How do I decide what external websites to endorse?
To decided on which external websites to endorse, you first must think about whether you trust the site and whether it’ll complement your brand. Look at the site’s relevance and authority to establish whether it’s worthy of a link from you, and if so does it enhance the experience of your site visitors. Lastly, take a look at their own link profile to make sure it’s respectable and relevant, not linking to any ‘bad neighbourhoods’ like gambling.
External linking plays a large role in ranking power. They offer link equity differently than internal links as they are viewed as a third-party approval by search engines. It is said what others say about you is more important than what you say about yourself. For this reason, you should evaluate who, and why you are linking to external websites.
When linking out from your website, the goal is to add value to the visitors experience. External websites should compliment your product or service, and add to the customer journey. For example, you could link to a product or service that is used ‘pre’ or ‘post’ the use of your own. The external website you are linking to could also help overcome a possible objection. An example includes linking to the program that funds your product if the price is a concern of consumers. You could also link to other resources that your visitors would find helpful. You’re providing them an enhanced experience by easily directing them to resources they might find helpful.
You should consider the impact of endorsing certain websites from an SEO standpoint as well. The major search engines use a variety of metrics to determine the value of external links. Some of these metrics include:
- The trustworthiness of the linking domain.
- The popularity of the linking page.
- The relevancy of the content between the source page and the target page.
- The anchor text used in the link.
- The number of links to the same page on the source page.
- The number of root domains that link to the target page.
- The number of variations that are used as anchor text to links to the target page.
- The ownership relationship between the source and target domains.
If the website you wish to endorse has a positive impact on both the customers and from an SEO standpoint, then you are strongly encouraged to endorse it!