Link Building

Quality or Quantity: What Matters More in Link Building

Link building is an essential component of search engine optimization (SEO) that helps improve your website’s visibility in search engine results. It’s a powerful strategy that can significantly influence your website’s ranking, but there is often a question that lingers on everyone’s mind: Should you focus on the quality or quantity of backlinks? Let’s explore the answer to this essential query in the context of today’s SEO landscape.

Quality or Quantity: What Matters More in Link Building

The Evolution of Link Building

In the early days of SEO, quantity ruled. The more backlinks a website had, the higher it ranked on search engines. Google’s PageRank algorithm, named after co-founder Larry Page, was built around this concept, counting each backlink as a ‘vote of confidence’ for a website.

However, as marketers began exploiting this approach by building large volumes of low-quality, spammy backlinks, Google realized the pitfalls of their original algorithm. To counteract these “black hat” practices, Google introduced a series of algorithm updates, starting with Panda in 2011, followed by Penguin in 2012, and Hummingbird in 2013, which prioritized link quality over quantity.

Quality: The Paramount Factor

Does Backlinks Quantity Still Matter in SEO?

With the evolution of Google’s algorithm, the importance of quality in link building has come to the forefront. Google now considers the relevance and authority of the linking website and the context of the link. Therefore, a handful of links from authoritative and relevant websites can dramatically improve your website’s ranking more than hundreds of links from low-quality, irrelevant sites.


A link is considered high-quality if it comes from a website that is relevant to your industry or niche. For example, if you have a fitness blog, a backlink from a renowned health and wellness website would be deemed highly relevant, and hence, high-quality.


Authority refers to the credibility and trustworthiness of the linking website. Links from websites that are recognized as authoritative in their field carry more weight. For instance, a backlink from a respected news site like the New York Times would be seen as highly authoritative.


Google’s algorithms also assess the context in which the link is placed. The link should be embedded naturally within the content and the surrounding text should relate to your website’s topic. Context helps Google understand what your site is about and how it provides value, which influences how it ranks your site.

Does Quantity Still Matter?

While the emphasis on quality is clear, this doesn’t mean that quantity has become entirely irrelevant. The number of backlinks to your website still plays a role in your site’s search engine ranking. However, this only holds true when these backlinks are of good quality.

Building a large number of quality backlinks can be beneficial, as it not only boosts your website’s ranking but also widens your website’s exposure and reach. However, if you have to choose between building numerous low-quality links and a few high-quality ones, the latter should be your priority.

Striking a Balance

While quality undeniably takes precedence over quantity in the current SEO landscape, it’s important to strike a balance between the two. Your aim should be to build a diverse link profile with numerous high-quality and relevant backlinks. More isn’t always better, but better is always more beneficial. A strategic approach to link building, with a focus on quality but an appreciation for quantity, can go a long way in boosting your website’s SEO.

Final Thoughts

In the tug of war between quality and quantity in link building, quality undeniably comes out on top. In today’s SEO climate, building high-quality, relevant backlinks is more likely to boost your website’s rank in search engine results. However, a robust link building strategy doesn’t disregard quantity entirely. The focus should be on accumulating a higher number of quality backlinks, thereby embracing both aspects harmoniously. After all, the ultimate goal of SEO and link building is to provide value to users, and this can only be achieved through quality.

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