Internal vs. External Links: How to Use Them Right?
You’ve carefully optimized your content chosen the right keywords, and still aren’t seeing the rankings you expected.
What’s missing? Your linking structure could be the problem. Internal and external links play a crucial role in SEO—helping search engines understand your site while improving user navigation. But when used incorrectly, they can hold your rankings back.
Let’s break down internal vs. external links, their importance, and how to use them effectively to boost your website’s performance.
What Are Internal Links?
Internal links are links that connect one page to another within the same website. They help users navigate easily and allow search engines to understand your site structure.
Now that you know what internal links are, let’s explore why they are essential for both users and search engines.
Advantages of Internal Links:
1. Improves website navigation by guiding users to relevant pages.
2. Boosts SEO by helping search engines crawl and index content.
3. Distributes link authority across different pages, improving rankings.
4. Increases user engagement by keeping visitors on the site longer.
What Are External Links?
External links are hyperlinks that point from one website to another. When you are linking to a different domain or when someone else’s site is linking to yours, that is an external link. External links enable users to link to more information and notify search engines that a site is well-linked and reputable.
Similar to internal links, external links also have their contribution in terms of SEO. While internal links unite pages on a site, external links unite your content to the external web.
Advantages of External Links:
1. Improves SEO by helping search engines understand content relevance.
2. Builds authority by linking to high-quality, credible sources.
3. Enhances user experience by providing additional useful information.
4. Encourages backlinks by fostering reciprocal link opportunities.
5. Boosts trust by citing reputable and well-known websites.
Types of External Links: Follow vs. NoFollow
External links are categorized into Follow (DoFollow) links and NoFollow links, each serving a different purpose in SEO and website credibility.
Follow Links (DoFollow Links)
Follow links pass SEO value (also called link juice) from one website to another. Search engines recognize these links as endorsements, which can help the linked site improve its rankings.
These links are commonly used when referencing trusted and relevant sources to boost credibility and provide additional value to users.
NoFollow Links
NoFollow links do not pass SEO value to the linked site. They tell search engines not to count the link as an endorsement, preventing it from influencing rankings.
These links are typically used for sponsored content, paid links, or user-generated content like blog comments and forum posts to prevent spam and maintain a balanced link profile.
Both types of external links are beneficial for SEO and website credibility, and their proper use ensures a natural and ethical link-building strategy.
Having known the types of external links, you might wonder how to blend internal and external links in your content.
How Many Internal vs. External Links Should You Use?
There’s no strict rule, but balance is key:
- 🔗 Internal Links: Unlike external links, there’s no hard limit. Use as many as needed, but only where they add value and are relevant to the content. Avoid excessive linking that disrupts the user experience—keep it natural and helpful.
- 🌍 External Links: Add them thoughtfully to support your claims and boost credibility. Aim for 3-5 high-quality external links per post. Adding too many can dilute the link value (link juice) shared between your site and the linked websites.
Always prioritize quality over quantity—links should guide users, not overwhelm them!
Difference Between Internal and External Links
Internal and external links serve different purposes in SEO and website navigation. Here’s a comparison of how they work:
Basis |
Internal Links |
External Links |
|---|---|---|
| Definition | Internal links are hyperlinks that lead to another page on the same site. They’re like park paths, from one place to another. | External links are hyperlinks that take you to a different website. They’re like park exit points, taking you somewhere else. |
| Purpose | They improve site navigation, helping users and search engines discover more pages on the same website. | They provide additional information or evidence, guiding users to another trusted source. |
| SEO Impact | Internal linking helps spread ‘link juice’ across your site, raising the ranking possibility of other website pages. | External links, especially from authoritative sources, increase your website’s authority and SEO ranking. |
| User Engagement | By strategically placing internal links, you can guide users through a journey on your site, potentially increasing time spent and conversions. | External links, when relevant, can enhance user trust and provide additional value, which indirectly benefits your site’s reputation. |
| Control | You have complete control over internal links – where they lead, how they are used, and their anchor text. | With external links, you have less control. You can decide where to link, but can’t control the other site’s content or if the link remains active. |
| Dependency | These links depend on your website’s structure and content. | These links depend on other websites and their relevance to your content. |
| Maintenance | You need to regularly check internal links to ensure they aren’t leading to 404 errors due to updates or changes on your site. | You need to monitor external links for “link rot” when the linked page is removed, moved or becomes irrelevant over time. |
| Risk Factors | Incorrect internal linking can lead to confusing navigation or orphan pages (pages that aren’t linked to/from any other page). | Linking to spammy or low-quality sites can negatively affect your site’s SEO & reputation. |
| Strategy | Internal linking should be planned considering site architecture & user experience. | External linking should be strategic, aiming to provide additional value to users and enhance content relevance. |
| Monitoring Tools | Tools like Google Search Console & Screaming Frog SEO Spider can help monitor and optimize internal links. | Tools like SEMrush and Ahrefs can help analyze the value and impact of external links. |
Both internal and external links are essential for a strong SEO strategy. Proper internal linking and external linking help improve search rankings, user experience, and website credibility.
