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).