Google dismisses the idea that outgoing links are considered a direct ranking signal – but tests have shown otherwise.
Who should SEOs believe? Why link out at all?
When asked about the impact of outgoing links on “link juice,” Google’s John Mueller flatly ignored the question, stating that any advice containing the term “link juice” should not be taken seriously.
Thus, we need to look deeper and revisit past information to understand this better.
Incoming vs. outgoing links: Do they both matter?
So what’s the difference between outgoing (outbound) and incoming (inbound) links?
Most people in the SEO industry and beyond agree that links to your site – alias incoming links, also called inbound links or backlinks – do matter.
Inbound links continue to be an important ranking factor on Google. While the search engine continuously adds other signals to refine results, the original Google algorithm is based on counting and assessing the value of incoming links.
More complex additions like the RankBrain algorithm or the concept of expertise, authoritativeness, and trustworthiness (E-A-T) ensure that only usable, credible, and content-rich sites get ranked on top.
Yet the ranking itself still heavily relies on good old editorial links – those leading “back” to your site.
But what about outgoing links (i.e., links from your site to others)?
That has been an evergreen debate among SEO practitioners and marketers alike.
Let’s recap what we know about (outgoing) links first.
Mueller repeatedly said that they are not a direct ranking signal. Yet, he and many SEOs still advocate linking out.
- One approach could be called the egoistic one. It assumes that you have to hoard the authority you get from other sites by way of links. Thus, you should link out as rarely as possible to avoid losing that authority, link value, or “equity.”
- The other approach (which I abide by) is the rather altruistic one. It assumes that the web is built on links – hence hypertext as in hyperlinks – and the more you are interconnected with other sites, the better.
Why are SEO experts scared to link out?
Not only beginner-level SEOs fear linking out, but some experienced SEO experts are also not keen on risking their site authority on outgoing links. Why is that?
There are instances when Google penalizes sites for linking out or algorithmically reduces their ranking.
Here are a few examples:
Bad neighborhoods
These are often websites dealing with adult subjects or gray areas like prescription-free drugs and gambling. They are also referred to as 3P (porn, pills, and poker).
Other obvious examples are so-called “warez” or copyright infringement sites.
Even legitimate but low-quality sites you link to might have some detrimental impact.
Link schemes (i.e., reciprocal links, link farms)
“Link schemes” is a Google term describing all kinds of “unnatural” links meant to increase the chances of ranking on Google organically.
Reciprocal links (I link to you so that you link to me) or link farms (interlinked sites just created, acquired, or paid for the links) are common examples.
Such links may get demoted by Google or lead to an “unnatural links” penalty.
Text link ads
Text link ads, or in Google’s words “paid links,” are links to other sites you have been paid for in one way or another.
These payments can include sponsorships, donations, or free products.
When in doubt, Google may penalize you for outbound links if you receive any form of remuneration.
Google wants you to add the “sponsored” attribute to such links. The same procedure applies to paid reviews you place on your site.
User-generated content (UGC)
UGC includes comments, forum entries, or any type of submitted content without editorial oversight that links out to third-party sites – which are also risky.
Google advises you to use the “UGC” link attribute on such links. Ideally, check all contributions prior to publication.
Guest posts, widgets, infographics, etc.
Over the years, Google has added many common SEO techniques to the list of unnatural link practices. Techniques like guest posts, widgets, and infographics were among them.
When you have these on your site, you are required to use the “nofollow” link attribute on outbound links associated with them.
Broken links
Broken or dead links that have been linked out to reputable resources may become hazardous to your site’s health overnight.
It’s not just about SEO issues but also reputation risks when visitors end up on defunct sites, error pages, or parked domains.
Regularly monitor and fix broken or redirected links. The latter can be even more harmful as deceptive sites won’t always send an error code, and instead, a “200” OK to fool you into linking to them.
No wonder many SEO experts have become reserved about linking out. Some of them only link to authoritative sources like Wikipedia for the potential SEO benefit.
Others play it safe by adding “nofollow” to all outbound links, even though Mueller also stated there is no benefit in that.
What does Google say about the benefits of outgoing links?
Despite all the possible pitfalls, there are also benefits to linking out – both for Google and for the website owners who do it.
In 2019, Mueller published a video on linking out and why it matters. He specifically encouraged linking to other sites that “offer additional value and more context.”
Given Google’s increased focus on E-A-T criteria in the ranking algorithm, linking out to established sources and experts has additional benefits.
