How Does Internal Linking Affect Your Site’s Performance on Google Search?

Internal linking is a strategy that has sparked debates and conflicts among SEO specialists. Hence, it’s not all bad – in fact, it’s quite an effective strategy to get your site up search engines…if done properly of course. I’ve encountered so many clients literally terrified to do internal linking for obvious reasons particularly avoiding getting penalized by Google’s Panda algo. At the end of the day, after tests and experiments, analytics show that yup, it’s still effective.

internal linking

So, how does internal linking affect your site’s performance on search? RANKINGS. Although “rankings” shouldn’t be the only factor marketers should consider as KPI in their campaigns, it’s still a good indicator that all of your linking efforts are not wasted. But again, and I’ll re-enforce this over and over, traffic and conversion are still the best indicators your marketing campaigns are working.

Remember Google’s Heatmap Analytics?


seo heatmapA few years back, Google shared a heatmap analytics that became the basis of the importance of doing SEO. Websites that are ranked in top search results have higher chances of getting clicked and visited by internet users. It also supported the claim that organic results are more popular compared to paid ads. Therefore, it is safe to say that by performing better on search engines, there’s a higher chance for you to get visited by your target audience – all that’s left is to ensure you have an interesting content to keep them in your site. 😉

Too Much is Always Bad


This phrase summarizes it all. Overdoing something can get your website penalized by Google.. or at least get a warning first.

Here are a couple of tips on how you can improve your site’s internal linking strategy:

  • Highlight the most relevant phrase that describes your page. Some marketers tend to add the link to a single word in their page’s content. Choose a phrase from the first paragraph of your content that summarizes what your page is all about.
  • Stay away from exact match keywords.
  • Limit your internal links to at most 3-5 pages that are TRULY related to your page. Internal linking is not just linking back to your contact page or your subscription page. Don’t be hesitant to link back to related service pages.
  • Internal linking is not just about the sidebars.

In a nutshell, internal linking helps improve your website’s relevance to search queries. As Google works its way to semantic algorithm, internal link would be your best weapon to build and stabilize your website’s theme and concept.

Maria Espie

It's a Writer's World is your online resource to digital marketing news including marketing strategies covering social media, search engine, paid ads, and more.