Google Says Linking Brand Websites Together At Reasonable Scale Is Fine

01/14/26
Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article

TL;DR Summary of Best Practices for Linking Sister Brand Websites According to Google

Linking sister brand websites on a shared brand or partner page is generally acceptable and considered common practice by Google’s John Mueller when done at a reasonable scale. This strategy helps communicate ownership and service consistency across brands without being seen as spammy. However, consolidating sites may sometimes improve overall performance, depending on the nature of the brands and their audience.

Optimixed’s Overview: Navigating Google’s Guidelines on Linking Multiple Brand Websites

Context and Google’s Current Stance

Google’s John Mueller recently addressed concerns about linking multiple sister brand websites together to inform users about shared ownership. On Bluesky, he clarified that such linking is fairly common and acceptable provided it is done at a reasonable scale. The primary goal of these links should be to enhance user understanding of the relationship between brands rather than manipulating search rankings.

Key Considerations for Linking Sister Sites

  • Reasonable Scale: Avoid excessive or spammy linking across numerous domains.
  • User Experience: Ensure that links help users navigate and understand brand relationships clearly.
  • Brand Identity: Some brands, such as news outlets, may require independent sites due to distinct brand identities.
  • Site Consolidation: In some cases, merging sites into a single presence can improve SEO and user engagement.

Historical Perspective

Earlier guidance from Google representatives, such as Matt Cutts in 2013 and 2014, cautioned against linking too many domains or sister sites indiscriminately. However, the advice appears to have evolved to recognize that linking related brands is permissible when done thoughtfully and not on an excessive scale.

Practical Implications

Businesses owning multiple brands should:

  • Create a dedicated brand or partner page linking sister sites responsibly.
  • Focus on transparency and user clarity rather than SEO manipulation.
  • Evaluate if combining sites might deliver better results for their specific context.