Summary3 min read

Episode Summary: "Invest SEO Resources: Building Comprehensive Content vs Acquiring High-Quality Backlinks"

Podcast: Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
Host: Tyson Stockton
Guest: Daniel Hurwitz, Informatica
Date: September 17, 2025

Episode Overview

This episode dives into a pivotal SEO question: When resources are tight, should brands prioritize building comprehensive content, or focus on acquiring high-quality backlinks? Tyson Stockton and guest Daniel Hurwitz break down the nuanced answer, sharing real-world experiences and actionable advice for choosing the right approach based on your organization's size, digital authority, and competition.

Key Discussion Points & Insights

1. The Critical SEO Dilemma: Content vs. Backlinks

Host Tyson Stockton poses the core question:
"If constrained, would you invest SEO resources more in building comprehensive content or in acquiring high-quality backlinks?" [00:43]

Daniel Hurwitz frames the classic "it depends" scenario in SEO, urging listeners to assess their business context before prioritizing either strategy. [00:56]

Enterprise-Level Sites: Focus on Content

Established sites with significant digital authority—like long-standing enterprises—already benefit from a steady inflow of mentions and links via digital PR and brand recognition.
- Hurwitz: "At the enterprise level, it’s going to be content because we already have existing authority… digital PR efforts… we’re a 30 year old website, we already have a lot of authority." [00:57]
For these organizations, energy is better spent updating and expanding content, supplemented mainly by strategic internal link building.
- Tactical link building still occurs, but it isn’t the primary growth lever.

Early-Stage Brands: Hybrid or Link Building Is Essential

For new or unknown websites, backlinks are a necessity:
- "If you have a website that has no references or mentions online… you’re not going to just rank with content, you’re going to need some level of backlinks as well." (Hurwitz) [01:21]
A hybrid strategy makes sense, balancing foundational content with proactive backlink acquisition.

2. Footprint and Foundation: Content First, Links Second

Stockton uses a visual analogy:
- "That content… that’s your footprint, your foundation. If you’re just doing linking on its own… you’re uplifting certain pages… but… if you don’t have that destination to point towards, you’re going to have limited impact." [01:51]
His advice:
- For new sites, begin by establishing robust content and then incorporate both internal and external linking, adjusting based on business size and existing authority.

3. Special Case: Micro SaaS and Niche Startups

Hurwitz draws on agency experience to note a significant exception:
- For micro SaaS players or niche startups only competing with similar small companies, link building can be the gamechanger.
- "The big exception is when you’re kind of like a micro SaaS and… you’re not competing against any enterprise players… link building can be definitely be the competitive advantage there." [02:39]
- "A little extra juice to get things moving." (Stockton) [03:06]
The implication: If the competition is equally new or lean, even modest link building can tip the scales.

Notable Quotes & Memorable Moments

Daniel Hurwitz:
- "At the enterprise level, it’s going to be content because we already have existing authority… But if you’re just starting out… you’re going to need some level of backlinks as well." [00:56-01:23]
- "The big exception is… micro SaaS… then link building can definitely be the competitive advantage there." [02:36]
Tyson Stockton:
- "That content… that’s your footprint, your foundation." [01:51]
- "If you don’t have that destination to point towards… limited impact." [01:59]
- "A little extra juice to get things moving." [03:06]

Timeline of Key Segments

00:43 – Core dilemma posed: Content vs. backlink focus
00:56 – Daniel Hurwitz on enterprise vs. new site strategy
01:51 – Stockton explains content as SEO foundation
02:36 – Hurwitz highlights micro SaaS exception
03:06 – Closing remarks on link building for startups

Actionable Takeaways

Enterprises: Prioritize updating/expanding content and smart internal linking; backlink acquisition will be more organic.
Startups/New Sites: Combine foundational content creation with focused link building—both are required for traction.
Micro/Niche Players: Strategic link building can accelerate early growth if competing in a small pond.
General Principle: Assess your domain authority and competition before defining your SEO investment priorities.

For more SEO insights, check out Daniel Hurwitz’s LinkedIn or visit Informatica’s website (links in show notes).

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Transcript8 lines

[00:00]
Tyson Stockton
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice then visit iheareverything.com welcome to the Voices of Search Podcast. A member of the I Hear Everything Podcast network, ready to expedite your company's organic growth efforts. Sit back, relax and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Tyson Stockton.
[00:43]
Next one is going to be a toss up. So if constrained, would you invest SEO resources more in building comprehensive content or in acquiring high quality backlinks?
[00:56]
Daniel Hurwitz
I'm going to say like anything in SEO, it depends. It depends on where you're at. At the enterprise level, it's going to be content because we already have existing authority. We have digital PR efforts that are happening already that aren't necessarily done from a link building perspective, but nevertheless they're building our authority. But because we're a 30 year old website, we already have a lot of authority. So if we're doing link building, it's usually internal links, as I've kind of been harping on, as opposed to. Not that we do some level of tactical level link building of course, but I wouldn't say it's like the main focus. But if you're just starting out, if you have a website that has no references or mentions online, of course you have to build that. You're not going to just rank with content, you're going to need some level of backlinks as well. So in that sense, I would say at the minimum, a hybrid approach.
[01:51]
Tyson Stockton
Absolutely. And I always kind of describe it to people is like that content or that piece, that's your footprint, your foundation. And if you're just doing linking on its own, think, okay, well you're uplifting, like certain pages or key pages that are more important to you. So it's like if you don't have that destination to point towards, you know, it's, you're going to have limited impact. So I also like to say, like if you're starting from a, you know, bare bones system, start with your content and then layer on the internal links as well as external, depending on again, business size, are you naturally attracting them or is it something that you need to make more of an active effort on?
[02:37]
Daniel Hurwitz
Absolutely. Yeah. I would say the one exception where I've seen I actually used to run a link building department and agency. So I know a lot about the other side of things. So I would say the big exception is when you're kind of like a micro SaaS and you're kind of starting out and you have these product level pages that are only competing and really neat. Like you're not competing against any enterprise players, you're just competing against other small companies. Then. Yeah, link building can be definitely be the competitive advantage there.
[03:06]
Tyson Stockton
Yeah. Little extra juice to get things moving.
[03:09]
Daniel Hurwitz
Exactly. Yeah.
[03:11]
Tyson Stockton
Well, with that, that's going to wrap up this episode of the Voice of Search podcast. Thanks again to Daniel Hurwitz from Informatica for joining us. If you'd like to contact Daniel, you can find a link to his LinkedIn profile in the show notes, or you can go on and visit his company's websiteica. Com. If you haven't subscribed yet and you want a daily stream of SEO and content marketing knowledge in your podcast feedback, hit that subscribe button in your podcast app or on YouTube and we'll be back in your feed in the following day. That's all for today. Thanks for stopping by and we'll see you in the next episode.