Risks & Rewards – Internal and External Linking

Risks & Rewards – Internal and External Linking

External linking

How to improve your internal and external linking strategies

Link building is still a rewarding SEO initiative, but lurking in every corner is a Google update just waiting to take you down. Find out how to build your website’s internal and external linking profile without getting dinged by the Google police.

On April 11th of this year Google released yet another update that penalized a large number of websites with the goal to demote those sites with a number of links to unnatural looking websites.

While many were penalized, there were also many who benefited from the update. Those websites with strong internal links were handsomely rewarded with increased rankings. With Google consistently releasing similar updates it’s important that you get your external and internal strategies in line.

Here are some link building best practices:

  1. External sites and pages

Outbound or external linking can be just as important to a site as internal linking. If your website compares products or services, it’s a best practice to link to official websites or authoritative reviews. This type of linking is still suggested. For example, if your website compares loans or financial products, it’s still a best practice to externally link to the lender or company website.

However, if you’re building satellite sites and linking to your website, you should be careful or you may flag Google.

External linking can also lead to more inbound links, as your sources may want to return the favor and link back to you. With authoritative sites linking to you, your rankings will see improvement.

  1. Linking to internal pages and other sites you control

Internal linking can greatly impact your authority if you’re already ranking well. If you’re consistently ranking on the first page for certain keywords, but want to rank for additional terms you can improve your chances by linking to internal pages. Inbound linking is also a great way to help users navigate your website, and find answers to questions within your own content.

You can link to other properties you own and/or control as long as they provide a service to the user. If the link is relevant to the content, it can positively impact your SEO. However, if you can’t answer the question: How is this link useful to the visitor? – then you shouldn’t include the link. It’s that simple.

What are your linking strategies? Which strategies have worked for you? Has your site been penalized for external or internal linking? Share your experiences in the comment section below.




Always follow industry best practices and all applicable rules and regulations with your advertising and marketing materials. ArrowShade takes compliance very seriously. We are also here to help. For questions regarding compliance, please email us at compliance@arrowshade.com.

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