When it comes to SEO budget most of the companies wonder where to put it- on-page tactics or link building. When SEO companies as well as consultants are asked they prefer to answer whatever they are good at. Whereas in reality the “specialist’s answer” might prove to be not so favorable for the company. So, now the question is which is better on-page SEO or link building?
The answer to this question lies depending on the position of the website. Let’s dig into details. Imagine you have an establish website with solid, trusted link profile followed by good content base. The site have evolved “organically” but could suffer from various things. Like its keyword research is 5 years out of date, keywords are cannibalized across several pages, its internal links might have grown like weeds. Other factors could include site infrastructure lacking reflection of business goals, overlapped page title etc.
Under this circumstances the site must continue building quality links along with focusing shift for real planning as well as paying attention on on-page issues staring with keyword research could yield outstanding results.
In second case there are websites that are managed by new webmasters who go through hundreds of SEO blogs and try to follow the best rule. But in this process they become so blind with “perfection” that they fail to get required or diminishing returns.
For websites like these they must notice that their on-page is in good position and they have to get Google to their site in order to ensure that on-page is yielding back which means paying attention on link building. They must develop content and put hold on most of the on-page tactics temporarily and devote adequate time both in developing as well as implementing a solid link building campaign.
For websites that have broken every rule of on-page SEO must pay attention immediately as Google has rolled out update that penalizes for over-optimization. These type of site might have out of control situations like blocked crawl paths and bad redirects, huge URL based duplication, excessive tags, categories, internal search, keyword stuffing and lots more. The solution lies in clearing this mess immediately before searching for new quality links.
For websites that have broken every rule in Google link building must concentrate on displaying a pattern of positive link-building. This is going to be a time consuming situation.