Do all link types impact SEO equally?

When it comes to search engine optimisation (SEO), links remain one of the most influential factors determining how a website ranks. Whether you’re running a small local business in Brisbane or managing a national e-commerce platform, understanding different link types and optimisation strategies can significantly affect your visibility in search results.

But not all links are created equal. Some pass authority, others improve navigation, and a few exist purely for technical purposes. To get the most value from your SEO efforts, you need to know what these links are, why they matter, and how to optimise them effectively.

What Are the Main Types of Links in SEO?

Broadly, links in SEO fall into several categories: internal, external, inbound, outbound, and links with technical attributes such as nofollow or dofollow. Each serves a distinct purpose in improving both search rankings and user experience. Let’s break them down.

• Internal links connect pages within your site.
  📌 Example: A Brisbane café links its “Menu” page to the “Order Online” page.

• External links point from your site to another.
  📌 Example: A finance blog cites the Australian Tax Office for credibility.

• Inbound links (backlinks) are links from other sites to yours.
  📌 Example: A Sydney clothing brand gets featured in Vogue Australia with a backlink.

• Outbound links are links from your site to trusted sources.
  📌 Example: A health blog links to the University of Melbourne’s research.

• Nofollow/dofollow links tell Google whether to pass authority.
  📌 Example: A travel blogger marks sponsored hotel reviews as “nofollow” but keeps editorial mentions “dofollow.”

What Are Internal Links?

Internal links connect one page on your website to another. For example, linking your “Services” page to your “Contact Us” page.

Why Do Internal Links Matter?

• Help Google understand your site structure.

• Guide visitors to relevant content.

• Distribute authority (link equity) across your site.

📌 Example: A Melbourne real estate agency publishes suburb guides on its blog. By linking each guide back to its “Property Listings” page, the business funnels readers towards conversion-focused content.

👉 Tip: Regularly audit internal links to avoid “orphan pages” (pages with no internal links pointing to them).

What Are External Links?

External links point from your website to another website. For example, a health blog referencing the Australian Department of Health website.

Why Do External Links Matter?

• Build credibility by citing authoritative sources.

• Provide additional context to your readers.

• Signal trustworthiness to both users and search engines.

📌 Example: An Adelaide nutritionist’s blog includes outbound references to academic research papers. These links demonstrate reliability and enhance the business’s reputation as a trustworthy source.

👉 Tip: Use outbound links sparingly and always set them to open in a new tab, so users don’t completely leave your site.

What Are Inbound Links (Backlinks)?

Inbound links, or backlinks, are external links pointing to your website from another domain. These are among the most valuable SEO assets.

Why Do Inbound Links Matter?

• Act as “votes of confidence” for your site.

• Strongly influence Google’s ranking decisions.

• Drive referral traffic from external sources.

📌 Example: A Sydney-based eco-friendly clothing brand secures a backlink from an environmental NGO’s website. That single link carries more weight than dozens of unrelated, low-quality backlinks from generic blogs.

👉 Tip: Focus on earning backlinks from industry-relevant, high-authority domains. Quality always outweighs quantity.

What Are Outbound Links?

Outbound links are links from your website to another domain. While they don’t directly boost your site’s authority, they provide value in other ways.

Why Do Outbound Links Matter?

• Strengthen topical relevance by connecting your content to trusted resources.

• Enhance user trust by showing your content is backed by reliable information.

• Support relationship-building with other websites, which may lead to reciprocal backlinks.

📌 Example: A Brisbane legal blog links to official Queensland Government legal resources. This reinforces topical authority and builds audience trust.

What Are “Nofollow” and “Dofollow” Links?

Dofollow Links

• Pass authority (link equity) from one page to another.

• Default setting for most links.

Nofollow Links

• Include a tag (rel="nofollow") telling Google not to pass authority.

• Commonly used in blog comments, sponsored content, or unverified references.

📌 Example: A Perth lifestyle blogger runs a paid collaboration with a brand. They add the “sponsored” or “nofollow” attribute to comply with Google’s best practices and avoid penalties.

👉 Tip: Don’t assume nofollow links are useless; they still drive referral traffic and diversify your profile naturally.

Why Are Links Important for SEO?

Google’s algorithm treats links as signals of trust and authority. A website with a well-structured internal linking system and credible backlinks will typically outrank a site with poor linking practices.

Beyond rankings, links enhance user experience by:

• Guiding visitors to related content.

• Increasing time on site.

• Driving conversions by nudging users towards key pages.

How Should You Plan Internal Links?

Internal linking is one of the easiest SEO strategies to control, yet it’s often overlooked.

Best Practices:

• Ensure your most important pages are linked frequently.

• Use descriptive, keyword-rich anchor text.

• Avoid over-linking, which can dilute value.

📌 Example: An online education platform in Sydney ensures that every course page links back to a central “Enrol Now” page, streamlining the user journey and boosting conversions.

How Do External Links Support Credibility?

