Links and supplemental content

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Many webmasters overlook the importance of linking as a topic signal.
Several well-known Google search patents and early research papersdescribe analyzing a page's links as a way to determine topic relevancy. These include both internal links to your own pages and external links to other sites, often with relevant anchor text.
Google's own Quality Rater Guidelines cites the value external references to other sites. It also describes a page's supplemental content, which can includes internal links to other sections of your site, as a valuable resource.
Links and Supplemental Content
If you need an example of how relevant linking can help your SEO, The New York Times famously saw success, and an increase in traffic, when it started linking out to other sites from its topic pages.
Although this guide discusses on-page topic optimization, topical external links with relevant anchor text can greatly influence how search engines determine what a page is about. These external signals often carry more weight than on-page cues, but it almost always works best when on-page and off-page signals are in alignment.
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