​Mueller then reaffirmed the strategy of building relevant content and telling others about it:

​"On the other hand, creating really fantastic content and then reaching out to perhaps other sites who want to talk about that content, that’s like a totally different story.

So it’s not the case that I would say any work that you do that results in getting a link is a bad thing. But rather you should be focusing on things where you end up getting natural links because of the value of your content that you’re providing and not focusing on dropping links into random places anywhere that you can drop a link randomly."