People are often confused about what they should pursue SEO, either content marketing or the Link building. These two forms of website promotion frequently come up in conversations with webmasters. There’s also some talk about which of the methods is stronger. To answer the question clearly, we must first consider what each means and look at what happens to the search engines. Link Building Traditionally backlinks were the single strongest SEO feature. Whoever had the most ties for that sentence with a given keyword had the top spot in search engines. Acquiring the backlinks to fuel this strategy was a matter of finding any possible site which would approve the backlink posting. This was most often achieved by forum profile pages and by uploading “SEO posts” of poor quality to content farms, including no review article directories or social network sites. Google’s new search engine algorithm also penalizes backlink websites that come from spammy websites, link farms or websites that do not apply to the website to which it connects. Content Marketing Content marketing is a technique that focuses on creating very interesting and insightful material that people would like to see. This content serves the purpose of gaining the attention of the prospective customers or simply influencing them in such a way as to favorably connect them with the content provider. On the other hand, content marketing is a marketing strategy designed to develop and distribute useful, appropriate and reliable content for attracting and retaining an established audience to drive profitable consumer action. When you’re focusing on creating great content such as blog posts, videos, infographics, podcasts, slide decks, white papers, you’re doing content marketing and your target is for people to see value, utility, and significance of your content. What is more effective? Today, search engines have seen most knowledgeable webmasters penalize sites for providing a backlink structure consisting of nothing but irrelevant, self-produced links. Webmasters who relied on content marketing have seen their sites grow because of the actual content they produced. If companies want their website to rank well in search results today, they have to realize that Google is searching for exclusive, high-quality content on a website. The new theme tends to be “content is king” and this will only increase in importance in the months and years to come.