Can external linking give either an SEO benefit to the page it’s on if the link is going out was relevant or useful to that page or help to improve the quality of their page in what Google sees?
JOHN MEULLER (Webmaster Analyst from Google):
We seem to be getting this question a lot with regards to, what if I put some really good external links on my page? Does that mean Google will think my page is more valuable? And this is something that people have been doing for a really long time. Way in the beginning of Google, it’s something where you would see really spammy sites put a link in their footer saying, oh, here’s Yahoo, there’s Wikipedia, there’s a link to Google, in the hope that search engines, when they look at this page, say, oh, well, it can’t be that spammy. Look, there’s a link to Wikipedia. This must be really high quality content. And it doesn’t work that way. So just because you put a link to a high quality site on your pages doesn’t mean that your pages are automatically high quality. You really need to kind of look at the bigger picture, at the page complete overall, and make sure that everything on that page is valuable and high quality. And of course, [INAUDIBLE] links to external sites are on pages because they are good references for your users. But just because there is a link to a high quality site doesn’t make that page more valuable.