External links, also known as outbound links, play a crucial role in search engine optimization (SEO). They are hyperlinks on a website that direct users to a different domain. These links provide additional value and resources for users while helping search engines understand the topic and niche of a site.

The Importance of External Links

External links serve multiple purposes and can significantly impact a website’s SEO. Firstly, they demonstrate to search engines like Google how your content relates to other pages, helping them understand the context and relevance of your website. This can contribute to better rankings in search results.

Secondly, external links provide value to your readers by offering more information and resources. By linking to authoritative and relevant sources, you enhance the user experience and establish your credibility as a trustworthy source of information.

Lastly, external links can help build relationships with other websites. When you link to reputable sites, you increase the chances of exposure, traffic, and backlinks, which are essential for SEO success.

Internal vs. External Links

While external links point to different domains, internal links, on the other hand, are hyperlinks that direct users to other pages within the same website. Both types of links are important for SEO and should be leveraged strategically.

Internal links improve the user experience by enhancing site navigation and helping users discover relevant content within your website. They also help spread link equity, which is the ranking power, among your pages. By interlinking your pages, you can boost the relevance and authority of your content for specific keywords.

External links, on the other hand, provide value by connecting your content to external resources. They showcase the relationships between your content and other authoritative sources, signaling to search engines that your content is credible and valuable.

Are External Links Good for SEO?

Yes, external links are highly beneficial for SEO. They contribute to better rankings and improve the reputation of your website. Here’s how external links positively impact SEO:

  • User Experience Improvement: External links provide additional information and resources to readers, leading to a better user experience. A positive user experience can indirectly impact your SEO rankings.
  • Votes of Confidence: When reputable websites link to your content, it serves as a vote of confidence in the quality and credibility of your content. This can significantly boost your website’s reputation and authority.
  • Higher Search Rankings: Pages with numerous external links from authoritative sites tend to rank higher in search results. These backlinks signal to search engines that your content is valuable and relevant.

Nofollow vs. ‘Follow’ External Links

External links can be categorized as nofollow or ‘follow’ links. Understanding the difference between these types of links is crucial for SEO.

Nofollow External Links: Nofollow external links are hyperlinks that instruct search engines not to pass any ranking signals to the linked page. You can add a nofollow attribute to any external hyperlink by including rel=”nofollow” in the HTML code.

For example:

<a href=”https://example.com” rel=”nofollow”>Example</a>

‘Follow’ External Links: ‘Follow’ external links, also known as dofollow links, are hyperlinks that allow search engines to pass ranking signals to the linked page. By default, all external links are considered ‘follow’ links and don’t require any specific attribute.

For example:

<a href=”https://example.com”>Example</a>

Using nofollow external links can be beneficial in certain situations. For instance, if you want to link to a competitor’s page for context but don’t want to pass any authority, you can add the nofollow attribute. Additionally, you may use the nofollow attribute to indicate sponsored or affiliated links. However, it’s important to note that search engines treat the nofollow attribute as a hint, not a directive.

Different Rel Attributes for External Links

In addition to nofollow and ‘follow’ attributes, there are other rel attributes you can use for external links. These attributes provide further context and information for search engines. Some commonly used rel attributes include:

  • Sponsored: This attribute is used to identify links that are sponsored or paid for. It informs search engines that the link is part of a paid partnership.
  • UGC (User Generated Content): This attribute is used for links within user-generated content, such as comments or forum posts.
  • Noopener: Adding the rel=”noopener” attribute prevents the linked page from having access to the window.opener object, which can protect against potential security risks.

When using these rel attributes, ensure that they are used appropriately and in line with your website’s policies.

SEO Best Practices for External Links

To make the most of external links and optimize your SEO efforts, consider the following best practices:

1. Link to Relevant Sources

When including external links, focus on providing value to your readers. Only link to related content that supports your main points and adds context to your writing. For example, you can link to statistics, research studies, infographics, or videos that back up your claims or provide additional information.

Linking to websites within the same niche as yours helps Google and users better understand your content, which can positively impact your SEO. However, always ensure that the external websites you link to are credible and professional. Linking to low-quality or clickbait websites can damage your reputation and harm your SEO efforts.

2. Optimize Anchor Text

Anchor text is the clickable text that indicates a hyperlink. Optimizing your anchor text is crucial for both users and search engines. Follow these tips to ensure your anchor text is SEO-friendly:

  • Use relevant and descriptive text that accurately represents the content of the linked page.
  • Keep your anchor text concise and avoid using generic or off-topic text.
  • Format your links so they are easily distinguishable from regular text, making it clear to users that they are clickable.

For example, instead of using generic anchor text like “click here,” opt for descriptive text that provides context, such as “disavow file.” This helps users and search engines understand what the linked page is about.

3. Avoid Link Schemes

Link schemes are tactics used to manipulate search engine rankings through unnatural linking practices. Engaging in link schemes can result in penalties from search engines, causing your website to rank lower or even be removed from search results.

Common link scheme activities to avoid include:

  • Buying or selling links for the purpose of manipulating rankings.
  • Exchanging goods or services in return for links.
  • Using automated programs to generate links on your website.
  • Linking from low-quality directories or bookmark sites.

It’s important to prioritize ethical and natural link building strategies that prioritize quality and relevance over quantity.

How to Audit Your Site’s External Links

Regularly auditing your site’s external links is essential to maintain a healthy and effective linking strategy. Here’s how you can audit your site’s external links:

  • Use a site auditing tool like Site Audit to analyze your website for external link issues. Enter your domain name and start the audit.
  • Configure the settings to crawl the desired number of pages and select other relevant factors. Start the site audit.
  • Once the audit is complete, navigate to the “Issues” tab and filter the results by external link issues. Look for broken external links, unnecessary nofollow attributes, missing or non-descriptive anchor text, and other issues.
  • Prioritize resolving the issues in the “Errors” list first, followed by the “Warnings” and “Notices.”

By regularly auditing your site’s external links, you can ensure that your readers have a positive experience and that your SEO efforts are optimized.


External links are a crucial component of any successful SEO strategy. They provide value to users, enhance the user experience, and signal credibility to search engines. By linking to relevant and authoritative sources, optimizing anchor text, and avoiding link schemes, you can boost your website’s SEO performance and improve your rankings in search results. Regularly auditing your site’s external links ensures that your linking strategy remains effective and error-free.