Many years ago I questioned an author who refused to put outbound links in their web articles. Their response was that the blog posts would be “leaking” any “link juice”. This was their way of saying that any benefits the article had would be undone by linking out. My response was:
Never be afraid to link out!
I even wrote an article about this very topic back in 2018. Seven years later I think it’s still relevant and so I’m revisiting it to ensure that linking best practice is still alive and shared widely.
About Hyperlinks
Hyperlinks have been an absolutely essential part of the internet since the dawning of the World Wide Web. Afterall, the language of the web, invented by Sir Tim Berners Lee, is HyperText Markup Language (HTML). And what is hypertext? Text that “goes beyond” being merely visible text on a screen and has more value to it, such as being able to link to a resource e.g. citing a technical proposal… (See what I did there?)
The importance of links is still as vital in 2025 as it was back in 1989. Both internal and external (outbound) links are essential for a strong SEO strategy. And yet many site owners still fear linking out, worried about losing “link juice” or sending visitors away. This concern is really outdated. Evidence from Google, Bing, and the wider SEO community shows that strategic outbound linking is not only safe but vital for credibility, user experience, and search visibility.
Why You Should Embrace External Linking
Spinning the phrase “don’t be afraid” I should really be encouraging you all to “link out where appropriate”. Here are the reasons why you should…
1. Linking Out Boosts Credibility and Authority
- Outbound links to authoritative, high-quality sources demonstrate thorough research and a commitment to accuracy. This positions your site as a trusted curator of valuable information, not just a self-contained silo.
- Google’s E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness) is really important. Linking out to reputable sources directly supports these quality signals, and can help your content to rank higher.
2. External Links Improve the User Experience
- By providing links to relevant, additional resources, you are helping users to deepen their understanding and find answers more efficiently. This increases engagement and can improve the likelihood that your visitors will return.
- Outbound links act like a bibliography, showing transparency and a willingness to guide users to the best information-even if it’s not on your own site.
3. Outbound Links Signal Relevance to Search Engines
- Outbound links help search engines understand your content’s context and niche. They act as topical signals, clarifying what your page is about and which audiences it serves.
- Search engines use these links to map the web’s information network, rewarding sites that connect users to valuable, relevant resources.
4. Linking Out Prompts Reciprocal Links & Industry Relationships
- Linking to authoritative sites can prompt them to notice your content and potentially link back, which remains one of the most effective ways to build your own authority and visibility.
- Outbound links foster industry relationships and demonstrate goodwill within your niche, which can lead to collaborative opportunities.
These are all credible reasons why external links are valuable and you should love them rather than loathe them.
Debunking Common Myths About Linking Out
So I started out here by sharing a past experience with a blog writer who believed that outbound links sapped their work’s power. Let’s take a look at that and a few other rumours that require dispelling:
Myth #1: Outbound links “leak” SEO value or harm rankings.
Fact: There’s no evidence that linking to relevant, authoritative sites harms your rankings. In fact, Google and Bing both reward sites that provide value through well-chosen outbound links, as long as you avoid linking to spammy or irrelevant sources.
Myth #2: You should “nofollow” all outbound links to protect your site.
Fact: Overusing nofollow can signal to search engines that your site isn’t part of the web’s information network. Only use nofollow for paid, sponsored, or untrusted links. Also it’s just a waste of time and effort, just like disavowing links,
So there you have it – two common myths and the reason why you should link out anyway.
Best Practices for External Linking in 2025
To summarise, you should follow best practice when it comes to link building.Here’s a helpful reminder of what you should do and why…
| Best Practice | Why It Matters |
| Link out to high-quality, authoritative sites | Enhances your credibility and sends positive trust signals to search engines. |
| Ensure relevance | Only link to resources directly related to your topic so that you maintain focus and create value. |
| Use descriptive anchor text | This helps users and search engines understand exactly what the linked page is about. Tip: Please avoid generic phrases (Like “click here” or “read more”) |
| Open external links in new tabs/windows | Using the target=”_blank” attribute in links keeps users on your site while letting them explore additional resources in a new tab. |
| Regularly check for broken links | Broken links harm user experience and can negatively impact SEO. Look for these in Google Search Console or Bing Webmaster Tools. |
| Don’t fear linking to competitors | If a competitor has the best resource, linking to it demonstrates your confidence, a lack of fear. and a user-first mindset. |
| Use ‘nofollow’ sparingly and ‘dofollow’ by default | Only use ‘nofollow’ only when strictly necessary; otherwise, allow search engines to follow your outbound links. |
What Do Google and Bing Say in 2025?
I’ve been saying for years don’t be afraid to link out. My personal and professional experience have driven me down the path of providing useful, comprehensive articles for my readers. And his aligns with the very nature of the world wide web as well as the search engines themselves.
But what’s the official line from the two top search engines?
- Google: Outbound links to trustworthy, relevant sources add value for users and can indirectly improve your rankings by boosting engagement and trust.
- Bing: Outbound links help Bing’s crawlers understand your site’s topic and relevance. Linking to spammy or irrelevant sites, however, can trigger penalties.
Taking onboard a combination of both those top-line snapshots, providing links out is beneficial to users and crawlers. Providing context to your content by highlighting pertinent aspects via external links enriches the value of your experience.
The Future of External Linking
The concept of linking, internally and externally, is pretty mature. But as search engines evolve and become more sophisticated, the context and quality of outbound links matters more than ever. Outbound links are recognised as a sign of editorial integrity and topical depth. Websites that link out thoughtfully can be rewarded with higher authority, better user engagement, and improved rankings.
And remember, we have generative AI conducting “searches” these days – they could morph into existing search, similar to how Google adds AI Overviews for informational search intent queries, or as standalone tools such as ChatGPT, Claude, Perplexity, or Mistral’s Le Chat. AI is scraping a lot of content into zero-click searches, but does attribute links to valuable resources, so by making your content comprehensive, you increase your chances of being seen in gen AI results as well as the SERPs.
In Summary
Strategic outbound linking is a win-win for your users and your SEO. It builds trust, authority, and relevance which are core factors for search engine success in 2025. Don’t be afraid to link out. Instead, embrace it as a hallmark of quality content and a modern, user-focused SEO strategy.
For all things SEO call me to discuss your next project on 01252 692 765
Disclaimer: This article is based on current SEO best practices and official guidance from Google and Bing as of 2025. The effectiveness of any SEO strategy may vary based on individual circumstances and ongoing search engine algorithm updates.