An external link is a hyperlink that points from one website to a completely different website. Unlike internal links, which keep users on the same domain, external links take users to other domains. These links are useful for referencing sources, directing visitors to partners or affiliates, or offering extra value through related content. They're also commonly used in blogging to back up claims or share additional resources.

External links can lead to authoritative resources, which helps build trust with your visitors. When used properly, they can enhance your content’s credibility. However, linking to low-quality or irrelevant sites may negatively impact your site's SEO. That’s why it’s essential to choose your outbound links wisely.

How external links impact SEO

External links play a meaningful role in how search engines view your content. Linking to high-quality, relevant sites can signal that your content is trustworthy and well-researched. This can lead to better rankings in search engine results. Google, in particular, appreciates pages that guide users to helpful resources—even if those resources exist off-site.

That said, the quality of the external site matters more than the quantity of links you use. Too many low-quality or irrelevant links can make your content seem spammy. It’s also a good idea to use the rel="nofollow" attribute on some external links, especially if they’re paid or affiliate links. This tells search engines not to pass authority to those linked pages.

Difference between external and internal links

The main difference lies in where the link sends users. An internal link directs users to another page within the same domain. For example, linking to your homepage, contact page, or blog posts would be considered internal linking. On the other hand, external links point users to a completely different domain.

Both types of links serve important purposes. Internal links help users navigate your website and spread page authority across your site. External links provide additional context or support, usually from a third-party source. A strong web page often uses both effectively.

Best practices for using external links

To make the most of external links, always prioritize quality over quantity. Link only to websites that are credible, relevant, and useful to your audience. Avoid broken links or linking to content that’s outdated or spammy. It’s also smart to set external links to open in a new tab, so users can return to your site easily.

You should also label external links clearly—whether it's in the anchor text or with an icon—so users know they’re leaving your site. For analytics purposes, use UTM tracking if you're linking to partners or sponsors. Keeping an eye on which external links are getting clicked can offer helpful insights into user behavior.

When should you avoid external links?

While external links are valuable, there are times when you might want to avoid them. If you're worried about leading users away from a critical conversion page—like a checkout or sign-up page—external links might be a distraction. In these cases, it may be smarter to use internal linking or delay external references until later in the user journey.

You should also avoid linking to competitors, unless there's a very specific reason to do so. If you're building up your brand authority or writing about a niche topic, keep users focused on your own expertise whenever possible. Finally, avoid excessive linking within a single piece of content—it can feel overwhelming and cluttered.

FAQs about external link

What makes a link an “external” link?

An external link is any hyperlink that points to a domain different from the one you're currently on. It directs users away from your site and toward another source, often for reference, further reading, or validation.

Do external links improve SEO?

Yes, when used correctly. Linking to trustworthy, high-authority websites can improve your content’s perceived credibility. Just make sure the links are relevant and come from reputable sources to get the SEO benefit.

Should external links open in a new tab?

It's a common best practice to have external links open in a new tab. This helps keep visitors on your site while still allowing them to explore the additional content you've linked to.

Can I use too many external links?

Absolutely. Overloading your content with external links can make it hard to read and might even raise red flags with search engines. Stick to a few high-quality links that actually add value to your content.

Are affiliate links considered external links?

Yes, affiliate links are a type of external link. Since they usually lead to a third-party site, it's recommended to add a nofollow or sponsored tag to comply with search engine guidelines and maintain transparency.

Build smarter with B12

Adding the right links is just one piece of building a high-performing site. With the B12 AI website builder, you can generate professional websites that are smart, optimized, and ready to grow with you. From page structure to smart linking strategies, B12 helps you do more with less effort. Ready to streamline your site creation? Get started today and launch a site that’s built to perform.