4 Mistakes People Make When Internal Linking
Internal linking is the silent powerhouse behind a successful SEO strategy. It’s the thread that weaves through your website, connecting pages and content, guiding both users and search engine crawlers seamlessly from one page to another. Done right, it helps to establish site architecture and spread link equity around websites. But, even the best-intentioned content creators can stumble when it comes to this essential practice. Here are four common internal linking mistakes that could be holding your site back.
1. Not Using Anchor Text Effectively
One of the first and most fundamental errors in internal linking lies in the misuse—or downright neglect—of proper anchor text. Anchor text, the clickable words used in a hyperlink, is crucial for several reasons. First, it provides users and search engines with context about the link’s destination. Second, it contributes to the linked page’s search engine ranking for the keywords within the anchor text.
When the anchor text is generic, like “click here” or “this post,” it squanders an opportunity to improve both usability and SEO. To get it right, ensure your anchor text is descriptive and uses relevant keywords without over-optimization, which can look spammy to search engines and users alike.
Correct Anchor Text Example: For more detailed insights into SEO strategies, check out our comprehensive guide on search engine optimization.
Incorrect Anchor Text Example: Click here for more SEO tips.
2. Overlooking Link Value and Distribution
Links aren’t just digital pathways; they’re also vessels for passing value—commonly known as link equity—between pages. Each page on your website has a certain amount of link equity, which can be shared through internal links. However, excessive or poorly planned linking can dilute this equity. It’s like pouring a pitcher of water into too many glasses—eventually, each glass ends up with only a drop.
To avoid this, prioritize linking to important pages that you want to rank higher. Strategic distribution of links ensures that your most valuable pages receive an adequate share of link equity. Conversely, cluttering your site with unnecessary links can lead to less important pages sapping strength from your priority content.
Learn more about this concept by reading Moz’s article on link equity.
3. Failing to Update Internal Links Regularly
The Internet is an ever-evolving entity, and your website should be too. That means routinely updating content, which includes revising old posts and removing or replacing broken links. When links lead to non-existent pages—also known as 404 errors—it creates a frustrating user experience and could potentially harm your site’s SEO.
Regular website audits can help you identify and rectify such issues. Using tools like Screaming Frog SEO Spider can make this process easier, systematically scanning through your site for broken links and ensuring that your internal link structure remains sound.
Discover how to perform an effective SEO audit on Search Engine Journal.
4. Ignoring the User Experience
In pursuit of SEO optimization, it’s all too easy to forget the primary purpose of your website—to serve your audience. While internal links help search engines understand your site layout, their foremost function should be to improve user navigation. A common mistake is to add links where they don’t offer value to the reader, solely for the purpose of SEO. This disregards the user experience and can lead to confusion and frustration.
Instead, internal links should feel natural and help guide your visitors to relevant and additional information seamlessly. Before adding a link, ask yourself if it’s truly beneficial to the reader. If the answer is ‘no,’ reconsider its placement.
At the end of the day, it’s about creating a balance between user engagement and strategic SEO—an equilibrium that Google itself aims to achieve. In fact, Google’s own Search Engine Optimization (SEO) Starter Guide places a heavy emphasis on creating a site for your visitors first, and search engines second.
The Takeaway
Internal linking might seem like a minor detail in the grand design of your website, but it’s one that has significant consequences. Avoiding these common blunders can lead to better site engagement, higher page rankings, and a more gratified audience. It’s about finding the right link for the right content at the right time—and always with the user’s need in mind.
Remember, at its core, a website is a means of communication, and internal linking is one of the most powerful tools in your communicative arsenal. So, wield it wisely.
With these insights in mind, you’re ready to refine your internal linking strategy and pave the way for a more navigable, valuable, and successful website. Keep an eye on these easy-to-make mistakes, and watch your site’s SEO soar.
