Links are a crucial ingredient of any SEO strategy. They serve as the connectors that weave the web into a vast, interconnected network.

Understanding their role and how to use them effectively can significantly improve your site’s visibility and ranking on search engine results pages (SERPs).

Our Brisbane SEO team has written this quick article to cover all of the essentials for you so let’s dive in to find out why links are important for SEO.

The 3 Types of Website Links

In SEO, links fall into three main categories: internal, inbound (also known as backlinks), and outbound links. Each type plays a distinct role in your website’s SEO strategy.

Internal links are hyperlinks on your website that point to other pages on your website. They guide visitors through your content, helping to increase time on site while also providing context to search engines about your site structure and most important pages.

Inbound links, on the other hand, are links from other websites pointing to your pages. They signal to search engines that your content is valuable and reputable, boosting your site’s authority and ranking.

Outbound links are links from your website to other sites. These can demonstrate to search engines that your site provides quality, relevant references, further enhancing your credibility.

What is PageRank?

Named after Google co-founder Larry Page, PageRank is a Google algorithm designed to determine the importance of a webpage.

PageRank operates on the understanding that more important websites are likely to receive more links from other websites. This algorithm evaluates both the quantity and quality of links to a webpage to determine a rough estimate of how important the page is.

This system is foundational to Google’s search technology and plays a significant role in the SERP ranking.

What are Inbound Links?

Building a strong network of inbound links (also known as backlinks) is a critical aspect of off-site SEO. When a high-authority website links to your content, it’s like receiving a vote of confidence in the eyes of search engines.

This can significantly improve your site’s visibility, credibility, and SERP ranking. But remember, quality matters more than quantity. A few links from high-authority sites can be more beneficial than numerous links from low-quality sites.

Natural Anchor Text

When other websites link to your content, the visible, clickable text is the anchor text. It’s best to keep this natural and relevant to the linked content. Manipulative practices can harm your SEO.

Avoiding Artificial Links

Artificial links, often generated from online forums, blog comments, or directories, can potentially damage your site’s SEO. These links are viewed as unnatural and low-quality by Google.

Instead, focus on creating high-quality, engaging content that naturally earns backlinks, enhancing your SEO performance.

Increase Website Conversion Rate

What are Internal Links?

Internal linking is an on-site SEO strategy involving linking one page on your website to another.

This practice can improve navigation, help search engines understand your site’s structure, and distribute page authority throughout your website.

An effective internal linking strategy can also boost the ranking potential of your key pages.

Navigation Menu

Your website’s navigation should be user-friendly and intuitive. This enhances the user experience, keeps visitors on your site longer, and helps search engines understand your site structure.

Related Pages

Linking to related content keeps visitors engaged and increases the time they spend on your site. It also provides context to search engines, enabling them to index your pages more effectively.

What are Outbound Links?

Outbound links, or linking out to other reputable websites, can also have SEO benefits.

Although it might seem counterintuitive to direct users away from your site, outbound links can help search engines understand your niche and improve user experience by providing additional information or resources.

Balance ‘Nofollow’ and ‘Dofollow’ Links

It’s not beneficial to ‘nofollow’ all your outbound links. While ‘nofollow’ tags prevent passing on SEO value, they also signal to search engines that you’re not part of a valuable information network.

Link to High Authority Sources

When you link to high authority sources, you provide your audience with additional, credible resources, which enhances their experience on your site.

Moreover, associating with authoritative sites sends positive signals to search engines about the trustworthiness and relevance of your content.


Are all links treated equally by search engines?

No, search engines evaluate the quality of the links. Links from high-authority, relevant websites carry more weight than those from low-quality or irrelevant sites.

Can I buy inbound links to improve my SEO?

While it might be tempting, buying links is against Google’s Webmaster Guidelines. This practice can lead to penalties, negatively affecting your site’s ranking.

How many internal links should I have on a page?

There’s no exact number, but it’s essential to make your internal linking structure user-friendly and not overdo it. Each link should add value for the user and be contextually relevant.

Can outbound links hurt my SEO?

Outbound links to high-quality, relevant sites can potentially improve your SEO. However, excessive linking or linking to low-quality sites can harm your ranking. Always link out with discretion and user value in mind.

What are ‘nofollow’ and ‘dofollow’ links?

‘Dofollow’ links pass on ranking power from one site to another, while ‘nofollow’ links do not. ‘Nofollow’ links can still be valuable for directing traffic, even if they don’t contribute to your PageRank.


In the landscape of SEO, links act as pathways, connecting pages and websites in the digital ecosystem. Their importance lies in their ability to guide search engines and users through this vast network, enhancing your website’s visibility and authority.

By understanding and effectively using different types of links, you can substantially improve your SEO strategy. Check out this article of ours to find out how long SEO can take without a good backlink strategy.

To your success,