Outbound links are often perceived as a nuisance. Some publishers believe they drain PageRank, leading them to minimize outbound links. Conversely, others think it’s important to link to authoritative resources, like .edu and .gov sites. However, there is a more beneficial approach to outbound links.
One SEO strategy suggests linking to high-ranking sites, while another advocates connecting to relevant .edu or .gov sites. Following what everyone else does is simply that—following. The question to consider is: Do you want to be a leader in your field, or are you content with being a follower?
Adhering to what everyone else does may prevent you from discovering potentially superior methods. You’re either a leader or a follower; you can’t be both.
### Do Outbound Links Matter?
Spam sites often link out to other sites to appear legitimate. However, outbound links might not be a ranking factor; they function more like content.
Outbound links have historically been used to understand the context of a page or section (block-level). Where a link leads indicates what the linking page or section is about, dating back to the original Google algorithm research paper.
> “Most search engines associate the text of a link with the page that the link is on. In addition, we associate it with the page the link points to.”
Some misinterpret discussions about spam sites trying to appear legitimate through outbound links as a dismissal of their usefulness. This is a misunderstanding.
1. Outbound links can reflect the subject of a page.
2. Outbound links do not necessarily make a page appear non-spammy.
Linking out is valuable in terms of relevance, and good for users, making it an important part of your content strategy.
Even if there were no on-page relevance for linking out, it would still be sensible if it enhances user satisfaction with your page.
### Link to Relevance or Rankings?
Linking to high-quality, relevant pages can be good for ranking if it benefits users. But consider moving beyond merely linking to high-ranking pages.
Instead of opting for an .edu, .gov, or high-ranking page, consider linking to a relevant page on the topic, regardless of its ranking.
### Motivation for Linking Out
The motivation for linking out should be scrutinized. Linking to an .edu or .gov page at the end of an article with the intent to appear authoritative to search algorithms is an outdated strategy from around 2000. Search engines have moved on, and so should you.
### Imagine Your Content as Blocks of Subtopics
When linking out, do so to allow users to explore subtopics relevant to your page without diverting from your main content.
Visualize your page as sections, each consisting of several paragraphs. Each section represents a subtopic of the overall topic. When linking out, find the most appropriate page that enhances understanding of the subtopic in question.
### Link for Relevance
Prefer to link to a site relevant and on-topic to the subtopic content block rather than to a page merely because it ranks highly for your keywords.
When a search engine bot follows your link, it understands that you are connecting to a page related to your content, which is crucial for relevance.
Outbound linking provides context, complementing the main discussion, and allowing users to pursue additional details through links.
### Link to High Ranking Pages?
Linking to a high-ranking site assumes it is best for understanding your page’s relevance, but this aligns you with a competitive clique, following instead of leading.
It’s not about refusing to link to top-ranked pages, but about ensuring your linking motivation benefits users. Following user-centric practices may align with what search algorithms favor.
### Outbound Links Create Awesomeness
When deciding where to link out, don’t just adhere to linking .edu, .gov, or top-ranked sites. By thinking critically, users may find your pages more useful than competitors’.
Enhancing usefulness and satisfaction is what “being awesome” entails. This may favorably affect your rankings.
