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by Stephen Logan on 10th February 2010
The value of a firm’s website is reflected in the quality of its backlinks, more so even than the content in some respects.
In an interview with Search Engine Land, Roger Monti suggested that a lot can be gained by taking a look at the backlinks on a site, much of which can be used to improve a link building campaign.
He advised marketers to look at what sort of links are leading people to their online hub and whether this is helping advertising efforts.
Mr Monti said: "The value of a website is as good as its backlinks. Content is great, but in terms of link building content takes a secondary role for determining the value."
In his view, many links could be more useful than their Google PageRank suggests, while others could be completely pointless.
Recently, the same news provider suggested that the organisers of the Super Bowl should keep the same website every year so that they can build up links gradually, rather than having to start again each year.