Both But imo one of the things that helps you alot is relevant backlinks. For example if your blog is about cooking getting a backlink from a car dealer will not help you the way getting a backlink from a cooking expert's page. About content if you have content that rambles on about a wide range of subjects this would hurt you aswell. Be niche specific and be an expert in your field. Not a jack of all trades but a master on none. Just my 2 cents again.