What is an External Link?
External links, or also known as an outbound link, is a hyperlink that leads users to an external page or resource. It’s basically the opposite of an internal link, which is a link that leads users to another page or resource within the same website.
Why are External Links Important?
External links connect users from one website to another. From an SEO perspective, an external link from one website to another is technically a backlink, which is a key mover for ranking on Google. External links pass on what’s called “link equity” and help linked pages rank higher.
Best Practices for External Links
Don’t Be Scared To Link Out (Share The Link Juice!)
It is common to think that by linking out to another website, you will lose valuable “link juice”, however there has been no evidence to support this common thought.
However what is fact, is that linking to websites and other internal pages, where more relevant information is present helps promote a greater user experience…which is the goal of Google.
But! It is not recommended to send link juice or link equity to your competitor’s site – as users who land on your website might follow this link and you may have just lost yourself a lead!
Steer Clear of Link Schemes
Link schemes is a deliberate way to manipulate your search rankings. These include:
- Buying or selling links to increase your rankings
- Excessive link exchanges
- Creating links on your website leveraging automated programs
- Low-quality directory or bookmark website links
If Google picks up that you are placing links on your website for profit – you can put yourself of receiving a manual action.
Use Descriptive Anchor Text
You should always use descriptive anchor texts on all outgoing links so that your readers have a clear understanding of what they expect to land on when clicking the link.
Audit Your External Links Regularly
It’s important to spend time regularly auditing the external links on your website. Key components to look for is pages you have linked to may have been deleted or changed URLs, or perhaps the content has changed.
