Why external links count for more

In terms of search engine optimisation (SEO), search engines determine the value of links to decide the popularity, relevance and importance of a specific document, one sector commentator has explained.

In a blog post for SEOmoz, Randfish states that a rule to keep in mind is that what an external source says about a document typically is deemed to carry more weight and trust than what an organisation or brand says about itself.

Due to this, external links to a document carry more value than internal links, he claimed.

While this does not mean that creating a positive internal link structure should be forgotten about, the commentator stated that the website's performance will be "highly dependent" on the external sources which have cited it.

A recent survey by SEOmoz into the best SEO ranking factors revealed that keyword-focused anchor text from external links came out on top, with a 73 per cent vote of very high importance.

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