External Linking Best Practices for SEO

What are external links?

External Links refer to hyperlinks that direct to a domain different from the one where the link originates (source). Simply put, when another website links to your site, it is regarded as an external link to your content. Likewise, when you create a link leading to another website, it is also considered an external link.

Code Sample

Optimal Format

To maximize the impact of your anchor text for SEO purposes, incorporate descriptive keywords that align with the topic or keywords your target page aims to emphasize. Avoid using identical keyword text repeatedly, as this may set off spam detectors. Instead, focus on creating diverse anchor text variations that contribute to improved context and usability for both your website visitors and search engines.

External Link Defined

An external link refers to a hyperlink directing users to a domain outside the current website. According to leading SEO experts, external links play a crucial role as the primary source of ranking power for a webpage.
Unlike internal links, external links transmit link equity, also known as ranking power, in a distinct manner. Search engines treat these links as third-party endorsements or votes, influencing the overall ranking of the linked content.
It is noteworthy that reputable SEO practitioners do not consider the "title" attribute within a link to have a significant impact on search engine rankings.

An example of an external link in HTML code looks like this::

Read our <a href="http://www.yoursite.com/post">recent post</a> to learn about the latest SEO trends.

In the given illustration, the <a> tag is utilized to signify an HTML tag specifically designed for creating hyperlinks. The href attribute within this tag plays a crucial role by specifying the destination of the link. Meanwhile, the accompanying text, labeled as "recent post" functions as anchor text. This anchor text serves the purpose of providing readers with a descriptive indication of the content they can expect to access by clicking on the link.

External links play a crucial role in the assessment of web page quality and relevance for search engines.

There are two primary reasons why external links are considered important:

Popularity: Unlike the elusive nature of website traffic metrics, external links offer a more stable and easily measurable indicator of a web page's popularity. While traffic data is often obscured in private server logs, external links are publicly visible and can be readily stored. This makes external links a reliable metric for gauging the popularity of a specific web page. This popularity metric, akin to toolbar PageRank, is then integrated with relevancy metrics to enhance search engine results for a given query.
Relevancy: External links serve as valuable clues for search engines to determine the relevance of a web page. The anchor text used in these links is typically crafted by humans, who possess a better understanding of web page content compared to computers. This anchor text often succinctly reflects the content of the linked page, presenting a concise description or even the URL itself. Additionally, the domains cited in links contribute valuable relevancy metrics for search engines. Since links tend to point to related content, they assist search engines in establishing knowledge hubs on the internet, enabling them to validate the importance of a particular web document.

SEO Best Practices

Target keywords— Effectively identifying target keywords is a critical component of optimizing your on-page content for search engines. The ultimate goal of this optimization process is to secure a higher ranking for keywords that are directly relevant to your content, thereby increasing your visibility in search engine results.

To accomplish this, it is essential to engage in thorough keyword research. This involves investigating and analyzing the words and phrases that users commonly use when searching for content similar to what your website offers. By understanding the language and queries used by your target audience, you can tailor your content to align more closely with their needs and expectations.

Keyword research not only helps you pinpoint the most relevant terms but also provides insights into the search volume and competition associated with each keyword. This information is valuable for making informed decisions about which keywords to prioritize in your content strategy.

Link to Relevant Sources

The inclusion of external links can greatly benefit your content, but it's important to do so with purpose rather than arbitrarily. Ensure that the external links you integrate contribute value to your content and serve the interests of your readers.

Effective external links are those that direct users to related content supporting your main arguments and offering additional context. Examples of valuable link destinations include statistics, research studies, infographics, or videos that substantiate your claims or provide supplementary information.

Given Google's goal of presenting the most pertinent results for any given query, linking to websites within the same niche as yours is particularly advantageous. This practice not only aids Google in comprehending the relevance of your content but also enhances user understanding, resulting in a more comprehensive and meaningful online experience.

Optimize the Title Tag

The title tag, prominently displayed in the Search Engine Results Pages (SERP), plays a crucial role in conveying the essence of your page to Google and enticing users to click through. It is encapsulated in the HTML code with a format similar to this:

<title>What Is a Title Tag & How to Optimize Your Title Tags for SEO</title>

Recognized as one of the paramount elements for on-page optimization, the title tag demands strategic attention. Ensure the inclusion of your page's primary keyword, preferably placed at the beginning, to signal the main search term you aim to rank for.

While incorporating secondary keywords is permissible, caution must be exercised to avoid an unnatural practice known as "keyword stuffing." This occurs when keywords are excessively added, leading to a spammy appearance that may be perceived negatively by both Google and users. Optimal title tag optimization strikes a balance between clarity, relevance, and avoiding spam-like practices for a more effective SEO strategy.

Link to Authoritative Sources

The significance of the external links you incorporate into your content cannot be overstated. The credibility and professionalism of the websites you link to play a pivotal role in shaping the trustworthiness of your content among both readers and search engines, particularly Google. Therefore, it is imperative to only associate your content with websites that are recognized for their reliability and high-quality information.

Linking to websites with clickbait content or subpar information can adversely impact both your reputation and search engine optimization (SEO). Readers are likely to question the authenticity of your content, and search engines may penalize your site for associating with unreliable sources.

A prime example of effective external linking is evident in our State of Content Marketing report, where numerous links are provided to reputable sources within the industry. This not only enhances the credibility of the content but also contributes positively to SEO.

In situations where you must link to websites that may not meet your trust standards, it is advisable to use the "nofollow" attribute. This tag signals to search engines that while the link is present for reference, it should not be considered an endorsement. By implementing such precautions, you can maintain the integrity of your content and safeguard your online standing.

