In a recent interaction with the SEO community on the SEO subreddit, Google Search Advocate John Mueller addressed a prevalent misconception regarding linking to well-known sites such as Wikipedia. He explained that contrary to popular belief among SEO experts, such links do not influence search rankings. This clarification aims to dispel a long-standing myth in the SEO industry.
The Inquiry Posed by The User
The user inquired about a typical SEO query, wondering whether linking from a smaller website to a prominent high-authority site like Wikipedia or CNN can affect the search ranking of the smaller site.
This inquiry pertains to the impact of outbound links on a website’s SEO and ranking. The user sought to understand whether search engines perceive the smaller site as more credible when it includes links to well-known, authoritative websites.
Mueller’s Direct and Clear Answer
Addressing the inquiry, John Mueller straightforwardly responded, “Nothing happens. Why should it?” He pointed out that this misconception has been prevalent among SEO professionals for a long time.
To emphasize the point, Mueller shared a humorous example, quipping, “Here’s my affiliate site about handbags – and here’s a link to CNN & Wikipedia, please take me seriously now, k?” His remark highlights the erroneous notion that linking to high-authority sites automatically grants credibility to the linking site.
Linking Should Revolve Around Providing Value to Users
Mueller stressed the significance of considering links as valuable content.
His advice:
“Does this link provide additional, unique value to users? Then, link naturally. Is this link irrelevant to my users? Then don’t link to it.”
Mueller’s remarks imply that the decision to link to another website should be based on its relevance and potential value to the user, rather than attempting to manipulate search engine rankings.
Using the metaphor, he stated, “Name-dropping a dictionary doesn’t fix your spelling mistakes.”
This comparison encapsulates his core message: linking to a popular website does not automatically enhance the quality or credibility of your own website, just as referencing a dictionary does not instantly correct spelling errors.
The Overall Context
The Reddit user’s question highlights a prevalent and long-standing misconception about SEO.
It is a common mistake to believe that linking to high-authority websites will automatically enhance one’s search engine ranking.
Mueller’s remarks serve as a reminder that search engines prioritize delivering value to users through relevant and top-notch content.
The primary focus should be on linking to genuinely valuable websites for users rather than solely chasing authority or links.
In Conclusion
Mueller’s response emphasizes that linking decisions should be guided by relevance and usefulness for the user.
The key factor in deciding whether to include a link should be its contribution to enhancing the user experience, rather than its potential impact on search rankings.
For a link to be meaningful, it should fulfil one or more of the following purposes:
- Expanding upon a point made in the content.
- Providing evidence or additional reading to support a claim.
- Explaining a complex term or concept.
- Directing users to relevant products, services, or resources.
Just like the content on your website, outbound links should have a clear purpose and be genuinely helpful to the users.
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