5 ways to boost your SEO with external backlinks
April 2025
Recent changes in linking policies across large media networks are shaking up the SEO landscape. Many publications are now avoiding external links - even when they add editorial value, cite sources, or support research. But is this cautious approach hurting SEO?
The truth is, external links are essential for building trust. Google itself states that linking to relevant, trusted external sources establishes trustworthiness and improves content quality. This isn’t something sites should be afraid of.
Stop ignoring the power of backlinks.
Publications need to embrace mutual backlinking - showing Google that the information they share is backed by credible sources. It’s not black hat; it’s smart SEO. Our Organic PR Director, Gemma Flinders, shares her 5 tips to boost your SEO with external backlinks:
1. Link to authoritative sources that add value to your content.
Citing studies, research, and reputable organisations boosts credibility. Just as a university dissertation requires students to cite their sources, so should publications.
2. Use external links to build trust.
They show Google your content is well-researched and add credibility and authority to claims and stats.
3. Stop making No-Follow the default.
Use No-Follow only when you don't trust the source - not for every external link on your site.
4. Prioritise external link quality over quantity.
Keep external links per article or page purposeful and supportive. Always prioritise relevance over sheer volume.
5. Add context when linking out.
Let your readers know why the link matters. Providing context enhances transparency and demonstrates editorial value.
Publications are missing a critical opportunity to improve SEO.
External links aren't taboo. Recognising the value of relevant, mutual backlinks can significantly boost trustworthiness and online visibility - especially in a time dominated by AI overviews and large language models. Embrace external links as a strategic SEO asset.
Want to learn more about how SEO and AI are reshaping trust?
