Let’s talk about links – the not-so-sexy but ridiculously important part of your website that nobody ever seems to talk about.
You’ve probably heard a lot about backlinks (those golden-ticket links from other sites), but what about internal and external links? These little guys might not be as glamorous, but they do a LOT of heavy lifting when it comes to helping Google understand your site, keeping visitors engaged, and even nudging your rankings in the right direction.
So, how do you use them properly? And what mistakes do you need to avoid? Let’s break it all down…
What are internal links and external links?
Let’s get the basics straight first:
What Is an Internal Link?
These connect one page on your website to another page on your website. Think of them as handy signposts guiding visitors (and Google) around your site.
Example: A blog post about wedding photography linking to your pricing page or another post about choosing the perfect venue.
What Is an External Link?
These point from your website to another website (or vice versa). You’re essentially saying, “Hey, this is a great resource – go check it out!” But let’s be clear – you’re not linking to competitors. Instead, you’re referencing trusted, non-competing sources that add credibility to your content.
Example: If you’re a photographer, you might link to a Canon gear guide, a photography news site like PetaPixel, or a research study on camera technology.
Internal Links Explained
Now that we’ve got the definitions sorted, let’s talk about why internal links actually matter. Sure, they help visitors navigate your site, but they also play a crucial role in SEO, site structure, and even conversions.
Why Are Internal Links Important for SEO?
Helps Google Find & Index Your Pages
Google’s bots are constantly crawling the web, hopping from link to link to discover new pages. If a page on your site isn’t linked anywhere, it’s basically invisible. Even if it’s live, Google might not find it – meaning it won’t show up in search results.
So, if you want all your content to be seen (and ranked), internal links are essential for making sure Google can access and index everything properly.
Spreads SEO Power Across Your Site
Not all pages on your website are created equal. Some naturally gain more authority over time – like your homepage or a blog post that’s attracted backlinks.
Internal links pass some of that SEO strength to other pages, helping them rank better. Think of it like sharing the wealth – if one page is doing well, linking from it can give a boost to pages that need a little extra SEO love.
Makes Navigation Easy for Visitors
Good internal linking isn’t just about SEO – it’s about helping real people find their way around your site.
Let’s say someone lands on a blog post about wedding photography tips. If they see a relevant link to your pricing page or a guide on choosing a wedding venue, they’re far more likely to stick around and explore.
Without those links? They might just read the post and leave.
Helps Google Understand Your Content
Google doesn’t just read your words – it looks at your links too. And more importantly, it pays close attention to the anchor text (the clickable text of a link).
For example, if you have a page about branding photography and link to it using that exact phrase, Google gets the hint: this page is about branding photography. But if your link just says “click here” or “read more”, it tells Google… well, absolutely nothing.
The more relevant, keyword-rich internal links you use, the clearer it is to search engines (and your readers) what your content is about. So instead of vague, meaningless anchor text, always go for something descriptive and specific – it’s a small change that can make a big difference to your rankings.
Keeps Visitors Engaged (and More Likely to Buy)
The longer someone stays on your website, the better. More time on site = more trust, more engagement, and a higher chance of conversion.
Internal links encourage people to keep clicking, whether it’s reading more blog posts, checking out your services, or signing up for your email list. And let’s be honest – the longer they stick around, the more likely they are to hire you, book a call, or make a purchase.
Internal links best practices
How do I build a solid internal linking strategy that actually works?
Figure Out Your Website’s Structure
Think of your website like a well-organised city. Your homepage is the city centre, your main category pages are the key roads, and your blog posts and other content are the side streets. Internal links act like signposts, helping both Google and visitors move smoothly from one place to another.
A messy, disorganised site structure? That’s like a city with no street signs – people (and search engines) get lost, and important pages get ignored.
Pinpoint Your Most Important Content
Not all pages on your site need equal attention. Some are mission-critical – like your main service pages, high-value blog posts, or sales pages. These should be easy to find and have plenty of internal links pointing to them.
A good rule of thumb? If you want a page to rank well or drive conversions, link to it often from other relevant pages on your site.
Create Cluster Topics
Google loves well-organised content. One of the best ways to help search engines (and users) understand your site is by grouping related pages together in topic clusters.
For example, if you’re a wedding photographer, you could have a main Wedding Photography page, and then blog posts about:
- How to Choose the Perfect Wedding Photographer
- The Best Wedding Venues in [Your City]
- What to Wear for Your Engagement Photoshoot
By linking all of these pages together, you create a strong content network that signals to Google, “Hey, I’m an expert on this topic!” – which can help boost your rankings.
Leverage Your High-Authority Pages
Some pages naturally gain more SEO strength over time – maybe they’ve attracted backlinks, or they rank well on Google. You can use these power pages to give other pages a little SEO boost.
Find your high-authority pages (you can check this in Google Search Console, Ahrefs, or SEMrush) and link from them to important but lower-ranking pages. This helps spread that SEO power around your site.
How do you find internal linking opportunities?
