How to audit internal links on your site for SEO success
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How To Audit Your Site’s Existing Internal Links

Internal links help boost user experience and build buyer journey. Broken links can have a bad impact on your lead gen. Learn how to audit internal links.

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A Comprehensive Guide for Law Firms

The Importance of Internal Links on Your Website

In today’s digital landscape, the importance of internal links cannot be overstated. They serve as the backbone of your website, guiding both the content and the user experience. Internal links are crucial for SEO efforts, helping search engines understand the structure and relevance of your web pages. They also play a significant role in user navigation, making it easier for website visitors to find the information they’re looking for. This comprehensive guide aims to cover every aspect of auditing your site’s existing internal links, from understanding their importance to implementing advanced strategies for optimization.

The Evolution of SEO and Internal Linking

Brief History of SEO (Search Engine Optimization)

Search Engine Optimization (SEO) has come a long way since its inception. In the early days, SEO was all about stuffing keywords into meta descriptions, tags and page titles to rank higher in search engine results pages. However, as search engines evolved, so did the complexity of their algorithms. Today, SEO is a multifaceted discipline that involves a range of factors, from content quality to Core Web Vitals. Website audits have become an essential part of any SEO strategy, helping website owners identify issues that could be affecting their site’s performance in search results.

How Internal Linking Has Evolved Over Time

Internal linking has undergone significant changes over the years. Initially, internal links were used primarily for navigation, connecting various pages on a website. However, as SEO evolved, the role of internal links expanded. They became a tool for:

  • Enhancing Site Structure: Internal links help search engines understand the hierarchy and relationship between different website pages.
  • Boosting Page Authority: By linking from high-authority pages to lower-ranking ones, you can distribute “link juice” and improve the SEO efforts of the latter.
  • Improving User Experience: Well-placed internal links can guide users to relevant content, increasing page views and time spent on the site.
  • Mobile Optimization: With the rise of mobile devices, internal linking strategies had to adapt. Links should be easily clickable on a mobile version, and the site structure should be mobile-friendly.
  • Technical SEO: Internal links are now part of a broader technical website audit, which includes factors like page speed, Core Web Vitals, and technical errors.
  • Content Strategy: Internal links are used to highlight cornerstone content and blog posts, thereby improving the content quality and relevance for organic traffic.

By understanding the evolution of SEO and internal linking, you can better appreciate the complexities involved in the site issues and conducting a thorough site audit. This knowledge will serve as the foundation for the auditing process, which we will delve into in the subsequent sections of this guide.

Why are Internal Links Crucial for Search Engines?

Understanding the importance of internal links in SEO is crucial for any website owner. These links serve multiple purposes, each contributing to the overall performance and visibility of your site in search engine results pages. Let’s delve into the key reasons why internal links are indispensable for a robust SEO strategy.

Enhance Web Pages’ Crawling and Indexing

One of the primary functions of internal links is to facilitate the crawling and indexing of your website by search engines. When a search engine’s crawler, often referred to as a “bot,” visits your site, it follows the internal links to discover other pages. This process is essential for:

  • Site Structure: Internal links help search engines understand the layout and hierarchy of your website, making it easier for them to index various pages.
  • Content Discovery: New or updated content gets indexed faster when linked internally from already indexed pages.
  • SEO Tool Utilisation: Using an SEO audit tool, you can generate an audit report that shows how well your internal linking contributes to site crawling and indexing.

Boost Web Page Authority

Internal links distribute “link juice” or “page authority” across your website. By linking from high-authority pages to pages that need a boost, you can:

  • Improve Rankings: Pages with higher authority are more likely to rank well in search results.
  • Optimise SEO Efforts: Distributing link juice effectively can make your overall SEO efforts more efficient.
  • Audit Checklist: During a technical website audit, checking the distribution of page authority should be on your audit checklist.

Simplifies Navigation

Internal links play a crucial role in user navigation. They guide website visitors from one page to another, thereby:

  • Enhancing User Experience: A well-structured internal linking system makes it easier for visitors to find relevant content.
  • Reducing Bounce Rate: Effective navigation can keep users engaged, reducing the likelihood of them leaving your site prematurely.

User Experience and Dwell Time

The user experience is significantly impacted by the quality and structure of your internal links. Well-placed, relevant links can:

  • Increase Dwell Time: The longer a visitor stays on your site, the more likely they are to convert. Increased dwell time is also a positive signal to search engines.
  • Improve Website Performance: A good user experience contributes to better website performance metrics, which can be tracked using Google Analytics.

