There are two schools of thought when it comes to creating an effective search engine optimization campaign intended to drive B2B leads. One camp holds link building to be the most important element because it helps an organization's website to be recognized as an integral part of the internet with plenty of online relationships. The other group considers content to be king because it draws in clients with high-quality information while conforming to Google and Bing's algorithms.
However, it's important to realize a balance must be struck between the two types of online marketing techniques. Without sufficient links to other websites and reputable news sources, a company can't expect its web pages to rise in search results. At the same time, a lack of good content will cause a company to receive plenty of landing page hits but can result in too few click-throughs.
To optimize a website, combine these two styles into high-quality news stories and blog posts filled with outbound links. These connections can actually serve to enhance inbound marketing efforts by enriching the content users read. At the same time, links to other websites that aren't accompanied by context, description or supplementary information won't be looked upon favorably by Google or Bing and will undermine the entire process of establishing a stable of outbound connections.