What Is Better for Product Pages & SEO: Content or Backlinks?

Ever heard of the phrase "content is king"? In this column, someone wants to know which is more important: backlinks or quality content? Easy answer!

“I work in an online store selling art supplies and I’m standing at a crossroads deciding what to do with product descriptions (which at the moment are in many cases below standards – sometimes just one sentence). I see two options:

  1. Create a separate platform that will aggregate information about these products along with tests (links to YT videos, blogs etc.) and customer reviews found on the web (links to pages with opinions, aggregate numbers, sentiment analysis, common pros and cons etc.). Then make link from those pages to appropriate product pages in the actual store.
  2. Forget the new platform and focus on making descriptions in the store as good as possible but without all the bells and whistles (no tests, reviews, text mining analysis – all those outgoing links would be too harmful to conversion).

So I believe the question is: From [an] SEO perspective, is it better to have good, appropriately long product descriptions in a store (without any links to product pages from other websites) or short/mediocre product descriptions in store and links from other domain filled with the best content possible (but with no domain authority as of now)?

Please, take into account that in comparison to the store, such a platform would have much bigger potential to be linked to from other websites, blogs etc. and possibly rank high in Google.”

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