Outgoing links: Are they beneficial for your site or not? - Search Engine Land

When it comes to SEO, some questions divide the industry. The potential benefits of outgoing links is one example. Learn more here.

Google dismisses the idea that outgoing links are considered a direct ranking signal – but tests have proven otherwise.

Who should SEOs believe? Why should we link out at all?

When asked about the impact of outgoing links on “link juice,” Google’s John Mueller flatly ignored the question stating again that any advice containing the term “link juice” should not be taken seriously.

Thus, we have to research a little deeper and go back a few years to find out.

Incoming vs. outgoing links: Do they both matter?

So what’s the difference between outgoing (outbound) and. incoming (inbound) links?

This infographic by Morningscore explains it pretty well.

Most people in the SEO industry and beyond agree that links to your site alias incoming links, also called inbound links or backlinks, matter.

Inbound links are still an important ranking factor on Google.

While the search engine continuously adds other signals to refine results, the original Google algorithm is based on counting and assessing the value of incoming links.

More complex additions like the RankBrain algorithm or the concept of expertise, authoritativeness and trustworthiness (E-A-T) ensure that only usable, credible and content-rich sites get ranked on top.

Yet the ranking itself still heavily relies on good old editorial links – those leading “back” to your site.

But what about outgoing...

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