One thing that acts as a unifying force to bring everything together on the internet is (cue drumroll) links.

Links are crucial for guidance in navigating the internet. Like the signposts on a highway, links take you from one destination, aka webpage, to another. At times, these signposts might lead to another part of the same site. It’s safe to assume that none of us can imagine surfing the web without links being there to guide us.

Links are extremely important because, without a link, a website loses its identity. Similar to links acting as signposts, search engines serve as the maps of the internet. Search engines measure and rank all types of links from countless webpages. After analyzing a search query, they show the best result for that specific search. What determines what gets shown and what page of results certain pages rank for? A site’s rank depends on its general condition and health. A site’s health and SEO performance rely on several factors, such as site reputation, keyword placement, internal and external links, and more. Because of that, it is important to have high-quality links and understand how to make the most out of them.


As a result, these external sources become one of the determining factors for sites with a similar quality of on-page SEO. This distinction allows search engines to decide which websites to rank first on search result pages.

Let’s imagine you are looking at two photography websites that have almost identical content, but one appeared on the first page on search results, and one on the second. What makes one site rank higher than the other?

Since the sites have similar content, they probably have similar on-page SEO practices. In this circumstance, off-page SEO strategies can give one page the upper hand, ranking it higher in search results. Google and other search engines measure your off-site SEO on various factors, including the quality and amount of outbound links and backlinks. Suppose one webpage receives backlinks from many reliable sources, whereas its competitor site hasn’t garnered even one backlink. For obvious reasons, the page having a more prominent online presence and backlinks will trump the other in rankings.

Multiple on-page and off-page factors go into a search engine’s judgment of a page’s value and relevance regarding searchers’ queries. Yours may experience less traffic and visitors without off-site optimization, so investing in link building and other practices is always a wise decision.



Therefore, increasing the number of links, whether outbound or inbound, will proportionally increase your chances of ranking higher on search engines. Just as you would want other sites to link to yours, you should for them. Where it is appropriate to do include an outbound link, An excellent approach to outbound link placement is to position the link to open in a new tab. This way, the visitor won’t get lost and will still have your site open. Just as you w


If your webpage is registered or linked to an online directory, that also counts as an inbound link. Remember, increasing the number of links from trustworthy sources can indirectly boost your page’s reputation. Search engines like Bing and Google will pay attention to the numbers and may increase your ranking.


In short, all of your site’s primary pages are a web of links (pun intended). Your website holds together due to these links working and linking with each other. To guarantee your site’s sustained overall health and search engine ranking, make internal links a priority. The greater the number of internal links on your website, the greater is the probability of ascending the SERPs rank.


Inbound links can act as an attestation of a site’s credibility and authority if they’re natural and come from credible sources. On the other hand, internal links can help spread your page rank from the inbound links to other site pages and simultaneously boost ranking on multiple pages. Lastly, outbound links can also enhance your online reputation and search engine ranking, but only if they appear natural to the visitors.

When you feature links on and from high-quality websites, search engines identify your site as a high-quality site too.

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I work to make the web a more beautiful, accessible, and functional place. I use dreams as a form of planning. And I play because it’s fun.

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Anna Colibri

I work to make the web a more beautiful, accessible, and functional place. I use dreams as a form of planning. And I play because it’s fun.