Ever come across an article on the web and wondered if you could truly trust what it was saying? In the digital age, that feeling may be more common than ever. It’s almost impossible to tell what is true from what isn’t when there is a constant flow of information. As a content creator, how do you break through the clutter and become recognized as a reliable source?
External linking is actually a very simple yet powerful solution. External links are beneficial for SEO and it can be considered as another way to show that you are a trustworthy resource. You can add the relevant external links to your content, which will help to enhance the credibility of your content.
The “Why”: Linking as a Trust Signal
What is an external link? It’s a link that goes from your site to another site. It can be considered as a digital citation which is a way to direct readers to the source of the information you are posting.
So why are these connections important for credibility?
- Backing Up Your Claims: When you make a strong statement, linking to a source provides solid proof. For instance, you could say “Google has rolled out another update” and then simply link to the post by Google so that your statements are accepted as facts rather than just opinions. This makes a simple claim into an established truth.
- Demonstrating Thorough Research: A well-researched article is a trustworthy article. If someone reads an article and you have cited a handful of expert sources, they know that you’ve done your research. This shows them you’ve done your homework when looking into a particular subject and establishes you as an expert on it.
- Building Authority in Your Niche: You do not need to be the one and only expert on a topic. When you link to other authoritative sites in your niche, you demonstrate that you are involved in a broader, credible conversation. This shows readers and search engines as well that you are a trustworthy source, transforming you from a lone voice to an important contributor in your field.
The “How”: A Practical Guide to Linking
Effective use of external links necessitates some planning. Selecting the appropriate sources and arranging them correctly are more important than simply adding links everywhere.
- Choose Your Sources Wisely (The “Who”) The reliability of the sources you cite has a direct impact on how credible your content is.
- Go for Reputable and Authoritative Websites: Always include links to reliable and authoritative websites, such as those of government, academic institutions or industry leaders. These reputable sources increase credibility, strengthen the reliability of your content, and reassure readers that the information you present is thoroughly researched.
- Avoid Low-Quality or Spammy Sites: It’s not the best approach to link to a low quality site. Please ensure to check and avoid the sites that have excessive pop-up ads, poor grammar and spelling, or unverified content.
- Link Strategically (The “Where”) Place links where you think they can provide the most value to your readers.
- Support Key Statistics and Data: When you cite a specific number, link directly to the study or report where that data was released. This is the most direct way to prove your claim.
- Attribute Quotes and Opinions: Make a reference back to the original interview, article or book review if you are quoting an expert or putting their opinion in your own words,
- Define Industry-Specific Terms: Is there a technical term your audience might not know? Add a link to a definitive glossary or a clear, authoritative explanation.
- Point to Further Reading: At the end of a section, you may link to an article or book covering that section’s material in much greater detail than what you’ve provided.
- Use Anchor Text Effectively (The “What”) The words you use as the hyperlink are called anchor text. This is important for credibility and user experience.
- Be Descriptive and Contextual: Rather than a generic “click here,” what about using anchor text that gives the reader some sense of what they will be getting if they follow the link? For instance, “According to a post from Google…” is much more reliable and trustworthy than “click here for more.
- Avoid Generic Phrases: “Read more,” “Learn more” and “Visit this link” are generic phrases that are unhelpful and can make your content appear less professional.
The “When” and “How Much”: Best Practices
- Don’t Overdo It: External links are awesome (and necessary) but too many can be distracting. A page with a link in every other sentence seems spammy and unprofessional. You’re safe adding a link only when it adds value.
- Open Links in a New Tab: It’s simple but an important best practice. Opening links in a new tab allows users to still access the external content without navigating away from your page. This means they will stay on your site and have a better user experience.
- The “NoFollow” Attribute: If the website has sponsored content or user generated comments then the rel=”nofollow” attribute can be used on such links. This helps search engines to understand that you do not want to transfer the authority to the linked website. While this primarily comes under SEO, it’s also a good practice for transparency, especially with paid links.
Linking for SEO (A Secondary Benefit)
Though the main goal of including external links is to establish credibility with your readers, there’s a valuable secondary benefit: SEO.
- External Links vs. Internal Links: It’s important to know the difference. Internal links are those that connect pages on your own site. It makes it easier for both users and search engines to find their way around. External links, or “outbound links,” point to other domains.
- How Google Views External Links: Google uses the algorithm which is used to reward high quality content. When your site is linking to another credible, reputable website, it will send positive signals to search engines. It suggests that your content is well researched. This can actually increase the likelihood that your search rankings will rise over time.
Conclusion: Building a Foundation of Trust
In an information filled world, credibility is the new currency. By the strategic use of external links, you are not only creating SEO friendly content, but building trust with your readers. You’re also showing them that you believe in being accurate, have done your homework and are here to deliver the highest-quality information you can.
So, take a look at your existing content. Are there opportunities to back up your claims with a link to a reputable source? Is there a simple fact that you could make stronger with another citation? You will not only improve your content, but you’ll also make a name for yourself as a reliable, authoritative voice in your niche, and that’s a good reputation to build.