What are the benefits of internal links and external links for SEO ?

Whether you are new to SEO or trying to dive deeper into it to unlock its benefits for your online business, you must have come across the terms of internal and external links. What are they, and what’s the difference between the two? Which one is better to adopt for better SEO? In this article, we will solve the dilemma of internal links vs. external links for SEO.

What is SEO?

Let’s get down to basics first.

Search Engine Optimization (SEO) is a process to improve your website content so that the chances of it appearing at the top of relevant searches increase. You can optimize your content to SEO standards by various means, including targeted keywords, titles, regular updates, etc.

Since Google is always updating to provide a better experience, it is essential to incorporate SEO techniques in your website content. One such essential technique is the use of internal and external links for enhancing your website’s visibility.

Internal Links vs. External Links

Internal links are hyperlinks that bring a visitor to a target page on your own website. Perhaps you have a detailed article on a topic you’ve briefly touched upon in a current article. If the reader wants to know more about it, they can click on the link and get redirected to the detailed article.  On the other hand, an external link directs the visitor to a target page on someone else’s website.

Directing readers elsewhere builds your credibility; you appear as an authority for knowing content references, and Google lists you as a reliable source of information.

Moreover, this will help you get linked to other websites. For example, the website whose page you linked on your website might add your URL as a source in one of their articles.


Internal and external links have different purposes and, therefore, also carry different benefits for your website. Either way, they build your credibility, authority and increase your website traffic. Here’s how:

External Links

  • Using external links, search engines can better understand what your article is about.
  • The external links establish authority and secure credibility in a particular area of research, which increases your rankings.
  • Other websites could also add links to your blogs and published work, and redirect their refers to your webpages.

Internal Links

  • Internal links provide a great user experience. You can direct your viewers to read more than one article on your website, product or service details, or any other information useful to them on your website. It all depends on how well you use links in your blog.
  • Using relevant interlinks allows search engines to evaluate your website better, increasing the website’s organic traffic. If these viewers open more than one page on your website, then the bounce rate will decrease, and there will be an increased website engagement. This shows your article in search results in a better way.
  • It helps you build authority for other articles on your website. When a viewer clicks on different interlinks and is guided to other articles, the ranking of those articles increases.
  • Adding a ton of suitable interlinks allows Google to examine and index your website faster, enhancing SERP rankings.
  • Viewers can become customers when they find all they need to know by reading an article, which further leads them to more relevant information.

Optimizing page links

You can review the external and internal links report in Google Search Console. There, you can see the top websites that link to your page. The total top internal links mentioned on your page can also be seen.

Adding links definitely improves SEO. It helps search engines better understand what your content is about, hence exhibiting your website’s reliability. It is extremely important to maintain SEO and give credit to websites where it’s due, thus also educating your visitors.

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