Internal Links vs. External Links

While both internal and external links contribute to your SEO strategy, they serve different purposes:

  • Internal Links: Primarily focus on improving the site structure, boosting page authority, and enhancing user experience.
  • External Links: Aim to provide additional information and validate the content. They can also bring in more traffic from other websites but don’t contribute to the internal structure of your site.

Understanding the nuanced roles of internal and external links conduct a website audit checklist can help you create a more balanced and effective linking strategy, which can be monitored and adjusted through periodic website audits.

Preparing for the Website Audit

Before diving into the nitty-gritty of auditing your site’s internal links, it’s crucial to set the stage for a successful site audit. Proper preparation will not only make the auditing process smoother but also ensure that you get actionable insights to improve your SEO efforts. Here’s how to get your website audits started.

Setting Website Audit Goals

The first step in any successful site or content audit is to set clear and achievable goals. Knowing what you aim to accomplish will guide your efforts and help you measure success. Common goals for an internal link or content audit might include:

  • Identifying Technical Errors: Spotting and fixing broken links, redirects, or other technical issues that could be harming your site’s performance.
  • Improving User Navigation: Making it easier for website visitors to find what they’re looking for, thereby improving user experience and potentially increasing conversions.
  • Enhancing SEO: Boosting page authority and improving the crawling and indexing of your site by search engines.
  • Content Optimization: Discovering opportunities to link to new or underperforming content to boost its visibility and performance.
  • Competitive Analysis: Understanding how your internal linking structure compares to competitors can provide valuable insights for improvement.

Assembling Your Website Audit Toolkit

A comprehensive internal link audit requires the right set of website audit tools. Each tool offers unique features that can aid different aspects of the website audit. Here’s a rundown of some essential website audit tools to include in your toolkit:

Google Analytics

This is a must-have tool for any website owner. Google Analytics can provide valuable data on user behaviour, including how visitors move through your site, which can inform your internal linking strategy.

  • Key Features:
    • Track user flow through various pages
    • Measure page views and bounce rates
    • Identify high-performing content


SEMRush is a versatile SEO tool that offers a range of features, including an internal linking and performance audit.

  • Key Features:
    • Audit reports on internal and external links
    • Page authority metrics
    • Recommendations for link optimization


This is a highly specialised website crawling tool that can provide a wealth of data for your website audit tool.

  • Key Features:
    • Identify broken links and redirects
    • Analyse page titles and meta descriptions
    • Extract data on internal and external links


Ahrefs is another comprehensive SEO tool that offers detailed insights into your site’s linking structure.

  • Key Features:
    • Backlink checker for analysing your backlink profile
    • Site explorer for a detailed look at your site’s SEO health
    • Internal link audit features similar to SEMRush

By setting clear goals and assembling a robust toolkit for conducting a website audit, you’re laying a strong foundation for a successful internal link audit.

How to Conduct a Comprehensive Internal Link Audit

Once you’ve set your site audit and goals and assembled your website audit toolkit, you’re ready to dive into the actual auditing process. A comprehensive internal link audit involves several steps, each designed to provide insights into different aspects of your site’s linking structure. Let’s walk through the process step-by-step.

Step-by-step Walkthrough

A methodical approach to website audits is crucial for a successful website audit tool. Here’s a step-by-step guide to help you navigate the auditing process:

  1. Initial Site Crawl: Use a tool like ScreamingFrog or Ahrefs to perform an initial crawl of your entire site. This will give you a snapshot of your current internal linking status.
  2. Data Compilation: Export the crawl data into a spreadsheet. This will serve as your audit report, where you can track issues and actions.
  3. Issue Identification: Sort through the data to identify issues like broken links, redirects, and orphaned pages. Use your audit checklist to ensure you don’t miss anything.
  4. Analysis and Recommendations: Based on the issues identified, make a list of recommended actions. This could include fixing broken links, adding new internal links, or removing unnecessary redirects.
  5. Implementation: Begin implementing the recommended changes. This could involve editing HTML tags, updating meta descriptions, or even overhauling your site structure.
  6. Review and Adjust: After implementation, perform another site crawl to evaluate the impact of your changes. Adjust your strategy as needed based on the new data.

