What are inbound and outbound links: How these links can improve authority


While promoting your website or business online, you must have heard lot about links. You must be thinking how these links can impact my website authority and ranking. Why linking is important? Why I need to care for them?

Well, do you know, there are various types of links in SEO that are basically categorized in to three types. These includes inbound, outbound and internal links.

Inbound and outbound links sounds like same and it is a little tricky for beginners who is trying to grow their small business online.

Don’t worry guys, here I come up with basic tips and ways that not only helps you to understand links types but, also helps you to grow website authority with these links.

Let me help you to overcome this confusion.

I am going to introduce you to basics of inbound and outbound links.

I also share some tips to grow website authority with these links.

Let's get started

What are Outbound Links:

Outbound links are links on your website that are pointing to other website or webpage on different domain. These links plays a vital role in deciding your website’s niche and authority in search engines. Study shows that linking out to relevant and authoritative domains have a positive impact on ranking.

As a webmaster, you have full control on outbound links. Outbound links can be Dofollow or Nofollow. It is totally depend upon your need and liking.

Dofollow link is a normal link. In WordPress, dofollow is default. Dofollow passes the link juice to the linked webpage  Where, nofollow is not default, you have to add rel=”nofollow” tag in the HTML code of your webpage. Nofollow tag tells search engine bot / crawler not to crawl that particular web page. Nofollow links does not pass link juice to linked webpage or website. Add Nofollow tag when you don’t want to give out link juice to that particular web page.
Outbound links to related and high authority niche domains helps in increasing your site’s authority. It also helps search engines to understand your website’s niche in more appropriate and faster way.

Outbound links give you an opportunity to build relationship with niche bloggers. You should always link your website / webpages to related and well researched content for getting better insight and ranking in search engine results.

There are some point that you need to consider before linking out to a website.

Avoid Link Exchange with link directories or link farms sites :

If you have ever tried to submit your URL in directory submission sites, you must have seen a dialogue box asking your approval for reciprocal linking. In any case, never give a reciprocal link to these directory websites. In this way, you are giving an approval to that site for linking. I highly recommended to avoid such reciprocal linking.

Link out  to only high authority and related website :

It has been said whatever is seen, is sold. Like that, linking to highly authoritative and related niche website helps you to build good relation and trust with your readers. Always link out to high authority and niche websites. Never link to low authority website. Before linking out to a any website, always check domain authority and page-rank of that website.

Never sell link:

Don’t allow your Webmaster to link out to a website that are providing you money, free product, free service or any other compensation for a link.

Never participate in link schemes

Participating in link scheme can harm your SEO badly. Google strongly recommend to avoid such link scheme where you get a link back to your website for Outbound link.

Link to only selected domains:

Don’t do link out to a number of websites. This can harm your website’s authority in search engine. Provide outbound link only to domains that have high quality and well researched content.

Avoid spam and low quality website. You can get penalized from Google for linking out to low quality and spammy websites. If you already have a lot of outbound link on your website, audit your external links to identify bad outbound links and remove them as soon as possible.

What are inbound Links:

An inbound link also called backlink, is link on another domain that is pointing to your domain. Inbound links play a vital role to decide Google and other search engine your ranking in search engine result pages. Inbound links are most influential factor among all factors on which Google decide ranking of web page.

Search Engines takes inbound links or backlinks as a vote. More backlink, the more votes you have. But not all inbound links are same. In-fact low quality inbound link can hurt your authority and credibility in search engines.

Quality and contextual inbound link are very important for growing search traffic of your website. Now let’s have a look how can inbound links benefit your website.

Improve Ranks in SERPS:

Search engines count inbound links as a vote, backlinks from high authority and related website will improve your ranking in search engine result pages (SERPs).

Improve Authority and Credibility of your website:

More number of quality backlinks help you to increase your domain authority and credibility. It act as a ice on the cake.

Faster Indexing:

Inbound links help search engine bot and crawler to find your web pages.

Increase Visitors:

If you have a lot of inbound links from high quality websites, there are high chances of getting more visitor to your website from these websites.

Strategies to get free inbound links to your website:

As, mentioned above inbound linking plays very vital role in getting higher ranking. Here are simple ways to get more backlinks pointing to your website.

Unique content:

Unique content is always helpful in developing better insight and readability of your site among your readers. Unique and well researched content helps to attract bloggers to link your content. It will develop positive attitude of bloggers towards you. Publish unique and well researched content that attract bloggers to link your content.

Social Media Promotion:

Publishing unique and well researched content is not enough to get natural inbound links to your website. You have to promote it on social media to get more eyeballs to your content. So that blogger in your niche can find your content.

Guest Posting:

Writing guest post on high authority websites is the best and easy way to get quality backlinks. It will also help you to recognize you as an expert in your niche. Moreover, it will help to create awareness among audience about you.

Create and publish info-graphics:

Creating epic infographics may be little costly. But, if you are looking for a great method to get natural inbound links, infographics can do miracle for you. Infographics have very high chances of getting viral on social media. Infographic submission sites are easiest way to get backlinks.

Press release:

Write for press release sites. They can help you to build some really good inbound links. Write a newsworthy piece of content and submit it to high authority PR sites.

Share your knowledge:

Sharing your knowledge with others is the best way to get backlinks and authority. Participate in discussion forums and QA sites like Quora. Share your valuable tips and strategies with their users. Do blog comments on high authority niche blogs. Share your views with their readers. This will not only help you to earn some backlinks but also help to recognize you as an expert in your niche.


Inbound and outbound links both are important to rank higher in search engine. There should be proper balance between them.

For any type of assistance and help in digital marketing or for any query related to this article do contact us. Do share your views, I love to hear from you.

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