External linking is one of the fundamental elements of an SEO strategy. Proper use of external links can significantly affect the positioning of the site in search results. But what exactly is external linking and what does it matter? How to distinguish them from internal linking? In this guide, we will explore the various aspects of external linking — from the definition, to the acquisition techniques, to the analysis of link quality. Read on to gain a comprehensive understanding of this key SEO strategy!
External linking - definition and meaning
External linking, also known as external linking, is the process of getting links from other domains that lead to our website. This is an integral part of SEO strategy, because search engines treat these links as recommendations — the more valuable links our site gets, the higher the trust in its content.
It is worth understanding that links are of great importance to Google in the context of building the authority of the site. Links from reputable sources or sites with similar topics are especially valuable, as they positively affect the organic position in the search results.
However, it is crucial to avoid link exchange systems and spamming in the background. Instead, you need to focus on getting valuable links from high-quality domains, which significantly increases the value of the domain.
Also, one should not forget about the rel attribute, which helps search engines understand the nature of links. By using the right attributes, we can better control how our site is perceived by search engine algorithms.
In summary, links from trusted and thematically related sources are the foundation of an effective SEO strategy that brings tangible benefits in the form of better visibility and higher ranking in search results.
Difference Between External and Internal Linking
What is the difference between external and internal linking? This question often arises in the context of SEO strategies, so it is worth understanding them well.
Internal linking creates links between subpages of the same site. Thanks to this, search engines better understand the structure of the page and the values associated with the content, which improves indexing. When we place internal links, we make navigation easier, helping users and search engines to reach key information.
External linking, on the other hand, involves links between different domains. External linking is primarily a way to get valuable backlinks that can improve the authority of our site in the eyes of search engines.
Both types of linking are important in SEO strategies, but they have different goals. Internal links focus on links within a single site, while external links aim to build relationships with other sites and increase visibility on the web.
The key is to place links in a thoughtful way, using the right keywords in the form of anchors. Both internal and external linking cannot be underestimated, as each plays a unique role in an effective SEO strategy.
The Importance of External Links in SEO
When authoritative websites link to us, Google interprets this as an indicator that our content is valuable and trustworthy. It is these high-quality links that strengthen the position of the site, suggesting to search engines that it is worth displaying it higher.
However, not all links are of equal value. An excess of low-quality links can be considered manipulation of search results, which in turn harms the position of the page. Therefore, it is essential to acquire external links in a thoughtful and strategic way.
Building relationships with other sites and authors in a given industry not only leads to valuable links, but also to a long-lasting reputation. High ranking in search results can be achieved by consistently delivering valuable content and getting links from reliable sources.
From an SEO point of view, external links are an invaluable ranking factor. They help Google robots assess the authority and relevance of a page, which translates into a better position in search results. The right external linking strategy is the key to the success of any website.
Types of external links
In the context of link building, it is useful to distinguish between outbound and inbound links.
- Outbound links, or outbound, are those that lead from our site to other sites. Although they do not directly affect our ranking in search results, they can build relationships with other authors and strengthen our thematic links.
- Inbound links, on the other hand, are those that lead from other pages to our site. Getting links of this type is especially important because they can significantly improve our position in search results.
Then there are dofollow and nofollow links:
- Dofollow links are those that convey SEO value. When other (valuable) sites place such links to our site, they are considered by search engine algorithms as a voice of trust, which in turn affects our authority and ranking. In the context of link acquisition, dofollow links are the most desirable. How do I put a dofollow link? It's simple, links called dofollow are simply those that are not tagged with the rel="nofollow” artifact.
- On the other hand, we have nofollow links that include the aforementioned attribute. These links do not convey SEO value and are often used for sponsored links or in comments to prevent spam. Although they do not directly affect the ranking of the site, they can contribute to the diversity of the link profile and improve the visibility of the site.
An important aspect of link building is getting links from high authority sites — links from them can significantly affect our position in search results. Linking to thematically related pages strengthens thematic relationships and can further improve rankings.
Monitoring external links with SEO tools is nonetheless important. This allows us to analyze the effectiveness of our link building strategy and identify potential threats, such as spam links, that can negatively affect our link profile.
Building external links is a process that takes time and strategy. Getting external links from the right sources and taking care of their quality is the key to success in link building.
