Are you selfish with your outgoing links? Be honest, I bet you are. You tell yourself that they are directing your hard-won visitors away from you and are afraid that they will not return. You especially would not dare to create a link towards the site of a competitor, because you tell yourself that this amounts to promoting him …
Are you convinced that outgoing links harm your positioning in Google because they cause you to lose link juice? Or do you perhaps just think that pointing a link to another site on the same theme as yours is helping it to better position yourself on your keywords? Most of your arguments seem valid to me, so I will not try to contradict them.
Rather, I’ll show you the outbound links from a completely different angle and you’ll see that their benefits are much more impactful than their disadvantages. In fact, I am so convinced of their benefits that when I write an article, I often look for opportunities to include it.
I intend to convince you too with these 3 advantages.
Promote your site
While outbound links at first glance are a way for people to leave your site, they are also a way to get new visitors if you use them well. Whenever you link out to a site, you’re doing the owner a favor. You give him a backlink, which helps him for his referencing, and you bring him some visitors.
However, in life, when we do something good for someone without being asked and without demanding anything in return, this other person very often feels obliged to return the favor in a form or another. It’s some kind of unwritten law.
Same thing in SEO. The first step is to make sure that person knows that we have given them a link. The easiest way is to send him an email or a tweet. There is a good chance that she will share your article on her social networks without even having to ask her. After all, it’s in her best interest because it makes her look good. Think about it.
In terms of its audience, if another site (yours) decided to mention its own, it must be because it is interesting, right? By boasting on social networks, this person therefore increases their credibility and notoriety with their audience. This also gives visibility to your site to a new pool of Internet users who may not have known it.
In addition, by having given the first, you open doors for more important promotional actions. Suppose for example that you would like to make a guest article on this other site. Do you not think that its owner will be much more inclined to accept your proposal? Not only does he already know you, but in addition he possibly feels indebted to you. Or suppose a few weeks later, you produce an infographic and would like them to share it with their audience or publish it on their site. Don’t you think you’ve just increased your chances of it working?
I can confirm that I probably wouldn’t have gotten 24 backlinks with a single infographic as quickly in my last experience if I hadn’t first been generous to other bloggers. And I’m not even talking to you about all the visibility obtained on social networks!
Gain the trust of your customers
Are you an expert in your field? If so, why not use outbound links to demonstrate it on your site? When we have a great expertise in a field, we are normally well established in this environment. This means that we know the best sources of information in our industry and the most recent studies that have been done in our area of expertise. This even implies that we know the other experts in the field who, too, sometimes publish interesting information on their site.
Isn’t there a better way to demonstrate all of this than to talk about it on your blog and create outbound links to these sources of information? With content curation, you don’t even have to write content to demonstrate that you keep up with industry news.
Do you not find it reassuring for a client to see all this evidence that you really know your environment and especially that you keep yourself up to date?
Because Google loves it
You can’t really control the links that point to your site. However, you have full control over your outbound links. Besides, did you know that the theme of these links and their notoriety are both part of the 200 SEO factors of Google?
From a search engine perspective, the sites to which you link give an indication of the neighborhood in which yours operates. By creating links to relevant sites and good reputations, you are giving Google a strong signal that your site is legitimate. On the other hand, if you create links to those who are de-indexed or extremely spammy, you are sending a funny image of your site, which will not help you at all.
It’s kind of the same concept as in real life. If you learn that someone has friends who are involved in street gangs or involved in criminal circles, what will your opinion be about that person? You will probably tend to assume that it too is disreputable, without even having any evidence.
On the other hand, if you don’t create outbound links, you’re not using this signal to your advantage. It’s even more than just a question of good neighborliness! When Google sees outbound links, it sees your site as a place where visitors are directed to additional resources for information you do not have.
From Google’s point of view, this is very good, because what do you think it wants? He wants people to find answers to their questions. This is the very purpose of a search engine.
By creating outgoing links:
- You create promotional opportunities that will help you get inbound links and bring in new visitors via social media;
- You work on your natural referencing;
- You improve your conversion rate by gaining credibility with your prospects.
That’s a lot of benefits for a simple hyperlink that only took a few seconds to create. Did this way of seeing outgoing links convince you to create more?