The difference between internal links and external links in SEO

The difference between internal links and external links in SEO

Linking is a natural referencing technique implemented on a website to optimizing its search engine positioning. There are two forms: internal links and external links. If utilized correctly, they help increase the credibility of a website and improve the traffic between its pages. However, there are differences between these methods. Which ones, and which internal linking tools to use?

What are internal links?

Still referred to as a linked grid, an internal grid in SEO is a method that relates to the organization of internal links on a website. When a link connects two pages belonging to the same Web platform, the link is called an internal link. Therefore, internal linking consists of creating a hypertext link on one page that points to another page on the same domain.
For example, Page A of Site Z directs visitors to Page B of the same site. Internal grid, some criteria need to be observed. Among other things, Page A and Page B must be related to the same topic. However, if Page B completes the information on Page A, this natural referencing technique is still valid.

The difference between internal links and external links in SEO
The difference between internal links and external links in SEO

Directing users to pages or other platforms on the site

The difference between the internal and external grids is how the pages are indexed. If the links are used to point directly to Internet users within the site, we call them internal links. This helps to increase the site’s usability and create paths between pages. Thanks to strategically placed links, Internet users can easily access them.

In the case of external networks, the links available in the site content point to other sites. WordPress platforms specializing in e-commerce or blogging may use internal links in SEO to recommend or provide additional information about products. Indexed sites may also belong to customers who use the offers or products provided by the company. They can also become partners.

Internal links, external links: different objectives

Internal links and external links have different objectives. The first one has a double purpose. It is helpful to reduce the bounce rate of a website. By creating paths between pages, visitors are encouraged to continue reading by discovering information beyond what is available on the page they are viewing.

The grid of links is also designed to enhance content. Creating many links to pages gives more value; this has the effect of improving scores (rankings). In this way, it gains a better position on search engines. In addition, by linking internally, bot explorers have easier access to the platform content and Internet users.

Regarding external links, the priority is not to reduce the bounce rate. In particular, we seek to provide well-documented content. It proves to search engines that the topic on their website page is the same as the topic on an external page that exists on another platform. Using this natural reference technique is the need to increase its credibility among Internet users.

External links, like internal links in SEO, are beneficial to get better positioning on search engines. We highlight the subject by telling the crawler that the topic discussed is also on the authority page. Ideally, the desired external links are Wikipedia or sites in the top 3 search results. However, no additional external links should be added. One link per page is sufficient but risks weakening the relevance of the written article. Note, however, that this depends on the topic being discussed and the article’s length.

The difference between internal links and external links in SEO
The difference between internal links and external links in SEO

Internal linking strategies for websites

There are three internal linking strategies on WordPress.

Random internal grid

It is the most commonly used. The goal remains to randomly link site pages between them without considering a predetermined logic. The advantage is that no platform category is ignored in the internal linking process. In the absence of reason, search engines may not position the site correctly.

Web Links

The genealogical version of web linking is the second form of intra-site networking. It is constructed in the form of a real tree. Just like a real tree, this grid has a trunk (the site’s home page), branches (main categories), offshoots (subcategories), etc. Thanks to this approach, you can improve the visibility of your homepage, as many links will direct visitors to it. In addition, the platform becomes more readable for Internet users and search engines.

However, this type of internal linking can produce wrong links. For example, a hyperlink on a site can link a page dealing with home appliances products to a page dealing with SEO techniques on the Web.

Grid in silos

It is a newer form of the grid within site. It compensates in some way for the limitations of web links. The silo grid consists of linked pages related to the same topic. It has a semantic link between them. This method is constructed using the site’s category pages and login pages.

The difference between internal links and external links in SEO
The difference between internal links and external links in SEO

Creating an internal grid for smoother navigation within the site

When he visits a site, the visitor has specific needs. Some are looking for particular information, while others are looking for a description of the products or services offered. Still, others want to get in touch with the company’s customer service department. The goal of internal linking in SEO remains to meet each of these expectations by directing Internet users to specific pages.

First, they discover the product or service. Then, they can view relevant information. Finally, if they wish, they can contact the manufacturer or service provider or read what the company’s customers have to say. This path is accomplished through well-positioned internal links, which offer visitors the possibility to get more information without having to consult every page of the platform.

