Prioritize Outbound and Internal Linking Opportunities

ncluding related outbound (or external) links in your content helps Google what your page is about.

But you don’t want to ignore internal links, either.

Linking from high-authority, well-performing content on your site can help give other pages a boost. Implementing internal (or inbound) links also allows Google bot to crawl your site more easily.

Be sure that every page on your site is linked to from at least one (or a few) different pages. Otherwise, it will be considered an orphaned page.
Content creators will often use inbound and outbound links to provide additional information about a content topic or provide an authoritative source for a fact.

While linking to external sources won’t directly help boost rankings, it can build trust with your users if they know you’re relying on other credible sources.

Having a strong internal linking structure, however, makes it easier for searchers to further engage with your site, as they may click on the link and continue to explore the site — reducing your bounce rate and boosting positive brand associations.

These links also provide Google with information about your site architecture. Google can see how the content on the site relates to each other and the depth of content on particular topics, further boosting your authority.