External links point from your website to other websites. External links to reputable sources can signal to Google that your site is trustworthy – much like how you’d use academic citations to back up a research paper. For example, if you’re writing an article about internet usage in Australia, linking to the study where you found those statistics will make that article more trustworthy in the eyes of both users and Google.
It’s important to include plenty of external links in your content, especially when writing about sensitive topics that require expertise, like personal finance or health.
See also: Internal links, E-E-A-T, YMYL
Further reading: SEO for Healthcare and Medical Practices