Analysing Anchor Text

Anchor text—the clickable text in a hyperlink—plays a crucial role in internal linking. It helps search engines understand the context and relevance of the linked page. Use your SEO audit tool to:

  • Identify Over-Optimized Anchor Text: Too much keyword-rich anchor text can appear spammy to search engines.
  • Spot Generic Anchor Text: Words like “click here” or “read more” don’t provide much context to search engines or users.
  • Recommendations: Aim for a balanced mix of keyword-rich, branded, and natural anchor text to optimise both the content and user experience.

Identifying and Fixing Link Redirects

Redirects can be a necessary part of site maintenance, but too many can create a poor user experience and waste crawl budget. During your audit:

  • Identify Redirect Chains: These are sequences of redirects from one URL to another, then another, and so on.
  • Spot 404 Errors: These are broken links that lead to non-existent pages.
  • Action Steps: Remove unnecessary redirects and fix broken links to improve site performance and user experience.

Evaluating Link Distribution

An effective internal linking strategy distributes link equity across your whole site in a way that aligns with your business goals. During your audit:

  • Identify High and Low Authority Pages: Use your SEO audit tool to find pages with high authority and those that could use a boost.
  • Evaluate Link Placement: Are most of your internal links in the footer? Are they evenly distributed across the page content?
  • Optimization Steps: Rebalance your internal linking to distribute page authority more effectively. Consider adding more links to high-quality content that aligns with your SEO strategy.

By following this comprehensive approach, you’ll be well on your way to optimising your site’s internal linking structure.

Common Problems and How to Fix Them

Even with the best intentions, internal linking can go awry. Various issues can negatively impact your SEO efforts and user experience. Identifying these problems is a critical part of the auditing process. Let’s delve into some common issues and how to fix them.

Broken Links

Broken links are hyperlinks that lead to non-existent web pages. They can occur due to various reasons like deleted pages, changed URLs, or typos.

  • How to Fix: Use an auditing tool like ScreamingFrog to identify broken links. Once identified, either remove the link or update it to point to a relevant page.

Links That Can’t Be Crawled

These are links that are blocked from search engines, either intentionally or unintentionally, often due to a “nofollow” or “noindex” tag.

  • How to Fix: Review your site’s robots.txt file and meta tags to ensure that important links are not being blocked from crawling. Update the tags as necessary.

Overdoing Internal Links

Having too many internal links on a single page can dilute link equity and confuse both search engines and users.

  • How to Fix: Use your SEO audit tool to identify pages with an excessive number of internal links. Streamline these by removing redundant or irrelevant links.

No-Follow Attribute Issues

The “nofollow” attribute tells search engines not to follow a link, which means the linked page won’t get any link equity.

  • How to Fix: Evaluate your use of “nofollow” tags. Make sure they are only applied to links where passing link equity is not desired, such as external links to untrusted sites.

Orphaned Pages

These are pages of web addresses that are not linked to from any other page on your site, making them hard for search engines and users to find.

  • How to Fix: Identify orphaned pages through your audit reports and link to them from relevant pages to ensure they get crawled and indexed.

Page Crawl Depth Issues

This refers to how many clicks it takes to reach a page from the homepage. Pages that are too deep may not be crawled as frequently.

  • How to Fix: Reorganise your site structure to ensure important pages are easily accessible. Use internal links to connect deep pages to higher-level pages.

Solitary Internal Links

These are links that only receive an internal link from one other web page, making them less likely to be crawled and indexed.

  • How to Fix: Use your SEO audit tool to identify these pages and add additional internal links where relevant.

Mobile vs. Desktop Link Discrepancies

With the increasing use of mobile devices, it’s crucial to ensure that your internal linking strategy is consistent across both mobile and desktop versions.

  • How to Fix: Conduct separate audits for mobile and desktop using Google Search Console. Make sure that important links are accessible and functional on both versions.

Link Relevancy Issues

Links should be contextually relevant to the content they are placed in. Irrelevant links and duplicate content can confuse users and search engines.

  • How to Fix: During your audit, check the context in which internal links are placed. Update or remove links that are not contextually relevant.

By proactively identifying and fixing these common issues, you can significantly improve your site’s internal linking structure and, by extension, its SEO performance.

Advanced Internal Linking Strategies

Once you’ve tackled the basics and resolved common issues, it’s time to elevate your internal linking strategy. Advanced techniques can provide you with a competitive edge and further optimise your site for search engines and users alike. Let’s explore some of these advanced strategies.

