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94% of blog posts have zero external links.
Think about that—most of the internet is like a selfish kid hoarding candy.
But guess what? Google doesn’t reward hoarders. It rewards sharers.
Here’s the “boring” truth: linking out isn’t just good for SEO; it’s part of how the internet works. Still, the myths persist: “You’ll leak SEO juice!” or “Why help someone else rank?” Relax. Linking out won’t kill your rankings—doing it wrong will.
So, are external links good for SEO? Absolutely. Here’s what most people miss, though: external links show search engines you’re connected to a broader, trusted web of content.
They build relevance. They build trust. Most importantly, they give readers a better experience—something Google cares about a lot.
If you’ve been clenching your external links tighter than a miser’s wallet, it’s time to loosen up. Let’s cut the fluff, bust the myths, and prove why external links aren’t just good for SEO—they’re essential.
External links are exactly what they sound like: hyperlinks that point from your website to another.
Simple, right? Yet somehow, people still treat them like a loaded gun—scared to pull the trigger.
But here’s the thing: Google loves external links because they act like digital connections. Linking out shows you’re part of the conversation. It tells search engines you’ve done your homework and that your content is backed by trusted, relevant sources.
So, why should you care? Because external links make your content more useful to readers. And when readers are happy, Google’s happy. Still asking, “Do external links help SEO?” The answer is a clear yes—when used strategically.
If you still treat external links as an afterthought, you risk compromising trust, authority, and rankings.
Tip: Use SEO tools like Ahrefs or SEMrush to see which external sites are linking to your website. Knowing who’s pointing to you helps you track credibility, build relationships, and find new linking opportunities.
What About Internal Links?
Internal links, on the other hand, keep users on your site by connecting pages within your own domain. While external links build authority through trusted sources, internal links boost your SEO by improving navigation and spreading link equity across your site.
Need a quick breakdown? Here’s how internal and external links work for you:
Make sure to leverage both!
Short answer: yes—but not the way you think.
Google’s John Mueller has made it clear: linking out to high-authority sites won’t magically boost your rankings. That’s right—external links alone aren’t a ranking factor. But before you slam the brakes, here’s where it gets interesting:
When you link to credible, relevant sources (read that again), you’re improving the user experience. You’re helping readers, building trust, and supporting your content with proof. Google might not reward you directly, but it notices when readers stay longer, engage more, and view your content as valuable.
In other words: External links don’t make you rank better—they make you better. Better content, better trust signals, better user experience.
Just don’t overdo it:
- Link intentionally to quality sources.
- Keep it relevant.
- Avoid spammy, low-quality links.
The bottom line? External links aren’t about gaming Google—they’re about creating content Google wants to rank.
We’ve established that not all links are created equal. Search engines judge links with precision, assessing quality, relevance, and context. A good external link doesn’t just exist—it proves your content belongs to a trusted, connected web of information.
So, what factors do search engines look at?
- Relevance: Search engines ask, “Does this link make sense here?” Linking to an SEO case study in an article about improving search rankings? Perfect. A random link to a pet store? Not so much. Relevant links reinforce your content’s value and help search engines connect the dots.
- Authority of the Source: Not all websites carry the same weight. A link from a high-authority domain—like trusted publications, research sites, or thought leaders—tells search engines you’ve done your homework. Low-quality, spammy sites? That’s a red flag.
- Link Placement: Links embedded naturally within your main content carry more weight than links shoved into sidebars, footers, or comment sections. Search engines understand that intentional, in-context links offer more value to readers.
- Anchor Text: The clickable text you use matters. “Click here” is meaningless to search engines, while “SEO best practices guide” provides context. Clear, descriptive anchor text helps search engines understand the page you’re linking to.
- Follow vs. Nofollow: Not all links pass authority. A follow link signals search engines to transfer link equity (SEO value) to the linked page. A nofollow link, on the other hand, tells search engines not to pass that value. But take note that nofollow links still add credibility and improve user experience—both of which search engines pay attention to.
- Link Diversity: If you’re linking to the same handful of sources every time, it can look lazy or manipulative. Search engines want to see variety—links from diverse, authoritative domains show you’ve built content that connects across the web.
- Context and Surrounding Content: A link placed in high-value, on-topic content signals relevance. Search engines analyze the text around the link to ensure it adds to the conversation instead of just being there for show.
Ultimately, outbound links do help your SEO—but not by magic. They work when they’re relevant, intentional, and strategically placed. Google wants you to link out the same way it wants you to write content: for people, not algorithms.
External links are a quiet force in SEO. Use them right, and they’ll build credibility, improve user experience, and tell Google you know what you’re doing. But “right” doesn’t mean sprinkling links everywhere and hoping for magic. It means strategy, intention, and keeping the user at the center of it all.
1. Link to High-Quality, Relevant Sources
External links are only as good as the sites they point to. If you’re linking to low-quality, irrelevant, or outdated content, you’re telling Google you don’t care about your readers—and that’s a problem.
Here’s how to get it right:
- Prioritize authority: Link to established publications, research studies, and trusted domains (.gov, .edu, or respected industry sites).
- Check for relevance: If you’re talking SEO, link to an SEO study, not a general “marketing tips” blog.
- Vet your sources: Tools like Ahrefs, Moz, or SEMrush can help you check domain authority. If the site looks questionable, it probably is.