A good internal linking strategy isn’t just about adding links for the sake of it – it’s about being strategic and making sure every link adds value. So, how do you find the best places to add internal links without manually combing through every page on your site? Here are a few smart ways to do it:
Use Google Search
One of the easiest ways to find internal linking opportunities is by using a simple Google search. Just type this into Google:
site:yourwebsite.com “keyword”
This will show you all the pages on your site that mention a specific keyword, making it easy to spot relevant places to add internal links.
Check Your High-Authority Pages
Some of your pages will have more SEO power than others – maybe they rank well on Google, have backlinks, or get lots more traffic. You can use these pages to give a boost to others.
Find your highest-authority pages (using Google Search Console, Ahrefs, or SEMrush) and add internal links from them to other important but lower-ranking pages.
This helps pass SEO strength throughout your site and improves rankings for pages that need a little extra love.
Use Internal Linking Tools
If you want to go a step further, there are some great tools that can help you uncover internal linking opportunities:
- Google Search Console → check the “Links” report to see which pages have the most internal links (and which ones have none!).
- Ahrefs / SEMrush → both tools provide internal link suggestions and show orphan pages (pages with no internal links).
- Screaming Frog → a website crawler that visualises your internal link structure, making it easy to spot gaps.
Look for Content Gaps
Sometimes, internal linking opportunities are right in front of you – you just need to spot them.
Go through your content and ask:
- Does this page mention a topic I’ve covered in more detail elsewhere? If so, link to it!
- Would an internal link help the reader get more context or information? If yes, add one.
For example, if a blog post about “choosing the perfect wedding venue” briefly mentions wedding photography, and you have a detailed guide on wedding photography, that’s an obvious place to add a relevant internal link.
What are the best free tools to check and improve my internal links?
If you want to optimise your internal linking without manually hunting down every opportunity, these free tools can help:
- Google Search Console – the “links” report shows which pages have the most (and least) internal links, helping you spot gaps.
- Internal Link Juicer (WordPress Plugin) – automates internal linking by inserting relevant links based on keywords.
- Screaming Frog (Free Version) – crawls up to 500 URLs, letting you visualise your internal link structure and find orphan pages.
- AI Assistance – give AI a list of your key pages, then paste in your blog post and ask for internal linking suggestions based on that list.
What are the biggest mistakes to avoid with internal linking?
Internal links are brilliant for SEO – when used correctly. But get them wrong, and instead of helping your rankings, they could make your site harder to navigate, frustrate users, and even confuse Google.
Too Many Links on a Page
Yes, internal links are important. No, that doesn’t mean you should cram 50 of them into every blog post.
Overloading a page with links dilutes their value and makes it harder for users (and Google) to figure out which ones actually matter. Instead, keep it natural – link only where it genuinely helps the reader.
Using Generic Anchor Text
Google pays attention to the text you use for your links (aka anchor text). If all your links just say “click here” or “read more”, they’re completely meaningless in terms of SEO.
Instead, use descriptive, keyword-rich anchor text that actually tells Google (and the reader) what the linked page is about.
For example:
❌ Click here to view my services.
✅ Explore my SEO services to boost your website’s rankings.
See the difference? One gives context, the other… doesn’t.
Linking to Irrelevant Pages
Every internal link should serve a purpose. Randomly linking to unrelated pages just because you think it might help SEO? Not a good idea.
Internal links should create a smooth journey for your visitors – guiding them to useful, related content. If a link feels forced, leave it out.
Orphan Pages (No Internal Links Pointing to Them)
An orphan page is a page on your site that has no internal links pointing to it. If no other pages link to it, Google (and your visitors) might never find it.
Every important page on your site should have at least one internal link pointing to it – otherwise, it’s just floating around in the void.
Too Many Links to the Same Page
It’s great to link to your key pages, but if every other sentence in your blog post points to the same page, it starts to look spammy.
Google values natural linking, so spread your internal links out and focus on variety. Instead of linking to the same page ten times, mix it up with different related pages.
Broken or Redirected Links
There’s nothing more frustrating than clicking on a link and landing on a 404 error. If your internal links are broken (or endlessly redirecting), they create a bad user experience and weaken your SEO.
Regularly check your site for broken links using tools like Google Search Console or Screaming Frog – and fix them ASAP.
Forgetting Mobile Users
Ever tried tapping a tiny link on your phone, only to hit the wrong one three times? Annoying, right?
Make sure your internal links are easy to tap on mobile – leave enough space between them so users don’t accidentally click the wrong thing.
How many internal links should I have on a web page for good SEO?
There’s no hard-and-fast rule, but a good guideline is 3 to 10 internal links per page, depending on how long the content is. But rather than aiming for a set number, focus on quality over quantity. Here’s what really matters:
- Prioritise relevance – only link to pages that genuinely add value to the reader. If the link doesn’t help them find more useful information, it probably doesn’t belong.
- Keep it natural – internal links should fit seamlessly into your content. If you’re stuffing in links just for SEO, it’ll feel forced (and both Google and your readers will notice).
