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Milosz Krasinski wrote a this great article on NLP and SEO https://www.oncrawl.com/technical-seo/nlp-in-seo/ and I picked up one golden nugget from it that I’d like to share:

It’s a quote from Rick Lomas of Link Detective:

“Google has re-iterated over and over again that a link should exist to enhance the reader’s experience. This is going to be more important than ever.

There is no point ‘re-inventing the wheel’. If there is adequate information about something elsewhere on the internet, then it makes complete sense to link to it.

An example of a Google friendly external link (IMHO) would be in a sentence like:

“If you are wondering how to use the space you have in your kitchen, Bella Cuisine have some excellent kitchen designs."

This would be a legitimate link that would make sense for people to follow to find out more about kitchen designs, thus enhancing the reader’s experience.

On the other hand…

Links in sentences like:

“I decided to make this sandwich using the best stainless steel kitchen knife I could find”