TL;DR: The practice of linking to other websites from your content, which signals editorial credibility and strengthens SEO when done well.
In a nutshell
Linking out to authoritative sources tells Google your content is well-researched and helps it understand the topic. Use descriptive anchor text, link only to trusted relevant sources, and open in a new tab with rel=”noopener”. Example: an accountant citing HMRC guidance signals trust and may earn reciprocal recognition over time.
Quick answer: External linking is the practice of linking to other websites from your content. Counterintuitively, linking out to authoritative sources strengthens your SEO: it signals that your content is well-researched, helps search engines understand your topic, and builds the editorial credibility that can earn you reciprocal links over time.
What Is External Linking?
External linking is when you link out from your website to another website, ideally one that’s authoritative, trustworthy, and relevant to the topic you’re writing about. These are also known as outbound links.
Example: Linking to Google’s SEO Starter Guide in this article is an external link.
At first glance, it might seem strange to send your hard-won visitors elsewhere, but hear us out: external links improve credibility, user experience, and SEO, when used correctly.
Why External Links Matter for SEO
Google uses external links as a signal of quality and trust. If you’re referencing high-authority sites, it tells search engines that you’re trying to provide value, not trap users in a keyword-stuffed cul-de-sac.
They also:
- Support claims with evidence (like citing a source)
- Improve topic relevance and content depth
- Help search engines understand your niche
- Improve user experience and transparency
At BrisTechTonic, we include external link audits as part of every technical SEO and ongoing content strategy, because linking out can actually help you rank better.
External Links vs Internal Links
Let’s clear this up:
- Internal links connect one page of your site to another page on your site.
- External links connect your site to someone else’s site.
Both are important. Internal links help search engines and users navigate your site, while external links show you’re part of a wider ecosystem of valuable information.
How to Use External Links Properly
Here’s the BrisTechTonic-approved guide to linking out like a pro:
1. Link to Trusted Sources
Government sites, universities, research bodies, well-known publishers, and original sources of data are all great candidates. Think: Moz, Google, GOV.UK, NHS, etc. For a baseline of trustworthy SEO references, the Moz Beginner’s Guide to SEO is a strong place to start.
2. Use Descriptive Anchor Text
Don’t write “click here.” Use anchor text that describes where the user is going and why. E.g., “Google’s official SEO guidelines” rather than “here.”
3. Open in a New Tab
Always set external links to open in a new tab (target=”_blank”). That way, users don’t leave your site completely, they just pop over to reference something.
4. Use rel=”noopener noreferrer”
For security and performance, add rel="noopener noreferrer" to all external links that open in a new tab. Most good CMS tools and builders like Bricks Builder handle this automatically.
5. Keep External Links Relevant
Only link out when it adds value. Don’t just sprinkle links for the sake of it, especially if they lead to unrelated content or low-quality sites.
When Should You Add an External Link?
- When citing a statistic or piece of research
- When referencing a tool or guide your readers might find helpful
- When you want to build topical authority by pointing to expert sources
In our SEO Blueprint course, we recommend at least one high-quality external link per long-form blog or glossary entry. (Yes, just like this one.)
Will External Links Hurt My SEO?
No, unless you’re linking to dodgy, spammy, or irrelevant sites. In fact, not linking out at all can sometimes make your content look less trustworthy.
Linking out is a vote of confidence in your source, and Google appreciates that. Especially when you’re generous with value, not trying to hoard attention.
Do External Links Help the Site You Link To?
Yep. Just like you want backlinks from others, the sites you link to get a little boost too, especially if you’re an authority yourself. It’s part of the beautiful link ecosystem of the internet.
That’s why in our white-label SEO for agencies, we help build ethical, relevant external linking strategies that benefit everyone, not just the site owner.
Link Schemes: What to Avoid
Not all external links are created equal. Avoid:
- Buying links to manipulate rankings
- Link exchanges (“You link me, I’ll link you”)
- Linking out to irrelevant sites just to fill a quota
If it feels dodgy, it probably is. Stick to adding genuine value for the user. Outbound links to spammy domains may also need a nofollow attribute.
Our External Linking Process
Here’s how we approach outbound links in BrisTechTonic content:
- One to three per article or glossary entry
- Always to reputable, contextually relevant sources
- Monitored over time to spot broken links or 404s
- Often complemented with internal links to relevant glossary terms or services
This keeps the user experience clean, trustworthy, and helpful, and helps Google see us as a quality content provider (which we are, of course).
Frequently Asked Questions
Does external linking hurt SEO?
No, generally the opposite. Pages that link out to relevant authoritative sources tend to outperform pages that don’t. The signal Google reads: this content is well-researched and useful. The exception: linking to low-quality or spam sites does hurt; quality of outbound links matters.
Should external links be nofollow or dofollow?
Mostly dofollow, by default. Reserve nofollow for paid links (sponsored content, affiliate links) where Google’s policies require it, and for user-generated content. Adding nofollow to ordinary editorial outbound links is unnecessary and signals less editorial trust to readers.
How many external links should I include per page?
Enough to support your claims, no specific target. A long article might have 5-15 external links to sources, references, and related authoritative content. A short product page might have 0-2 external links. Match the page’s content type.
Should I open external links in a new tab?
Generally yes for outbound links: it keeps users on your site while giving them the linked content. Use rel="noopener" with target="_blank" to prevent the linked page from accessing your window object (a small security best practice).
Take this further
Linking out builds editorial credibility. We use external linking strategically to demonstrate expertise and earn reciprocal recognition.
Ready to apply this to your own site? Book a free discovery call, or explore our SEO strategy service.