Outbound Link
An External Link—also referred to as an outbound link—is a hyperlink that directs users to a website or domain outside of the one you operate. For example, you might provide an external link to cite a source or reference, or to offer supplementary information on a related website.
Main Purposes and Roles of External Links
Providing Additional or Reference Information
By linking to relevant external sites, you can offer users information that complements or goes beyond what is available on your own site, enhancing their overall experience.
Increasing Credibility
Referencing authoritative sources such as research institutions or well-known brands can boost the trustworthiness and persuasive power of your own content.
Establishing Cooperative Relationships through Reciprocal Linking
In some cases, sites within the same industry may link to each other, forging mutually beneficial relationships that can improve traffic and information sharing.
Difference from Internal Links
Internal Links
These lead to other pages within the same domain.
Typically used to increase page views per visit and strengthen user engagement within the site.
External Links
These lead to pages on different domains.
Often used to provide additional perspectives, resources, or related industry information.
Points to Note When Adding External Links
Check the Reliability of the Linked Site
Directing users to disreputable or low-quality sites can negatively impact the reputation of your own website.
Optimize Your Link Text
Instead of vague anchor text like “click here,” use concise descriptions that clearly indicate what the linked page contains—benefiting both users and search engines.
Consider How the Link Opens (New Tab vs. Same Tab)
Decide whether the link should open in a new tab or the same tab in a way that doesn’t disrupt user flow.
External links commonly open in a new tab, but keep in mind that users can’t easily return to your site by clicking the browser’s “Back” button.
Use Appropriate rel Attributes (nofollow, sponsored, etc.)
For advertising or affiliate links, using
rel="nofollow"
or
rel="sponsored"
may be recommended.
This can also help avoid potential penalties from search engines.
Conclusion
External links are an effective way to provide users with a broader range of information and to bolster the credibility of your content. However, you should carefully evaluate the linked site’s quality and relevance, use clear anchor text, and set the appropriate rel
attributes. Properly managed external links will enhance the user experience while preserving—and potentially improving—your site’s reputation and trustworthiness.