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Influence of external links on website promotion

There are two types of linking: internal and external. Both affect SEO. What factors influence link quality, how to assess link mass, and why natural linking is important – the answers are in the material. 

Paid external links differ from natural ones in that the first ones are bought. However, it is clear that unnatural linking is not the best solution for search engine optimization. Therefore, SEO specialists carefully select sites for placing links. They examine external links from the site and how these platforms were previously used. It may affect the search filters. Optimizers also use natural external links, but it takes much more time. Consequently, SEO specialists buy links while carefully checking donors. Link growth should appear natural so that the search engine does not suspect you. 

What is link quality

Link quality is determined by several parameters:


  • is clicked by users;
  • is on a relevant page with relevant content;
  • located on the web page to which the thematic links link;
  • is located on a reputable and spammy donor site;
  • located on a valuable resource for the user (the page). 

Is there a limit on the number of links

Until 2009, Google introduced a kind of quota for external links. The site should not have more than 100 links. However, this restriction was later removed. At the same time, the owners of web resources were oriented towards paying attention to the usefulness, verification, and relevance of their links because site users should receive quality content.

Outbound links

Outbound links are one of the ranking factors because they help determine the authority of a web resource. External link mass increases the ranking of the site for search robots, promotes SEO, increases traffic, etc.The outgoing link to the site can be in the form:


  1. A link to a web resource of developers or project optimizers (usually, it is placed in the footer).
  2. Links to partner sites.
  3. Link to the official web resource of the brand (typical for online stores).
  4. Links from comments, for example, on forums.

How to check the link mass of a site

Link mass analysis involves a check of external links, the quality of donors, the naturalness of the anchor list, the diversity of link types, and the harmony of their growth.There are a number of SEO tools for checking links, in particular:


  1. Google Search Console. To analyze the link mass in the webmaster’s panel, there is a built-in special module. This service is free.
  2. Ahrefs. Thanks to the tool, you can find out detailed information about both the web resource and the external link profile. In the service, you can analyze part of the link mass for free.
  3. Scrimimg Seo Spider. The tool makes it possible to unload the entire reference mass of the resource. The advantages of the service are a variety of functions – demonstration of the status of links, the ability to group data, checking URLs and scripts, etc.
  4. Netpeak Spider. Thanks to the program, you can upload external links, check redirects and meta tags, etc.


With the help of these tools, you can independently analyze the link mass. If you need a deep audit, it is better to contact SEO specialists.


Backlinks, as you can see, affect SEO. Therefore, it is necessary to take care of the quality of links by placing them only on reputable donors.

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