Creating quality backlinks to get the website on the top of Google SERPs is one of the golden rules that webmasters have been following for years. With Google penalizing the sites with poor quality backlinks, link building has become a lot trickier. And the result is, webmasters shifting their focus from link building to quality content that gets attention of visitors who share it further.
The change can be seen in Google's Ranking help article also.
The article earlier stated:
“In general, webmasters can improve the rank of their sites by increasing the number of high-quality sites that link to their pages”.
The article now states:
“In general, webmasters can improve the rank of their sites by creating high-quality sites that users will want to use and share”.
For the webmasters who don't prefer link building and negative SEO, the information of Google emphasizing more on high quality content that users would want to use and share will be a delight.
It is also clear that Google wants to give more importance to sharing aspect of the content, specifically with Google+. How the content interacts with searchers who are logged in with their Google account is another essential consideration for Google.
Matt Cutts also gave a hint of the changing trend when he said that putting too much of emphasis on link building is one of the Top 5 SEO Mistakes.
Cutts said, "I wouldn't put too much of a tunnel vision focus on just links. I would try to think instead about what I can do to market my website to make it better known within my community, or more broadly, without only thinking about search engines".Google Wants you to Improve Site's Ranking with Quality Content and Not Just Links!,