What Are Outbound Links? Why Are They Important? And How Do They Work?

Chain links bond together to form a connection much like webpage outbound links.
What are outbound links? Why are outbound links important? And how do outbound links work?

Links have long been a ranking factor in organic search. One goal of SEO is to ensure that every link is quality and relevant, which helps a website maintain its authority and competitiveness in the search results.

Much is said about inbound links. But outbound links carry weight, too, even though they are talked about far less. I’ll answer common questions about outbound links in this article and provide examples and tips.

What Are Outbound Links?

An outbound link is a link from a page on one website to a webpage on another website.

Graphic showing Site A's link to Site B is an outbound link.

To illustrate, Site A links to Site B. Site A’s link to Site B is an outbound link from Site A. Site’s A’s link to Site B is also considered an inbound link to Site B.

Why Are Outbound Links Important?

Outbound links are important because they can impact user experience and SEO. The big picture is that if no websites are linked out to other websites, search engines like Google would have a harder time doing their job.

Links are a vote of confidence from one website to another. Ever since PageRank launched in the late ’90s, links have been a significant way Google determines rankings. Inbound links help search engines determine a website’s popularity, authority, and relative importance on the web.

Let’s look at how outbound links impact user experience and SEO.

Linking Out for User Experience

First, is the user experience. As you write quality content, you will want to back up your text with supporting resources. Your outbound links give context to your topic. Readers can learn more if they choose to click through.

Google’s John Mueller echoed this, saying that “linking to other websites is a great way to provide value to your users” in a short video:

Linking Out for SEO

On the SEO side of things, which websites your website links to matters. If you link to quality sites in your field, then search engines may deem your site higher quality by association. But the opposite is true as well. How many high-quality sites do you see linking to spam sites?

Therefore, search engines like Google may determine that a site is spammy if it regularly links to spammy sites. Similarly, outbound links to sites that have nothing to do with your subject matter can look unnatural, so do so sparingly.

Mueller pointed out in the video embedded above certain types of outbound links to avoid from an SEO perspective:

I would watch out for a few types of links, though. In particular, if you’re linking out to a site because of an arrangement, like you link to me and I’ll link to you, or because it’s an advertisement, or if it’s being done in your site’s comments, and you’re not really sure how good those links are. In all of these situations, your pages aren’t linking out because you think the other page is a great match for users. For these kinds of links, we recommend using the “rel=nofollow” link attribute.

For more caution, it’s useful to understand Google’s Webmaster Guidelines on link schemes.

How Do Outbound Links Work?

Outbound links are facilitated most commonly by text or images on a webpage. The most common is text, and it works by hyperlinking. A hypertext link is an HTML link embedded within the body text of a webpage.

The reader sees text that is highlighted and activated with a link called “anchor text,” like so:

Check out this SEO company. (In this case, “SEO company” is the anchor text, and the link goes to our homepage.)

On the HTML code side of the webpage that same link would look like this:

<a href=”https://www.bruceclay.com/”>SEO company</a> (The link is shown after “a href” and the anchor text follows.)

When creating an outbound link, a best practice is to ensure the webpage you are linking to opens in a new window. That way, the reader is not taken off your website. Rather, a new window opens up with the target webpage.

This is typically done via a setting in your CMS as you upload the content and get it ready for publication.

Screenshot displaying the creation of an outbound link.
For the HTML code, to ensure a link opens in a new window, it would look like this:

<a href=”https://www.bruceclay.com/” target=”_blank”>SEO company</a> (The attribute target=”_blank” indicates to open a new window.)

Tips for Outbound Linking

A few tips as you are learning how to do outbound links correctly …

  1. The destination page you are linking to must be relevant to the page and paragraph you are linking from. The theme of the entire website should be relevant, too.
  2. If the two pages (the webpage on your site and the webpage you are linking to) are not on a related topic, the link may appear unnatural to search engines, which could impact your ability to rank. For example, say you have a website on cats and are writing an article on training your cat. If that page links to an ecommerce store that is totally unrelated, it will not only confuse readers but can look like spam. These are the types of outbound links that can harm your SEO.
  3. Choose wisely which text to hyperlink and make the anchor text of your outbound link. Identify the most relevant parts of the sentence related to the outbound link and use those words as the anchor text.
  4. If you are an influencer and have been compensated for the link, ensure your page follows FTC guidelines and that your links are nofollowed or marked as sponsored.
  5. Also, it’s good to vet the webpage and website you are linking to briefly. Does it have any spammy characteristics? If so, look for another, higher-quality webpage. You can bet that any webpage on the topic that shows up on Page 1 of the search results will be a good alternative.

While outbound links may not get as much attention as inbound links, they matter to your website. Take care to follow best practices with your outbound links.

For more in-depth coverage of linking practices that work, download our e-book “The New Link Building Manifesto: How to Earn Links that Count.”

E-book: Bruce Clay's New Link Building Manifesto.

FAQ: How can outbound links impact a website’s authority and competitiveness in search results?

Outbound links have emerged as potent tools that can significantly influence a website’s authority and competitiveness in search results. When used thoughtfully and strategically, these links can yield remarkable benefits for your online presence.

Building a Strong Digital Identity

Outbound links serve as pathways that connect your website to other authoritative and relevant sources across the web. When you link to reputable external websites, you essentially validate your content and assertions. This validation resonates with search engines, such as Google, which view your website as a hub of valuable information. As a result, your website’s authority within your niche or industry is bolstered, setting the stage for improved search rankings.

Navigating the SEO Landscape

The impact of outbound links on SEO is twofold. Firstly, they signal to search engines that your website is a reliable source contributing to the broader online community. Secondly, these links create a contextual web that interconnects various high-quality resources. This web enhances user experience by offering readers deeper insights and additional references, leading to longer time spent on your site and reduced bounce rates. Search engines interpret this engagement as a positive signal, potentially elevating your rankings.

