Recently I noticed that the SEOptimise blog ranks at #1 for the query [seo blog] in Google.co.uk
Then it dawned on me why we rank at #1: the single most important factor to getting there was linking out.
Yes, it wasn’t link building or even getting links; it was simply linking out. You could argue that it’s lots of great content etc, but many SEO blogs from the UK have great content. Nobody is linking out like we do though.
Just consider my most popular posts, the 30+ lists you love. Many of these lists link out to 30+ resources; some don’t, but most of them contain at least several links to resources outside SEOptimise.
I have often pondered whether it’s good or not. I have linked out to authority sites in the SEO industry but also beyond it. In most cases my motive for linking out was a great article, tool or other resource. I’m quite sure that many links were influenced by my virtual friendships. I know and trust many people in the SEO arena now, even without having met them in real life. But even given that bias, the links were genuine.
Great content by itself does not rank
There are lots of great SEO blogs in the UK. I often read and link to them, but many of them rarely show up in the generic rankings for [seo blog]. There are, of course, other reasons not to rank for that particular keyphrase; because it’s not as popular and lucrative as others, some people who blog about SEO don’t aim for it.
Some SEO blogs call themselves search, search marketing or online marketing blogs to name just a few synonyms. Some of the bigger agencies and more well-known SEO companies from the UK do optimise for [seo blog], but don’t even rank in the top 10 – despite publishing regularly and getting links from all over the place. I mean very well known and valuable blogs by the likes of Dave Naylor or Freshegg, who really deserve to rank in the British top 10.
Note that both SEO blogs mentioned above have a PageRank of 5, while we only have a 3. SEOptimise is linking out more than getting links in from other industry publications, so that we actually lose PageRank. As toolbar PageRank is not really a ranking factor but just a metric measuring the number of incoming vs outgoing links, it proves the point even more.
There are only two other UK blogs on the first page for the [seo blog] query on Google.co.uk, while #2 to #6 are firmly in the hands of the US allstars.
Of course I cannot prove the theory that linking out made us rank; it’s my gut feeling. I can’t show you pretty graphs of the number of outgoing links vs the ranking for [seo blog] over time, as I don’t watch these numbers that closely.
What I know for sure is that people I link out to often notice it and either link back sooner or later or at least spread such a post on social media. This is of course logical, and who isn’t glad to get mentioned on another publication. Also, contrary to popular belief, sites that link out plenty do not necessarily lose readers; the best example is Drudge Report which has a much higher engagement than other news sites despite being simply a one-page link list.
Moreover, Matt Cutts acknowledged in 2009 that outbound links are a ranking factor.
Linking out is a strategy not a tactic
Ok, now you think linking out may be an SEO trick or something, you try it out and… nothing happens. Michael Gray of Graywolf SEO did that a few years back. He linked out for testing purposes and tested whether his ranking would go up just by the sheer fact of linking out. His logic was to test whether Google uses linking out as a direct ranking factor and rewards sites that link out accordingly. It didn’t work, at least back then. Still, it doesn’t suffice to link out to Wikipedia from time to time.
Linking out is a strategy you have to embrace holistically.
- You link out to make people notice you.
- You link out to get returning visitors who want more links.
- You link out for Google to notice that you are a great resource, a hub, offering relevant links to all kinds of valuable resources.
This is what happened here on SEOptimise. It’s not just the great content we have. Other UK SEO blogs have great content as well, maybe even more in-depth content, but we offer a resource which is like a gate in many directions, while other blogs focus on making the readers stay longer on their own sites. We are not afraid to send you away because we know you will come back. Also we don’t hoard PageRank because we know it’s not been a real SEO metric for a few years.
Linking out also establishes credibility on the Web so that users ultimately come back to your site for more, even where they left via a link they’ve found on your site.
I’m not the only one to suggest that linking out is actually a modern SEO best practice. Check the following articles from renowned industry publications and experts for more opinions on linking out:
- 5 Reasons You Should Link Out to Others From Your Website | SEOmoz
- The Value Of Linking Out: $56m Per Year | SEO Book.com
- Random SEO Theory: Linking Out – Small Business SEM
- The Importance of Linking Out & Small Businesses to SEO « Bruce Clay Blog
- Why Linking to Other Blogs is Critical | Copyblogger
- External links: the 8 stages of linking-out denial » Malcolm Coles
Congratulations on getting to #1 for SEO blogs. As you say, linking out to other is a great way of encouraging links back. I wonder what percentage of people who are linked to eventually link back? I bet it’s low but even if only 1 person links back its worthwhile I guess.
