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If you run one or more web sites, you've 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. You'll end up 'king of the hill' in your particular niche.

Let's 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, what's wrong with this picture? Simply put, it's this: the best content in the world won't get you visitors if people don't know your site exists.

The Power of Link Popularity

That's where the equally important power of links comes into the picture. The web's foundation is the interlinking of web sites. Without links, every site would be a tiny island in a huge ocean that isn't on any map. At no time is this fact more starkly evident than when you unveil a new site on a new domain. We've all been there. Not only does your new site get zero traffic, you can't even hear crickets chirping ' even they don't know it's there!

The solution, of course, is to let people know you're out there by building link popularity. What's '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 site's 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 niche's subject matter ' 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 site's theme. As you amass more inbound links, and depending on the words used in those links, your site will move up the rankings and you'll 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 site's 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 can't 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 ' your products, services, paid memberships, etc. Put it all together and it's clear that excellent content will both make you more money and get your site more link popularity. It's 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 you've 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 lion's 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.'