External links are a significant indicator for Google search engines – external links increase a website’s rankings, reach, credibility and user visibility. External links make a website more relevant, more accessible for users to find and trust online. This increases interest and natural search, leading to more and more new users finding the website, promoting the brand online and ensuring the website’s reputation. Google perceives every quality link that leads to a page on your website as a sign that the website contains essential, relevant and exciting information, which is why your website pages are worth showing up in search engine results for specific keywords (queries).