If I just get links and don optimise the site, is that enough?
There was a time when the Google algorithm weighed links so heavily in importance that websites could rank at the top solely on the merit of the volume of links pointing to them. This system was open to abusive practices such as Google-bombing. The current version of the algorithm still weighs links very heavily in importance as a ranking factor, but it is extremely important to also optimise the website itself, as on-page factors now weigh quite heavily too.
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