top of page

Mastering the Link Game: A Comprehensive Look at Internal Links, External Links, and Backlinks for S

A notepad with the words, "link building" written on it.

In the world of search engine optimization (SEO), understanding and effectively utilizing different types of links is vital to improving your website's visibility, authority, and overall performance. In this comprehensive guide, we’ll dive into the intricacies of internal links, external links, and backlinks, exploring their importance, benefits, and best practices so you can develop an SEO link-building strategy that works. Whether you're a beginner looking to grasp the fundamentals or an experienced marketer aiming to refine your SEO linking strategy, keep reading to become equipped with the knowledge and insights you need to master the art of links in SEO.

SEO Linking: The Basics

Before you start creating an SEO link-building strategy, let’s get clear on some of the basics:

What is Linking in SEO?

SEO linking refers to the practice of connecting web pages through hyperlinks. It plays a crucial role in improving a website's visibility and rankings on search engine results pages. An effective SEO link-building strategy involves a balance of internal and external links, along with the acquisition of high-quality backlinks from reputable sources, to enhance a website's SEO performance.

How Does Linking Help SEO?

Links in SEO increase your website visibility, search engine rankings, credibility, and authority. With this comes more organic traffic and social validation, which helps build trust with your audience. While linking is essential for SEO, focusing on quality, relevance, and natural linking best practices is crucial. Linking helps SEO when you use ethical and white-hat techniques to build a strong foundation that benefits both search engines and your audience.

Types of Links in SEO, Best Practices, and Strategies

Infographic on the 3 types of links in SEO

Internal Links

Internal links refer to links to other pages within your website. By interconnecting relevant pages within your site using internal links, search engines can easily discover and crawl different pages, which can improve the overall visibility of your website.

For example, let's say you have a blog post about "healthy recipes." By including internal links to related articles on your website, such as "10 Nutritious Ingredients for Healthy Cooking" or "Tips for Meal Planning," you establish a clear connection between these pages, helping search engines understand the relevancy and context of your content. It also improves the reader’s experience by presenting additional content on topics they’re already interested in.

Linking Best Practices and Strategies for Internal Links

  • Create a logical site structure: Ensure your website has a clear and organized hierarchy. Categorize your content into relevant sections and establish a logical flow between pages.

  • Use descriptive anchor text: When creating internal links, use descriptive anchor text that accurately reflects the content of the linked page. This helps both users and search engines understand the context of the link.

  • Prioritize relevant and valuable links: Link related pages together to provide users with a seamless navigation experience. Focus on linking to pages that provide additional information or expand on the topic at hand.

  • Avoid excessive linking: While internal linking is important, avoid overloading your content with too many links. It can dilute the user experience and make the content appear spammy. Be selective and only include relevant links that enhance the user's journey.

  • Optimize for user experience: Internal links should be intuitive and user-friendly. Ensure the placement and visibility of links make it easy for users to navigate your website and find the information they are seeking.

  • Regularly audit and update links: Conduct regular audits to identify broken or outdated links within your website. Replace or fix broken links to maintain a smooth user experience and prevent negative impacts on SEO.

  • Leverage contextual linking: Place internal links within the body of your content where they naturally fit. This can help improve user engagement and encourage users to explore more of your website.

  • Utilize navigation menus and breadcrumbs: Incorporate internal links within navigation menus and utilize breadcrumbs to provide users with clear paths to navigate your website. This also helps search engines understand the structure of your site.

  • Monitor and track internal link performance: Use web analytics tools to track the performance of your internal links. Analyze user behavior, such as click-through rates and time spent on linked pages, to gain insights and optimize your SEO link-building strategy.

  • Keep an eye on keyword optimization: When appropriate, include relevant keywords in the anchor text of your internal links. This can help search engines understand the context and relevance of the linked page.

Internal linking is not only beneficial for SEO but also improves the user experience and website navigation. By implementing these linking best practices, you can enhance your website's visibility and user engagement.

External Links

External links refer to linking out to other sites as sources and to build credibility. When a web page includes external links to reputable sources or industry-specific websites, search engines perceive the content as more reliable and relevant, thus boosting its ranking potential.

For example, in your “healthy recipes” blog (mentioned above), you could include external links to reputable sources, such as "The American Heart Association's Guidelines for Healthy Eating" or "Scientific Studies on the Benefits of a Balanced Diet." These external links provide additional credibility to your content, as you are referencing well-known and trusted sources.

Linking Best Practices and Strategies for External Links

  • Choose reputable and authoritative sources: When linking to external websites, ensure they are trustworthy and provide valuable, reliable information. Linking to reputable sources enhances the credibility of your content and improves the user experience.

  • Link to relevant and complementary content: External links should provide additional context, information, or resources that complement your content. Ensure the linked content is relevant and adds value to your audience.

