Explained: Internal vs External Links And What They Mean To SEO


Internal LinksAs one of the most important aspects of Search Engine Optimization, link building can without a doubt be the game changer in any effective SEO campaign. Links are what help us navigate a website and most importantly are what connect us to other websites. It’s important to note as well that links are also what help Google determine how you should be ranked in their search engine. 

Internal Links

Internal links serve two purposes. The first is that they help visitors to your website navigate around the entire site. According to SEOclarity.com “internal links will help a viewer stay engaged longer on your website.” The second is that just like they help visitors, they help search engine crawlers navigate your website as well. By having numerous internal links throughout any given page, you’ll make it easier for Google and actual site visitors to jump around to various pages on the site. One thing that is important in regards to internal links is making sure that each link has relevance to one another. For example, if your website is for Jim’s Auto Repair, having links that point to various aspects related to auto repair will help you build authority with Google and as a result, help your website rank higher in search engines. 

External Links

External links are links that point to and from your website. In regards to external links, it’s important to know that not all links are created equal. At Firestarter SEO, we rank the quality of links on a website on an A, B, C, D, and F grading scale. For context, “A” level links are typically found on major, well known websites such as Forbes.com. “F” scale links would be from websites such as Jim’s Auto Repair. While you always want to have as many “A” scale links as possible pointing to and from your website, that’s not to say that “F” links don’t help you either. Remember, having any type of link pointing to and from your website will prove to Google that you’re more authoritative and trustworthy. As such, Google will recognize that you should be ranked higher. 


Links in regards to SEO are arguably the most important aspect of an SEO campaign. To recap, internal links will allow site visitors and search engine crawlers to navigate your website. By having numerous links naturally placed throughout your website, you’ll create an overall smoother and effective experience. By having external links pointing away from your website, regardless of their grade, you’ll prove to Google and other search engines that you have connections to other websites and thus see your site in a more authoritative light. In doing so, you’ll see your rank climb during the SEO campaign you’re undertaking.

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