What is an External linking in SEO: A Complete Guide

What is an External linking in SEO

External linking in SEO refers to the practice of linking from a website to other websites. This technique is a crucial part of Search Engine Optimization (SEO), a set of strategies used to improve a website’s visibility and ranking on search engine results pages (SERPs). In this comprehensive guide, we’ll explore various aspects of external linking in SEO, including its importance, types, evaluation by search engines, link quality and relevance, strategies for acquiring high-quality links, risks, best practices, its evolution, and future trends.

Introduction to SEO and External Linking

SEO encompasses various tactics aimed at increasing a website’s visibility and attracting more organic traffic. External linking is a vital component of this process. When a website links to another, it effectively ‘votes’ for the quality and relevance of the content on the linked site. These links are seen as endorsements by search engines, contributing to the site’s credibility and authority.

The Importance of External Links in SEO

External links are crucial for several reasons:

  1. Ranking Signal: Search engines like Google use external links as a key ranking signal. A site with a high number of quality external links is often perceived as more authoritative, which can lead to higher rankings.
  2. Referral Traffic: External links drive traffic from other websites, which can lead to increased exposure and potential conversions.
  3. Network Building: By linking to other sites, you can build relationships within your industry or niche, which can be beneficial for future collaborations.

Types of External Links

There are two primary types of external links:

  1. Dofollow Links: These are the most common type of external links. They pass on link equity (or ‘link juice’) and contribute to the linked site’s ranking.
  2. Nofollow Links: These links contain a rel="nofollow" attribute and do not pass on link equity. They’re often used in sponsored content or comments to prevent spam.

How Search Engines Evaluate External Links

Search engines evaluate external links based on several factors:

  1. Relevance: Links from related domains are generally more valuable.
  2. Authority: Links from high-authority sites are more beneficial.
  3. Trustworthiness: Links from trustworthy domains can positively influence a site’s ranking.
  4. Anchor Text: The clickable text in a hyperlink should be relevant to the linked page.
  5. Placement: Links placed within the main content are often valued higher than those in footers or sidebars.

The Role of Link Quality and Relevance

Quality and relevance are critical in external linking. High-quality, relevant links are more likely to benefit SEO efforts. Poor-quality or irrelevant links can harm a site’s reputation and ranking.

Strategies for Acquiring High-Quality External Links

  1. Content Creation: Creating high-quality, unique content can naturally attract external links.
  2. Guest Blogging: Writing articles for other websites in your industry can be an effective way to gain external links.
  3. Broken Link Building: Identify broken links on other sites and suggest your content as a replacement.
  4. Influencer Outreach: Collaborating with influencers can result in valuable external links.
  5. Participating in Industry Forums and Discussions: Active participation in relevant online communities can lead to organic link acquisition.

Risks and Pitfalls of External Linking

  1. Link Schemes: Participating in link schemes or buying links can lead to penalties from search engines.
  2. Irrelevant Links: Acquiring links from unrelated sites can dilute your site’s relevance.
  3. Over-Optimization: Excessive use of exact-match anchor text can appear manipulative.

Best Practices for External Link Building

  1. Focus on Quality Over Quantity: Prioritize getting links from reputable, relevant sources.
  2. Diversify Your Link Profile: Aim for a mix of dofollow and nofollow links from various domains.
  3. Monitor Your Link Profile: Regularly review your backlinks for any potentially harmful links.
  4. Be Patient: Building a robust link profile takes time.

The Evolution of External Linking in SEO

Over the years, the importance and handling of external links in SEO have evolved significantly. Earlier, quantity of links was the primary focus, leading to practices like link farms and paid links. However, search engines have become more sophisticated, emphasizing the quality and relevance of links.

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The Future of External Links in SEO

The future of external linking will likely continue to focus on quality and relevance, with search engines becoming even more adept at detecting and penalizing manipulative link-building practices. Advances in AI and machine learning could play a significant role in how links are evaluated.


In conclusion, external linking remains a vital part of SEO strategy. While the landscape of external linking is continually evolving, the focus on quality, relevance, and natural link-building practices will likely remain paramount. By understanding and adhering to best practices in external linking, websites can improve their search engine rankings, drive traffic, and enhance their online authority.


Q1: What is external linking in SEO?

A1: External linking in SEO is the practice of a website linking out to other websites. These links are usually relevant to the content of the page and provide additional information or resources to the reader.

Q2: Why is external linking important for SEO?

A2: External linking is important for several reasons:

  • Authority and Trustworthiness: Linking to authoritative and relevant sources can enhance the credibility of your content.
  • Useful for Readers: It provides value to your readers by directing them to additional useful information.
  • SEO Benefits: While the primary impact is indirect, some SEO experts believe that linking to authoritative sites can positively influence a website’s search rankings.
Q3: Are there any risks associated with external linking?

A3: Yes, there are a few risks:

  • Linking to Low-Quality Sites: Linking to spammy or low-quality sites can harm your site’s credibility.
  • Overdoing It: Too many external links can be distracting and may lead to a poor user experience.
  • Broken Links: External links can become broken if the linked content moves or is deleted, leading to a poor user experience.
Q4: How can I effectively use external links in my content?

A4: To effectively use external links:

  • Relevance: Ensure the links are relevant to your content.
  • Quality Sources: Link to reputable and authoritative sources.
  • Balance: Maintain a good balance between internal and external links.
  • Check Regularly: Periodically check your external links to ensure they are not broken and still relevant.
Q5: Should external links open in a new window/tab?

A5: It’s often recommended to have external links open in a new window/tab to keep readers on your original page. This can improve user experience and reduce bounce rate.

Q6: Do external links need to be marked as ‘nofollow’?

A6: Not necessarily. Use ‘nofollow’ when linking to sites that you don’t want to endorse or when the link is part of an advertisement or sponsored content. For regular, editorial links to quality content, ‘nofollow’ is not required.

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One Comment on “What is an External linking in SEO: A Complete Guide”

  1. Fantastic website with a wealth of knowledge. In addition to sharing it on Delicious, I’m forwarding it to a few friends. Naturally, I value your work.

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