The Power of Outbound Links: Myths, Benefits, and Best Practices

Have you just earned another new backlink to your site? Congratulations, that’s cool. But have you ever thought about why someone offers you a backlink? What’s in it for them?

When an external website links out to a relevant page on your website, it is likely to gain a positive SEO impact in return (there is a catch here which we will be discussing later in this article.)

Now think of it the other way around. If you too can link out to relevant pages on other websites and create outbound links, your site will get significant SEO benefits as well. The benefits include improved user engagement, building trust, developing productive industry partnerships and much more.

But then, SEO isn’t some random flick and swish business. Handling it the wrong way can lead to grave consequences for your business.

But don’t worry. In this write-up, I will help you understand where to tap to unleash the potential of outbound links for your website.

What are Outbound Links?

Before we delve deeper, I believe quickly revisiting the basics will help you better comprehend the outbound link building strategy we are going to discuss later in this article. So, here we go.

So, what exactly are outbound links?

Outbound links are links that you build on your site to point out to pages on other websites.

You can use outbound links to provide your visitors with more information about a particular topic. This way, outbound links come in handy to deliver more value to your readers. 

So, are outbound links the same as your backlinks? The answer to that is NO.

As I said earlier, outbound links are links that you create on your website and point to pages outside your website. On the flipside, backlinks, also known as inbound links are the ones that point from external websites to your own. 

Both inbound and outbound backlinks are valuable for SEO. It is about achieving a perfect balance between the two to create a natural link profile that matters.

Now, using outbound links, you can very well back your content up by linking out to authoritative sources relevant to it. 

Basically, there are two types of outbound links. Dofollow and Nofollow. By default, any outbound link you create is a Dofollow link. These links can pass link juice and influence the SEO rankings of the page you link out to. If you want to add more credibility and authority to the destination site, you can use Dofollow outbound links.

Nofollow links, on the other hand, are coded with the rel=“nofollow” attribute that tells the search engines not to crawl the target URL. These links don’t pass authority to the site in question.

To make the most out of outbound links, you need to have a well-planned outbound linking strategy in place.

Debunking Common Myths About Outbound Links

Many people have misconceptions about outbound links that hinder them from seeing the fullest merits of these links. As we proceed further, you need to break out of that bubble and get the common myths busted.

You Should Not Link Out to Other Websites From Your Content

There’s this fear-mongering that Google will issue a manual penalty if it spots unnatural links from your site. Given the scenario, people think it better not to link out to any site at all.

In reality, you need outbound links to cite sources properly and build a natural link profile. And about the manual action, Google will only penalize sites that take part in link schemes and build too many outbound links that showcase an unnatural link profile.

All Outbound Links Should Be NoFollow

Some say that all outbound links should carry the NoFollow link attribute. This is another myth that sprang up from the thought that Google penalizes sites with unnatural links. 

Clearly, Google is not penalizing sites for just building outbound links. In fact, creating outbound links to cite sources is looked at as a fair practice to acknowledge the original.

Google only penalizes sites to red flag the voluminous buying and selling of links, user-generated links and other backlink scams intended to get a ranking boost by tricking the search engine’s algorithms. 

So, you can create Dofollow outbound links as long as you prefer to pass authority to the target site. If you want to create an outbound link to a site but don’t want to send authority, you can make it Nofollow.

Linking To Authoritative Sites Help SEO

Linking to authoritative sites doesn’t always help SEO. Why?

That’s because when you create a link to an authoritative site, Google wants to see that the link actually passes value to your users. If that’s not the case, then nothing will happen.

Google’s John Mueller says in a Reddit discussion, “Nothing happens. Why should it? This has been one of those things that SEOs have claimed / hoped since literally decades.

He goes on to put it this way. “Treat links like content. Does this link provide additional, unique value to users? Then link naturally. Is this link irrelevant to my users? Then don’t link to it. Name-dropping a dictionary doesn’t fix your spelling mistakes.”

