Internal Linking vs. External Linking: How Does It Impact SEO

If you have a website, you need links. But not just any links. You need the right kind, used the right way.

There are two main types:

Internal links
External links

Both are very important for your website’s success. They help your visitors navigate your website. They also help search engines like Google understand your site.

Let’s look at what each link type means, how to use them, and why they matter.

What Is an Internal Link?

An internal link connects one page on your website to another page on your website.

Example:

Let’s say you have a page about “Business Cards” and another page about “How to Use Digital Business Cards.” If you link from the first page to the second, that’s an internal link.

You’re keeping the visitor inside your website.

Why Internal Links Matter (And How They Help)

Internal links do more than connect your pages. They guide your visitors, boost your SEO, and help your whole website perform better.

1. They Help People Stay on Your Website Longer

When visitors find links to other helpful pages, they keep clicking. They stay longer. They learn more. This builds trust and increases the chance they will become a customer.

Example:
A person reading your blog about networking tips might click a link to your “Contact Us” page or “Top Events for Entrepreneurs” post.

2. They Make Your Site Easy to Navigate

Internal links help people move around your site. Think of them like road signs. They show the way.

Tip: Always place internal links in spots that make sense. Don’t just drop them in randomly.

3. They Help Search Engines Understand Your Site Structure

Google and other search engines follow internal links to find all your pages. They use the links to see how your pages are connected.

This is called “crawling.” If a page has no links to it, it might never be found.

Better internal linking = better chances to show up on Google.

4. They Share SEO Power Across Your Site

Some pages on your site are stronger than others. They rank better on search engines. Internal links can pass some of that strength (called “link juice”) to other pages.

This helps more pages rank well in search results.

How to Do Internal Linking Right

To get the most out of internal links, you need to use them the right way—strategically and with purpose.

1. Link to Important Pages

Start by linking to your most valuable pages—like top blogs, services, or product pages. These pages often drive sales or leads, especially in e-commerce. Check out my article on 12 SEO tips for e-commerce product pages.

If you don’t link to them, people may not find them.

2. Use Anchor Text the Smart Way

Anchor text is the part of the sentence that is clickable.

Use words that describe what the link is about.

✅ Good: “Learn how to grow your small business”
❌ Bad: “Click here”

Good anchor text tells both readers and Google what to expect.

3. Don’t Overdo It

Too many internal links on a page can confuse people and search engines.

Stick to 3–5 helpful links per blog post or page. Always choose quality over quantity.

What Is an External Link?

An external link sends people from your website to a different website.

Example:

Let’s say you write a blog post and include a link to a trusted news site or government page. That’s an external link.

You’re taking readers outside your site, but for a good reason.

Why External Links Matter (And How They Help)

External links add value to your content by pointing readers to trusted sources, building credibility, and helping search engines understand your topic better.

1. They Show You Did Your Research

When you link to reliable sources, it proves you’ve done your homework. You’re not just guessing. You’re sharing facts and data from experts.

This builds trust with your readers.

2. They Make Your Content More Helpful

Sometimes your readers want more info. External links let them dig deeper into a topic without needing to leave your site in frustration.

Example:
If you’re talking about small business trends, linking to a recent government report makes your blog more helpful.

3. They Help Search Engines Understand Context

Linking to pages that are related to your topic tells Google what your page is about.

Example:
If your blog links to a site about business growth, it tells Google that your content is about business, too.

This helps with semantic SEO—how search engines match meaning, not just keywords.

4. They Can Build Relationships With Other Sites

If you link to someone’s blog, they might notice. They might even link back to you. This builds partnerships and can bring more traffic.

This is part of off-page SEO and link building.

How to Do External Linking Right

To use external links effectively, you need to choose quality sources and add them in ways that support your content and keep users engaged.

1. Only Link to Trusted Sources

Link to well-known websites. Avoid spammy or shady pages.

Good sources include:

Government websites
News organizations
Educational sites
Big industry blogs

2. Open in a New Tab

Always set your external links to open in a new browser tab. This way, your website stays open too.

You don’t lose your visitors.

3. Give Context for the Link

Don’t just drop a link in the middle of a sentence with no reason. Tell the reader why the link is helpful.

Example:
“According to a report by the Small Business Administration, 20% of startups fail in the first year.”

This adds value and builds trust.

Summary: Internal vs. External Linking

Feature	Internal Linking	External Linking
Goes to…	Other pages on your site	Pages on different websites
Helps with…	Navigation, SEO, keeping people engaged	Trust, authority, SEO context
Good for SEO?	Yes	Yes
Link opens…	In the same tab (usually)	In a new tab (recommended)
Control over link?	Full control	You rely on the other site