An outbound link, or external link, points from your site to a page on another domain. Linking out to sources, documentation and tools is a normal part of writing for the web. It lets readers verify claims and go deeper, and it gives search engines context about what your page discusses. Some marketers avoid linking out for fear of "leaking" value, which usually makes pages less useful.
When to link out
Link to the primary source where possible: the regulator rather than a blog summarizing it, the vendor's own docs rather than a third-party tutorial.
- Citing a statistic, study or regulation
- Pointing to official documentation for a tool or standard you mention
- Crediting the origin of an idea, quote or image
- Recommending a resource your reader will need next
Qualifying links with rel attributes
Google asks site owners to mark certain outbound links so they are not treated as editorial endorsements. Paid or sponsored links use rel="sponsored", links in user-generated content use rel="ugc", and rel="nofollow" covers other links you do not want to vouch for. Google treats these as hints. Normal editorial links to sources you trust need no attribute.
<a href="https://partner.example/offer" rel="sponsored">Partner offer</a>
<a href="https://forum-user-site.example" rel="ugc">User's site</a>
<a href="https://www.irs.gov/">IRS guidance</a>Do outbound links help rankings?
Google has not said that linking out improves rankings. The benefit is indirect: a page that cites good sources is more useful and more credible to readers, and to anyone deciding whether to link to or quote it. The risk is in the other direction: links to spammy or irrelevant sites, especially paid ones without the right attribute, can cause problems.
Example
A compliance guide that cited the regulator
Hypothetical HR platform Pinecastle's guide to overtime rules originally linked only to its own product pages. The editor added links to the Department of Labor pages for each rule it described. Readers could check the source, and the page became one that HR teams shared internally.
Common mistakes
Linking to secondary sources
Citing a blog that cites a study makes your claim only as strong as their summary. Link to the original.
Leaving paid links unqualified
Sponsored or affiliate links without rel="sponsored" or rel="nofollow" can violate Google's link spam policy.
Questions
It is a user experience choice with no direct SEO effect. Many sites open external links in a new tab; accessibility guidance suggests warning users when you do.
