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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”

This would not enhance the experience of someone who is looking for sandwich ideas because the link focuses on the knife they could use to make it.

Internal links are totally under your control, but the same rules apply – try to use the internal links to enhance the reader’s experience so that they can achieve their original search intention”.

Steve’s commentary:

If you think about how fundamental links are to Google, it makes sense that they would place high importance on determining how valid and useful they are. Whether this is something that’s being measured now or in the future, it never hurts to future-proof your SEO.

Especially if you’re getting link insertions, don’t just plop your link on top of a keyword like “best stainless steel kitchen knife.” Do a bit of extra legwork and write a few sentences. This is what I have been doing and it works well.

That’s it!