External links: love them or fear them? Many business owners wonder if linking to other websites helps or harms their SEO. The answer is: they can be very helpful and you can love them! External links build credibility, enhance trust, and improve the user experience by guiding readers to valuable resources. In this guide, we’ll break down how external links impact SEO and how to use them effectively in 2024.
What is an External Link?
External links are hyperlinks that direct users from your website to a different site. For example, if you have a blog post about the benefits of healthy eating and you link to a reputable nutrition website for further reading, that link is considered an external link.
When would I typically use external links on my website?
Cite Sources: Reference studies, articles, or research that support your claims.
Provide Additional Information: Offer readers more in-depth insights on a related topic without cluttering your own content.
Enhance Credibility: Link to authoritative sites to strengthen your content and build trust with your audience.
What is the difference between Internal Links vs. External Links vs. Backlinks?
Understanding different link types helps with SEO strategy.
Internal Links: Links within your site that connect to other pages. These improve navigation, keep users on your site, and help search engines understand site structure.
External Links: Links to reputable sites outside your domain. These help establish credibility and provide valuable resources for readers.
Backlinks: Links from other websites to yours, signalling authority. These are valuable for SEO but a separate topic for another day!
How Do External Links Improve SEO?
External links contribute to SEO by boosting trust, user experience, and clarity for search engines.
Trust and Credibility: Links to authoritative sources show your content is supported by reputable information.
Enhanced User Experience: Relevant external links make content more helpful to readers.
SEO Context: Links to quality sites help search engines understand your content’s relevance and improve its ranking.
By linking to reputable sources, you signal to Google that your content is trustworthy and well-researched.
Google’s guidance on external links supports using external links to add value and provide context:
“Linking to other sites isn't something to be scared of; in fact, using external links can help establish trustworthiness (for example, citing your sources). Link out to external sites when it makes sense, and provide context to your readers about what they can expect.” - Google Search Central
Best Practices for Using External Links in 2024?
To make the most of external links, follow these tips:
Link to Authoritative, Relevant Sources: Choose well-regarded sites that add value to your content, like academic or industry-leading publications.
Provide Context for Each Link: Describe why you’re linking out and what users will find. Example: “According to this study by Swiss scientists, cheese exposed to music has a unique flavour profile.”
Use ‘Nofollow’ Links When Needed: Only use “nofollow” for links that you don’t want to endorse, such as uncertain sources or sponsored links.
Avoid Overloading with External Links: A few high-quality links enhance content, but too many can distract readers.
Use Descriptive Text for Links: Instead of “click here,” use specific phrases like “learn more about SEO basics” for clarity and accessibility.
Practical Tips for Implementing External Links
Start Small: Include one or two relevant external links on each page, especially on blog posts.
Check Link Quality Regularly: Ensure links still lead to valuable content to avoid broken links, which hurt user experience.
Balance Internal and External Links: Keep users engaged with your content while offering valuable external resources.
Use Descriptive Anchor Text: Make it clear where each link leads for better readability and accessibility.
Common Mistakes to Avoid with External Links:
Avoid these pitfalls for effective use of external links:
Overusing Nofollow: Only use “nofollow” on paid, affiliate, or untrusted links—not every external link.
Linking to Low-Quality or Irrelevant Sites: Poor-quality sites harm your credibility. Stick with reputable sources that add real value.
Ignoring Link Context: Provide context for each link, so users understand its purpose.
Neglecting Outdated Links: Update links periodically to ensure they’re still relevant and functioning.
What’s the Ideal Number of Links on a Page?
There’s no set “ideal” number of links per page, but a balanced approach is best. As Google advises, “There’s no magical ideal number of links a given page should contain. However, if you think it’s too much, then it probably is.” Learn more about Google's linking best practices here.
Tips for Link Balance:
Prioritise Relevance: Add links that enhance content quality.
Focus on Quality: Choose reputable sources instead of adding excessive links.
Consider User Experience: Avoid clutter—too many links can distract readers and dilute content.
Conclusion: Why External Links Matter for Your SEO
In 2024, external links remain essential for SEO. They help establish credibility, improve user experience, and give search engines a clearer understanding of your content’s value. With thoughtful use of external links, you can enhance your site’s authority and visibility without fear of negative SEO impact.
Need SEO assistance? Our team of experienced SEO specialists and UX designers can optimise your site with strategic links that build credibility and boost ranking. Contact us today to elevate your SEO.