Best Practices for Using Internal Links
Here are the best practices to help you structure internal links effectively for better navigation and SEO.
1. Link Naturally
Internal links should fit seamlessly within your content. Avoid forcing links where they don’t add value. Instead, place them where they naturally help users explore more relevant information.
2. Use Descriptive Anchor Text
Anchor text should actually describe what the page that is being linked to is actually about. Avoid using generic keywords like “click here,” but use descriptive keywords like “best SEO methods to improve rankings.” This helps users and search engines understand the purpose of the link.
3. Keep a Logical Structure
Your internal linking strategy should follow a logical structure. Link to related pages that provide additional value to the reader. A well-structured internal link network improves both user experience and search engine indexing.
4. Don’t Overdo It
Too many internal links in a single article can clutter the content and confuse readers. Instead of stuffing links everywhere, focus on 2-5 relevant internal links per post based on content length and context.
5. Update Old Content
Regularly revisiting old blog posts allows you to add links to newer content, keeping your website interconnected. This not only helps with navigation but also passes SEO value to newer pages, improving rankings.
6. Fix Broken Links
Broken internal links may cause frustration and damage your SEO. Utilize tools such as Google Search Console or Screaming Frog to detect and repair broken links to give a seamless user experience.
🚀 How to Add Internal Links
Follow these steps to create effective internal links:
Highlight the Anchor Text – Select relevant words or phrases in your content.
Click the Link Icon – Use the hyperlink option in your CMS (WordPress, Google Docs, etc.).
Insert the URL – Add a link to a related page on your website.
Apply and Save – Confirm the link to make it active.
Update Old Content – Revisit older posts and add internal links where relevant.
Use Plugins (Optional) – Tools like Link Whisper can automate internal linking for better structure.
Best Practices for Using External Links
Here are the best practices to ensure external links add value and credibility to your content.
1. Link to High-Quality Sources
External links must be used only to refer to good, authoritative sources. Referring to good sites enhances your credibility and can enhance your SEO through association with good information.
2. Use ‘nofollow’ When Necessary
If you’re linking to sponsored, paid, or untrusted sources, use the rel=”nofollow” tag. This prevents passing SEO value to external sites that you don’t want to endorse while still allowing users to access the information.
3. Open in a New Tab
To prevent users from leaving your site completely, set external links to open in a new tab (target=”_blank”). This ensures that even if they visit another site, your page remains open for them to return.
4. Don’t Link to Competitors
Avoid linking to direct competitors, as this may drive traffic away from your site. Instead, focus on linking to complementary resources, government sites, research articles, or trusted industry blogs.
5. Limit External Links
Adding too many external links can make your content look spammy and reduce its authority. Keep 1-3 external links per post, ensuring they genuinely add value and improve user experience.
6. Check for Broken Links
External links can become outdated over time if the linked page gets removed or changed. Use tools like Ahrefs, SEMrush, or Broken Link Checker to monitor and update external links regularly.
By following these best practices, you can maximize the benefits of internal and external links, improving SEO, user experience, and website credibility.
