Are External Links Important for Your Insurance Website?

September 9, 2019 David Ray

puzzle pieces

Websites with no external links are dead ends with limited information. This can give the appearance that your website is inferior and not very helpful.

For your insurance website to be a helpful resource to online prospects and customers, it must contain plenty of relevant and useful information. Part of that information should include outbound links.

Outbound links are important to your insurance website’s SEO success. Here’s why.

What are outbound links?

These are a type of external link. They connect your insurance agency website to other sites on the internet. Outbound links can occur when another website shares a link to your site. Or, when you share a link to another website.

Outbound links carry a lot of value in SEO. They show search engines people trust you and your website enough to share it with others. These types of links are also more difficult to manipulate so they can also be a good indication that you’re a trusted authority in your field.

Increase Your Value

No matter how amazing your website is, it will never hold all the relevant information there is for the topic on hand. That’s why you reach out to other websites with relevant content via a link. You’ll increase the amount of relevant information accessible through your website. Ultimately, once you become the one-stop-shop for all the information on a topic, people will consider your website the place to go for it.

Improves Reputation

Outbound links can also have a large impact on the reputation of your website.

First, the reputation of the websites you link to will have an effect. Don’t share links to spammy websites. When people click on it, they’ll remember it was your website that sent them there. Then your website will be associated as another spam site with no real value. This can also have a negative impact on the SEO value of your website as search engines can come to the same conclusion.

On the other side of this coin, you should share content from other websites that have a high authority and relevant information. Your website visitors will hold you in higher regard for it. It can even boost your reputation. This is where the magic happens.

Outbound links can also be a type of bibliography in case people wonder where you get your information. Link to industry reports when you share statistics or include sources when sharing news.


Denotes Relevance

Whenever you link to another website, it can help search engines determine the relevance of that page. At the end of the day, these search engines want people to have a pleasant experience. Normally this is done by providing the shortest route to the information they need.

Another aspect of this is the anchor text in links. The anchor text can be a useful tool to get a general idea of what that page is about. If the page was about auto insurance, you wouldn’t make the anchor text say, “soft shell turtle.”


Encourages Backlinks

A big factor of outbound links is it encourages backlinks. Backlinks are a major ranking factor in online search. Quality backlinks can improve your rankings in the search results and the perceived authority of your website. They are also notoriously difficult to obtain.

This is where outbound linking comes in. Whenever you link to someone’s website, they’ll be more likely to share a link to your website in return.

This is especially important for bloggers, website owners, and journalists. It can embolden them to engage with your website.


Aside from what’s listed here, there are a myriad of ways outbound links can improve the value of your website. The only question now is will you take advantage of it?


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