Internal Vs. External Linking

A comparison of links within a website (internal) and links going to other websites (external)


Internal vs. External Linking refers to the practice of creating links that point to different pages within the same website (internal links), versus creating links that point to pages on different websites (external links). This practice plays a crucial role in SEO as it helps search engines understand the structure and importance of content on your site, while also providing value to your users.

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Usage and Context

Internal linking is used to guide users and search engines to relevant content within the same website, aiding in navigation and improving the website's SEO. These links usually point to related content, improving the flow of information and the user's experience. On the other hand, external linking, while less in your control, can contribute to a site's credibility and increase its visibility in search engine results. It's common to link to authoritative external sites as a source or for additional information.


  1. What is the difference between internal and external linking?

    • Internal links point to different pages within the same website, while external links point to pages on different websites.
  2. Why is internal linking important for SEO?

    • Internal linking helps search engines understand the structure and importance of content on your site, improving your SEO.
  3. How does external linking benefit my website?

    • External linking can increase your site's credibility and visibility in search engine results.
  4. Should I use more internal or external links?

    • A balance of both is important. Internal links improve navigation and SEO, while external links increase credibility and visibility.
  5. How can I implement effective internal and external linking strategies?

    • Link to relevant content, use appropriate anchor text, and maintain a balanced ratio of internal to external links.


  1. Improved User Navigation: Internal linking guides users to relevant content, enhancing their browsing experience.
  2. Better SEO: Both internal and external linking help search engines understand your website, improving your SEO ranking.
  3. Increased Credibility: External linking to authoritative sites can increase your site's credibility.
  4. Enhanced Visibility: External linking can make your site more visible in search engine results.
  5. Controlled User Journey: Internal links allow you to direct users to strategic areas of your site.

Tips and Recommendations

  1. Link to Relevant Content: Ensure your links are relevant to the context and useful to your users.
  2. Use Descriptive Anchor Text: Use anchor text that accurately describes the linked content.
  3. Maintain a Balanced Link Ratio: Aim for a balanced ratio of internal to external links.
  4. Regularly Check for Broken Links: Broken links can harm your SEO, so it's important to regularly check and fix them.
  5. Donโ€™t Overuse External Links: Too many external links may distract users and lead them away from your site.


Understanding the distinction and proper application of internal and external linking is essential for effective SEO strategy. While internal links improve site navigation and SEO, external links can boost site credibility and visibility. A balance of both, coupled with linking best practices, can greatly improve a website's search engine performance and user experience.