What Are External Links?

An external link is a hyperlink that points from one website to a different website (another domain). Any time a link connects two separate domains, it's considered an external link.

• When another website links to your website, it's an external link to your site (often called a backlink).
• When you link from your website to a different website, it's an external link from your site (an outbound link).

Example in plain language: “Read our recent SEO guide to learn about the latest ranking trends.” — here the phrase “recent SEO guide” is the clickable text known as anchor text.

External Links vs Internal Links

It's easy to confuse external links with internal links, but they serve different roles in your SEO strategy:

• Internal links: connect one page to another page on the same domain (for example, your Home page linking to your SEO Services page).
• External links: connect your domain to a different domain, or vice versa.

Both are important for SEO, but external links are especially powerful for building authority and trust.

Why External Links Matter for SEO

Search engines like Google treat external links as third-party endorsements. When a credible website links to your content, it signals that your page is useful, relevant, and worth ranking.

1. Popularity and Authority Signals

Google doesn't have access to all your analytics, but links are public. If many reputable websites link to a page, that page is seen as more popular and authoritative. This is one of the core ideas behind algorithms like PageRank.

2. Relevancy and Topical Signals

External links also help search engines understand what your page is about. The anchor text people use when linking to you usually summarises your content in a few words, and links typically come from sites within similar niches.

For example, if Patna-based healthcare blogs and clinic websites keep linking to a guide on “medical SEO in Patna,” Google gets a clear message: your page is relevant for that topic and location.

SEO Best Practices for Using External Links

External links can either help or hurt your SEO depending on how you use them. These are the practical guidelines we follow at NetrX Digital when building link strategies for clients.

1. Start With the Right Target Keywords

Before you worry about links, you need clarity on which keywords each page should rank for. For a Patna business, that might include phrases like:

• digital marketing agency in Patna
• SEO services in Patna
• healthcare digital marketing agency
• performance marketing agency in Patna

Build your content around these terms, then use external links to support and strengthen that topical relevance.

2. Link to Relevant, Value-Adding Sources

Don't sprinkle external links randomly. Every link should add value for the reader. Great destinations include:

• industry research, case studies, and reports
• government or educational resources
• original data, statistics, or surveys
• tools or checklists that support your topic

3. Prioritise Authoritative and Trustworthy Websites

The sites you choose to link to reflect on your brand. Linking to spammy or clickbait websites can send the wrong signal to both users and search engines.

As a rule, link only to websites with strong reputations, clear ownership, and high-quality content. If you must reference a questionable source, mark that link as nofollow or rel="sponsored" so Google doesn't treat it as an endorsement.

4. Optimise Your Anchor Text

Anchor text is the clickable part of the link. It should be clear, descriptive, and relevant to the destination page.

Examples of good anchor text:

• local SEO guide for service businesses
• complete Google Ads checklist
• content marketing statistics for 2025

Avoid generic phrases like “click here” or “read more”. Also, don't use the exact same keyword in every single anchor text – that can look unnatural and spammy. Use variations that still describe the topic accurately.

5. Align External Links With Strong On-Page SEO

External links work best when your on-page SEO is solid. Make sure your title tag, H1 heading, and overall structure are aligned with your target keyword.

For example, a strongly optimised page might use:

• Title tag: What Are External Links? SEO Guide for Patna Businesses
• H1: What Are External Links? A Complete SEO Guide for Patna Businesses

From there, your external links and internal links both reinforce that same topic.

6. Avoid Link Schemes and Shortcuts

Google's spam policies are clear: trying to manipulate rankings through artificial links can get your site penalised or suppressed. Avoid:

• buying or selling links purely for ranking
• trading goods or services in exchange for links
• using automated programs to mass-generate links
• submitting your site to low-quality directories and bookmark sites

For affiliates or paid placements, always use rel="sponsored" or rel="nofollow" to stay on the safe side.

7. Audit Your Site’s External Links Regularly

Links aren't set-and-forget. External pages can change, move, or disappear, leaving you with:

• broken outbound links (404 errors)
• outdated references
• links pointing to sites that have become low-quality or spammy

Regular SEO audits help you fix or replace these links so your users and Google both have a smooth experience.

8. Support Your Links With Strong Meta and URL Structure

While meta descriptions don't directly change rankings, they heavily influence click-through rate. Combine that with clean, keyword-focused URLs.

• Keep meta descriptions clear, benefit-driven, and around 120–150 characters.
• Use short, descriptive URL slugs like /blog/external-links-for-seo.
• Include your main keyword in both the slug and the meta where natural.

How Patna Businesses Can Use External Links Strategically

If you run a clinic, coaching centre, real estate firm, retail shop, or any local business in Patna, external links can be the difference between page two and page one rankings.

Practical ways to earn and use external links:

• Get listed in high-quality local and niche directories.
• Collaborate with local bloggers, influencers, and industry partners for features and mentions.
• Publish in-depth guides and resources that others naturally want to link to.
• Offer guest articles on reputable websites in your industry and include a contextual link back to your site.

At NetrX Digital, we combine this with analytics, on-page SEO, and performance marketing to create campaigns that don't just bring traffic, but qualified leads.