How to Balance Internal and External Links for SEO Benefits

In this guide, you'll learn how to balance internal and external links for SEO benefits, advantages, and better results

How to Balance Internal and External Links for SEO Benefits

Effective website optimisation in the wide digital realm is like guiding a ship through dangerous waters. The challenging discipline of link construction is at the core of this voyage. In this guide, you’ll learn how to balance internal and external links for SEO benefits, advantages, and better results.

A website is guided towards the sought shores of high search engine rankings by both best  internal linking and external linking, which are essential to the process. 

In contrast to external links, which establish a site’s legitimacy by serving as endorsements from other online entities, internal links weave a coherent narrative within a website by directing users from one page to another.

To fully utilize these link types’ SEO potential and guarantee a website’s success in the online world, the appropriate balance between them must be struck.

Internal links are like the roads inside a city, connecting various locations (or web pages) within the same website. When you click on a word or phrase in a website and it takes you to another page on the same site, that’s an internal link.

  • User Navigation: Just as roads help people get from one place to another, internal links guide visitors around a website, making it easy to find and access information.
  • Establishing Information Hierarchy: Some pages on a website are more important than others. Internal links help show this importance by directing more visitors to key pages.
  • Spreading Page Authority: Every website has a certain amount of trust and authority. By using internal links, this trust can be shared across various pages, helping less popular pages benefit from the site’s overall strength.
  • Ensure links are relevant to the content they’re placed in.
  • Use descriptive anchor text that provides context about the linked content.
  • Spread internal links evenly throughout your site, ensuring important pages have more links pointing to them.
  • Regularly check for and fix any broken internal links.
  • Avoid overloading a page with too many internal links; they should enhance user experience, not detract from it.

External links are like international flights, taking you from your city to a completely different country. On the web, external links connect your website to a different website entirely.

  • Boosting Domain Authority: When high-quality websites link to your site, it’s like getting a recommendation. Search engines see this and think, “Wow, this website must be good!” This helps improve your website’s reputation and ranking.
  • Driving Traffic: Just as flights bring tourists to different countries, external links bring new visitors to your website, increasing its popularity.
  • Building Relationships with Other Websites: When you link to another website, or they link to you, it’s the beginning of a relationship. This partnership can lead to more collaborations, shared content, and mutual benefits in the online world.

Balancing the Two for Optimal SEO Benefits

When we talk about links, think of them as friends. It’s better to have a few trustworthy friends than many who might not be reliable. Similarly, it’s better to have fewer links from strong, reputable websites than many from unknown or untrusted ones. In this guide, you’ll learn how to balance internal and external links for SEO benefits, advantages, and better results.

Ensuring a Natural Flow:

Imagine reading a book where every other word is highlighted. It would be hard to understand, right? In the same way, if a website over does linking or places them where they don’t belong, it disrupts reading and doesn’t look genuine.

Diversifying Anchor Text:

Anchor text is the clickable word or words in a link. Using varied words for links instead of the same ones helps make the website more diverse and avoids looking suspicious to search engines. 

A source from UpperCutSEO stated, if your anchor texts are not diverse or majority of their percentage is exact match or partial match then there is a higher probability that you will get hit by an algorithm update or get a manual action. So making sure that your brand name or your domain is your most dominant anchor text is the safest way around to rank in Google.

Just as you check up on things in your home to see if they’re working right, it’s good to check the links on a website regularly. This ensures they still point to the right places and remain beneficial. In this guide, you’ll learn how to balance internal and external links for SEO benefits, advantages, and better results.

Potential Pitfalls to Avoid


Websites should avoid stuffing too many keywords into their links. It’s like using too much of a strong spice in food – it can overpower and ruin the dish.

Linking to Low-Quality or Irrelevant External Sites:

Connecting your site to poor-quality ones can harm your reputation. It’s like recommending a bad movie to a friend; they might not trust your next suggestion.

Broken links lead to dead ends on a website. They’re like roads with big holes in them – no one likes them, and they can even damage the car (or in this case, the website’s reputation). It’s essential to fix them promptly using links for SEO benefits.

Best Practices and Tools

The importance of evaluating and maintaining high-quality links cannot be overstated. Several recommended tools can help with this vital task:

  • Moz: This tool provides comprehensive link analytics, including the quality and source of your links.
  • Ahrefs: Known for its backlink analysis capabilities, this tool helps you identify how other websites are linking to you.
  • SEMrush: This multifunctional tool can analyze both internal and external links, providing detailed insights into your site’s linking health.

Apart from utilizing these tools, it is also crucial to stay aligned with search engine guidelines. Google, which is the most commonly used search engine, has explicit guidelines on link schemes and practices that should be avoided. Familiarizing oneself with these rules will ensure that your website remains in good standing.

How many internal links are good for SEO?

No set number’s universally “best” for SEO. However, it’s essential to focus on user experience. Links should be relevant and helpful to the reader. A general recommendation is to include internal links whenever they can guide a reader to more in-depth or related content but without overwhelming the content with excessive links.

Why would it be important to use both external and internal links on your website?

Internal links help distribute page authority and guide users to related content within your site, enhancing navigation and user experience. External links, when pointing to reputable sources, can lend credibility to your content, show you’ve done your research, and provide readers with additional valuable information.

How many external links are good for SEO?

Similar to internal links, there’s no strict number that’s optimal. What’s more important is ensuring the external links you include are relevant, enhance the content, and lead to trustworthy sites. Avoid linking excessively in a way that may detract from the user experience on a guide for internal and external links.

The importance of link building continues to be a pillar in the always-changing world of search engine optimisation. Any serious website owner must take a balanced approach to both internal and external linking; it is not an optional strategy.

A properly executed link strategy has several benefits. The advantages are evident and significant, ranging from enhanced website usability to better prominence on search engine result pages.

The secret to success is ongoing learning and adaptability, though. Because search engine algorithms are dynamic, what works today might not work tomorrow. 

Therefore, every website will benefit in the long run from an ongoing commitment to staying current with the most recent best practices and search engine standards.