Importance of Internal and External Linking in SEO


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Based in Melville, New York, Long Island MedResponsive is a leading digital marketing company with extensive experience in all aspects of digital marketing, from SEO, SMO, PPC, and branding to website development, content writing, and more. With an expert team of SEO consultants and digital marketers, the company focuses on developing unique marketing strategies to help business websites rank higher in search engine results pages.
In today’s podcast, Dame Colquhoun, one of our Solutions Managers/SEO strategists discusses the importance of internal and external linking in SEO projects

Read Transcript

0:00 - Why Internal and External Linking are Important in SEO Projects?

0:05 - About Internal and External Links

Internal and external links help you in many ways: one solid way to know where people continue and drop off on your site, a good way to pick up on the behavior of the user as they jump from one page to the next. Here are some additional ways to why internal and external linking are important to your SEO –

0:28 - Benefits of Internal Links  

Internal Links – The benefits of internal links are that an internal link is a link that directs users to another page on your website. They improve the possibility of ranking other pages on your website as it can lead more users to read more than one article on your site. They help drive organic traffic to your site, making it easier for search engines to evaluate an article if it contains relevant internal links. When a user visits more than one page, it increases engagement and lowers the bounce rate and your article will see better ranking in the SERPs. The key reminder here is bounce rate. The lower the bounce rate, the more Google sees the information is useful. The higher the bounce rate, the more Google sees the information as irrelevant to the topic or lacking in sufficient data.

1:21 - Benefits of External Links 

External Links - External links are links that direct to external sources and domains from your website. The benefits of external linking are that -

  • When you link to other sites, they see that and they are likely to return the favor by linking to your site in their content.
  • Getting links from other websites can increase your ranking.
  • Also, external linking is more valuable if it links to popular and relevant pages that are ranked highly and related to your page’s content.

In addition to what is onsite, external links are best used when you have the opportunity of getting the back link. The best way to know is to check the source’s site for guest posting. This gives you two opportunities to get back links. One comes from guest posting and the other comes from knowing that they're open to similar services like theirs working with them.  In an email, you would simply ask permission for a back link or for them to choose to share the information you offer to their customers, of course, or audience if the information is golden.

If you have any questions, leave a comment and I or one of the writers will get back to you with detailed information.

2:38 - Dofollow and Nofollow Links

Alright, moving on – Dofollow and Nofollow. Dofollow link tells the search engine to follow the link and the site associated with it. Nofollow link is used if a site is worried about the overuse of external links and wants to avoid a penalty, or if you simply want to link to an external site without passing any link juice, these links are used as a part of its SEO strategy.

One more thing about Dofollow and Nofollow links. When auditing your sites back links, check the ratio of Dofollow to Nofollow links. This can give you an insight as to whether or not you are a source that people rely on to either bring value whenever you decide to post or someone that offers value on a consistent basis, whether it's daily weekly or monthly. If you have a high Dofollow to Nofollow ratio, you’re good. If you have a high NoFollow to Dofollow ratio, do competitive analysis on SEM rush. For example, to know more about your competitors back link story, if they have a high Dofollow to Nofollow ratio, look at the content they serve and see where you can improve, or just flat out, do better than them.

3:54 - Managing and Optimizing the Page Links on your Site

Using Google Search Console, you can gather information on internal and external links, figure out what visitors are gravitating to based on your goals. Auditing your links as well as managing it, you will know how to fix your site according to your visitors, giving you the ability to line up your goals to how they are behaving with your content.

4:23 – Analyzing the Behavior of the Traffic

Last but not the least, to know where to go to find out the behavior of your traffic and I'm talking where they drop off and leave the site, all the way to a page your traffic tends to visit. For example, your visitor landing under “About Me” section or a blog post that is doing well for you, this is how you go about viewing their behavior with your site. It’s a simple step. To do so –

  • Login in to your site’s Google Analytics.
  • Once you do that, you click ‘behavior’.
  • Then, you follow up with clicking ‘behavior flow’.
  • Right, after you follow up with doing that, you will see on your right, where people are starting from and where they travel to throughout your site, and also as well as where they exit your site.