Think of every external link as a referral. Would you trust someone who keeps sending you to spam? Neither will your readers—or Google.
2. Place Links Where They Add Value
Where you place an external link matters as much as what you link to. A good link doesn’t just sit there—it adds value, builds trust, and flows naturally within your content.
Bad links? They’re tossed in footers, shoved into sidebars, or dumped at the bottom of the page like someone forgot they existed. Search engines notice, and so do your readers.
Here’s how smart link placement looks in action:
Let’s say you’re citing a stat to back up your argument. A well-placed link should look like this:
This example doesn’t just slap a link on the page—it integrates it into a sentence that supports the point. The link is natural, useful, and gives readers instant access to the proof they need.
The takeaway? Don’t make your readers hunt for information. If a link supports your content, put it where it matters most—right where they need it. Anything else is noise.
3. Use Descriptive Anchor Text
Anchor text—the clickable words of your link—does two jobs: it gives readers context and tells search engines what to expect.
Weak anchor text like “click here” or “this link” adds nothing. Instead, use anchor text that clearly describes the content you’re linking to.
If you’re linking to a guide about external links, the anchor text should say so: “comprehensive guide to external links.” But don’t go overboard with keyword stuffing—“external links SEO strategy ranking guide” is overkill and sounds unnatural.
Keep it clear, natural, and human.
Search engines love descriptive anchor text, but more importantly, so do readers. It builds trust by letting them know exactly what’s on the other side of the click.
4. Diversify Your External Links
If all your external links point to the same site, you’re sending search engines the wrong message: your content isn’t well-researched.
Here’s how to diversify naturally:
- Link to a variety of sources: trusted blogs, research studies, news outlets, and industry leaders.
- Avoid linking to the same domain repeatedly in one post. It looks unnatural.
- Mix it up over time: Regularly refresh your sources to keep content dynamic.
Diverse links tell Google you’ve done your homework—and it shows readers they can trust your content.
5. Limit External Links to Keep Content Focused
More links don’t equal better SEO. Overloading your content with external links doesn’t just look messy—it distracts readers and signals desperation to search engines.
Here’s the deal:
- Stick to 1–2 links per section. Enough to add value, not so many that readers start playing link roulette.
- Be ruthless with relevance: If the link doesn’t make your content clearer or stronger, it doesn’t belong.
External links should act like signposts—they guide readers to useful destinations. Too many? They become noise. Keep your content clean, intentional, and focused.
6. Audit Your Links Before They Break You
External links aren’t a set-it-and-forget-it game. Websites disappear, URLs break, and content goes stale. Broken links frustrate readers, make you look careless, and send a bad signal to Google.
Here’s how to stay on top of it:
- Run quarterly audits using tools like Screaming Frog or Ahrefs to catch dead links. For example, tools like Ahrefs will flag issues like links pointing to 404 errors or broken pages:
- Replace broken or outdated links with fresh, relevant alternatives. A single dead link can ruin user trust, so don’t leave it unchecked.
- Refresh old posts—just because the content still ranks doesn’t mean the links are doing their job.
It’s boring, yes. But broken links hurt your credibility, and fixing them proves you care about your content—and your audience.
7. Balance External Links with Internal Links
External links show you’re well-connected to the larger web. Internal links keep readers exploring your site. The two should work together.
Here’s how to strike the balance:
- Use external links to back up claims, cite stats, or add expert insights.
- Use internal links to guide readers to related content on your site—blog posts, resources, or product pages.
For example: If you’re writing about SEO strategies, link to a reputable external guide for proof and an internal blog post that dives into one of your key services.
Think of it this way: External links build trust. Internal links keep readers engaged. The combination tells Google your content is connected, valuable, and intentional.
External links are more than hyperlinks—they’re trust signals, connectors, and proof that your content belongs in the broader web. Linking to the right sources shows readers (and Google) that you know your stuff, and it makes your content stronger, smarter, and more valuable.
But getting links right isn’t about luck—it’s about strategy. Links need to be intentional, relevant, and maintained over time. Most businesses miss this: they either overdo it, link carelessly, or let their content rot with broken links that no one fixes.
That’s where Boring Marketing comes in.
We take care of the details that others overlook—building strategies, auditing links, and making sure your content earns the authority it deserves. Because SEO isn’t about shortcuts; it’s about doing the work that drives real results.
Book a call today to get the boring stuff done right—so you can focus on what matters.
1. Do outbound links help SEO?
They do—when done right. Outbound links to high-quality, relevant sources improve user experience and content credibility. While they don’t directly boost rankings, they’re a signal that your content connects meaningfully with the broader web.
2. Can external links hurt your SEO?
Yes, if used carelessly. Linking to low-quality, irrelevant, or spammy sites can hurt your credibility and trust with search engines. Too many links can also overwhelm readers, making your content look spammy. Always vet your sources and link intentionally.
3. Should external links open in a new tab or the same tab?
External links should open in a new tab so users can easily return to your content without navigating back. This improves user experience and reduces bounce rates, ensuring your readers don’t get lost once they click away.
4. Should you link to competitors in your content?
Linking to competitors isn’t always a bad idea—if their content genuinely adds value for your readers. It shows confidence in your content’s quality and builds trust. However, do it sparingly, and ensure the link serves a specific purpose, like supporting a point or providing industry context.
