Internal and external linking are essential parts of on-page SEO and technical SEO. If you’re looking to learn about the other parts, you can check out the articles below:
What Are Internal and External Links? (And Why Should You Care?)
Before we dive into strategies, let’s get clear on the basics. Internal and external links are both hyperlinks, but they serve different purposes.
Internal Links: The Backbone of Your Website
Internal links are links that point from one page on your website to another page on the same website. Think of them as the pathways that connect your content. For example, if you’re writing a blog post about “The Best Running Shoes,” you might link to another post on your site about “How to Choose the Right Running Shoes.”
Example of an internal link:
<a href="https://www.yourwebsite.com/how-to-choose-running-shoes" title="How to Choose the Right Running Shoes">Check out our guide on choosing running shoes</a>External Links: Building Bridges to Other Websites
External links, on the other hand, point to pages on other websites. These links can add value to your content by referencing authoritative sources, studies, or additional resources. For instance, if you’re writing about the benefits of running, you might link to a Harvard study on the health benefits of exercise.
Example of an external link:
<a href="https://www.harvard.edu/health-benefits-of-running" target="_blank">Learn more about the health benefits of running</a>Both types of links are essential for SEO, but they serve different roles. Internal links help search engines understand your site’s structure and hierarchy, while external links build credibility and trust.
Why Internal Links Are the Secret Sauce of SEO
Internal linking isn’t just about helping users navigate your site—it’s a powerful SEO tool. Here’s why:
1. They Improve User Experience
Imagine visiting a website and finding a blog post you love, but there’s no way to explore related content. Frustrating, right? Internal links solve this problem by creating a logical flow between pages. They keep users engaged, reduce bounce rates, and encourage them to spend more time on your site.
Example: If you’re reading a post about “10 Tips for Better Sleep,” you might find links to related articles like “The Best Mattresses for a Good Night’s Sleep” or “How to Create a Bedtime Routine.”
2. They Help Search Engines Crawl and Index Your Site
Search engines like Google use bots (called “crawlers”) to explore and index your site. Internal links act as signposts, guiding these bots to all your important pages. Without internal links, some pages might become “orphan pages”—pages that aren’t linked from anywhere else on your site. These pages are harder for search engines to find, which means they might not get indexed.
Pro Tip: Use tools like Screaming Frog or Ahrefs to identify orphan pages and fix them by adding internal links.
3. They Spread Link Equity
Link equity (or “ranking power”) is the value passed from one page to another through links. When a high-authority page links to another page on your site, it shares some of its authority, boosting the linked page’s rankings. This is why internal linking is so powerful—it helps distribute link equity across your site.
Learn more about internal linking:
SEO Internal Linking Best Practices for Beginners: A Secret SEO Weapon
Case Study: HubSpot’s Internal Linking Strategy
HubSpot is a master of internal linking. They use a “pillar-cluster” model, where a central “pillar page” (like a comprehensive guide on content marketing) links to multiple “cluster pages” (like blog posts on specific topics). This strategy has helped them dominate search rankings for competitive keywords.
Best Practices for Internal Linking
Now that you know why internal links are important, let’s talk about how to use them effectively. Here are some best practices to follow:
1. Use Descriptive Anchor Text
Anchor text is the clickable text in a link. It should be descriptive and include relevant keywords. Avoid generic phrases like “click here” or “read more.”
Good Example:
<a href="https://www.yourwebsite.com/on-page-seo-guide" title="On-Page SEO Guide">Learn how to optimize your pages for SEO</a>Bad Example:
<a href="https://www.yourwebsite.com/on-page-seo-guide" title="On-Page SEO Guide">Click here</a>2. Create a Logical Site Structure
Your website’s structure should resemble a pyramid:
- Homepage (top-level)
- Category pages (middle-level)
- Subcategory pages or blog posts (bottom-level)
This structure keeps crawl depth low, ensuring that important pages are easy to find.
3. Avoid Orphan Pages
Every important page should have at least one internal link pointing to it. Use tools like Screaming Frog or Ahrefs to find and fix orphan pages.
