External links, also known as outbound links, direct users from one website to another.
These links are integral to search engine optimisation (SEO) since they help search engines like Google to understand the relationship between content across different sites.
External linking in SEO is a straightforward yet impactful strategy for establishing credibility, improving user experience, and ultimately boosting a site’s rankings.
But simply adding external links isn’t enough—it’s about implementing them strategically to maximise their impact on your site’s rankings and user experience.
In this article, we’ll explore external links, why they matter, and 7 best practices for using them effectively.
What Are External Links In SEO?
In a nutshell, external links are hyperlinks on your website that lead to a page on another domain.
If you’re writing a blog post about emerging digital marketing trends and linking to a reputable SEO blog like Hubspot or Semrush, that’s an external link.
These are not to be confused with the internal links, which connect pages within your own domain. While internal links help users navigate your site, external links broaden their horizons by guiding site visitors to external sources of information.
Search engines like Google evaluate external links as indicators of trustworthiness and credibility. Linking to well-established, high-quality sources tells search engines that your content is reliable and valuable.
This can impact your search rankings in a positive manner and enhance the overall user experience by providing readers with supplementary or related content that deepens their understanding of the topic.
By linking to reputable sources, you align your site with industry standards and reinforce your authority in the field.
Why Are External Links Good For SEO?
External links offer numerous benefits for SEO, making them an integral part of any optimisation strategy.
Improves Credibility
When you link to authoritative sources, it shows both site visitors and search engines that your content is well-researched and trustworthy. Citing an academic journal or a government website in your article lends weight to your arguments, increasing the perceived value of your content.
Enhances User Experience
External links enrich the reader’s journey by pointing them to additional resources that complement your content. For instance, a how-to guide might include external links to related case studies or product reviews, giving users more actionable insights.
Boosts SEO Signals
With countless websites competing for rankings, search engines gauge the quality and relevance of external links on a site to determine their rankings. By linking to high-quality pages, you send positive signals about your content’s authority and reliability. This, in turn, can improve your rankings.
Encourages Backlinks
External linking can foster relationships with other websites. When you link to a reputable blog, the author may notice your reference and choose to return the favour by linking back to your site. These reciprocal backlinks are highly valuable for SEO, as they contribute to your domain’s authority.
By thoughtfully leveraging external links, you can improve your website’s rankings, enhance user trust, and create mutually beneficial relationships within your industry. It’s a win-win strategy for user experience and search engine optimisation.
7 Best Practices To Boost Site Rankings
Now that we’ve explored the concept of external links and their importance in SEO, the next step is understanding how to use them effectively.
1. Link To Relevant And Authoritative Sources
When including external links in your content, prioritise websites recognised as credible and authoritative within your industry.
Linking to high-quality sources improves your SEO and builds trust with your audience. This is especially important for content covering medical topics; referencing government health organisations, academic research, or trusted healthcare providers significantly boosts the legitimacy and reliability of your information.
These links act as endorsements, signalling to search engines and users that your content is backed by reliable information.
To identify authoritative sources, use tools like Domain Authority (DA) checkers or explore the site’s reputation through customer reviews and citations. Additionally, ensure the linked pages are up-to-date and directly relevant to your topic. Irrelevant or outdated links can mislead users and reduce your credibility.
As a rule of thumb, quality matters more than quantity when it comes to external linking, so avoid overlinking with low-quality or spammy sites.
2. Use Anchor Text Wisely
Anchor text is clickable text of a hyperlink within the site and plays a critical role in external linking. To make the best of it, it describes the content of the page you’re linking to, allowing users and search engines to understand its relevance.
Generic phrases like “click here” or “read more” are less effective because they provide no context. Instead, aim for anchor text that includes keywords or phrases related to the linked content, such as “15 Reasons On The Importance Of SEO In Digital Marketing”.
For example, if your article is about travel tips, you might write, “Discover this ultimate guide to planning a stress-free holiday.”
This approach enhances user experience by making the purpose of the link clear while also improving your page’s SEO value. However, avoid over-optimising anchor text by cramming it with keywords, as this can trigger search engine penalties.
Keep it natural, concise, and contextually relevant for the best results.
3. Don’t Overdo It
While external links can enhance your content, too many can be counterproductive.
An excessive number of links may overwhelm readers, disrupt the flow of your content, and even appear spammy to search engines. Instead, focus on placing a few well-chosen external links that genuinely add value to your article.
Although there are exact rules to follow, if your post is 1,000 words long, including 2–5 external links is typically sufficient.
