, Google Search Quality Senior Strategist Andrey Lipattsev stated that Google s two top ranking factors are

Content and links have a symbiotic relationship: great content attracts links, and links improve the visibility and popularity of content.

However, not all types of content will attract links, and even content types that typically attract links require strategic promotion in order to secure those links.

There are numerous types of content: blog posts, articles, white papers, eBooks, listicles, videos, photographs, case studies and more.

But not all types of content are link-worthy.

It makes sense — different content should serve different purposes awareness, education, conversion and so on .

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