One misconception in the practive of search engine optimization (SEO) is that outbound links from your site to other sites is an effective way to increase your site's ranking in search results. If that was the case, any poor-quality website could link out to countless high-quality sites and, therefore, rank higher in searches. Search engines are aware of these tactics, says Search Engine Land editor Danny Sullivan, and instead they look at the nature of outbound links. A site with "normal" activity will have a few outbound links when necessary. "Link as it makes sense for your users," Sullivan says. "If someones coming to your webpage and there's something they should know about, link out to it."