- Find the right balance – too few links, and search engines might struggle to crawl your site properly. Too many, and it can feel overwhelming and spammy.
- Deep linking matters – don’t just keep linking back to your homepage or contact page – link to deeper, valuable content like blog posts, service pages, or resources that provide real value.
- User experience first – a well-placed internal link should guide visitors to the next logical step in their journey, keeping them engaged and on your site longer.
External Links Explained
Internal links are great for keeping people on your site, but external links (links from your site to other websites) play an important role in SEO too. When used strategically, they can build credibility, improve user experience, and even help your rankings.
Why Are External Links Important for SEO?
They Add Credibility & Trust
Google values content that’s well-researched and backed by authoritative sources. Linking to trusted websites, research studies, and industry experts shows that you’re not just making things up – you’re providing valuable, fact-checked information.
For example, if you’re writing about SEO best practices, linking to Google’s official guidelines adds legitimacy to your content.
Google Uses Them to Understand Content Quality
Search engines look at who you’re linking to as a way to judge your content’s relevance and trustworthiness. If your blog is packed with links to reliable, high-quality sources, it signals to Google that your content is useful and well-informed.
On the flip side, linking to spammy or low-quality sites can hurt your SEO – so always be selective about who you’re sending traffic to.
They Improve User Experience
Sometimes, the best way to help your readers isn’t to write a 5,000-word deep dive – it’s to link them to a relevant, high-quality resource. External links can provide additional insights, giving visitors a better experience without you having to cover every single detail yourself.
External links best practices
How to Create External Links That Actually Help
Link to Authoritative Sources
Stick to trusted, well-established sites like:
- Industry leaders
- Government websites
- Research papers
- High-quality blogs
If Google sees you linking to reliable sources, it strengthens the credibility of your own content.
Use Descriptive Anchor Text
Just like with internal links, avoid vague phrases like “click here”. Instead, use descriptive, keyword-rich text that tells both Google and readers what the link is about.
Open External Links in a New Tab
You don’t want visitors to accidentally leave your site and never come back. Set external links to open in a new tab so they can check out the resource while still keeping your site open.
Use NoFollow Tags When Necessary
Not every external link should pass SEO value. If you’re linking to a sponsored post, a paid partnership, or a site you don’t fully trust, add a rel=”nofollow” tag. This tells Google not to pass link equity to that site, which helps protect your SEO.
Smart Ways to Use External Links
Beyond just adding credibility, external links can work for you in a strategic way.
- Use external links to strengthen your own SEO – linking to high-authority sources signals to Google that your content is well-researched and relevant. Plus, search engines often group your content with the sites you link to, so associating with reputable websites can indirectly benefit your rankings.
- Give credit where it’s due – if you’re referencing a statistic, quote, or study, link to the original source, not some random website that copied it. This builds trust with both your audience and search engines.
- Encourage backlinks by linking out first – linking to valuable industry content can sometimes get you noticed by the website owner. They may return the favour with a backlink, a mention, or even a future collaboration.
- Use external links to keep your content focused – instead of over-explaining every single concept, link to a trusted resource where readers can get more details if they need them. This keeps your content concise and digestible.
Common Mistakes to Avoid
Even though external links can boost your credibility and SEO, they can also backfire if you’re not careful. Here are some common mistakes to avoid:
Linking to Low-Quality or Spammy Sites
Google looks at who you associate with, so if you’re linking to untrustworthy, low-quality, or spammy websites, it can harm your credibility. Before linking out, ask yourself:
- Is this site reputable?
- Does it provide value to my readers?
- Would I trust this information myself?
If the answer to any of these is no, it’s best to leave the link out.
Overloading a Page with External Links
External links should add value – not send people away from your site too soon. If you’re linking out every other sentence, you risk distracting readers and reducing the time they spend on your site.
A good rule of thumb? Use external links sparingly and only when they genuinely enhance the content.
Forgetting to Check for Broken Links
Over time, web pages disappear, change URLs, or get taken down, which means your external links could be leading to 404 errors without you even realising it.
Handy Tools to Track Your External Links
- Google Search Console – check which external links Google recognises from your site.
- Screaming Frog (Free Version) – crawl your site to identify broken links that need fixing.
- Check My Links (Chrome Extension) – quickly spot dead links on any page.
Finding the Right Balance with External Links
External links are valuable, but you don’t want to overdo it. Focus on quality over quantity – only add links when they genuinely enhance your content.
If a link helps support your point, improve user experience, or add credibility, it’s worth including. If not? Leave it out. Simple.
Final Thoughts
Internal and external links might not be the flashiest part of SEO, but they play a huge role in how Google understands, ranks, and navigates your site. When used strategically, internal links boost your SEO and keep visitors engaged, while external links add credibility and improve user experience.
The key? Be intentional. Link to relevant, high-quality content, use descriptive anchor text, and keep user experience front and centre.
Not sure if your internal linking strategy is working? Or need help optimising your website for SEO? My SEO services can help you get your site in front of the right audience – and ranking higher on Google.
