The SaaS Marketers Guide to External Linking: SaaS SEO Explained

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    In the rapidly evolving digital landscape, Software as a Service (SaaS) companies are constantly seeking innovative strategies to improve their online visibility. One such strategy is the use of external linking, a crucial component of Search Engine Optimisation (SEO). This article provides an in-depth exploration of external linking and its significance in SaaS SEO.

    External linking, also known as outbound linking, refers to the practice of linking to other websites from your own. This is a key aspect of SEO, as it can significantly enhance a website’s credibility, boost its search engine ranking, and drive more traffic. In the context of SaaS marketing, external linking can be a powerful tool for attracting potential customers and establishing a strong online presence.

    Understanding External Linking

    Before delving into the specifics of how external linking can benefit SaaS companies, it’s essential to understand what external linking is and how it works. In the simplest terms, an external link is a hyperlink that points from one website to another. These links serve as a bridge between different websites, allowing users to navigate the vast expanse of the internet with ease.

    External links are not just convenient navigation tools; they also play a crucial role in how search engines evaluate and rank websites. By linking to high-quality, relevant websites, you can demonstrate to search engines that your content is reliable and valuable, which can improve your website’s search engine ranking.

    The Role of External Links in SEO

    External links are a critical factor in search engine algorithms. When a website links to another, it is essentially ‘vouching’ for the content on that site. This can boost the linked site’s credibility and improve its ranking on search engine results pages (SERPs). Furthermore, when a high-authority website links to your site, it can significantly enhance your site’s authority and visibility.

    However, it’s important to note that not all external links are created equal. The quality of the sites you link to can have a significant impact on your SEO. Linking to low-quality or irrelevant sites can harm your website’s credibility and negatively affect your search engine ranking. Therefore, it’s crucial to carefully select the sites you link to, ensuring they are relevant and reputable.

    Types of External Links

    There are two main types of external links: ‘dofollow’ and ‘nofollow’. ‘Dofollow’ links are the default type of external link. They allow search engines to follow the link and pass on ‘link juice’ or SEO value to the linked site. ‘Nofollow’ links, on the other hand, tell search engines not to follow the link or pass on any SEO value. These links can be useful for linking to sites that you don’t want to vouch for, such as unverified sources or paid links.

    Both types of links can play a role in your SEO strategy. ‘Dofollow’ links can help boost your site’s authority and visibility, while ‘nofollow’ links can help you maintain your site’s credibility by ensuring you’re not endorsing low-quality or irrelevant sites.

    External Linking for SaaS SEO

    Now that we’ve covered the basics of external linking, let’s delve into how it can be utilised in SaaS SEO. SaaS companies operate in a highly competitive digital landscape, where visibility on search engines can be a game-changer. By leveraging external linking, SaaS companies can improve their SEO, attract more traffic, and ultimately drive more conversions.

    However, implementing an effective external linking strategy requires careful planning and execution. It’s not just about linking to any site; it’s about linking to the right sites. This means choosing sites that are relevant to your content, have a high domain authority, and can provide value to your audience.

    Choosing the Right Sites to Link To

    When it comes to choosing sites to link to, relevance is key. The sites you link to should be relevant to your content and provide additional value to your audience. For instance, if you’re writing a blog post about SaaS marketing strategies, you might link to a reputable marketing blog or a research study on SaaS marketing trends.

    Additionally, the domain authority of the sites you link to can significantly impact your SEO. Domain authority is a metric developed by Moz that predicts how well a website will rank on SERPs. By linking to high-authority sites, you can boost your own site’s authority and improve your search engine ranking.

    Using Anchor Text Effectively

    Anchor text is the clickable text in a hyperlink. It plays a crucial role in SEO, as it provides context for search engines and helps them understand what the linked content is about. Therefore, it’s important to use descriptive and relevant anchor text in your external links.

    However, it’s also important to avoid over-optimising your anchor text. This means not stuffing your anchor text with keywords or using the same anchor text for all your links. Over-optimised anchor text can look spammy and may harm your SEO. Instead, aim for a natural and varied use of anchor text that provides value to your audience and enhances your content.

    Best Practices for External Linking

    Implementing an effective external linking strategy requires more than just understanding the basics. It also involves following best practices that can maximise the benefits of your external links and minimise any potential risks. Here are some key best practices for external linking in SaaS SEO.

    Firstly, always link to high-quality, relevant sites. This not only enhances your content but also boosts your site’s credibility and search engine ranking. Secondly, use descriptive and varied anchor text. This provides context for search engines and helps them understand what the linked content is about. Lastly, regularly check your external links to ensure they are still active and relevant. Broken or outdated links can harm your SEO and negatively impact your user experience.

    Regularly Check Your External Links

    Regularly checking your external links is crucial for maintaining the effectiveness of your external linking strategy. This involves ensuring that your links are still active, the linked content is still relevant, and the sites you’re linking to are still reputable.

    There are various tools available that can help you monitor your external links, such as Google Search Console and SEMrush. These tools can alert you to any broken or problematic links, allowing you to address any issues promptly and maintain the integrity of your external linking strategy.

    Don’t Overdo It

    While external linking can be beneficial for SEO, it’s important not to overdo it. Excessive external linking can make your content look spammy and may harm your SEO. Therefore, it’s crucial to strike a balance between providing valuable external links and maintaining the quality and readability of your content.

    As a general rule, every link in your content should serve a purpose. Whether it’s providing additional information, supporting a point you’re making, or citing a source, each link should add value to your content and enhance your audience’s experience.


    External linking is a powerful tool in SaaS SEO. By linking to high-quality, relevant sites, SaaS companies can boost their online visibility, attract more traffic, and drive more conversions. However, implementing an effective external linking strategy requires careful planning, regular monitoring, and adherence to best practices.

    With the right approach, external linking can help SaaS companies navigate the competitive digital landscape and achieve their marketing goals. Whether you’re a seasoned SaaS marketer or just starting out, understanding and leveraging external linking can give you a competitive edge in the ever-evolving world of SaaS SEO.