🌍 How to Add External Links
Follow these steps to ensure effective and SEO-friendly external linking:
Find a Credible Source – Choose a reliable, high-authority website relevant to your content. If citing statistics or research, always link to the original source instead of secondary references.
Highlight and Link – Select the anchor text and insert the external URL using the link tool in your CMS.
Open in a New Tab – Enable “Open link in a new tab” to keep visitors on your site while allowing them to explore the external resource.
Use ‘nofollow’ When Needed – Add
rel="nofollow" for sponsored, paid, or untrusted links to avoid passing SEO value.Check for Updates – Regularly audit external links to ensure they remain valid, up-to-date, and continue linking to reputable sources.
Using links effectively isn’t just about where you place them—it’s also about how you present them. That’s where good anchor text comes in.
🔗 What is Link Text?
Link text is the visible text inside a link. This text tells users and Google something about the page you’re linking to.
Internal links on your page are links to another page on your site, while external links are links to content on another individual’s site.
Whether linking internally or externally, the more descriptive the anchor text is, the easier it is for users to navigate and for Google to understand which page you’re linking to.
📖 For more details, refer to Google’s official SEO Starter Guide.
Common Mistakes to Avoid
Even with a good linking strategy, mistakes can hurt SEO and user experience. Here are the most common internal and external linking mistakes to avoid.
1. Too Many Internal Links – Overloading pages can confuse users and reduce SEO impact. Keep it balanced.
2. Weak Anchor Text – Avoid generic text like “click here.” Use descriptive, keyword-rich anchors instead.
3. Broken Links – Dead links hurt SEO and user experience. Check and fix them regularly.
4. Low-Quality External Links – Linking to spammy sites can harm credibility. Stick to trusted sources.
5. Not Using NoFollow for Paid Links – Sponsored links should have NoFollow to comply with Google’s rules.
6. Forgetting Internal Links – Every page should connect to others. Don’t leave content isolated!
A strong linking strategy means avoiding these mistakes and keeping links updated, relevant, and valuable.
Conclusion
Internal and external links are key to a well-structured website. Internal links guide users and help with SEO, while external links add credibility. The key is to use them wisely—only where they add value.
A good linking strategy improves rankings and user experience. Keep links relevant, update them regularly, and avoid overloading pages.
Besides using good linking strategies, building backlinks is key to improving your website’s SEO. Outreach Monks specializes in creating high-quality backlinks. Contact us to learn how we can help!
FAQs on Internal vs. External Links
Do Internal And External Links Affect Page Load Speed?
Links themselves don’t slow down a page. However, external links may affect speed if they load third-party scripts, while internal links only impact speed if they lead to heavy or unoptimized pages.
Can I Have Too Many External Links On A Page?
Excessive external links can dilute page authority and distract users from your content. It’s best to only link when necessary to relevant, high-quality sources.
Do Broken Internal Or External Links Affect Seo?
Yes, broken links negatively impact SEO and user experience. Search engines see them as poor site maintenance, which can affect rankings. Regularly auditing and fixing broken links is essential.
Can I Use An Excessive Number Of Internal Links On A Single Page?
Stuffing a page with too many internal links can make it hard for search engines to determine which pages are most important. Keep linking natural and user-friendly.
Is It Better To Place External Links At The Beginning Or End Of A Post?
It depends on the context. Placing external links early can provide immediate value to readers, but if used excessively, it can send users away too soon. A balanced approach works best.
Should I Link To My Competitors In External Links?
Generally, no. Linking to competitors can send traffic away from your site. Instead, link to neutral authority sources like industry reports, research studies, or trusted organizations.
Can I Use The Same Anchor Text For Multiple Internal Links?
It’s best to vary your anchor text when linking to different pages. Using the same anchor text for multiple links can confuse search engines and dilute SEO value.
How Often Should I Audit My Internal And External Links?
You should audit links regularly, at least once every few months, using tools like Google Search Console, Ahrefs, or Semrush to find broken or outdated links.
Sahil Ahuja
