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In the world of Search Engine Optimization (SEO), links are a powerful signal. Among them, external links, also called outbound links, play a unique role. These are hyperlinks that point from your website to another domain, and when used strategically, they can improve your site's credibility, user experience, and even its Google ranking.
But the question remains: Are external links good for SEO?
The answer lies in how you use them. External links can:
- Pass link equity (also known as link juice)
- Enhance content relevance and context.
- Build trust signals with both users and the search engines
Understanding External Links
Let’s break this down simply: an external link (aka outbound link) is a hyperlink from your website to another domain. Unlike internal links, which guide users around your pages, external links point visitors somewhere else entirely, and that’s not a bad thing!
When done right, they can supercharge your SEO strategy. Here's how:
The Two Main Types of External Links:
Think of follow links as endorsements, like saying, “Hey Google, I trust this content.”
Nofollow links are more like, “This is helpful, but I’m not vouching for it.”
Why It Matters:
- Anchor text (the clickable part of a link) tells both users and search engines what the linked page is about.
- Linking out to authoritative sources builds credibility.
- It helps Google understand your site’s topical relevance.
So, whether you’re citing a research study, backing up a statistic, or referencing a high-authority blog, external links act as little trust signals sprinkled throughout your content.
Use them wisely, and they’ll pay off in ranking power and a better user experience. Use them recklessly? You risk falling into spammy link territory. And nobody wants that.
Why External Links Matter for SEO
You might be wondering if I’m sending people away from my site, how is that helping me? Great question. It turns out, external links can do a lot more good for your SEO than harm if used strategically.
Let’s break down why Google loves external links:
1. They Act as Trust Signals
When you link to credible, authoritative websites, you’re telling both your readers and search engines, “I did my research.”
This builds credibility and improves your content’s trustworthiness.
Think of it like citing your sources in a college paper. Google’s the professor.
2. They Provide Context
Search engines use your outbound links to understand what your page is about. If you’re writing about SEO and linking to relevant guides from Moz or SEMrush, you’re reinforcing your content relevance.
3. They Help Build Relationships
Linking to other high-quality sites can lead to backlink opportunities. When you send traffic to someone else’s site, they might notice and return the favor. This could boost your domain authority over time.
4. They Enhance User Experience
External links offer your readers valuable resources, extra info, and helpful tools. That means users stay longer, bounce less, and trust your content more.
So, yes, external links are good for SEO. But they’re also good for humans. And that’s what Google cares about most.
SEO Benefits of External Linking
Alright, let’s talk about the good stuff, the real SEO benefits of using external links. If you thought outbound links were just a formality, think again. They’re like the unsung heroes of your on-page SEO strategy.
When done right, external links can supercharge your content in more ways than one:
1. Boosts Content Relevance
Linking to high-quality, topically relevant sources signals to Google what your page is about. It helps the algorithm categorize your content better, which improves your search engine rankings.
The more context you give, the more relevant traffic you attract.
2. Passes Authority (Without Losing Yours)
By linking out to high-authority websites, your page shares in that trust. It’s like being associated with the cool kid's authority rubs off.
3. Builds Future Link Relationships
Strategic linking can open doors. You link to someone → they notice → maybe they link back. That’s called a backlink, and it’s SEO gold.
4. Supports User Intent & Experience
By offering links to additional resources, you help users get answers faster, improving user signals like time on page and bounce rate.
In short, external links do double duty: They help Google understand your content and help readers trust and enjoy it. That’s a win-win. So don’t be stingy, link out smartly, and watch your SEO results compound.
SEO Risks & Misuse of External Links
Let’s get real for a second, not all external links are good. Just like giving someone a reference, who you recommend matters. One bad link and your SEO reputation could take a hit.
Here’s how things can go wrong:
1. Linking to Low-Quality or Spammy Sites
Search engines don’t appreciate links to shady, irrelevant, or clickbait-heavy domains. If you associate your content with untrustworthy pages, you could lose credibility fast.