So, even if you link to an authoritative site,  it will bolster your SEO efforts only if the destination page proves relevant and valuable for your users.

Why You Should Build Outbound Links

When used right, outbound links can add notable SEO significance to your site. Here’s a look at what these links have in store for you.

Bolster Topical Signals and Increase Content Depth

Building outbound links to authoritative sources relevant to your content can increase the credibility and depth of your content. 

These links vouch for your in-depth research about the topic and indicate to the readers that you clearly know what you are talking about.

Outbound links to relevant pages send topical signals to the search engine and showcase the alignment of your content with your topic. This improves the chances of Google rewarding you with higher authority and rankings.

Add Value to Users

Outbound links direct your readers to additional resources relevant to their search and improve online user experience.

Using these links, you open doors for your users to explore more information about the given topic beyond your site. This way, you add value to the users and prompt them to return to your site for more valuable insights later.

Build Trust

When you build appropriate outbound links on your page, you send your visitors to reliable external sources relevant to their search.

That demonstrates your transparency and genuine intention to provide more information to your users and instills trust in them.

After all, users’ trust is a cornerstone of online credibility and by building such links helpful to your users, you strengthen the trustworthiness of your brand in the digital space.

Improve User Engagement

Outbound links can lead users to engaging content that complements your own. In a way, this increases the time they spend on your website in order to explore additional resources.This increase in engagement sends positive user experience signals to Google and encourages the search engine to add your site to its good books.

Demonstrate Expertise

Building outbound links to updated sources of information highlights that you have a keen eye for the latest trends and developments in your industry. 

This demonstrates your field expertise and positions you as a knowledgeable source in your niche. Sounds great, right?

That said, both the search engine and your users are likely to perceive you as an industry expert and come back to your site for more relevant searches in the future.

Build Industry Relationships

Your outbound links are specific to your niche, right? So, when you create your outbound link, you actually offer a backlink to another website in your industry.

This way, outbound links can lead to reciprocal links and networking opportunities, which leads to building beneficial industry partnerships.

Building such relationships can expand your reach, bring more new prospects and boost your brand value.

Ethics and Fair Use

When you draw inspiration for your content from somewhere else on the web, it is good to acknowledge it. By building an outbound link to the original source, you not only offer more value to your target audience but also give credit to where it belongs by citing the source.

This practice promotes ethical content creation and showcases your commitment to responsible information sharing. Plus, it also fosters a good reputation for your brand among the digital community.

Google’s Perspective

At the end of the day, it all comes down to ranking higher in search and how Google looks at your site. Google’s algorithms assess outbound links as indicators of your content’s credibility and authority. 

But again, to Google, the value your content carries for your users matters more than the authority of the site you link out to. When you link to reputable sources, it signals to Google that your content is helpful and is an outcome of focused research.

Given the scenario, make sure you link to relevant sources that deliver value to users. Outbound links from high authority sites don’t fetch you any SEO benefit unless it is helpful for your users. 

However, do not over-exploit outbound links. The presence of too many outbound links raises suspicion for Google. Keep your site away from such unfair practices to prevent it from falling prey to the search engine’s dilemma.

Also, always remember that Google loathes low-quality, spammy sites. Cut off your associations with sites of this nature and do not build outbound links to them in the future.

Potential Pitfalls of Outbound Links

As much as outbound links are advantageous to your website, they can also backfire, provided you resort to the wrong ways of creating them. Check out the potential outbound link pitfalls to avoid below.

Negative SEO Implications

Improper use of outbound links can lead to negative SEO consequences. If Google thinks that you use outbound links to manipulate its algorithms to get higher search rankings, it may punish you with a penalty. 

To avoid creating such bad impressions, make sure you don’t overload your content with excessive outbound links, especially to irrelevant sites.

Ensure that your outbound links are contextually relevant, provide value to users and maintain a natural linking pattern to avoid any potential penalties.

