A Guide to Internal & External Links in SEO

Written by
Visions team
June 18, 2024

Website links play a crucial role in determining how well your website ranks in search engine results. Among the various types of links, internal and external links are fundamental. Both types have unique roles and benefits that can significantly impact your site's SEO performance. Let’s delve into what internal and external links are, why they matter, and how to use them effectively.

Internal Links

Internal links are hyperlinks that connect one page of a website to another page on the same website, here is an example for an internal link - leading you back to the homepage. They help users navigate through the website and find relevant content. Internal links are essential for several reasons:

1. Improving Navigation: Internal links make it easier for users to find related content on your website, enhancing their overall experience and encouraging them to spend more time on your site.

2. Distributing Page Authority: Internal links help distribute page authority (or "link juice") across your site. This means that linking from a high-authority page to a lower-authority page can help boost the latter’s SEO value.

3. Defining Site Architecture: A well-structured internal linking strategy helps search engines understand the hierarchy and structure of your website. This can improve the indexing of your pages and ensure that important content gets properly ranked.

Best Practices for Internal Linking

To maximise the benefits of internal linking, follow these best practices:

1. Use Descriptive Anchor Text: Anchor text is the clickable text in a hyperlink. Use descriptive and relevant anchor text to give users and search engines a clear idea of what the linked page is about.

2. Link to Relevant Content: Ensure that the internal links are contextually relevant. Linking to related content helps users find additional information they are interested in and keeps them engaged.

3. Maintain a Logical Structure: Organise your internal links in a logical way that reflects the structure of your website. Important pages should be linked more frequently, and less critical pages should be linked sparingly.

4. Avoid Over-Linking: While internal links are beneficial, avoid excessive linking within a single page. Too many links can overwhelm users and dilute the value of each link.

External Links

External links, also known as outbound links, are hyperlinks that point from your website to another website. These links are crucial for building relationships and credibility in the online world. Here’s why external links matter:

1. Establishing Credibility: Linking to reputable and authoritative sources can enhance your site's credibility and authority. It shows that your content is well-researched and backed by trustworthy information.

2. Building Relationships: External links can help build relationships with other websites and bloggers. When you link to their content, they may notice and reciprocate, which can lead to valuable backlinks.

3. Providing Value to Users: By linking to high-quality external content, you provide additional value to your users. This can improve their experience and increase the likelihood of them returning to your site.

Best Practices for External Linking

To effectively use external links, consider the following tips:

1. Link to Authoritative Sites: Ensure that the external links you include are to reputable and high-authority websites. This helps build trust with your audience and can improve your site’s credibility.

2. Use Relevant and Contextual Links: The external links you include should be relevant to the content on your page. Contextual links provide additional value to your users and enhance their understanding of the topic.

3. Open Links in a New Tab: To keep users on your site, set external links to open in a new tab. This ensures that users don’t leave your site entirely when they click on an external link.

4. Monitor Your Links: Regularly check your external links to ensure they are still active and relevant. Broken or outdated links can harm your site's user experience and credibility.

Balancing Internal and External Links

Both internal and external links are essential for a well-rounded SEO strategy. Here’s how to balance them effectively:

1. Strategic Placement: Place internal and external links where they make the most sense for users. This could be within the content, in a sidebar, or as part of a call to action.

2. Content Focus: Focus on creating high-quality content that naturally incorporates internal and external links. This ensures that the links are relevant and add value.

3. Regular Audits:*Conduct regular audits of your links to ensure they are still beneficial and working correctly. This helps maintain the integrity and SEO value of your site.


Internal and external links are powerful tools in SEO. By understanding their roles and implementing best practices, you can enhance your website’s navigation, credibility, and overall user experience. Whether you’re guiding users through your own site or connecting them with valuable external resources, effective link management is key to a successful SEO strategy. Start leveraging internal and external links today to improve your site’s performance and search engine ranking.

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