It is very often possible to hear a lot of disputes about how external and internal backlinks affect the ranking of the websites in search engines. Can a backlink from a "bad" website help your resource? What about the backlinks closed from indexation? Since search engines refine their algorithms, the variable's impact on the ranking, such as backlinks environment, the quantity and quality of the backlinks, has been changed overtime. We decided to figure out how the Google policy changed over time.

Matt Cutts, the ubiquitous head of the search for spam in Google, raised this topic in response to questions sent to him by the users:

If you leave an endless number of comments with a link to your website wherever you can, it may be harmful to you, because your actions will eventually be regarded as spam. Does this mean that you must close all external references to protect yourself? Of course not.

You do not want to do this because some backlinks deserve to be clicked. Moreover, the policy of the website, closed from the links, may cause other webmasters to close all links to your website, which will certainly harm you.

Nicole Kohler, the content-strategist in Webpagefx, for example, argues that you should motivate the user to navigate through your link, even if it is closed from indexation. This means that you need to try different headlines, tweets, or state explicitly that if the user clicks on the link, he will find something very interesting. The specialists from Buffer noticed that the link in one of their tweets earned 100% more transitions after they had completely rewritten the message.


In March 2009, Matt Cutts first published in his blog the following phrase from the Google Guide for webmaster: "Make sure the number of links on the page is less than 100".

The restriction was lifted in November 2013, but as usual, with some reservations. Matt explained that the Internet is evolving, the pages are being updated, the content they contain becomes diverse and number of links grows respectively. Because of these legitimate changes, Google revised the restriction conditions. Matt warns site owners that you still need to keep a reasonable number of links and make sure that all of them are relevant and interesting to your audience. He also noted that if there were 100 links on your site, all of them should be detailed and lead to reliable and verified sources. It is worth to remember that outgoing links passes page weight. Thus, the more links, the less weight carried by each of them individually. Lots of people asked: What number of external links can be on my website? Matt claims it doesn't matter if there's a good content and the user is pleased to visit and work with your site.

Google sorts the sites in the search results according to their content. If the site has not been referred to, it still can be ranked. The most important thing is the relevance of content. Each post on your site should be useful and interesting for the user, therefore, after investing the efforts to write it, take your time to check it. Reffer to trusted sources. Show that your content is trustworthy, and you'll be referred next time.

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