This is part II of the Link Building series. (view Part I)
This article is going to briefly overview outbound linking and why it can be both good and bad. Don’t fret though, the third and last part of this series will conclude with how to actually manufacturer links to your site — the first two parts are preliminary background articles for those that are new to the industry of link building.
Outbound linking is something some, even very good and amazing, SEOs overlook. When a search engine looks at your site, it looks at what sites are linking to you. But in that process of evaluating where to rank you, it also looks at what sites you are linking to.
To throw out an example, let’s use Google Inside. It’s a site that talks about Google and touches on search engine news and other industry related news. Would it make sense if Google Inside was linking to maybe…a casino site? What about a gardening site? Or even a site that talks about skydiving? Would that make sense to you as a user? If it doesn’t make sense to you, then it certainly won’t make sense to the robots. Related outbound linking — paid or unpaid — is very important. I’ve learned this over time by testing out different links going to various websites.
So back to the example. If Google Inside was linking to a site like Search Engine Watch or Matt Cutts’ Blog, those sites are a direct hit in relativity to Google Inside. Same industry, same vertical, same topics. A search engine will look at this and deem those links to be valuable both for the sites you are linking to and to your site because it helps position you in that specific industry or niche — wherever you may be.
This is the short wrap-up for outbound linking.
Next and last part in the series… How-to Link Building