  • Use descriptive anchor text: Similar to internal links, use descriptive anchor text when linking to external websites. The anchor text should accurately describe the linked content and provide users with an understanding of what they can expect when clicking the link.

  • Open external links in a new tab (optional): Consider opening external links in a new tab to allow users to navigate back to your website easily. However, this practice is optional and depends on your website's user experience and preference.

  • Avoid excessive external linking: While it's important to reference external sources, avoid overwhelming your content with excessive external links. Too many external links may distract users or dilute the focus of your content.

  • Monitor the quality of linked websites: Regularly review and evaluate the quality and relevance of the websites you link to. If a linked website becomes outdated, unreliable, or redirects to irrelevant content, consider removing or updating the link accordingly.

  • Check for broken links: Periodically check your external links to ensure they still function correctly. Broken links can negatively impact user experience and harm your website's credibility. You can use tools or plugins to identify and fix broken links.

  • Establish relationships with other websites: Actively engage with other websites and bloggers in your niche. Building relationships can lead to opportunities for guest blogging, collaborative content, and natural backlinking, which can improve your website's authority and SEO.

  • Use the "nofollow" attribute when appropriate: Consider using the "nofollow" attribute for external links when you don't want to pass on SEO value or endorse the linked website. This is commonly done for sponsored or user-generated content to adhere to search engine guidelines.

  • Regularly review and update external links: Keep your content fresh by periodically reviewing and updating external links. Replace outdated or broken links with current and relevant ones to maintain the usefulness and reliability of your content.

External linking should provide value to your audience, enhance the credibility of your content, and foster relationships within your industry. By following these SEO linking best practices, you can ensure your external links contribute positively to your website's SEO and user experience.


Backlinks refer to off-page SEO–getting links back to your site from other domains. When other websites link back to your site, search engines interpret these backlinks as votes of confidence and indications of the website's credibility. High-quality backlinks from authoritative sources can significantly enhance a website's ranking in search results.

For example, if a renowned health and wellness website publishes an article that references your blog post on “healthy recipes” and includes a link to your site, it acts as a powerful backlink. This backlink drives traffic to your website and signals to search engines that your content is valuable and deserves higher rankings in relevant search queries.

Linking Best Practices and Strategies for Backlinks

  • Focus on quality over quantity: Aim for high-quality backlinks from authoritative and relevant websites. A few quality backlinks from reputable sources can significantly impact your SEO more than numerous low-quality backlinks.

  • Earn natural backlinks: Instead of actively seeking backlinks, focus on creating high-quality content that naturally attracts links from other websites. This can be achieved by producing valuable, informative, and unique content others find worth referencing.

  • Share your expertise outside your website: Use sites like Help a Reporter Out and Terkel to share your knowledge with journalists who need sources and get featured with links back to your site.

  • Guest posting: Offer to write guest posts for other authoritative websites in your industry. By providing valuable content, you can earn backlinks to your website within the author bio or content body.

  • Broken link building: Identify broken links on relevant websites and reach out to the site owners to suggest replacing them with links to your own relevant content. This technique helps both the website owner by fixing broken links and you by gaining a valuable backlink.

  • Monitor brand mentions: Keep an eye on mentions of your brand, products, or services across the web. If a mention doesn't include a link, contact the website owner and politely request a backlink to your website.

  • Participate in industry forums and communities: Engage in online forums, communities, and discussions related to your industry on sites like Reddit. Provide helpful insights, answer questions, and include a link to relevant content when appropriate. This can lead to natural backlinks and increased visibility.

  • Create link-worthy content: Invest time and effort in creating comprehensive and well-researched content that stands out from the competition. Content that provides valuable insights, data, or solutions is more likely to attract backlinks, such as infographics, visual assets, and statistics.

  • Utilize social media platforms: Promote your content on social media platforms to increase its visibility and likelihood of earning backlinks. Engage with your audience and encourage sharing, which can lead to more exposure and potential backlinks.

  • Monitor and analyze your backlink profile: Regularly monitor your backlink profile using tools such as Google Search Console or third-party SEO tools. Identify any toxic or spammy backlinks and take necessary actions, such as disavowing them, to maintain a healthy backlink profile.

Building backlinks requires time, effort, and a focus on quality. However, when you prioritize acquiring backlinks from authoritative and relevant sources can add value to your website's SEO and credibility.


Having a well-rounded SEO link-building strategy that incorporates internal, external, and backlinks is crucial for the success of your website. However, implementing and managing an effective link-building strategy requires ongoing effort. If you find yourself lacking the time or knowledge to execute it effectively, hiring an experienced SEO freelancer can be a smart investment.

As an SEO freelancer, I can develop a tailored link-building strategy, optimize your website's linking structure, and actively pursue quality backlinks to improve your website's SEO performance and drive organic traffic. Reach out today to learn more about my services and what’s included to enhance your website’s SEO.


Post: Blog2_Post
bottom of page