In the world of Search Engine Optimization (SEO), myths are as common as keyboard warriors on social media. One such myth is the belief that linking to high-authority sites can boost your own site’s search rankings. But Google’s John Mueller recently debunked this myth in a conversation on the r/SEO subreddit, reminding us that relevance and user value should guide our linking decisions, not the perceived authority of the linked site.
The Myth of Borrowed Authority
The idea that linking to high-authority sites can improve your own site’s credibility is a common one. It’s easy to see why this myth has persisted: it seems logical that if you associate your site with well-known, trusted sites, some of that trust might rub off on you. But as Mueller pointed out, this is not how search engines work.
In a humorous example, let’s imagine you’re writing a blog post about gardening and you link to a popular cooking website. Just as linking to a cooking site won’t suddenly turn your tomatoes into tasty tomato soup, linking to a popular website doesn’t inherently improve the quality or credibility of your website.
The Importance of User Value
Instead of focusing on the authority of the sites you link to, Mueller emphasized the importance of user value. Does the link provide additional, unique value to your users? If so, include it. If not, don’t.
This advice underscores the importance of treating links like content. Just like the content on your site, outbound links should serve a purpose and be helpful to your users. They should expand upon a point, provide evidence or further reading to support a claim, explain a complex term or concept, or direct users to relevant products, services, or resources.
Contrasting Outbound and Inbound Links
While outbound links (links from your site to other sites) don’t boost your site’s search rankings, inbound links (links from other sites to your site) can have a significant impact. This is because search engines view inbound links as a sign of trust and authority. However, it’s important to note that not all inbound links are created equal. Links from high-quality, relevant sites are more valuable than links from low-quality or unrelated sites.
Mueller’s comments serve as a valuable reminder that SEO is not about gaming the system or finding shortcuts to higher rankings. It’s about providing value to users through relevant, high-quality content. So the next time you’re considering whether to include a link in your content, ask yourself: does this link add value for my users? If the answer is yes, include it. If not, leave it out. And remember, no amount of name-dropping high-authority sites will turn your tomato plants into tomato soup!