facebook twitter instagram linkedin youtube thumbs-up thumbs-down

Subscribe &
Stay Connected

Join our newsletter to get useful tips and valuable resources delivered to your inbox monthly!

By Blair Kelly Outreach

External Links: 7 Best Practices for Financial Advisors

12 minute read
External Links: 7 Best Practices for Financial Advisors Featured Image

There’s no doubt that having a rock-solid website is a huge part of establishing your financial firm, and not having a strong online presence is no longer an option. Gone are the days when financial advisors gain their leads through cold calling or wining and dining. While those may still be great options, the most successful firms are creating strong website designs that are established to generate quality leads.  While there are many different frameworks and design ideas that you can follow, using external links throughout is a very important factor to boost your firm’s visibility online. Read on below to learn tips and tricks for how you can best build external links into your advisor site!

What Are External Links?

Before we can dig into best practices for external links we need to first understand what an external link is. External Links are hyperlinks that target any domain other than the domain where the link already exists. Explained simply, if another website links to you, then this is considered an external link to your site. Similarly, if you link out to another website, then this would be considered an external link.

What are the SEO Benefits of External Links?

It is important to keep in mind that the quantity and quality of the links that you use matters. When creating external links it’s important that you add links that are going to be trustworthy and informative sources for your visitors. Before including any external link on your website pages and/or blog posts be sure to thoroughly research the website before you link to it to ensure it’s relevant and will assist your readers.

Linking to outside websites will not hurt your page rank as long as the content you’re linking to comes from a legitimate website. It goes without saying that an external link is more valuable if it links to popular and relevant pages that relate to your content and rank highly. Going to an outside source also helps to secure you as a thought leader in the industry.

It is important to remember that when you link to another site, they will know that you have linked to them. This is a great opportunity to form positive relationships with other companies and organizations, and they will be more likely to then link back to your website, which in turn improves your chances of being found in search engines. This is a way of networking via the internet and proves to Google that your website is also a credible source, which then will open the🚪for other linking opportunities for your business.

Why Are External Links Important?

Now that you know a little bit more about external links, it’s time to check out some of the reasons that you should be using external links on your advisor site and why they are so important to improve your firm’s SEO.

1. Increase in Relevance

Based on what companies and websites you link to, then search engines can tell a lot about your business. These links show what type of niche you work with, who your competitors are, and it is a great a way to subtly showcase what you are all about. Providing backlinks to reputable sources is a great way to improve the trust of the search engines, which in turn will ultimately drive more traffic to your website. A win-win!

2. reputation boost

As mentioned above, linking to companies known for posting legitimate information that have a strong reputation will also increase your company’s reputation. Here’s a good analogy: In life, we say you should surround yourself with people who lift you up. Well, the same applies to your website! If your company is associated with another organization that has a notable brand name in the industry, then that will reflect positively on you.

3. improve value

Quality content is going to be the differentiating factor when it comes to you and your competitors. So immediately, just by linking legitimate information, you are increasing the value of your website. People will be much more likely to come back and check out your site if you are posting valuable and helpful information. If they got help from you before, then they will grow to expect answers from you, which is why it’s a good idea to keep your blog posts and resources updated regularly! Prove that you are a thought leader in the industry.

4. encourage backlinks

External links are a great way to begin to form relationships with others in the financial industry. As mentioned before, displaying their work will encourage them to do the same in return, and the more others link to your pages, then the higher your ranking will be in search engines.

What are the Best Practices for External Linking?

Let’s put what we’ve learned so far to work so that you can start driving traffic to your site!

1. keep your 👀 peeled for linking opportunities

A good rule of thumb is to never force links into your content. If something doesn’t sound right or fit well, then don’t put an outbound link in there just to try and boost your rankings. Become more deliberate in your writing and only link back to relevant content where it makes the most sense. Remember to always credit your work so that you can show where it came from. If the links come naturally, then this will make everything more relevant, and in turn, make you a better writer.

2. use The Right Tools

There is an abundance of tools available to help with your linking strategy. But they won’t work if you don’t use them to your advantage! We suggest starting with a free tool like Google Search Console‘s Links to Your Site report. This report lists links that Googlebot discovered during its crawling and indexing process, as well as the most common links sources and the pages on your site with the most links. In addition, you can also see the most common anchor text found by Google.

google search console external links report

3. opt out of backlink networks

There are some sites out there that may try to appear legitimate when really they are not the best website.  Keep in mind that if Google spots too many mutual backlinks, then they will actually flag your site and it may lose some ranking power. It’ much better to just link naturally and seek legitimate sources that make sense for your business and niche.

4. open links in separate tabs

Remember that external links will cause readers to leave your website, so be sure that they open in a separate tab, so that your website still stays open even when they are reading another article. By remembering this simple task, you can be sure that you do not lose engagement from visitors.

The Twenty Over Ten platform makes opening links in separate browser tabs easy! Once adding your link, whether in a page or blog post, users can simply click the box in the lower left-hand corner to open the link in a new browser tab.

5. Say no to too many external links

While it seems beneficial, there is too much of a good thing, so be sure you don’t overdo it with external links. This can also be considered as too “spammy” and will eventually distract your reader.

This is why it’s so important to only include links that are useful to your visitors. Be sure to make them aware of the content, so that they know what they will be getting when clicking on it. Be deliberate in your work! 

6. beware of low-quality links

Just like posting to relevant and helpful sites will make you a trustworthy thought leader, posting to low-quality links will hurt you.  If you start linking to sites that are not legitimate, then readers will no longer take you seriously, which will obviously hurt your SEO rankings. It is so important to protect your content and the image of your business.

Using Internal and External Links Together

Remember that when your content doesn’t have links, then your site won’t be able to rank. When Google has the power to decide how your advisor website can rank, which in turn can increase your SEO ranking, then it is so important that you use your external links correctly in conjunction with internal links.  Practice makes perfect! The process of link building takes time, so give it time and it will be worth it in the end as you begin to see an increase in your site traffic and a boost in your site’s ranking.

Want to ⬆️ Your Search Rankings?

Our team would love to help! We can assist in all aspects of your firm’s local SEO efforts with our SEO Essentials package for a flat fee of $800.

Get Started Today!

Don't Miss Out

Get all the latest news and exclusive marketing resources straight to your inbox.


Lucky You - You're In!

We’re flattered you want to get to know us better. And now that you’re on our list, we’ll get to know you better too! Happy reading 😁