1. A Page Covers Multiple Subtopics
When it comes to outbound links, one concern is whether it’s good practice to link to pages not specifically aligned with the primary topic of your page. The more critical issue is if the link supports an irrelevant sentence or paragraph, the entire section might be off-topic and should be removed. Every outbound link should be relevant to the context it originates from, and each context should align with the overall theme of the entire page.
A webpage often covers one main topic and several related subtopics. It’s essential to link out only if it makes sense within the context, not just to boost relevance artificially. For example, if the content references research findings, it makes sense to link to a page about that research to substantiate the claim. Linking to other pages on related subtopics is also appropriate.
2. Relevance Isn’t Just About Keywords
In outbound links, relevance isn’t solely defined by matching keywords. Instead, it’s about how closely a link aligns with the reader’s needs or expectations at the moment they encounter it. A relevant outbound link should satisfy those needs, providing additional value to the user.
3. Poor Outbound Links Can Harm Site Quality
Linking to low-quality sites can negatively affect your site’s perceived quality. If your site links to pages designed primarily to rank in search engines rather than provide value to readers, it could signal to Google that your site is also of low quality. Common characteristics of such sites include keyword-focused content, titles, and headings, with little to no original or expert input.
4. Quality Check All Outbound Links
When considering sites to link to, evaluate the quality of their outbound links. If a site is engaged in selling links, it can often be identified by linking to both reputable and low-quality sites. This linking pattern is a red flag, indicating that the site may be compromised.
In general, reputable sites avoid linking to low-quality or spammy sites. Understanding the linking patterns between normal and spammy pages can help ensure that your outbound links maintain the quality and credibility of your site.