

Thats where the equally important power of links comes into the picture. The webs foundation is the interlinking of web sites. Without links, every site would be a tiny island in a huge ocean that isnt on any map. At no time is this fact more starkly evident than when you unveil a new site on a new domain. Weve all been there. Not only does your new site get zero traffic, you cant even hear crickets chirping C even they dont know its there!

The solution, of course, is to let people know youre out there by building link popularity. Whats link popularity, you ask? It is the sum total of external web pages with links pointing to your site. This includes all the sites most webmasters target: search engines, directories, related sites, and unrelated sites.

As your sites link popularity grows, two great things happen. First, all those links on other sites begin to drive visitors to your site. If most of those links are on sites in the same niche as your own, most of those visitors will be pre-screened. In other words, they will be people with an interest in your niches subject matter C not random visitors.

Second, link popularity plays a significant role in determining where your site will rank at the major search engines for searches related to your sites theme. As you amass more inbound links, and depending on the words used in those links, your site will move up the rankings and youll see more and more traffic. Just as with links on related sites, this organic (i.e., free) search engine traffic will consist of people who are actively seeking out your sites information. Those are the visitors you must have to succeed! Best of all, you get those visitors without having to pay one penny for them!

The Power of Great Content

Once you have a steady flow of visitors surfing in to your site, the focus changes to the quality of the content they find there. Why? Because you want as many of those first-time visitors as possible to be impressed enough by what they find on your web site to bookmark it and spread the word to family, friends, and co-workers. You cant buy better advertising than word-of-mouth from trusted sources like that!

Of course, great content will also encourage a higher percentage of your visitors to buy from you C your products, services, paid memberships, etc. Put it all together and its clear that excellent content will both make you more money and get your site more link popularity. Its like an endless feedback loop that builds and builds as your site ages.

Why Successful Site Owners Concentrate on Both

But, the key in the beginning, when youve got a brand new site on your hands, is growing link popularity. Get that trickle of traffic started with those links; then let your great content do the lions share of the work to close the deal.

The growth of your site will constantly revolve around its dependence on content and links. Those who have made the comment, Content is king! a widely known catch phrase have really done a disservice to new site owners. A much more accurate (but less catchy) phrase is this one: Content and links share the kingdom.

? John Schwartz