Skip to main content

External links

The external links (external links in English) refer to the links of a web page that go to a link destination that is in another web portal. A synonym for "external link" would be outgoing link. It is the counterpart to the internal link, which leads to a subpage of the same website. The number of external links can be relevant for the evaluation of a web portal by search engines such as Google. From the point of view of the web page that receives the external link, it is also called a backlink or inbound link.

File: 600 × 400-ExternalLink-en-01.png

Internal output link

There are simply two types of internal outbound links:

Vertical linking

Each subpage must be reachable at three or four clicks away from the home page by navigating.

Horizontal linking

Similar content is linked through related content links and other specific topic links in the page.

According to Google, the ideal is that there are no more than 100 outbound links on a page. However, it can be assumed that post or product detail pages typically contain a maximum of 60 outbound links. Home and category pages can have many more links.

External output link

The links could be called the bloodstream of the Internet. Webmasters and publishers recommend other websites that use external links. The founders of Google have taken advantage of this fact and incorporated the link as a fundamental part of the algorithm. Consequently, each outgoing external link must be given adequate weight. Recommend another web portal to your users and [Crawler | crawlers]] from Google, and defines trust.

Since outbound links are the most important currency for Google, it can be assumed that the use of external links is not penalized. However, the following points should be taken into account when determining external links:

  • Too many external links weaken the ranking of the page. But one, two or three external links are not an obstacle.
  • You should only link to trusted sites, otherwise, the suspicion of bad neighborhood may arise. If you still need a link to a suspicious site, you must install a nofollow link.
  • Paid links (commercial promotion) must be devalued with the nofollow attribute.

Outgoing external links vs. outgoing internal links

Outbound links are sometimes considered differently in SEO circles. Each link that leads from one web portal to another web portal is called an outbound link. However, there is a difference between an outgoing external link (leading to a link destination that is outside the same domain) and an outgoing internal link (leading to a link destination that is within the same domain). In general, the terms "external link" and "internal link" prevail.

External links and page rank

It can be assumed that the number of external (or outgoing) links in your web portal affects the link juice or link power and thus the page rank. In other words, the more external links a web portal or, more specifically, a subpage has, the lower the link power it can transmit. If you are looking to benefit from high page rankings, you need to ensure that too many external links are not placed on the linking page.

Consequences for SEO

Regardless of the pagerank and other metrics, the number of outbound links has to be very high, to ensure that the site in question is not penalized or what is interpreted by search engines as a link network remains controversial in circles of SEO. But there is no doubt that massive and unstructured outbound links are detrimental to a website's domain trust. The following would be important for outbound link establishment:

  • That are related to each other by their content or provide added value through additional information to users.
  • That they do not lead to any spam page or untrustworthy site because otherwise the site that gives the link will be threatened with being considered a bad neighborhood.
  • That the number of outbound links is always limited, unless there is a genuine link center with a real benefit for the user.

If you want to ensure that your outbound links are not evaluated by Google and other search engines, you must identify the links with the nofollow attribute. This applies equally to trade promotion links.

Common sense should be used to limit the number of outbound links. For example, why should a dog food web portal link to Computer Magazine, credit information pages, or auto repair shops? Or why should there be more than two or three outbound links in a message with less than 50 words?

A link is always a recommendation for another web portal. As an SEO or webmaster, you should always ask yourself if you can recommend that particular website. In case of doubt, the outbound link should not be set.

Web Links