External links - the benefits to your website17 June 2005
Many businesses are wary of including external links on their websites, often asking the question: "Why invite someone to leave?" At first sight this seems like a legitimate argument for not including any external links on your website - especially when you have worked so hard to get people there in the first place.
However, the truth is external links can be a real boon and actually attract visitors to your site, increase the chances they will return, and even boost sales.
Here we look at the arguments for including some well-chosen links to other websites on your own pages.
Add value to your site
With thousands of competing sites sprouting up on the Internet everyday it is important that your website not only offers the basics but also offers added value to your customers. Shoppers will often choose a "bricks and mortar" store depending on the level of service over basic cost and it's the same with the online environment. If you have websites that you find useful and insightful on your industry then your customers will probably find them interesting too. For example if you sell cars then a link to the DVLA might be appropriate.
Create credibility
Anyone can create a website. If your website is mentioned elsewhere on the Internet then it is particularly beneficial to link to these sites. Examples include sites with awards you may have won, press articles, reviews, professional association membership details etc. The more visitors see that you have credibility and an established Internet presence the more they will trust you.
Reinforce your arguments
For similar reasons to the above its good to back-up any claims with external links, for example, that you did actually win the award. Any claims about individual products can also often be independently verified on review sites, again adding to credibility.
Search engine benefits
Many search engines rank sites according to their position in a community of sites and how they are related. Search engines often work out what your website is about by analysing its inbound and outbound links. If a website knows that you are well placed in a community of, say accountants for example, through plenty of inbound and outbound links to similar sites, it can return a listing with confidence. Hence, more chance your site will rise in the rankings.
But take care
Though linking is a good idea, as inbound links are rated higher than outbound links by search engines it is generally not a good idea to link to direct competitors!
Place appropriately
A specific page with a long and laborious list of external links out of context will add little value to your visitors. Placing links next to, or even in, relevant articles and sections on your website will show consideration, professionalism and confidence in your content.
