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Content is the bridge that connects on-page and off-page SEO and drives both profiles. Content is the best currency to build inbound links, authority and trust.
Google, Bing and Yahoo recognize that publisher-controlled signals, which represent the on-page component, fails to give the whole picture.
The content and code are the most accessible aspect of your website. As they are solely controlled by you, it is critical that your on-page factors are optimal.