If you’re creating content for your blog — or writing paid articles for someone else’s website — you may wonder how important external links are. After all, isn’t the purpose of blogging to keep people reading your article, not someone else’s? Do you really need to worry about citing external sources for your website content? This guide can show you why, how and where linking makes a difference.
Why Are External Links Important?
To answer the question of why sources matter, first, you need to understand how search engines work. When someone types a question into Google, the search engine tries to find the best answer to the user’s query. The same thing goes for search terms such as “how to choose truck tires” or “best doctors in Miami.”
When searching for the top answers, Google Search looks at several factors, including:
- Keywords
- Accuracy
- Website authority
- Content quality
- Content helpfulness
Many of those factors are closely related to external links and sources. By including links to well-known, frequently visited pages, you give your website more authority. Additionally, readers are more likely to stick around if they trust that what you’re saying is true. Good sources can have that effect.
What Type of Sources Should You Use?
The fact that links are important doesn’t mean you should put any old links in your content. You need to choose your sources carefully. Here are a few examples.
Encyclopedias
Many encyclopedias are fantastic sources of well-researched facts. Even Wikipedia has become a trusted place for research. Of course, you may not want to link directly to an article on the site. Instead, look at the references at the bottom of the page and link to the original source of statistics, such as demographic information, financial details and other data.
Government Sites
Government websites offer a range of information about many topics, including health content, legal matters, population data, small businesses and even technology. These expert pieces have excellent authority because they’re often based on in-depth studies — which you, fortunately, don’t need to read thanks to the government articles.
News Organizations
Linking to content from news organizations can work in your favor, but you need to consider the reputation of the source first. High-quality journalism is good. Sites that merely recycle content or share gossip aren’t. Generally speaking, avoid linking to articles that say “opinion” or “guest contributor,” unless the writer is a respected expert in their field.
Industry Authorities
Some organizations have a wealth of content on health or business topics. For example, if you’re writing an article on sleep quality, it makes sense to link to sources from the National Sleep Foundation, Mayo Clinic, Harvard University or similar respected organizations.
What About Commercial Websites?
Commercial websites can also be appropriate sources, but you need to exercise caution. Don’t link to sites that are trying to promote their own products. For home remodeling, Bob Vila, The Spruce, or Better Homes and Gardens can be trustworthy commercial sources with high-quality writing. Never link to your competitors.
How Do Good Sources Help You?
Imagine that you’re going to apply for a job, and your potential employer asks you for references from previous jobs, friends or family members. Which references would you choose to share? The people who are most trustworthy and respected. Listing them makes you look good by association.
The same thing goes for your blog sources. Including external links to high-value content makes you look good, too. It boosts your reputation with Google as a place for trustworthy content. It also makes website visitors more likely to stay on the page — and return for other articles in the future.
Brand authority is a key part of conversions. If you want people to click “buy” or leave their contact details, you need to be helpful and trustworthy first.
Include external links wisely and see the benefits. Every article should have at least one or two sources.