Proof of authority
You can prove authority by adding the author’s name and a short bio, then linking out to their website and social media accounts.
Anonymous posts by “admin” are less convincing to potential readers and Google algorithms.
Citing sources
Even accomplished experts usually rely on the work of others.
By citing and ideally quoting sources, scholars in academia, journalists, and bloggers ensure their expertise is backed up by others.
Linking out to credible sources like universities, government agencies, or leading publications (e.g., The New York Times) establishes credibility.
More resources
No matter how extensively you cover a topic, there is always something “read more” that you haven’t mentioned.
Assuming that you’ve satisfied the reader and they are still interested, you are welcome to add more resources on the subject matter to broaden the scope of your content.
Linking out to content that elaborates on aspects you haven’t covered in-depth yet is a good idea to enhance a trustworthy article.
The web in general benefits from sites actively linking out, as sites devoid of outgoing links tend to become dead ends in the worst case.
Proving the direct SEO impact of outgoing links
Some SEOs have actively tested whether there is a positive impact of outgoing links.
And there is!
Opinions in the SEO world should be considered with a grain of salt, but actual tests can often provide useful insights.
Reboot Online, a “data-driven SEO company,” tested the potential effect of outbound links in 2016 and again in 2020.
The test sites which included outgoing links outranked the “stingy” sites that did not contain outgoing links.
Even test results may be biased, as the testers expected a positive impact. Reboot Founder Shai Aharony explained his motivation as being repeatedly astonished at the belief that Pagerank should be religiously kept within the site and that any outgoing links are “diluting” your site’s authority.
While it’s hard to ensure that a test only checks a particular ranking factor, SEO experiments can often provide useful hints for ongoing optimization efforts.
In this case, the test has been repeated so we can be fairly certain the results are valid.
Ideally, you should also conduct your own tests, but it’s not easy given the complexity of the current Google ranking algorithm.
Why do outgoing links make sense beyond SEO considerations?
Beyond the benefits that even Google spokespeople mention, there are many “social SEO” aspects of outgoing links that can ultimately improve your rankings or at least help you gain traction in other ways.
Even if you frown upon linking out to other websites for fear of risking your organic reach, here are some direct benefits of outbound links that you should be aware of before giving them up completely.
Getting noticed
When you link to someone, you are getting out there. Especially when you’re new to a niche, industry, or market, linking out is a way to acknowledge those who came before you.
Making lists of “the best blogs” covering a specific topic can draw in other, already-established bloggers to your new publication.
Many valuable connections and often clients can result from linking out to someone.
This is especially important for “introverts” who usually don’t go to conferences, meetups, or trade fairs.
Give and take
When you link out, you give the gift of attention and appreciation. We are primed for mutual aid and are more likely to reciprocate.
Many SEOs reach out to numerous “prospects” and receive a very low response rate because they are contacting strangers and asking for favors immediately.
Building relationships and “making friends” in the industry can be more beneficial.
User experience
No single person or entity is all-knowing. Even Google can’t answer all queries satisfactorily. While creating content, we always rely on others’ expertise.
Linking to other content without having to reinvent the wheel offers a better user experience than leaving visitors without enough information. Linking out to additional resources enhances a trustworthy article.
How to link out to make it count
Now that you are considering linking out for SEO or other benefits, you may wonder how to link out to positively impact your site. Here are some tips.
Do not add a ‘nofollow’ when you don’t have to
Some publishers and blogs add nofollow tags to all outgoing links, but that’s like saying all your content is untrustworthy. Add nofollow tags only when needed. Editorial links should be proper links with no discrediting attributes.
Check and update outgoing links regularly
Once you link out, you vouch for the resource you link to. It’s advisable to check such links regularly. On platforms like WordPress, this can be automated. Unlink or replace disappearing resources and ensure third-party resources aren’t outdated or debunked.
Link out to specific authority sites (not Wikipedia)
Linking out to Wikipedia is a common shortcut but isn’t very useful. Instead, link to specific, credible sources. Most people want more in-depth information than what Wikipedia offers.
Link out for users first, for SEO benefits second
Ensure the resource you link to offers additional value for readers. Don’t just link out for potential SEO benefits. Linking to Google or trusted third-party blogs can sometimes be better than a rehashed news article.
Mention experts by name and ‘ping’ them
Linking out to niche experts can attract their audience to your content. Notify people manually when you mention them to start building relationships.
By following these tips, you can use outgoing links to enhance user experience, build credibility, and potentially improve your SEO.
