Google: Linking To Authoritative Sites Won’t Help SEO

John Mueller, Google’s search liaison, has clarified that linking to high authority sites like Wikipedia or CNN will not help your SEO or rankings.

Some SEO practitioners have long believed that linking to authoritative sites can improve a website’s credibility and rankings by “borrowing” their authority. However, Mueller explained that this is a misconception based on outdated ideas.

Here are the main points:

• Linking to authoritative sites does not impact search rankings in any way. Google ignores these kinds of links.
• Links should provide value to users, not simply be created to gain authority.
• The decision to link to another website should be driven by its relevance and potential value to users, not ranking manipulation.
• Mueller gave an example: “Here’s my handbag affiliate site – and here’s a link to CNN & Wikipedia, please take me seriously now, okay?” He meant that simply linking to authority sites does not make a website more credible.
• Mueller advised: “Does this link offer additional, unique value to users? Then create the link in a natural way. Is this link irrelevant to my users? Then don’t link to it.”
• His comments suggest that relevance and usefulness to users should guide link building strategies, not attempts to chase authority or rankings.

So in summary, while outbound links can be a good practice when they are relevant and valuable for users, simply linking to authoritative websites for SEO purposes is ineffective and Google ignores those kinds of links. The focus should be on creating useful, natural links that enhance the user experience.

Sources

1. https://www.searchenginejournal.com/outbound-links-and-seo/422048/
2. https://www.linkedin.com/posts/search-engine-journal_google-linking-to-authoritative-sites-wont-activity-7092062761735634945-99z_
3. https://www.twaino.com/en/seo/google-linking-to-authoritative-sites-doesnt-help-seo/