Siloing and Thematic Clusters

Siloing involves organising your website pages and content into distinct categories or “silos” to improve site structure and SEO. Thematic clusters are groups of interlinked pages that revolve around a central topic.

  • How to Implement: Identify core topics relevant to your website and create a main page for each. Then, build out supporting articles or pages that link back to the main page and to each other.
  • Benefits: Improved site structure, easier navigation, and better crawling and indexing by search engines.

Using Heatmaps to Identify Linking Opportunities

Heatmaps show where users are clicking on your web pages, providing insights into user behaviour.

  • How to Implement: Use tools like Crazy Egg or Hotjar to generate heatmaps for your site. Identify hotspots where users frequently click and consider placing internal links there.
  • Benefits: More effective link placement, improved user engagement, and potentially higher conversions.

Contextual Linking Best Practices

Contextual links are internal links placed within the body of your content, providing additional information related to the topic being discussed.

  • How to Implement: Use relevant keywords as anchor text and link to pages that offer deeper insights into the topic at hand.
  • Benefits: Improved user experience, increased dwell time, and better SEO through relevant keyword linking.

Types of Internal Links and When to Use Them

Understanding the different types of internal links and their appropriate use cases can significantly impact your SEO strategy. Let’s delve into the various types and their best practices.

No-Follow Links

These are links that you don’t want search engines to follow or pass link equity to.

  • When to Use: Typically used for login pages, user registration, or any third-party content that you don’t want to endorse.
  • How to Implement: Add a “rel=nofollow” attribute to the HTML tag of the link.

Which Pages to Noindex

Some pages on your site may not need to be indexed by search engines, such as website admin pages or temporary landing pages.

  • When to Use: For pages that are not part of your SEO strategy or could potentially harm your site’s SEO.
  • How to Implement: Use a “noindex” meta tag in the page’s HTML or block the page using the robots.txt file.

Do-Follow Links

These are the default types of links that pass link equity and are followed by search engines.

  • When to Use: For most internal links where you want to pass link equity and improve the linked page’s SEO.
  • How to Implement: No special attribute is needed; just a standard HTML link.

UGC (User Generated Content) Links

These are links within user-generated content, like comments on blog post or forum posts.

  • When to Use: To identify links within user-generated content that you may not completely trust.
  • How to Implement: Use the “rel=ugc” attribute to signify that the link is user-generated content.

By implementing these advanced strategies and understanding the different types of internal links, you can create a more robust, user-friendly, and search engine-friendly website.

Measuring the Success of Your Internal Linking Strategy

After implementing your internal linking strategy, the next crucial step is to measure its effectiveness. This involves tracking specific Key Performance Indicators (KPIs) and making data-driven adjustments to your strategy.

KPIs to Track

To gauge the success of your internal linking strategy, you’ll need to monitor various KPIs. Here are some to consider:

  • Page Authority: Use SEO tools like Moz or Ahrefs to track changes in the authority of individual pages as you adjust your internal linking.
  • Crawl Stats: Use Google Search Console to monitor how frequently your pages are being crawled. An increase in crawl rate can be a positive indicator.
  • User Engagement Metrics: Track metrics like bounce rate, dwell time, and pages per session using Google Analytics.
  • Organic Traffic: Monitor changes in organic traffic to the linked pages. An increase could signify improved search engine visibility.
  • Conversion Rate: Ultimately, internal linking should help convert visitors. Use Google Analytics to track conversions related to your internal linking strategy.

How to Interpret Data and Make Adjustments

Data interpretation is crucial for the ongoing optimization of your internal linking strategy. Here’s how to go about it:

  • Data Analysis: Regularly review the KPIs to identify trends. Are certain pages showing improved metrics while others are not?
  • Identify Issues: If some pages are not performing as expected, revisit your internal linking strategy for those specific pages.
  • Make Adjustments: Based on your analysis, make the necessary adjustments. This could involve adding or removing links, or changing anchor text.
  • Review and Repeat: After making changes, monitor the KPIs to assess the impact. Continue this iterative process for ongoing optimization.

Case Studies and Real-world Examples

Learning from real-world examples can provide valuable insights into what works and what doesn’t in internal linking. Let’s explore some case studies.