Thus, a successful internal linking strategy can increase the time spent by Internet users on the pages of a website. Internal the one hand, a grid on WordPress is also a way to promote contact with customers and requests for purchase or offers for products, on the other. Finally, it is the only way to direct visitors to deeper pages. This leads to better search engine optimization.

Improve the SEO of their pages

Creating links between different pages of a platform on the Internet is still a way to indicate the presence of various pages or products to search engine bots. When people search for an item or product that matches the site’s domain, it will appear in the top results. In addition, the internal grid of the site avoids the creation of “siloed pages.” It is difficult for bots to reach them.

In addition to “isolated pages,” this SEO technique also avoids pages designed to be too deep. These require at least three clicks to access. These pages will not be well-positioned since they do not benefit from good visibility. So the probability of robots crawling them is low. Hence the importance of internal networks.

The difference between internal links and external links in SEO
The difference between internal links and external links in SEO

Share the “SEO juice” of the page effectively.

Each link on a website page has an “SEO juice” or “link juice.” It is based on the transferable value of the following elements: the page’s worth, the topic’s relevance under discussion, the reliability of the site, its authority, etc. A good grid of quality within the area can be transferred from one page to another to better refer to it.

If page A of site Z is well referenced on Google, it has considerable “SEO juice.” This juice can be shared with other pages that we want to optimize through internal links in SEO. How’s that? “Or” what? Creating a hypertext link that points from page A to page B on site Z. However, you must avoid sharing this juice with many pages.
This is because juicing multiple pages reduces the amount of juice each of them can receive. This is why it is highly recommended to share only on the most critical pages, especially those that showcase the services or products offered on the platform. This approach is helpful from a semantic point of view. It tells crawlers that indexing pages are essential.

How to succeed in your site’s internal linking?

The success of WordPress internal linking operations requires the observance of some conditions. Hypertext links referring to other pages must be reasonable and of high quality. By the way, care should be taken not to introduce false links.

Believing in the presence of links when you click on them without any response can negatively affect the site’s image. In addition, it is still not a good idea to buy a lot of inbound links to fool the search engines. This can also lead to penalties from Google. Links must be consistent.

If it is appropriate to implement an internal grid with links within the platform, it should not be abused. Depending on the article’s length, three or four links may be sufficient. But their shape must still be taken into account! It is still desirable to build connections starting from precise vital expressions.

Thus, for a page dealing with online investments, we can use the expression “invest online at ……” instead of “click here” to form its grid. In addition, it is recommended to diversify the anchor points of the links. This helps avoid over-optimization, which can be penalized by search engines such as Google.

Finally, besides the form of links used in SEO for the internal grid, it is also necessary to pay attention to its placement. This is crucial. A link inserted at the bottom of the page in a link list may have less impact than a link that appears in the content of a post.

The difference between internal links and external links in SEO
The difference between internal links and external links in SEO

What is the internal linking tool?

Implementing an internal grid on WordPress requires knowledge of SEO citations. However, various tools can be used to facilitate its implementation.

Google Search Console

Using this internal linking tool, you can quickly discover the number of internal links on each page of your website. We can also identify the nature of these links and identify imbalances. Are certain pages getting more internal links than others? The tool informs the user of this. It also tells him of the total number of internal links on the platform. Unresponsive URLs or 404 errors are also listed in the dashboard.


OnCrawl is a widely used internal SEO link tool that analyzes the SEO process performed in detail. It provides indications, accessibility, and importance on the page. It also indicates redirect loops and link juice. By using it, you can develop your web platform.


To find data about the linking patterns of pages and the SEO weight transferred between them, proves to be an effective internal linking tool. In addition to providing information about the successful execution of operations, it also includes information about the semantic fields of the site.

The difference between internal links and external links in SEO
The difference between internal links and external links in SEO

In conclusion, implementing the internal grid is a necessary step for site reference. It makes it possible to create links between different pages. Three strategies exist random links, genealogical links, and silo links. To set them up, we can use specific internal linking tools.

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