The practice of linking to authoritative sources has been a point of debate within the SEO community. While many believe that linking to authoritative sites may enhance search rankings, others argue that it holds little to no merit.

With insights from Google’s John Mueller and a look into the history of this practice, we’ll uncover the truth about linking to authoritative sites and the actual impact it has on SEO.

the Historical Roots of Outbound Linking

Outbound linking to authoritative sites began with the idea of hubs and authorities introduced in 1998 by Jon Kleinberg. Although Google never adopted the HITS algorithm, the SEO community began to focus on linking to quality sites known as “hubs” and “authorities.”

A Foundational Article that Shaped Modern SEO

Brett Tabke’s 2002 guide, “Successful Site in 12 Months with Google Alone,” further propagated this idea, leading to the widespread belief that linking to an authoritative site was beneficial for SEO.

Does Outbound Linking to Authority Sites Help with Rankings?

The question still lingers: does this practice genuinely assist in improving site rankings? Studies and experiments conducted over the years have offered varying conclusions. However, the stance of Google’s John Mueller provides valuable insights.

Google’s Stance

Mueller has repeatedly stated that external linking won’t help your SEO if the link is irrelevant. “Nothing happens,” he said when questioned about linking to a popular website like Wikipedia. According to him, the link should:

  • Provide additional value.
  • Be natural.
  • Be relevant to the user.

Mueller’s insight seems to debunk the myth that linking to authoritative sites is inherently good for SEO. Instead, he stresses the importance of user value and relevance.

Despite Mueller’s comments, studies on external links have shown positive impacts. For example:

  • A study by Reboot Online showed that 5 sites using external links performed better than 5 without.
  • The team redid the study in 2020 with the same results.

While these studies indicate a favorable effect from external links, it’s essential to note that they were conducted several years ago, and the landscape of SEO may have evolved.

What Google ‘Really Wants’ from Your Content

The focus of Google’s guidance revolves around one word: “users.” This emphasis is reflected in their SEO fundamentals page, where the term “users” appears 57 times. The content must be:

  • Accurate.
  • Relevant.
  • Value-adding.

When it comes to linking out, consider whether it’s useful, helpful, and provides deeper insights. Google encourages a user-focused approach, meaning each link should serve a purpose, contribute to the subject matter, and engage the reader.

No, you should only remove links that don’t make sense or provide any form of value. The key takeaway is to add value. Period.

Conclusion: Linking to Authority Sites – A Myth?

The belief that linking to authoritative sites helps SEO may be more myth than reality. Mueller’s insights, lack of concrete evidence, and the ever-changing landscape of SEO reinforce this notion. However, this practice can still serve the user experience by providing connections to related, reputable sources, even if it doesn’t directly impact SEO rankings.

In Summary

Outbound linking to authoritative sites has been a longstanding SEO practice, based more on belief than concrete evidence. While some studies support the idea, Google’s stance, as shared by John Mueller, emphasizes the importance of user value, relevance, and natural linking. The practice of simply linking to an authoritative site may not improve rankings, but it can enhance the user experience by offering deeper insights and context.