Referring to other websites by giving an external link to them is one of the most underestimated ranking factors in search engine optimisation. However, linking to less legitimate websites can seriously hurt your rankings as well.
External links should therefore be done in moderation and only when linking adds value to your article, shows a different angle or dimension and is well-deserved. Here is what to consider before giving a link to another website.
What is an external link?
While internal links go within the same domain, an external link can be defined as ‘A hyperlink directed to another website’.Visual Example: www.YourSite.com (How a visitor see it)
HMTL Example: www.YourSite.com (How a developer would see it)
Don’t be afraid to link out to credible sources:
Many businesses are afraid to link out to other websites. It’s wise to be cautious about whom you link out to, but don’t be afraid to link out if an external link is deserved.Giving links to ‘credible websites’ with high quality content is usually beneficial for your website ranking and it’s visitors. Who are you linking to today? And why do you link to them? In the next paragraph SEO specialist gives advice on what to keep in mind when you are about to put in a link.
When is external links deserved?
Here is a few questions to ask yourself before linking to other websites.- Does the link add value to your own article?
- Do your external link show a different angle of the topic discussed?
- Will the link show a different opinion of the subject you write about?
- Are you refering visitors to the official site, where they are likely to end up anyway?
- Or is the external link simply well deserved?
Avoid external links to un-trusted, low quality sites or face the consequences
Linking out to websites of low quality on the other hand can seriously hurt your rankings. Here are three basic things to consider:- Is the content or campaign temporary in nature? Be cautious linking to it, unless you have a system to check if the link is still working in a few months from now. If not, your website will end up with a lot of dead links.
- Don’t link to what search engines consider as ‘bad neighbourhood’. In general, we suggest you avoid giving external links to websites related to porn, pharmacies or gambling, unless you are in this field yourself. Linking to bad neighbourhood is likely yo give negative ranking effects for your own website.
- Finally, it can be wise to do a quick virus check on sites you plan to link to. If the site you plan to give an external link to contains a virus, (such as malicious scripts, trojan exploits, etc) report them to SpamCop and don’t link to them.