How you should think about external links

Recently, John Mueller stated that having too many external links is not a problem and that a high number of outbound links from a website is not a reason for Google to issue a penalty. However, Mueller emphasized that external links are not a direct ranking factor. This does not mean, though, that this type of link is unimportant. Therefore, we will explain more about how you should think when linking to other websites.

What are external links?

External links can be simply explained as links that take visitors from your website to another page on the web. With the help of these links, your visitors can continue their search for what they are looking for. It may be more information, a product, or something else the individual might need after reading the content on your site. This means that, to some extent, you are sending your traffic away to other websites, which can be both positive and negative. That’s why it’s important to be smart when linking out to other sites.

For example, it would not be a good idea to link from your product page to a competitor selling the exact same products. On the other hand, it can be a good idea to link externally to a page that helps your visitor make a purchase decision or verify that what you claim is actually true.

Why should you link to other websites?

There are different reasons why you might link to other pages on the web. Regardless of the reason for using external links, the focus should always be on your users and their needs. In other words, you should think about how you can best help your visitors find the right information and provide them with the best possible experience on your site. With that said, there are some specific reasons why linking out can be valuable:

References

As mentioned earlier, it can be important to back up your claims. This not only convinces your visitor but also sends signals to Google that the information is trustworthy, provided that you link to credible sources.
If you’re writing about whether something is healthy or not, linking to reliable studies can be a good idea. Linking to an unknown blog with no references, however, will not add credibility to your site.

Improved user experience

Google rewards sites that provide users with the best experience. This can be achieved in many ways, but one important aspect is helping your visitors find what they are looking for online. If you run a blog about coffee machines but don’t sell them, you can improve the user experience by recommending the best products and linking to them. The reverse is also true, as sellers of coffee machines often link to third-party information sites that recommend their products. In that case, it’s more about strengthening their own claims.

Linking to get links

In some cases, an external link can lead to more links to your own site. For example, the owner of a site you link to may notice it and link back to you. More commonly, other site owners see that your website links out in a relevant and helpful way and may want to collaborate. However, it’s important not to link to irrelevant sites or link just for the sake of it. Linking out can therefore create more opportunities to receive links in return, which is beneficial from an SEO perspective.

Do external links have a positive effect on SEO?

Google has repeatedly stated that external links are not a direct ranking factor. However, this doesn’t necessarily mean they don’t indirectly affect your site’s rankings. By linking out, you increase the perceived trustworthiness of certain pages, since you refer to credible sources. That said, you do “give away” link equity, which can weaken your own site’s authority.

Your site experience can also be improved by linking to useful pages that your visitors might benefit from.

Another important aspect of external linking is the relationships you build with other site owners. These relationships can lead to more links back to your own site. Receiving backlinks remains a crucial part of your overall SEO efforts, as inbound links are a ranking factor in Google’s eyes. Still, you should always weigh your choices carefully to maintain a healthy balance and avoid giving away too much link strength.

Think about anchor texts

When you link on your site, both internally and externally, you use what is called anchor text. This text places the link in the right context for both your visitors and Google. It’s common to write something like “Read more about YouTube SEO here!” and then place the link under the word “here.” This is easy for readers to understand, but for Google it’s harder to interpret what the link actually contains unless you provide more descriptive anchor text.

It’s often better to use descriptive anchor texts where possible. Just be careful not to over-optimize them. Having anchor text that exactly matches the target page’s keyword is rarely a good idea—especially if you’re linking between your own sites, as Google may see this as an attempt to manipulate the algorithm for your own benefit rather than the user’s.

Bonus tips for external links

Just because Google says there are no direct issues with having too many external links doesn’t mean you should overdo it. Every link pointing away from your site creates a risk that visitors will leave. This should be kept in mind when linking externally. That said, it can be a good idea to implement external links so they open in a new tab or window. This way, you keep visitors on your site while still helping them explore other resources. In this way, you can enjoy the best of both worlds.