Enhancing Competitiveness Through Association

Outbound links also forge relationships within your industry. When you link to reputable sources, you establish a network of associations that underline your website’s relevance. This can lead to reciprocal links, where authoritative websites may find value in your content and link back to you. Such backlinks testify to your website’s credibility and can further amplify your competitiveness in search results.

Expert Insights and Best Practices

To harness the potential of outbound links, it’s essential to follow best practices. Choose sources that align with your content’s subject matter, ensuring relevance and coherence. Craft anchor text that succinctly describes the linked content, adding value to readers. Additionally, focus on natural and organic linking rather than engaging in manipulative practices that could harm your SEO efforts.

Outbound links can sculpt your website’s authority and competitiveness in the intricate realm of search engine rankings. By thoughtfully integrating links to authoritative sources, you enrich the user experience and foster a network of connections that solidify your digital presence.

Step-by-Step Procedure: How Outbound Links Impact Website Authority and Competitiveness

  1. Understand the Role of Outbound Links: Grasp how outbound links connect your website to external authoritative sources.
  2. Recognize the Authority Signal: Learn how outbound links validate your content and contribute to the search engine’s perception of your website’s authority.
  3. Comprehend the SEO Dynamics: Understand the dual impact of outbound links on SEO – signaling your reliability and enhancing user engagement.
  4. Embrace User Experience Enhancement: Realize how outbound links create a contextual web that enriches the user experience and reduces bounce rates.
  5. Leverage Industry Associations: Explore how outbound links establish connections within your industry, potentially leading to reciprocal backlinks.
  6. Follow Best Practices: Learn expert insights on choosing relevant sources, crafting anchor text, and avoiding manipulative practices.
  7. Establish Relevance: Ensure the sources you link align with your content’s subject matter for coherent linking.
  8. Craft Meaningful Anchor Text: Create anchor text that concisely describes the linked content and adds value to readers.
  9. Prioritize Natural Linking: Emphasize organic linking over manipulative practices to maintain SEO integrity.
  10. Enhance Authority: Recognize how outbound links substantiate your website’s expertise and build a reputation within your niche.
  11. Elevate Competitiveness: Grasp the potential of reciprocal backlinks and how they contribute to your website’s competitiveness in search results.
  12. Curate Quality Content: Develop high-quality content that serves as a foundation for strategic outbound linking.
  13. Choose Authoritative Sources: Select reputable websites and resources that resonate with your content’s theme and contribute to your credibility.
  14. Establish Industry Connections: Link relationships to industry-related content that enhances your website’s networking capabilities.
  15. Curate a Relevant Network: Build a network of outbound links that reflects your website’s relevance and authority within your field.
  16. Monitor and Adjust: Continuously evaluate the impact of your outbound links on authority and competitiveness and adjust your strategy accordingly.
  17. Avoid Link Manipulation: Steer clear of practices that could harm your website’s SEO, such as excessive link exchanges or irrelevant linking.
  18. Deliver Value: Prioritize delivering valuable information to your readers through well-curated outbound links.
  19. Measure Results: Track the performance of your outbound links by monitoring engagement metrics and search ranking improvements.
  20. Sustain Best Practices: Maintain a consistent approach to outbound linking, ensuring it remains a cornerstone of your SEO strategy.

Bruce Clay is founder and president of Bruce Clay Inc., a global digital marketing firm providing search engine optimization, pay-per-click, social media marketing, SEO-friendly web architecture, and SEO tools and education. Connect with him on LinkedIn or through the BruceClay.com website.

See Bruce's author page for links to connect on social media.

Comments (12)
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12 Replies to “What Are Outbound Links? Why Are They Important? And How Do They Work?”

You also need to make sure that you don’t give an outbound or external link on the keyword which you are targeting to rank upon. It is very crucial to understand this point, there is no point to divert traffic on some other website for a keyword which you are targeting, especially newbies make such mistakes.

Outbound linking is still very important not just for users but also to cite sources and help establish authority in your content.

Inbound links have the most influence since they are like trust, credibility, and authority that assists rank, but they are natural links that originate from high-quality, relevant sites.

Great post as usual Bruce,
If the “content” of a page makes someone talk, it indicates authority, credibility, and/or trustworthiness. Thus, links on pages are like votes of trust, credibility, & authority. The more links a page gets, the more votes they are getting, which can improve their ranking.

Perfect article for beginners like me…

Outbound links also called external links from your website to different websites. An outbound link for you is an inbound link for someone else. If a link takes readers to another page on the same website it’s called an internal link.

A lot of people say Google has changed the rules. It’s true, you certainly need to be more gentle with the links than a few years ago and not overdo the optimization. However, significant changes are still ahead of us.

A short and in-depth article about outbound links. This post really helped me a lot. Perfect article for beginners like me…
Thanks a lot.

Earning links to your website from other authority sources is an important ranking factor, and it can help you show up higher in search results for keywords & phrases related to your business.

Great article Bruce. Is there any downside to just making ALL outbound links no follow? I mean what would the drawback be?

Robert Stefanski

Hi Damien,

There is no advantage to making all outbound links nofollow. Google says to use the nofollow attribute for links you do not vouch for, which doesn’t apply if you’re linking to expert, authority sites that relate to your topic. Cutting off all link equity flowing out of your site may signal to Google that you don’t trust any of your links and don’t consider them to be an authority. Search engines see the internet as a connected entity, and an authority site would not be reclusive. We recommend nofollowing outbound links only when the destination page is off topic or irrelevant to your site. (For more information, check out this SE Journal article: https://www.searchenginejournal.com/when-to-use-nofollow-on-links/383468/)

Hope this helps!


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