On-Page SEO


Shahid Maqbool

By Shahid Maqbool
On Apr 11, 2023


What is Cross-linking?

Cross-linking is the practice of linking your website or a page to another website or a page via external links. 

These links are used to connect users to other websites or web pages that provide additional information or resources related to the content of your website or web page. 

Crosslinking is an important aspect of SEO as it can help to establish the authority and credibility of your website. However, it's important to use crosslinking in a natural and strategic way that provides value to the user. 

Benefits of Cross-linking

Crosslinking is often overlooked in SEO strategies, but it should be considered for several reasons.

It can improve user experience, signal relevance to search engines, and foster relationships with other websites. Here is why should consider crosslinking in your SEO strategy.

Enhance SEO and content depth

Crosslinking improves your site's SEO and provides more context for Google to understand your content.

By linking out relevant content to other websites, you are signaling to search engines like Google that your content is related to the topic being discussed.

This helps strengthen the topical signals of your web pages, indicating to search engines that your content is relevant and informative.

In addition, crosslinks (outbound links) can add depth to your content by pointing readers to additional resources that they can use to learn more about the topic. 

This is especially important for complex topics that may require further explanation or references to fully understand.

Including external links to reputable sources can help enhance the credibility and authority of your content.

Using outbound links in your content is a natural way of providing valuable information to your readers and improving your SEO.

Don't hesitate to use outbound links where necessary and when it makes sense to do so, as they can greatly enhance the quality and depth of your content.

Maximize content value

Crosslinking your web content to other resources or websites enhances its quality and provides additional value to readers.

Contrary to common myths, outbound links are not detrimental to your website's SEO or reputation, but can actually benefit your content in several ways.

Linking to other websites is a great way to provide value to your users. Often, links help users to find out more, to check out your sources and to better understand how your content is relevant to the questions that they have.

John Mueller

Build trust with your readers

In today's digital age where fake news proliferates, it is crucial for writers to prioritize building trust with their readers. One effective way to achieve this is by citing sources and using crosslinks when writing on the web.

By citing sources and providing outbound links on your website, you not only give credit to the original creators of the information, but you also enable your readers to verify the information themselves if they wish to do so.

This empowers your audience to critically evaluate the credibility of the information presented and fosters trust in your writing.

However, it's important to ensure that you are using the most authoritative and reliable version of the information, if possible.

It is common to come across information on one website that has been sourced from another website, so using the original version adds an extra layer of trust to your writing.

Demonstrates expertise

Crosslinks, which direct users from your website to another, can demonstrate expertise in a field, closely tied to the concept of E-EAT (experience, expertise, authority, and trustworthiness). Expert websites are more likely to link to authoritative sources in their content.

Linking to reputable sources indicates the author's knowledge and experience. It shows that they have made an effort to research and validate information -  building trust with users.

Outbound links provide further context and evidence, enhancing the authority and reliability of the web page.

Google encourages webmasters to ask themselves a question while analyzing their content:

Expertise questions Cross-linking

Things to Avoid in Cross-linking

There are several things to avoid in cross-linking, including:

Excessive cross-linking

Cross-linking should be used in a natural and strategic way that provides value to the user. Excessive or spammy cross-linking can be seen as a manipulative tactic by search engines and may result in penalties or lower rankings.

Avoid including a link to the same site on every page

When every page on your website includes a link to the same site, it can raise red flags for search engine crawlers.

This could be seen as unnatural or spammy behavior, which may result in penalties or lower rankings in search results. 

Additionally, having the same link on every page can dilute the quality of the links, as search engines may interpret them as repetitive or irrelevant.

Linking to irrelevant content

Cross-linking should be done between related content. Linking to irrelevant content can confuse users and harm the website's SEO performance.

Using manipulative tactics

Cross-linking should be used to improve the user experience and provide value to website visitors. Using manipulative tactics, such as selling links or participating in link schemes, can harm the website's SEO performance.

Avoid creating a "link ring"

A “link ring” is a practice where multiple sites link to each other but do not include links to other relevant websites. This is also considered unnatural and can result in penalties from search engines.

It's important to create a balanced and diverse linking strategy for your website that points to relevant and authoritative websites, rather than engaging in manipulative link schemes.

Not checking for broken links

Broken links can harm the user experience and the website's SEO performance. It's important to regularly check for broken links and fix them promptly.

By avoiding these common mistakes, cross-linking can be used effectively to improve the user experience and the website's SEO performance.

What To Do Instead?

While crosslinking your website to others, it is important to keep it natural and relevant.

Use keyword-rich anchor text

When linking out to other websites, use anchor text that contains relevant keywords. This can provide more context and information to search engine crawlers about the content of the linked page, which can help improve the relevance and ranking of your website in search results.

However, be cautious not to overuse keywords or create unnatural or spammy anchor text, as this can also be a negative signal.

Keep them natural 

When adding links to your website, it's important to consider their placement in a way that makes sense and feels natural to your visitors.

Relevant and contextual links that align with the content or topic of the page can be more likely to be clicked on and followed by visitors.

On the other hand, if links are placed in a way that feels forced, irrelevant, or overly promotional, visitors may be less likely to click on them or even view them as potentially spammy.

Track and fine-tune your strategy

It's essential to monitor and evaluate the performance of your cross-linking strategy using data such as the use of Google Analytics.

This may involve tracking metrics such as click-through rates, conversion rates, and engagement metrics for the cross-linked content.

This can help you identify what works and what doesn't, and make adjustments to optimize your results.

Successful cross-linking can improve your website's visibility and rankings in your niche, but it's important to continuously assess and improve your strategy based on data-driven insights.


Cross-linking is the practice of linking your website or a page to another website or page via external links. It can improve user experience, signal relevance to search engines, and foster relationships with other websites.

Crosslinking enhances SEO and content depth by providing context and credibility to your content. It also maximizes content value by adding additional resources for readers to learn more about the topic.

It's important to use cross-linking in a natural and strategic way that provides value to the user and avoids spammy or manipulative behavior.

Regularly checking and monitoring the crosslinking strategy is also important to maintain a positive user experience and SEO performance.

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