That's not to say you shouldn't link to someone else (which would totally defeat the purpose of using links as a ranking factor). But outbound links in your own site's navigation compound the losses by affecting every page. Sure, Google has come a long way since the original PageRank algorithm, but there's another reason why external links in the navigation are iffy: it's easy for them to look like spam. The situation is, of course, much worse if the links use keyword anchor text or if the links are placed somewhere where they might be mistaken for internal site navigation. Outbound links in the main content are usually not a problem,
but it is important to filter them for quality. Links to "bad neighborhoods" can get a site penalized by Google's anti-spam team or lower rankings by anti-spam algorithms. And, of course, it is absolutely essential that you never follow advertising links jewelry retouching service of any kind. 4. Not enough outbound links The idea that “a little knowledge is a dangerous thing” definitely applies here. A limited understanding of how search engines work leads some to believe they should never link to another site. While it's true that the pure PageRank algorithm suggests so,
that's just not how things work out in the field. A case study from Reboot Online makes a pretty clear case. They created 10 sites with a nonsense keyword, five with authoritative outbound links, and five not. The results were about as definitive as possible for a study of this size: the five sites with outbound links performed better than the sites without them. In an article on PageRank sculpted by former Google web spam manager Matt Cutts, he also mentions that "some parts of our system encourage links to good sites", which seems to confirm the idea that links to other sites are important.