The Role of External Links in SEO

Mheanne Celis
Posted by Mheanne Celis
Updated on
Published in SEO

Search Engine Optimization (SEO) encompasses various facets, from keywords and site speed to user experience. Among these, a factor that isn't typically discussed is external links' role. Despite their subtle presence, these links significantly influence a website's search engine ranking. In this blog, we're peeling back the layers to uncover the potential of external links and how real estate professionals can leverage them to elevate their online presence.

Internal Links Vs. External Links

External links and internal links are integral components of a website's linking strategy, each serving distinct purposes in optimizing SEO. External links, often referred to as outbound links, direct users to external websites outside the originating domain. These links are commonly utilized to provide additional context, support claims, or cite authoritative sources within the content. By linking to reputable external sources, websites can enhance their credibility and authority, thus bolstering their search engine rankings. 

In contrast, internal links connect various pages or sections within the same website domain. These links are crucial for guiding users through a website's content, improving navigation, and encouraging exploration. Internal linking helps establish hierarchical relationships between pages, distribute link equity and authority throughout the website, and strengthen the overall website structure. By strategically incorporating internal links, website owners can enhance user engagement and improve SEO performance through improved crawlability and indexing.

Real Estate Webmasters' SEO content structure featuring effective internal linking.

Perks of Utilizing External Links

External links offer numerous benefits, one of the most significant being the enhancement of credibility. By incorporating external links to reputable sources, industry studies, or expert opinions, the website can demonstrate a commitment to providing well-researched and trustworthy content. Search engines recognize the credibility of such content, which can positively impact its ranking and visibility. Higher rankings not only attract a broader audience but also improve the likelihood of earning backlinks from other websites, further enhancing the content's authority and relevance.

External links play a crucial role in building relationships with other sites within the industry. By linking to relevant external sources, the website can establish connections and foster goodwill with other websites. This can lead to increased exposure, as other sites may reciprocate the gesture by linking back to the content. Ultimately, by leveraging external links effectively, websites strengthen their credibility, provide more information to visitors, and cultivate valuable relationships.

The Perna Team's blog posts leveraging external links.

Best Practices for External Links

Incorporating external links into content requires adherence to best practices to maximize their effectiveness. First and foremost, ensuring that external links are relevant and lead to authoritative sources is essential. By doing this, the website enhances its trustworthiness and improves user experience. Moreover, using descriptive anchor text for external links helps users understand the context of the linked content, providing a seamless journey and encouraging further exploration. Remember to use different keywords and phrases in your anchor text to keep things fresh and diverse.

Opening external links in a new tab can help maintain user engagement on the website. This practice allows users to easily return to the original content without disrupting their browsing experience. Lastly, regular monitoring and maintenance of external links should be done to prevent errors such as broken or outdated links. By keeping external links up-to-date and error-free, websites can demonstrate a commitment to providing reliable and valuable content.

Rob Thomson's Philanthropy page utilizing descriptive anchor texts.


Real Estate Webmasters offers comprehensive SEO services, including a strategic approach to external linking. We understand the importance of external links in enhancing website credibility, authority, and search engine rankings. By integrating relevant and authoritative external links into our clients' content, we enrich the user experience and maximize their online visibility.

External Links FAQ

What role do external links play in SEO?

External links significantly influence a website's search engine ranking by enhancing credibility, authority, and trustworthiness. By strategically integrating relevant and authoritative external links into content, websites improve their visibility and attract a broader audience.

What is the difference between internal and external links?

Internal links connect pages within the same website domain, while external links direct users to external websites outside the originating domain.

What are the benefits of utilizing external links?

External links offer numerous benefits, including enhancing credibility, building relationships with other sites, and providing valuable information to visitors. By linking to reputable external sources, websites strengthen their authority, attract more traffic, and cultivate valuable connections within the industry.

What are the best practices for incorporating external links into content?

To maximize the effectiveness of external links, ensure they are relevant and lead to authoritative sources. Use descriptive anchor text, open links in a new tab to maintain user engagement, and regularly monitor and maintain links to prevent errors and demonstrate a commitment to providing reliable content.

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