4. Limit the Number of Links Per Page
While Google can crawl hundreds of links per page, too many links can dilute link equity. Aim for a strategic balance—keep the number of internal links below 150 per page.
5. Regularly Audit Your Internal Links
Internal linking isn’t a “set it and forget it” task. Use tools like Moz Pro or Sitebulb to check for:
- Broken internal links
- Redirect loops
- Orphan pages
- Poor anchor text usage
Why External Links Are Just as Important
External links might seem less important than internal links, but they’re actually a key part of a well-rounded SEO strategy. Here’s why:
1. They Build Credibility and Authority
Linking to authoritative sources (like research papers, government sites, or industry leaders) shows that your content is well-researched and trustworthy. This can boost your site’s credibility in the eyes of both users and search engines.
Example: If you’re writing about the benefits of meditation, you might link to a study from the National Institutes of Health (NIH) to back up your claims.
2. They Improve SEO
Google views outbound links as a sign of quality content. Linking to reputable sources can positively impact your rankings, especially if those sources are relevant to your content.
3. They Can Earn You Backlinks
When you link to other websites, you’re building relationships with those sites. If they notice your link, they might return the favor by linking back to you. This can improve your domain authority and organic traffic.
Best Practices for External Linking
Ready to start using external links effectively? Here’s how:
1. Link to Authoritative and Relevant Sources
Only link to high-quality, relevant websites. Avoid linking to low-quality or spammy sites, as this can harm your SEO.
Good Example:
<a href="https://www.hbr.org/content-marketing-study" target="_blank">According to a study by Harvard Business Review, content marketing drives 10x more engagement.</a>Bad Example:
<a href="https://www.randomblog.com" target="_blank">Some random blog said content marketing works.</a>2. Use the “nofollow” Attribute When Necessary
If you’re linking to a sponsored site or a site you don’t fully trust, use the rel="nofollow" attribute to prevent passing link equity.
Example:
<a href="https://sponsoredsite.com" rel="nofollow">Sponsored Content</a>
3. Check for Broken External Links
Broken external links harm user experience and SEO. Regularly audit your site using tools like Ahrefs or Screaming Frog to find and fix broken links.
4. Open External Links in a New Tab
Use target="_blank" to ensure external links open in a new tab. This keeps users on your site while they explore the linked content.
Example:
<a href="https://www.example.com" target="_blank">Visit this site</a>Advanced Linking Strategies
Ready to take your linking game to the next level? Here are some advanced strategies:
1. Topic Clusters and Hub Pages
Group related content into “topic clusters,” where a central hub page links to multiple supporting articles. This improves SEO by enhancing contextual relevance.
Example: A hub page about “Digital Marketing” could link to cluster pages like “SEO Basics,” “Social Media Marketing,” and “Email Marketing Tips.”
2. Internal Linking for Long-Tail Keywords
Use long-tail keywords in your anchor text to boost rankings for specific, less competitive terms.
Example:
<a href="https://www.yourwebsite.com/best-running-shoes-for-flat-feet" title="Best Running Shoes for Flat Feet">Discover the best running shoes for flat feet</a>3. Monitor and Optimize Your Links
Use tools like Google Search Console, Ahrefs, and Moz Pro to analyze your link performance and make data-driven optimizations.
Internal and External Linking Your Way to SEO Success
Internal and external linking are more than just SEO tactics—they’re essential tools for creating a user-friendly, credible, and high-ranking website. By following the best practices and strategies outlined in this guide, you can harness the power of linking to boost your site’s visibility, authority, and engagement.
Final Checklist for Linking Success:
- ✅ Use descriptive, keyword-rich anchor text.
- ✅ Maintain a logical internal linking structure.
- ✅ Regularly audit and fix broken links.
- ✅ Link to authoritative external sources.
- ✅ Use
nofollowfor sponsored links when necessary. - ✅ Balance internal and external links for optimal SEO impact.
If you’re ready to take your linking strategy to the next level, let’s chat! I’d love to help you optimize your site and achieve your SEO goals.
