External link

An external link is a hyperlink that points from one website to another. If your blog post links to the HMRC website, that is an outbound external link for you. If a local news site links to your business, that is an inbound link for you, better known as a backlink. It is the same phenomenon, seen from two sides.

In this explanation we focus mainly on outbound external links: the links you place yourself from your own pages. Many business owners are reluctant to do this, for fear of giving away visitors or "link value". That fear is usually unfounded.

Why link to other websites?

• You help your reader further: a link to an official source, a piece of legislation or a manufacturer's manual gives visitors extra context.
• You back up your claims: referring to reliable sources makes your text more credible, which ties in with E-E-A-T.
• You provide context: links help search engines understand which topic and environment your content belongs to.
• You build relationships: partners and suppliers appreciate a mention, which sometimes leads to mutual collaboration.

What should you watch out for?

Not every link is a good link. A few points to bear in mind:

1. Link to reliable, relevant sources. A link to a dubious site does nothing for your own credibility.
2. Use descriptive anchor text. "Read the conditions of the home improvement grant" is clearer than "click here".
3. Mark paid or sponsored links with the right attribute, such as rel="sponsored" or nofollow. Google explicitly asks for this.
4. Check regularly for broken links. External pages disappear or move, and a link to an error page looks sloppy.
5. Don't overdo it. A text full of links is distracting and makes it hard to see which source really matters.

External links and AI answers

AI tools such as Perplexity, ChatGPT Search and Google AI Overviews show a kind of external link themselves: the sources their answer is based on. In doing so, they probably favour pages that are strong in content and well supported. A text that refers to official regulations and concrete figures from recognised sources shows you have done your homework. That doesn't guarantee a mention, but it does make your content more usable as a citation.

Conversely, the more often other sites link to you and mention you, the stronger your online reputation. External links therefore contribute to your visibility in both directions.

An example: an energy assessor in Leeds

An energy assessor from Leeds writes an article about the EPC (Energy Performance Certificate) when selling a home. Instead of writing out the rules in full himself, he summarises them briefly and links to the official government information for the details. He also links to his own pricing page. That way the reader gets a clear overview, a reliable source and a clear next step.

Want to know more about links and content?

External links are one part of a strong content strategy, alongside internal links and high-quality text. On the Spacebird blog you will find more practical articles on how to use links and content smartly for your visibility.