Outbound Links' Study

Outbound links refer to links on your website that point to other websites.

One case study focuses specifically on the importance of outbound links to the search engine results algorithm. Some people fear that outbound links will send visitors away from their sites and also worry that they can actually hurt their Google page rank. However, according to Matt Cutts of Google, "linking out" is actually encouraged.  He says,"In the same way that Google trusts sites less when they link to spammy sites or bad neighborhoods, parts of our system encourage links to good sites." By linking to "good" sites, you actually show that your site is part of that "good neighborhood". This also prompts other "good" sites to link back to you.

Getting links back to your site is one of the most valuable assets to your website campaign.  Links to your website is considered one of the most powerful ways to boost your website in the search rankings for particular keywords you're targeting.  This is one of the main ways that Google is able to assess the relevance of a site.  If Google sees that your lawyer website has many links pointing to your site, it will weigh your website heavily in the search results list because you will be considered a valid authority in your field.

Interestingly, the aforementioned case study found that the text link "click here" proved to be more successful from a search-engine standpoint than hyper-linking the keyword phrase when linking to an outbound page. This is true for all there of the most popular search engines, including Google, Bing and Yahoo.