Optimize Anchor Text

Anchor text refers to the clickable text that serves as a hyperlink, playing a crucial role in conveying information about the linked external site or page. This not only aids users in comprehending the content they are navigating to but also assists search engines, such as Google, in determining the context of the linked page.

By optimizing anchor text, you not only contribute to a more refined user experience but also impact the ranking of the linked page. This underscores the significance of strategically fine-tuning your anchor text for search engine optimization (SEO) purposes.

Create a Heading in H1 Format for Your Page

Each webpage should feature a single H1 tag that serves as the on-page title or headline. This task is straightforward yet crucial for effective on-page SEO.

Unlike the title tag, the H1 tag is visible on your webpage rather than on the Search Engine Results Page (SERP).

Here are some tips to make sure your anchor text is SEO-friendly:

Use relevant and descriptive text instead of generic or off-topic phrases.
Keep it concise with short and descriptive text.
Format your links in a way that makes them easy to identify, ensuring they stand out from regular text.

The H1 tag should align with the title tag in conveying to both Google and users what the page is all about. Unlike the title tag, the H1 tag typically doesn't have a character limit. Focus on creating an H1 that is meaningful for your page and encourages visitors to stay. Additionally, include your primary keyword in the H1 tag, at the very least.

Avoid Link Schemes

Link schemes are deceptive tactics that attempt to manipulate Google rankings through the use of links.

If Google catches you engaging in activities that violate their spam policies, you could face penalties. This means your website might rank lower or not appear in search results at all.

Common activities associated with link schemes include:

Buying or selling links to boost rankings.
Trading goods or services in exchange for links.
Using automated programs to generate links on your site.
Linking from low-quality directories or bookmark sites.

It's crucial to steer clear of all these practices. Additionally, when using sponsored or affiliate links, ensure they have the rel="sponsored" or rel="nofollow" attributes. This informs Google that these links are not intended to influence rankings.

Audit Your Site’s External Links

Now that you have a better understanding of external linking, it's important to go a step further. That step involves regularly checking your website for potential issues related to external links.

If you neglect this step, your website might end up with errors that negatively impact your readers' experiences and harm your search engine optimization (SEO). Regular Website Audits can help prevent these issues and ensure a smoother user experience on your site.

Write a Meta Description That Boosts Clicks

Crafting an effective meta description can significantly increase the number of clicks your web page receives. The meta description is a brief summary of your page that shows up on the Search Engine Results Page (SERP).

To create one, you can include the following HTML code in your webpage:

<meta name="description" content="Your meta description here.">

Although the meta description itself doesn't directly impact your page's ranking, it plays a crucial role in on-page optimization. This is because it helps your page stand out in the SERP, enticing users to click on it.

When composing your meta description, focus on explaining what users can expect from your page and why it's worth their visit. Be sure to incorporate your primary keyword to enhance visibility on the SERP.

It's important to note that Google might generate its own title tags and meta descriptions for your pages. Optimizing them can minimize the likelihood of Google creating its own versions.

We recommend keeping your meta descriptions concise, preferably within 120 characters (including spaces). This reduces the risk of Google cutting off your descriptions in both desktop and mobile SERPs, ensuring that users see the complete and compelling message.

Check the URL Slug for SEO-Friendliness

The URL slug is a special part of your web address that identifies each page uniquely. It's important to make this part of the URL short, clear, and descriptive.

Here are some tips to help you create a better URL slug:

Use the main keyword of your page in the URL slug.
Separate words with a hyphen ("-") to make it easy to read.
Avoid adding years that might change over time, like "best-headphones-2023."
If you decide to change the URL slug later, make sure to redirect the old version to the new one.

Add Target Keywords to Your Body Content

Google decides if a webpage is related to a particular word by looking at the words used and their context. If your main word isn't mentioned in your content, Google might think your webpage isn't connected to that word.

When you're optimizing your webpage, make sure to include your main word in the first paragraph. Then, use it again in different places, along with other important words if you have them.

However, be careful not to use too many keywords. This is called keyword stuffing, and it can make your content sound strange.

Conclusion and Actionable Steps

In conclusion, external links are the foundation of a robust SEO strategy. They act as endorsements, directing both users and search engines to trust your content. To make the most of external linking, remember these key points:

Focus on quality over quantity.
Prioritise high-quality, relevant external links.
Craft descriptive and natural anchor text.
Balance your outbound and inbound links.
Measure the impact of your external links through key metrics.

Now, it's time to take action:

Review your current external linking strategy.
Identify opportunities for high-quality external links.
Optimize your anchor text.
Keep your link portfolio balanced.
Monitor your progress using SEO metrics.

External links are the digital bridges that connect your content to the vast online world. Build these bridges wisely, and you'll pave the path to success.

Frequently Asked Questions

Q: What is external linking in the context of SEO?
A: External linking refers to the practice of including hyperlinks on your website that point to other websites. These links are external to your domain.

Q: How do external links impact SEO?
A: External links can influence SEO positively by providing credibility, authority, and relevance signals to search engines. They promote a versatile online presence.

Q: Should I focus on quantity or quality when it comes to external links?
A: Quality is paramount. A few high-quality external links from authoritative sources are more valuable than numerous low-quality links. Focus on relevance and authority.

Q: What is the significance of anchor text in external links?
A: Anchor text is crucial as it provides context to search engines about the linked content Ensure that the anchor text is relevant and descriptive, reflecting the content of the linked page.

Q: Are there best practices for choosing external links?
A: Yes, best practices include linking to reputable sources, choosing relevant and contextually appropriate links, and ensuring the linked content adds value to your own.

Q: Should I use dofollow or nofollow links for external linking?
A: It depends on the situation. Dofollow links pass link equity and are used for endorsements, while nofollow links are used when you don't want to pass authority or when linking to untrusted content.