What is external linking?

External linking is when you include a hyperlink on your website that points to another website. Think of it like citing your sources in a school paper or recommending a good book to a friend. These links take your visitors away from your site to another domain.

In the world of online content, external links are super important for two main reasons: they help your readers and they help search engines understand your content better. When you link to high-quality, relevant external sources, you're showing your visitors that you provide thorough and trustworthy information. You're also telling search engines like Google that your content is well-researched and connected to other credible information on the internet.

For marketing teams, understanding how to use external links effectively can boost your SEO efforts, improve user trust, and even help build relationships with other websites. It's a simple but powerful tool in your digital marketing toolkit.

Why it matters

External links play a crucial role in both user experience and search engine optimization (SEO). Here's why they are so important:

Building credibility and trust

When you link to authoritative, reputable sources, you are essentially backing up your own claims with evidence. This shows your audience that your content is well-researched and reliable. For example, if you're writing about health, linking to a government health organization adds much more weight than linking to an unknown blog.

Improving user experience

Good external links provide additional value to your readers. If your audience wants to dive deeper into a specific topic you've mentioned, a well-placed external link allows them to do so easily. This makes your content more helpful and comprehensive.

SEO benefits

Search engines like Google see external links as signals of quality and relevance. When your site links to other high-quality sites, it helps search engines understand the topic of your content and signals that your site is a valuable resource within its niche. It's like your website is part of a larger, trusted conversation on the internet.

Best practices for external linking

To get the most out of external linking, follow these best practices:

• Relevance is key: Only link to content that genuinely adds value and is directly related to your topic. Irrelevant links can confuse users and search engines.
• Authority of source: Prioritize linking to well-known, respected websites in your industry. Think of academic institutions, government sites, established news outlets, or leading industry blogs.
• Descriptive anchor text: Use words in your link that clearly describe what the linked page is about. Avoid generic phrases like "click here" or "read more." For example, instead of "click here to see the study," write "according to a recent industry study."
• Open in new tab: Most of the time, it's a good idea to set external links to open in a new browser tab or window. This way, users can explore the linked content without leaving your website, making it easier for them to return to your page.
• Quality over quantity: Don't try to stuff your content with too many external links. A few well-chosen, high-quality links are far more effective than many low-quality or unnecessary ones.
• When to use "nofollow": For sponsored content, advertisements, or links to sites you don't fully endorse, you might use the "nofollow" attribute. This tells search engines not to pass on any link equity to that site.

How to improve your external linking strategy

Regularly reviewing and refining your external linking approach can significantly boost your content's performance:

• Content audits: Periodically review your existing content to find opportunities for adding new, relevant external links or updating old ones that might be broken or outdated.
• Competitor analysis: Look at what reputable external sources your competitors are linking to. This can give you ideas for valuable resources in your niche.
• Research tools: Use SEO tools or simple Google searches to discover authoritative websites and resources related to your content topics.
• Check for broken links: Broken links (links that lead to a page that no longer exists) can hurt user experience and SEO. Use a broken link checker tool to identify and fix these regularly.

External linking is a fundamental part of a strong SEO and content strategy. By linking out wisely, you can enhance your site's credibility, improve user experience, and give search engines more context about your content. Start by reviewing your current content for linking opportunities and make it a regular part of your content creation process.