Outbound linking is where page A in your website's domain points to Page X on a different website that
is not in your domain. When a link of this nature is established, it's referred to as an outbound (or external)
link. It's very common to link to resources that live outside your website, so this section will cover some
pitfalls and warning signs of linking to external websites. This is not to be confused with a link campaign or
inbound links (which are links from website X pointing to your website). We'll cover link campaigns and inbound
links in-depth in part 3.
Never assume a an outbound link can't affect your website in an adverse way. On the contrary, outbound links
can have a major negative impact on your website if you link to a bad neighborhood. Bad neighborhoods are websites
that have been blacklisted or shunned by search engines for any number of reasons. These could include the
use of
black hat marketing techniques, link farming, or
objectionable content. Sites may also be considered bad neighborhoods if they contain zero useful content or
mostly just advertising.
Link exchanges are common amongst webmasters. It's recommended that you never link to a website blindly. If
a webmaster is requesting a link exchange, visit their website before accepting the link exchange. Make sure
the site does not contain objectionable content that may be offensive to you or your customers. Spend a few
minutes to visit various pages and make sure they have useful and relevant content or services. If something
about the site turns you off or seems questionable, don't link to it. If you link to sites that have been
banned by the major search engines for engaging
in
black hat marketing, you're site may receive a penalty
by the search engines. Outbound links can be very useful to your website and provide information and resources
to your customers that you cannot provide on your own. If you know the warning signs and apply some common sense,
you can easily avoid linking to a bad neighborhood website.