Success Stories of Effective Internal Linking

  • E-commerce Website: An online retailer saw a 20% increase in organic traffic after restructuring their internal linking to focus on high-margin products.
  • Blog Platform: A popular blog used thematic clusters to organise content and saw a 15% increase in page views and a 10% increase in dwell time.
  • News Portal: By optimising anchor text and removing broken links, a news website improved its average session duration by 8%.

Pitfalls to Avoid, Learned from Real-world Failures

  • Over-Optimization: A website faced a Google penalty for over-optimized anchor text, which appeared spammy and manipulative.
  • Ignoring Mobile: A brand neglected to optimise internal links for mobile, resulting in a 25% drop in mobile traffic.
  • Lack of Monitoring: A business failed to regularly monitor their internal linking KPIs, leading to a gradual decline in page authority and organic traffic.

By measuring the success of your internal linking strategy and learning from real-world examples, you can continually refine your approach for better results.

Additional Resources

To further enhance your understanding and skills in internal linking and SEO, here are some additional resources you might find useful.

Recommended Reading

  • “The Art of SEO” by Eric Enge, Stephan Spencer, and Jessie Stricchiola: A comprehensive guide to SEO, including internal linking strategies.
  • “Don’t Make Me Think” by Steve Krug: Although not specifically about SEO, this book offers valuable insights into user experience, which is closely tied to effective internal linking.
  • SEO Blogs: Websites like Moz, Search Engine Journal, and Ahrefs regularly publish articles on advanced internal linking techniques.

Online Courses and Webinars

  • Google’s SEO Starter Guide: A free course that covers the basics, including internal linking.
  • Moz Academy: Offers a range of courses on SEO, including webinars on link building and site structure.
  • SEMRush Academy: Provides free courses on SEO, including internal linking best practices.

Final Thoughts on Audit Internal Links for SEO Success

The Imperative of Internal Link Auditing in Modern SEO

In the ever-evolving landscape of SEO, internal link auditing has emerged as a non-negotiable component for website optimization. This comprehensive guide has walked you through the intricacies of internal linking—from its historical evolution to advanced strategies. We’ve delved into the types of internal links, how to conduct an audit, and the common pitfalls to avoid. The role of internal links in enhancing user experience, facilitating search engine crawling, and distributing page authority across your website is undeniable.

Your Roadmap to SEO Excellence

As you move forward, remember that internal link auditing is not a one-time task but an ongoing process. The digital world is dynamic, and your website should be too. Regularly update your internal linking strategy based on the latest SEO trends, user behaviour analytics, and performance metrics. Utilise the tools and techniques discussed to continually refine your approach. By doing so, you not only improve your website’s SEO performance but also offer a more engaging and intuitive user experience. In a nutshell, mastering internal link auditing is your roadmap to SEO excellence and digital success.

By adhering to these guidelines and continuously optimising, you’re well on your way to making your website a formidable presence in the digital realm. Happy auditing!

Summary of Key Points

  • Internal linking is crucial for SEO, user experience, and site navigation.
  • Various types of internal links serve different purposes, and understanding when to use each is key.
  • Advanced strategies like siloing and thematic clusters can provide a competitive edge.

Next Steps and Action Items

  • Conduct a comprehensive internal link audit using the guidelines provided.
  • Implement changes based on the audit and track KPIs to measure success.
  • Continuously update and refine your internal linking strategy based on data and new learnings.

By understanding the intricacies of internal linking and continuously optimising your strategy, you can significantly improve your website’s SEO performance and user experience. Happy linking!

Common Questions About Internal Link Audits

What are Internal Links Examples?

A page linked internally to another page of a domain. Examples include site navigations, title tags, footer links, and contextual links within content.

How Do I Check Internal Linking?

Use internal link analysis software like ScreamingFrog or Ahrefs to identify your site’s internal linking structure. These tools can provide metrics like the total number of links on your website, broken links, and more.

What is WebLink Used For?

Web Link is a technology that enables mobile apps to be projected onto touch-based display screens, often used in automotive infotainment systems.

How Do I Create a Short URL Link?

To create a short URL, copy the long URL and use a URL shortening service like Bitly or TinyURL. Paste the long URL, click “Shorten,” and you’ll receive a shorter version to use.

What is the Difference Between a Hyperlink and a Weblink?

A hyperlink is a type of link that can point to any resource, such as a file or another webpage, and is used within the content to guide the reader. A weblink is a URL that points to a specific website or webpage. Both serve the purpose of navigating between resources but are used in slightly different contexts.

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