A good rule of thumb is to maintain a balanced ratio of internal to external links, often around 3:1. This ensures that while you’re offering valuable resources to your readers, you’re also guiding them to explore more of your content.
More importantly, ensure that external links are placed logically and don’t interrupt the reading experience. Thoughtful, strategic linking can amplify the effectiveness of your content without overwhelming or distracting users. Remember, user experience comes first.
4. Open External Links In New Tabs
Yes, it’s as easy as this: Whenever a user clicks on an external link, ensure it opens in a new tab. This is a simple yet effective practice for retaining user engagement on your website.
When an external link opens in the same tab, readers might not return to your content, thus increasing your bounce rate. So, set your external links to open in new tabs to allow readers to explore the linked resource without losing track of your page.
This functionality can be easily implemented by adding the target=”_blank” attribute to the HTML code of your links. Many website builders also offer this as a built-in option when inserting hyperlinks.
Beyond technical benefits, this practice improves user experience by allowing readers to multitask—researching additional information while staying connected to your content.
It’s a small adjustment that can make a significant difference in keeping your audience engaged.
5. Check Link Relevance Regularly
External links aren’t a one-and-done effort, they require ongoing maintenance. Over time, websites may change their URLs, remove pages, or shut down entirely, resulting in broken links on your site.
Broken links frustrate users and can also hurt your SEO by signalling poor site maintenance to search engines. One way to counter this is to regularly audit your external links to ensure they are functioning or relevant to your content.
Using tools like Broken Link Checker or plugins available for platforms like WordPress can simplify this process by identifying broken links for you. Beyond functionality, it’s also important to verify that the content of linked pages is still relevant to your topic.
Updating or replacing outdated links demonstrates that your site is well-maintained and user-focused, which can positively impact your rankings.
6. Avoid Linking To Competitors
While external links are valuable, be cautious about linking to your direct competitors. Providing a competitor with backlinks can inadvertently boost their authority and rankings, potentially at your expense.
Instead, focus on linking to neutral or non-competing sources that still add value to your readers. These neutral third-party sources can come from government websites, industry reports, and reputable news outlets.
If you need to reference a competitor for comparison purposes, ensure the link is used sparingly and strategically.
In some cases, you might also consider using a “nofollow” attribute to prevent passing link equity. By carefully choosing your external linking strategy, you can offer valuable resources to your readers while protecting your site’s competitive edge.
7. Use Nofollow For Certain Links
Not all external links should pass link equity to the linked site, and using “nofollow” links can also help you comply with Google’s guidelines on sponsored content and avoid penalties.
Affiliate links, paid promotions, and user-generated content often benefit from a “nofollow” attribute.
This tells search engines not to count the link as an endorsement, protecting your site from being associated with potentially low-quality or untrusted sources. Adding a rel=”nofollow” tag ensures that these links don’t impact your SEO negatively.
For example, if you’re linking to an affiliate product page, adding a “nofollow” tag keeps the link transparent without passing SEO value to the merchant.
Similarly, consider using “nofollow” for unverified sources or temporary references that may not align with your site’s long-term goals. This approach balances transparency with SEO best practices, ensuring your linking strategy remains robust and trustworthy.
Conclusion On What Are External Links In SEO
External links are a cornerstone of effective SEO. They bridge your content with authoritative, relevant sources to enhance credibility, user experience, and search engine rankings.
By strategically implementing external links, you signal trustworthiness to both users and search engines, boosting your site’s authority and visibility.
Leveraging external links is a simple yet impactful way to improve your online presence, whether you’re a small business or an established enterprise.
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Frequently Asked Questions About What Are External Links In SEO
Is External Linking Better Than Internal Linking?
Both serve different purposes; external links build credibility, while internal links guide users within your site.
How Can You Find High-Authority Sites For External Linking?
Use tools like Moz or Ahrefs to assess domain authority and content relevance.
Are External Links Necessary For All Content?
Not always, but they are recommended where additional credible information can support your content.
What Is The Difference Between Dofollow And Nofollow Links?
Dofollow links pass SEO value to the linked site, while nofollow links do not.
Do External Links Help Increase Traffic?
Indirectly, yes. External links can contribute to higher visibility and traffic by improving your SEO rankings and fostering backlinks.
Are External Links Important for Small Businesses?
Absolutely. External Links help small business websites establish credibility and connect with reputable sources, improving their online presence. It’s a great way to stand out in a competitive market.