2. Participating in Link Schemes
Trying to game the system with link exchanges, paid backlinks, or automated tools? That’s risky business. Google’s spam policies are strict, and getting flagged means lower ranking power or even manual penalties.
3. Overloading “Money Pages”
You know those pages built to convert? Keep them clean. Stuffing them with outbound links could distract visitors and dilute link equity.
4. Ignoring Nofollow Where Needed
When linking to sponsored or affiliate content, you should always use the rel="nofollow" or rel="sponsored" tag. Failing to do so may signal manipulation and hurt your domain authority.
Best Practices for Using External Links
Okay, so now we know external links can be fantastic for SEO, but only if you use them wisely. Like any good strategy, there are some golden rules you’ll want to follow to get the most out of every outbound link on your page.
Let’s dive into the best practices that separate smart SEOs from the spammy crowd.
1. Link to Relevant & Authoritative Sources
Don’t just slap in links for the sake of it. Make sure they:
- Support your content
- Come from credible, high-domain authority sites.
- Are topically aligned with your page
This shows Google you’re connected to trusted voices and reinforces your content’s relevance.
2. Use Descriptive Anchor Text
Your anchor text is key, it tells both readers and search engines what the link is about.
Bad: Click here
Better: SEO site audit checklist
Best: Comprehensive SEO site audit checklist for 2024
Avoid generic phrases and aim for something keyword-rich, but natural.
3. Use Nofollow When It Makes Sense
Not every link should pass link equity. If you're linking to:
- Sponsored content
- Affiliate products
- Untrusted or low-quality sites
Use rel="nofollow" or rel="sponsored" to protect your SEO integrity.
4. Avoid Linking to Competitors
Linking to someone who offers the same product or service? Not smart. You might lose traffic to them and boost their ranking power. Instead, link to non-competing sources that still provide value.
5. Limit the Number of External Links
More isn't always better. Stuffing a page with links:
- Dilutes link equity
- Distracts users
- Feels spammy
Keep your outbound links to only what’s truly valuable and contextual.
6. Open Links in a New Tab
You want to give readers additional info without losing them. Always set external links to open in a new tab (target="_blank"), so your page stays open while they explore.
How to Audit and Fix External Links
So you’ve added a bunch of external links, great! But don’t stop there. Just like you wouldn’t leave a leaky faucet dripping, you shouldn't leave broken or misused outbound links sitting on your site. It's time for a quick SEO audit.
Here’s why this matters: external linking issues can quietly drag down your ranking power, damage user experience, and confuse search engines.
What Should You Be Looking For?
When running a link audit, use tools like SEMrush, Ahrefs, or Moz Site Audit to uncover. You can also use tools like PageOptimizer On-Page SEO Checker for an On-Page Audit.
- Broken links (404 errors)
- Links with generic anchor text like “click here”
- Nofollow links that should be “follow,” or vice versa
- External links with no anchor text at all
Quick Fix Table
Pro Tip:
Set up a recurring audit monthly or quarterly. SEO isn’t a one-time job, and link maintenance is an easy win for improving both content relevance and domain trustworthiness.
External links can boost your site, but only if they’re in top shape. Keep them clean, clear, and clickable.
Final Thoughts: Are External Links Good for SEO?
So, back to our main question, are external links good for SEO?
The answer is a resounding yes, as long as they’re used strategically.
When done right, external links can:
- Pass valuable link equity
- Reinforce your content’s topical relevance.
- Enhance user experience
- Build credibility with both users and search engines.
But like anything in SEO, it’s about balance. Avoid linking to low-quality domains, don’t overdo it on money pages, and make sure every anchor text adds meaning.
If you want long-term wins, keep your outbound links clean, relevant, and up to date. Run site audits, optimize your link profile, and treat every link as a ranking signal because that’s exactly what it is.
Smart linking builds trust. And trust builds rankings.
Kyle Roof is a Co-Founder & Lead SEO at POP, SEO expert, speaker and trainer. Kyle currently resides in Chiang Mai, Thailand with his family.
