John Mueller clarifies that linking to other websites does not directly boost SEO. The common practice of adding outbound links for SEO gains is overhyped.
Outbound links are useful for enhancing the reader’s experience. They can validate the accuracy of your content by citing research and external sources. They are important for the overall web ecosystem.
Decades ago, SEOs linked to authoritative sites to make their content look more “natural” to Google. Linking out was seen as a strategy to avoid penalties rather than a ranking boost.
Some SEO tactics, like the belief in outbound link benefits, have become outdated. It’s important to question whether these practices are truly relevant today.
Mueller advises SEOs to prioritize content quality and relevance for users, not link quantity. Successful content serves the audience, not arbitrary SEO formulas.
Outbound links are valuable when citing research or referencing others' opinions. Include links when they enhance the context and offer something useful for the reader.
Ask yourself: Does the outbound link add value to the content? Write for your audience, and don’t focus on the number of links or keywords.