External links prove your content is backed by evidence and reliable sources.

Best Practices:

• Link to official, reputable sites (e.g., government, academic, or industry leaders).

• Avoid overuse, which may appear spammy.

• Always check that external sites are up-to-date and credible.

📌 Example: A Gold Coast financial planner references reports from the Reserve Bank of Australia in blog content, reinforcing credibility.

Why Are Inbound Links So Valuable?

Inbound links remain one of the strongest ranking signals. But not all backlinks are equal.

What Makes a Good Backlink?

• Comes from a reputable, authoritative domain.

• It is contextually relevant to your industry.

• Uses natural, descriptive anchor text.

📌 Example: An Australian tech start-up gains coverage in the Sydney Morning Herald. The backlink from such a trusted news outlet carries enormous weight compared to random blog mentions.

What Role Do Anchor Texts Play in Link Optimisation?

Anchor text is the clickable text of a link, and search engines use it to understand page context.

Best Practices:

• Use descriptive, keyword-rich phrases (but avoid keyword stuffing).

• Keep anchors natural and varied.

• Avoid generic text like “click here.”

📌 Example: Instead of linking with “click here,” a Melbourne travel agency links with “family holiday packages in Queensland,” providing stronger SEO signals.

What Are Common Link-Building Strategies?

Earning high-quality inbound links is one of the toughest aspects of SEO, but also one of the most rewarding.

Effective Strategies:

• Guest posting on industry-relevant blogs.

• Creating shareable assets such as infographics, research, or tools.

• Listing your business in reputable Australian directories.

• Collaborating with partners, suppliers, or media outlets.

📌 Example: A Perth café publishes a “Coffee Culture in Australia” report. Lifestyle magazines pick it up, creating natural backlinks from relevant publications.

How Do You Audit Your Links?

Regular audits protect your site from toxic or irrelevant backlinks.

Key Checks:

• Pages with little or no internal links.

• Over-reliance on nofollow links.

• Irrelevant inbound links from spammy sources.

📌 Example: An e-commerce retailer in Adelaide ran a backlink audit and discovered dozens of harmful backlinks from gambling sites. By disavowing them, they avoided a potential ranking penalty.

👉 Tip: Use tools like Google Search Console, Ahrefs, or SEMrush to monitor link health consistently.

What Real-World Example Shows Link Optimisation Success?

An Australian online furniture retailer wanted to rank for terms like “buy office chairs online” but struggled despite producing quality content. After a link audit, they discovered:

• Many high-value product pages were orphaned.

• Blog posts didn’t link back to category pages.

• Backlinks came mostly from unrelated sites.

By restructuring internal links, adding contextual blog links to key product categories, and earning backlinks from home décor magazines, they achieved a 40% organic traffic increase within six months.

How Do You Avoid Harmful Link Practices?

Not all links help; some actively harm your SEO.

Avoid:

• Buying links or joining link schemes.

• Excessive reciprocal linking.

• Keyword-stuffed anchor text.

• Links from irrelevant or low-quality sources.

📌 Example: A Brisbane start-up hired a low-cost SEO agency promising “1,000 backlinks overnight.” Within months, their site was penalised and traffic collapsed.

How Do You Balance Link Quantity and Quality?

It’s a common misconception that more links equal better SEO. A handful of quality backlinks from trusted sites easily outweigh hundreds of spammy ones.

📌 Example: A backlink from the ABC News Australia carries more weight than dozens from unknown personal blogs.

👉 Tip: Always choose quality over volume.

How Often Should You Optimise Your Links?

Link optimisation isn’t a one-time task; it’s ongoing.

• Quarterly audits suit most small to medium businesses.

• Competitive industries (e.g., finance, law, e-commerce) may benefit from monthly audits.

• After major campaigns or site redesigns, always run a fresh audit to ensure no valuable links are lost.

FAQ

What is the difference between “nofollow” and “dofollow” links?
Dofollow links pass authority, while nofollow links don’t. Both have their place in a natural profile.

Can too many outbound links hurt my site?
Yes, if they’re irrelevant or excessive. Always link with purpose.

Do internal links improve rankings?
Indirectly, yes. They improve crawlability, highlight key pages, and enhance user experience, all of which support stronger rankings.

How do I know if a backlink is harmful?
If it comes from an irrelevant, spammy, or low-authority site, it may be toxic. Use tools like SEMrush or Ahrefs to flag them.

Is link building still important in 2025?
Absolutely. Despite algorithm changes, backlinks remain one of Google’s strongest ranking signals.

Final Thoughts: Why Should Australian Businesses Care About Link Optimisation?

Links are the connective tissue of the internet. They guide users, help search engines understand context, and signal trust and authority. For Australian businesses, mastering link optimisation isn’t optional; it’s essential for staying competitive in a crowded digital landscape.

Done right, link optimisation isn’t just about rankings. It’s about building a trustworthy, user-friendly experience that drives traffic, builds credibility, and fuels sustainable growth.