Outbound Links to High-Authority Sites Don’t Bring SEO Benefit If They Don’t Deliver Value

With a shallow understanding of outbound links, linking to high-authority sites may seem beneficial. But it is not always true. It is crucial to remember that these links must provide value to your users. 

Merely linking to reputable sources without relevance to your content can dilute the user experience and may lead to a negative SEO impact.

Make sure the outbound links align with the nature of your content and enhance the information you offer your visitors.

Risks of Linking to Low-Quality and Spammy Websites

Linking to low-quality, spammy websites can ruin your website’s reputation and SEO. 

As Google hates such malicious websites, linking out to them can damage your credibility and potentially lead to penalties. 

So, when you create outbound links, make sure you do a background check of the target websites and link out only to trusted web spaces.

Unnatural Link Profile

Excessive outbound links, especially if they outnumber your inbound links, can indicate to the search engine that you’re primarily focused on linking out rather than providing original content. Never do that if you don’t want to face Google’s wrath.

Try to create a natural link profile that balances outbound and inbound links to demonstrate your website’s authority and avoid appearing manipulative. This balance reinforces your website’s value while giving it a positive SEO standing.

Best Practices for Building Outbound Links

You have to be cautious and adhere to the outbound link building best practices to dodge the pitfalls and get the most out of these links.

Know Where You are Linking to

As I mentioned earlier, choosing low-quality sites red-flagged by Google may land your site in a search engine penalty. 

So, before linking out to a site, make sure you assess the credibility and reputation of the destination site carefully. Also, ensure that it aligns with the purpose of your content and will NOT lead your users to irrelevant and unreliable online sources. 

Opt for trusted and authoritative websites in your niche to complement your content and boost your online reputation.

Ensure Relevancy and Context

Your outbound links should be contextual and seamlessly integrate with your content’s narrative. Again, they should provide additional information and perspectives to add more value and enhance the user experience. That’s what Google insists. 

Ensure that the linked page is directly related to the topic you cover so that it offers a smooth flow when people read the content on the corresponding page.

Make Sure Your Outbound Links Open in a Separate Tab

When creating outbound links, set them up in a way that the target pages open in a new tab of the web browser. This allows them to explore the content you linked to without navigating away from your site completely. 

This practice enhances user experience, as your visitors can easily return to your content after exploring the linked page. It also stops people from deserting your site abruptly and helps reduce your bounce rate.

Use No-follow Attribute When Required

Leverage the “nofollow” attribute for outbound links when linking to websites that you don’t want to endorse blatantly or provide SEO value. 

This attribute tells Google that you’re not offering a vote of confidence for the credibility of the target website.

Nofollow links are particularly useful for sponsored content, user-generated content or when linking to random resources.

Identify and Fix Outbound Link Issues

Broken or outdated links can harm user experience and your website’s reputation. So, review your outbound links from time to time to ensure they remain accurate and relevant. 

Make sure that the destination page is still accessible and maintains quality standards. This proactive approach ensures your content is valuable and trustworthy at all times.

Monitor the Number of Outbound Links

Overloading a page with too many outbound links can distract users and dilute the focus of your content. And most importantly, this may lead Google to turn a wary eye on you.

That said, always have a keen eye for the quantity of outbound links within your content. Place only necessary links that enhance your content without overwhelming your users.

Audit Your Links Periodically

Perform periodic audits to evaluate the effectiveness of your outbound links. Ensure they make a significant contribution to magnifying the purpose of your content.

Remove or update links that are irrelevant or broken. But don’t stop there. Look for more relevant outbound linking opportunities to complement user experience and speak for the credibility of your website.

Wrapping Up

Most often, the SEO benefits of outbound links are overlooked, especially with the myths still surrounding them.

However, in reality, you need outbound links as much as you need your backlinks to build a natural and healthy link profile that can spike up your search engine rankings.

Using outbound links responsibly by following the best practices while coupling it with a well-planned outbound link building strategy can work wonders for your site.