Internal Linking Strategy: Common Mistakes to Avoid

Internal links help websites draw traffic and lead them on a journey through the website. But, what are the things you need to avoid?

Internal linking involves attaching one link within your domain to the other. It helps websites draw target audiences from one page to another, preferably from the main page, to the targeted page. The hyperlink in the form of content should seamlessly fit into the page’s context.

Since links are one of the two primary standards that Google considers when featuring any website on the SERP. As many as 85% of experts deem that it would remain the same in the next five years.

However, when devising internal links, the room for error is quite large, which you should avoid—pushing 46% of marketers to spend a good chunk on seeking professional help for building internal links.

What Is Internal Linking?

Let’s start with the basics of internal linking. The purpose of an internal link is to direct a visitor towards another page within the same domain. In other words, a hyperlink that lets the visitor visit an alternative page within the website.

The primary reason this practice exists SEO is to architect a website’s map, which can help it rank higher in SERP, aka search engine results page. Since search engines feature large directories and indexes of websites, they need to pick the best in class options whenever a user enters relevant queries.

Usage of internal linking helps your website stand out in repetitious search results. It indicates to the crawler that your website features top-notch content with informative value.

On top of that, internal linking pushes the users towards better navigation, directing them towards the correct pages. They also spread link equity, ensuring better-ranking prowess. Lastly, they establish a pyramid on your website, from the top of the funnel to the bottom or from marketing to CTA.

Internal Linking Strategy

Avoiding Common Mistakes

When building internal links, there’s a lot of struggle for some websites. So, it’s no surprise that 42.5% of websites on the internet feature broken links. So, which sort of mishaps lead to such results? Moreover, how do you avoid such common mistakes?

  1. Avoid Surplus of On-Page Links (Too Many Links)

One of the things that search engine crawlers hate is keyword stuffing—and too many on-page links. If you’re trying hard to sell your website as a legitimate contender, then know that it’s no use. Since any website with over 1000 links is excessive.

It would be best to avoid that by using fewer and authentic links. Therefore, it should lead visitors to navigate your website organically, without pushing them towards it. Moreover, it will ensure better equity of links too.

  1. Keyword Stuffing In Content

One of the paramount rules of SEO; don’t use excessive keywords. But, do you know what’s worse than that? Excessive keywords with hyperlinks. That’s double overkill for search engine algorithms blacklisting a website.

It comes down to Building Quality Backlinks to avoid this. You need to ensure your website features only the relevant and informative content—with hyperlinks only where absolutely required.

  1. Unnecessarily Deep Content (Keyword Following)

Another common mistake is unnecessarily deep content, aka page crawl depth. Why should a user navigate your website deeper and click more than they have to? If your optimization led a visitor to your website, then good job!

That’s it; you don’t have to try too hard to make it even better. Try to keep your content short and stout without making the keyword following too complicated for a visitor.

  1. Orphaned Pages

One of the worst scenarios a well-made website can run into is orphaned pages. So, having no links will orphan a page on the site, breaking the Backlinking chain and effectively driving the search engine crawler away.

If your page features content with informative value, you need to use internal links. If that’s not the case, get rid of that page altogether.

  1. Too Few Links

It is the opposite of having too many links. As mentioned above, if a page features no links, then it is an orphaned page. However, even if you use links not relevant to your page’s context, it would yield the same result.

  1. Broken Links

Too many websites on the internet suffer from broken links. The consequence is not showing up in your typical search results. So, it would help if you avoid broken links on your website. Make sure your slugs are short when creating links to a specific page within your domain.

  1. Irrelevant Pages or Content Featuring Internal Links

A content audit analyzes which content you should throw out the window from your website.

It is an essential process of finding irrelevant pages featuring important internal links. So, you need to ensure you feature the internal links on relevant pages with rich content only.

  1. Lack of Partnerships on External Links

While internal linking is the first step, external linking is just as important. You cannot expect outbound traffic if you’re drawing inbound traffic, either whether you want within your website or to another partner.

You need to build partnerships with similar business websites or blogs within your niche or industry to ensure you get organic traffic from external links.

  1. Redirect Loops: Permanent and Temporary

Redirect chains and loops are some of the most annoying things you can run into on a website. So, imagine if your website featured something similar, it would drive the user away.

Not only that, they may never want to revisit your website. So, you need to make sure you redirect your users only when necessary.

  1. Outgoing Internal or External Links

Nofollow links are a great way to stop bots. However, they might hinder the search crawlers as well. You need to make sure you only use it once your website generates substantial traffic to avoid that.

  1. Broken or Lacklustre Sitemap

If a sitemap is broken or does not lead anywhere, it will turn the search engine crawler away. Alternatively, if it features way too many unnecessary pages, you should eliminate them.

The idea is to keep it short, straightforward, and easy to read. The easier your website is to index, the quicker you will find it on the first page of Google search results.

Benefits of Avoiding These Mistakes

What happens when you avoid these mistakes? You get the following benefits:

  • Google Indexes Your Website Quickly

A website with clean internal linking is easier to read. It also indicates the website features rich content. So, Google takes no time to index your website.

  • Leads Buyers on A Journey

Using internal links from your landing page to your services and products leads your buyers on a journey. This will help you sell your products and help you connect with your customers. So, engaging your buyers with an internal linking strategy from one content to another should be your priority.

  • Ensure Better Equity

If a website indicates an imbalance between pages, the indexing process is slowed down. Some cases of keyword stuffing might even lead to a complete blacklisting of your website. So, better linking can ensure equity between your pages and ensure search engine crawlers index your website.

  • Keep Visitors Navigating Your Website

From one link to another, a visitor will navigate your website easily. As mentioned above, internal linking leads a buyer on a journey. The easier this journey is for your target customer, the better your results.


Internal linking strategies are not that difficult to make. However, ensuring equity and upkeep of the website takes real work. So, avoiding these common mistakes when strategizing should help you stand out in search results.

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Andrew Mendoza
Andrew Mendoza

A tech nerd from heart, and marketing & lead generation expert by profession, He shares valuable insight into technology & business trends through his passion for writing.

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