Backlinks to your website as well as outbound links from your website play a major role in Search Engine Optimisation. However, paying low-quality websites so they give you backlinks or getting paid to backlink random websites can do more harm than good. Search engine AIs can sniff out poor quality, irrelevant backlinks. And it does nothing to help your ranking on the SERPs. In fact, it could adversely affect the ranking.

To get the best out of the linking strategy for SEO, using the links in the right way is important.


How to best use inbound links?

Inbound links from relevant websites are great for SEO. Often, you don’t have much control over where the link to your website is placed in the content on another website. Also, you could be confused over whether it is good to have backlinks to your homepage or to a separate web page.

The answer is simple, though not straightforward. Backlinks to the homepage might seem like a good idea. They help to improve the overall ranking of your website in search results. However, if the content on the other website is more relevant to a particular web page on your website, it makes more sense to link to that web page instead.

For example, if the content on another website is about a particular product that is available on your website, linking directly to the relevant product page is more helpful. You don’t want users to go to the homepage in such cases. Users are bound to leave the page quickly if they don’t think it is relevant to them. This can affect your ranking adversely and makes search engines believe that your website/web page is of a low quality.


Why is linking to other websites important?

Everyone with even the slightest information about SEO will know that backlinking is important. Having links to your website in the content on other websites helps with improving the ranking. It helps build the credibility of the business and it’s good for the search engines. Of course, the links should appear on relevant, credible websites.

However, in backlinking, people forget the other aspect of link strategy – outbound linking, i.e., linking to other websites in your content. How does this really help you to have links to content on other websites?

Outbound links help search engines better understand the relevancy of your content for certain keywords. From a user perspective, the links add more value to your content and help users in a more holistic approach. They also add to a better customer experience.

Of course, outbound linking gives users an opportunity to leave your website and go to other websites. However, this downside is extremely mild compared to the benefits of outbound linking.


Where should you place outbound links in your content?

Outbound linking is good for SEO. However, don’t go overboard with it. SEO is influenced more by the link(s) that appear higher up in the content on a page. If there are too many links on the page, the ones down below might not add any value from an SEO perspective.

Also, links that appear in the body of the content are given more value compared to links placed elsewhere, such as in the content footer.

Thus, to make the most of outbound linking, use fewer but very relevant links. And place the most relevant links towards the start of the content, within the body of the content.


How to further up the linking game?

Now that we know the importance of both inbound and outbound links and how to best use them, let’s take linking higher up a notch. Below are the best practices to make the most of your linking strategy.


Keep the content on your website regularly updated.

Keeping the content fresh and updated regularly is great for SEO because it is great for your visitors. When visitors come across good content and keep coming back for more, it’s great for SEO. Also, when visitors are directed to your web pages through backlinks, if they spend considerable time going through your content, it’s a winner for SEO.

Fresh content on your website also ensures more backlinks to different web pages within the website. This is again great for SEO. If the same web pages get linked over and over again, it is a signal for search engines that you don’t have good content updated regularly, and hence, yours is a website of poor quality.

Hence, regularly update the content and always ensure that the content is relevant, useful, and of high quality.


Aim for backlinks from several different websites.

Your website earns more brownie points in the SEO world when several websites backlink to you, as opposed to a select few backlinking you from time to time. A more diverse selection of websites linking to your web pages tells search engines that your website has good credibility.

The other issue is that if one website backlinks to you several times, and especially backlinks to the same web page several times, your website might come under the radar. For this reason, having your website link in the footer or sidebar of other websites is not a good idea. This way, it will appear on almost all the pages and do more harm than good.


Use ‘no-follow’ for affiliate or low-quality links.

You can stop search engines from crawling low-quality links or affiliate links. This way, they will be as good as ignored by the search engines and they will instead give more value to the links which actually matter.


Choose an Anchor Text that is relevant.

Keyword stuffing is looked down upon by search engine, no matter where it appears. There is a tendency to use keywords in the anchor text (the text which is converted into a hyperlink). However, the best practice is to keep the anchor text to blend well with the content. It should be relevant to the content flow and should avoid having keywords unnecessarily.



Using inbound and outbound links well can give a boost to the authority of your website. It can add value to SEO and improve your ranking on the search results.

However, remember that search engines change their algorithms for ranking frequently. Hence, keeping up with the trends and improving the link strategy regularly can help you achieve the best results.

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