Content vs. Links: Going All or Nothing for SEO

Myth: Focus on building links or creating content, but not both.

Reality: A well-rounded SEO strategy includes both tactics.

Which would your patients prefer: Having just two healthy teeth, or having several unhealthy teeth? (Don’t answer that). Your patients are all different, so there’s no right answer. Search engines, on the other hand, are mostly straightforward in their preferences for quality over quantity. If your current SEO strategy involves cultivating vast numbers of links and very little emphasis on content, you’re in for a rude awakening.

As far as Google and other search engines are concerned, it’s time to move on. In their endless quest to deliver relevant, high-quality search results to users, they’ve discovered that the ideal results tend to be those that involve some amount of effort. Increasing your link count requires minimal effort; it’s a game of numbers, plain and simple. Creating original, useful content, on the other hand, requires much more effort and implies—at least in the eyes of search engines—a commitment to the subject matter, greater relevance, and a higher overall quality.

So where do you go from here? Do you abandon your link-building efforts in favor of creating masterful content? You could, but a compromise is better. First, let’s evaluate the challenges associated with both methods.

Link-building for SEO

There is no shortage of excellent, authoritative websites to which you can link. On the flip side, there’s also no shortage of websites like your own, each competing to earn a nod from trusted sites. For example, you could link to the official website of the American Dental Association, the American Academy of Cosmetic Dentistry, and the like. Relevant and authoritative, yes, but not likely to return the favor by linking to your humble dental blog. It’s still an excellent tactic, but it isn’t enough to carry your SEO strategy.

Content strategy for SEO

So just how much effort should go into developing content for your dental website and blog? Honestly, as much as you can. Content strategy isn’t something that can be executed between patients or every other weekend, which explains why so many dentists turn to our MDPM content managers for insight. An effective strategy includes considerations for four key areas:

  • Your audience: Generally speaking, who are they, and what do they want? Are they looking for cosmetic dentistry or pediatric dentistry? Preventive dentistry, restorative dentistry, or both?
  • Your audience demographics: Which patient groups will you target? How old are they? Are they lower income or mostly affluent? Do they work, or are they past retirement age? Men, women, or both? Do they have children? How many? The list goes on.
  • Choosing the appropriate channel: Will you reach them with videos, blog posts, or just the text on your website? Do they like infographics or webinars?
  • Incorporating social media: Which social media platforms appeal to your patients? When are they online? What types of posts are they most likely to comment on or share?

Ultimately, the advantages of content marketing for dentists is that unlike link-building alone, it offers long-term, sustainable advantages. Content, not links, will define your authority and appeal in the eyes of your target audience. By providing accurate, interesting, and fresh content, you work toward establishing trust and respect—two things every patient wants from their dentist. Let’s move on to discuss the myth surrounding meta.

As always, we encourage you to call or text MDPM Consulting at 972 – 781 – 8861 with your dental SEO questions, or email us at