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"It's not what you publish, it's where."
I'd say it's both what you publish and where you publish it. Bot are somehow arm to arm if you want to rank 'em.
It's logical. If you write good content, but put it where only a few only visit, well then, you're not getting much traffic and your content will only reach a few people and will reach them in a slow pace. If you don't have such great content but put it in the right place, sure you'd have visitors. But they won't be interested in you long enough to stay with you. They'll just go some place else if you don't deliver what they're looking for.
Now, if you combine the two, surely it's two thumbs up. Providing good content and providing it in the right place will get you not only lots of visitors but will also help you with your ranking.
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