According to Google’s John Mueller: Linking to high-authority websites won’t enhance search rankings. Instead, prioritize links that offer genuine value to users.
Linking to well-known, high-authority websites doesn’t contribute to SEO improvement.
Links should serve a purpose for users.
Avoid linking solely for the sake of authority and rankings.
Google’s Search Advocate, John Mueller, recently addressed a prevalent misconception regarding the practice of linking to well-known websites like Wikipedia during an online conversation with the SEO community.
Mueller engaged in a discussion on the r/SEO subreddit, where SEO experts collaborate to share their thoughts and stay updated on the industry’s latest advancements.
During this exchange, he clarified that linking to websites such as Wikipedia has no bearing on search rankings, thereby debunking a long-standing myth among SEO professionals.
The User’s Inquiry
The user inquired about a frequently encountered SEO query: the potential influence of linking from a lesser-known website to a prominent high-authority site like Wikipedia or CNN on the search ranking of the smaller website.
This pertains to how outbound links from a website can affect its SEO and ranking. The user sought to understand whether search engines perceive the smaller site as more reputable when it links to widely recognized authoritative websites.
Mueller’s Clear-Cut Reply
In reply to this question, John Mueller said, “Nothing changes. Why would it?”
He indicated this has been a misbelief within the SEO field for many years. Mueller emphasized his point with a lighthearted example, quipping, “Here’s my handbag affiliate site – and here are links to CNN & Wikipedia. Please treat me seriously now, right?”
His statement highlights the fallacy that linking to high-authority sites equates to borrowing their credibility.
Prioritize Linking for User Benefit
Mueller stressed the significance of approaching links with the same care as content.
He recommended:
“Does this link offer added, distinctive value to users? In that case, link naturally. Is this link unrelated to my users’ interests? If so, refrain from linking to it.”
His remarks indicate that the choice to link to another website should hinge on its relevance and potential value to users rather than an endeavor to manipulate search engine rankings.
Mueller affirmed, “Mentioning a dictionary won’t rectify your spelling errors.”
This analogy succinctly encapsulates his overarching message: simply linking to a well-known website doesn’t inherently enhance the quality or credibility of your site, just as citing a dictionary doesn’t automatically correct your spelling mistakes.
The Broader Perspective
The question posed by the Reddit user highlights a prevalent SEO misunderstanding that has endured for a considerable duration.
There is a widespread misbelief that linking to high-authority websites will inherently boost one’s search ranking.
Mueller’s remarks serve as a reminder that search engines prioritize delivering value to users using pertinent, top-notch content.
The emphasis should be on linking to genuinely beneficial websites for users rather than fixating solely on authority or link acquisition.
To Summarize
Mueller’s response underscores the central theme that the guiding principles for linking should be relevance and utility for the user.
The decision to link should be rooted in its capacity to enhance the user experience rather than its potential to boost search rankings.
A valuable link should contribute meaningfully to the content by:
- Elaborating on a point
- Offering evidence or additional reading to substantiate a claim
- Clarifying intricate terms or concepts
- Guiding users to pertinent products, services, or resources
Much like the content on your website, outbound links should possess a clear purpose and offer genuine assistance to the audience.
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