I have previously written about how I believe that outbound links on a page could boost its power on the search engines. I noticed the effects that outbound links had on a low ranking website compared to another that I run, without the outbound links, but with huge quantities of SEO work and a respectable page rank, not merely on the home page but also on the inner pages.
So, what basis may there be for the search engines to raise your position just because you point to another page, perhaps on your own website, with the search terms in the anchor text?
It appears peculiar, but it is a deduction that I have come back to a handful of times looking at more than a few sites covering different niches in excess of a couple of years. It does seem to work.
Looking at search engines, they survive by providing their visitors quality results. You come across the results you would like on a search engine and so use it repeatedly. They have to provide quality answer.
Say then, you are looking for "Acme Widgets". You want to discover how to make one and search "how to make an Acme widget". What results might the search engines show you?
What the search engine does not know is what level you are concerned in the information at. Are you wanting to make one for yourself, or do you want to discover how they are made since you are interested in the process. The results have to cover this answer for all people.
It is the same with many searches. If you search for 'search engine optimise a web site', do you want a step by step set of results, or someone that could tell you what is needed and do it for you?
In both of these cases, if you are sent to a page that gives you the high level evaluation, probably a video of the manufacture or an SEO experts page, then the basic level query is clarified. If that web site then links to the full details, say the step by step instructions, then you could dig deeper to find a fuller answer.
It has been established in the past that search engines like to send traffic to a page with the high level answer from where they might then dig deeper to a more complete answer. So, why do the search engines make out that your page could provide the extra details?
Well, the page itself must have an assessment of the search terms and there must be a link to additional information. If this link carries the search terms on a page around those search terms, then it is possible that the target page provides further details around the subject.
And that is what makes me believe that an outbound link on a web site page may hold some weight at least with the search engines. Maybe not stacks, but enough to tip the balance. Whether the link need to be on another site or whether it can safely be the same site, I am still working out!
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Written by Keith Lunt, who provides Southport Website Design . For more tips, call into the internet marketing blog and grab a free copy of our ebook!
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