What would the proportion of incoming links to your listbait (which links out) be? 100 links in for every 10 links out? Ultimately when linking out is used cleverly rather than just for the sake of it, that’s the kicker.
It’s more to do with WHAT you link out to than it is just the act of linking out.
linking out works great. Especially when you build a close online repoir with a group of people. Eventually you will see a return in link sharing. This method worked great in my personal finance blog. Partaking in Carnivals increases the link process, too.
Great article. Thanks for the tips :)
Vladimir
Does this apply to seo industry or to any niche for the matter…I feel that linking to inner pages of our website also plays a vital role for ranking a website.
Great article man. I think linking out just gets peoples attention and then they feel obliged to link back.
Ste
Nick: Very good question. It’s difficult to track though. I wold have to perform some kind of test that takes quite a while as most people do not link back immediately but over time. Or they “like”, “tweet” and bookmark so that you would have to count many more signals. Also they may link to you on another occasion just because you have linked them half a year ago and they know you already.
Paul: The raw numbers aren’t very helpful. In the early days I’ve been checking Yahoo Site Explorer and seeing something like 200 or 300 backlinks per list most of which were low quality automated links. Also it’s not just one article separated from the rest. You’d have to track much more than that. It’s similar to conversion attribution.
Christine: Agreed. Especially blog carnivals are a very powerful method of both reaching out and interconnecting.
Sudarshan: It applies to most niches IMHO. I write for blogs of all kinds.
Ste: Yeah, at its core it’s a very basic mechanism of human nature.
Hi Tad,
Sorry – I don’t think that its the number of outbound links! I’m not discounting it has any weight on the subject. Just curiously, its looks like you’re looking at a SERP and then attributing it to the first anomaly you’ve considered.
Firstly, while in a much smaller country, my blog ranks #1 for “SEO Blog” in Google.ie (pages from the world /pftw). There is still 224 million pages, whether searching from Google UK or IE.
When I look at your rankings, almost all of the blogs below you aren’t Geo-located in the UK and when you select (pages from the UK/pftUK) you get your blog and then the blogs of a lot of web design and webdesign+SEO agencies. So your blog is getting an extra push as it’s a UK geo-located site, same as mine is in Ireland.
Another point – people probably don’t search a lot for “SEO blog” on its own. In fact I think people either don’t search using “blog” or if they do, they use the Google Blog Search tool. Just a theory. But generally, if there’s no search market, there’s no emphasis on ranking there!
I like that you clarified that you believe linking out is a strategy, and not a tactic. I agree 100%. Great post!
I did a a Research,
With Same Keywords in my Article i Anchor to my another page of the same Site and for next same Keyword i anchor to a External(High PR) Link.
And it didn’t Disappoint me !
Rather it Shift me Up !
Tad, I’m obviously about a year behind this blog, but have been looking to adopt this strategy in 2012… I like the ‘link’ out philosophy… Thanks Tad taking this info and putting it to good use.
Don’t be afraid to link to other sources. If your readers know you provide valuable information, they will return. The sources you link to may even link back to you at some point.
One of the first things ive read is to never be greedy. consistent linking out, in the view of looking at google like a “friend who advices” then wouldnt your favorite friend have the most advice (links) to valuable and truthful information (high authority?)
Very interesting perspective. This is a very counter-intuitive piece of SEO – the idea that allowing people to navigate away from your site via links is more than okay it is encouraged. At first glance, you would think that it makes the most sense to keep traffic on site at all costs, but following suggested links does imply trust and relevance. Thanks for the post!
Great post Chad. The concept of linking out, which I assume you mean do follow links, is counter intuitive to many SEOs. We have experienced benefits in linking out as well, both in terms of engagement with those that we link to while earning reciprocal links and social mentions from them. As you point out, the quality of what you link to matters. Sometimes we as SEOs get so focused on flow of link juice, we forget about usability. Your articles have more value can credibility if linking to authoritative sources that are helpful and support your point. I assume that no-following the links defeats the purpose. The fact that Google rewards this behavior will only enrich the global link graph and user experience. The one caveat is that we set the target attribute to “_blank” so hopefully the visitor will come back to the post before leaving the session after clicking the external link. Thanks for sharing..