External link

Why external links matter

Linking to authoritative, relevant sources supports your content's credibility. When you cite research, reference documentation, or acknowledge sources, external links show you've done proper research rather than making unsubstantiated claims.

Search engines use external links to understand topic context. Links to established industry resources, academic papers, or reputable publications help categorise your content and demonstrate engagement with your field's broader conversation.

Choosing what to link to

Link to sources that add value for readers—original research, detailed explanations, tools, or resources that expand on your points. Avoid linking just for the sake of linking. Every external link should serve a purpose.

Favour established authorities in your niche. Government sites, academic institutions, industry leaders, and reputable publications strengthen your content through association. Linking to low-quality sites or obvious spam damages your own credibility.

Competitive considerations

Think carefully before linking to direct competitors. While acknowledging competitors demonstrates confidence and thoroughness, you're sending potential customers elsewhere. Often you can make the same point without the external link.

When discussing tools or services, link to those you genuinely recommend or use. Authentic endorsements carry weight. Generic lists of "alternatives" without real experience help no one and dilute your E-E-A-T signals.

Using nofollow strategically

The rel="nofollow" attribute tells search engines not to pass link equity through the link. Use it for paid links, user-generated content, or links to sites you don't vouch for.

Don't nofollow every external link out of paranoia about "leaking link juice". Natural external linking to quality sources improves your content and SEO. Reserve nofollow for genuinely questionable links.

Monitoring external links

External links can break when destinations change or remove content. Regular audits catch broken external links before they damage user experience. Update to current URLs or remove citations that no longer exist.