External links belong to inbound marketing

Incoming external link


Incoming external links (also: backlinks) refer to a page from external websites. An example of an incoming external link is an editorial mention of a page (e.g. a news magazine recommends a website and cites it as the source). Links from web directories, blogs, and forums are also considered inbound external links. Mentions on social networks such as Facebook or Twitter are also included.

In contrast to incoming internal links, incoming external links are a ranking factor for Google and other search engines.

Background [edit]

When the first search engines were developed for the Internet, there was a long search for a way to measure the quality of a website. Backlinks or incoming external links were quickly identified as a possible source for quality measurement. In theory, such a hyperlink is nothing more than a direct recommendation from a website to visit another website in order to obtain further information or an offer to buy.

In the beginning, the focus was mainly on the quantity of incoming links. Today, search engines work in a much more differentiated manner and mainly analyze the quality of the backlinks. It is assumed that the following factors influence the quality of an incoming external link:

  • Quality of the linking website
  • Anchor text
  • Type of linked websites: social media, info page, news page, etc.
  • Trust the linking site
  • Number of outgoing links on the linking page
  • PageRank of the linking page
  • the link structure of the referring website
  • Class C network of the other site
  • IP address of the other website

Link building [edit]

For a long time, link building was a very simple task for SEOs, because it primarily depends on the quantity of backlinks built. Today, after several drastic Google updates, this task has become more and more complex as the search algorithms quickly recognize whether a website has an unnatural link profile. In general, it can be assumed that simulated natural link growth is rather inconspicuous. But a more frequently preferred approach is that good content inevitably leads to voluntary linking. The massive link building via web directories or bookmarking services today belongs more to the area of ​​spam and is no longer practiced by reputable SEO agencies.

Importance for search engine optimization [edit]

Incoming external links play an important role for search engine optimization. The Google algorithm is based, among other things, on the evaluation of the hyperlinks and their weighting. These KPIs are important indicators for a good ranking of a website. Not only the quantity but above all the quality plays a major role. Google continues to strive to improve its algorithm and distinguish good quality inbound links from bad ones. So today it is mainly a matter of the naturalness, quality and trust of the backlinks. With a corresponding link checker, good and bad incoming external links can be identified.

Web links [edit]