Good practices in external linking
To achieve optimal results, it is important that links come from natural sources, such as industry articles or blog posts. Such natural external links not only increase the value of the site, but also its credibility.
Link quality is one of the most important factors that affects positioning. Links from trusted and reputable sources, such as high-authority sites, can significantly improve your page's visibility in search engines. Therefore, it is worth focusing on getting links from valuable sources in order to build a solid link profile.
Balancing between paid and natural links is also a key component of your linking strategy. Buying links can bring quick results, however, excessive use of this practice can harm the site (which, by the way, is recognized by Google as inappropriate). Therefore, external links are worth acquiring naturally, which builds the long-term credibility of the site.
Careful planning of external linking is equally important. Links should be appropriate to the context of the content in which they are located. Improper linking, which is not related to the subject of the site, can negatively affect its position.
External link acquisition techniques
If we want to effectively build the authority of the site, we need to know effective techniques for obtaining external links. First and foremost, creating valuable content is key — original and interesting content attracts natural links from other sites. Without a doubt, well-written sponsored articles can be one of the tools in our strategy; such content placed on high-reach pages can significantly increase the visibility of our site.
However, it does not end with the content itself. Guest posting, or guest posting, is another effective method. By writing guest articles on other blogs, especially those with high authority related to our industry, we can acquire valuable links. This not only helps in building a network of links, but also in establishing relationships with other experts in the field.
Also, do not forget about the broken link technique. It consists in finding non-existent links on other sites and proposing to the administrators of these pages to replace them with a link to your resource. This approach is beneficial for both parties; the site owner gets a fixed link, and we — a high-quality backlink.
The skyscraper technique is another strategy that is worth implementing. It involves identifying popular content in the industry, creating a better version of it, and asking those linking to the original to link to that version. Thanks to this, you can acquire links from valuable sources, ahead of the competition.
When planning our strategy, we must remember that the diversity of methods is the key to success. Thanks to a diverse approach — from sponsored articles, to guest posts, to the broken link technique — we can significantly improve our visibility on the web.
The quality of external links — what is important to know?
The quality of external links is a key aspect that can significantly affect the SEO of our site. First of all, it is evaluated on the basis of the authority and credibility of the sites that link to us. Domains with high authority convey more SEO power, called “link juice”.
It is important that the links come from authoritative sites. Sites with a good reputation, which are trusted by users and search engines, can significantly increase our ranking. Thematic compatibility of pages is also important; links from sites corresponding to our industry have more value than those from random sources.
External linking analysis
External linking analysis is an element of SEO strategy that allows you to understand what external links affect the positioning of our website.
When analyzing, it is worth paying attention to several elements:
- Number of links — the number of links leading to a page has a direct impact on its rating by search engine algorithms. The more links, the greater the chance of ranking higher in the search results.
- Domain Diversity — Links from different places on the web are more valuable than multiple links from one page. Thanks to diversity, the link profile looks more natural and is rated better by search engines.
- Link Quality — Referral links from high-quality websites are more valuable than links from less reputable sites on the web. The linking sites should have a good reputation and thematically refer to our industry.
Using tools such as Ahrefs or SEMrush, we can carefully analyze the link profile of our site. These tools help identify both natural and manipulative links and assess their impact on ranking. An important aspect is also the analysis of the competition, which allows you to understand which link sources are valuable and which link acquisition strategies are effective in the industry.
Risks of external linking
External linking carries certain risks that may affect the functioning of our website. First of all, not following Google's guidelines for external linking can lead to a drop in search results or even a page being blocked. Moreover, the use of unnatural linking patterns, such as link farms, is considered manipulation of search engine algorithms and can result in penalties.
A sudden increase in the number of links to our website may be interpreted as suspicious activity. As a result, this can lead to sanctions being imposed by search engines. It is important that links are built naturally and gradually, which increases the authority of the site and minimizes the risk of penalties.
Linking to sites with low authority or thematically unrelated also carries serious consequences. Such actions reduce the credibility of the site and negatively affect the SEO value. To minimize these risks, it is worth always checking the quality and thematic compatibility of the pages to which we link.
In addition, it should be up to the administrator of the site to avoid linking to suspicious sources. Such practices can not only harm the position in Google, but also negatively affect the perception of the site by users. The credibility of the site is crucial, so it is worth paying attention to every outbound link.
