Links help people move through a website. They also help search engines discover pages, understand relationships between topics, and interpret the context of a page.
On-page SEO is not only about keywords, titles, and headings. The links you place on a page can make the page more useful and make the rest of your site easier to find.
Internal links point to pages on your own website. Outbound links point to pages on other websites. Both can help the reader when they are used with care.
For a wider on-page reference, see Tech Help Canada’s on-page SEO checklist.
Internal Links vs Outbound Links
Internal links connect pages within the same website. A beginner SEO article on TechHelp.ca can link to a related TechHelp.ca article about title tags, keyword research, or page speed.
Outbound links point from your website to another website. They are often used for official sources, original research, tools, examples, or references that help readers verify or complete a task.
| Link type | Main job | Example use |
|---|---|---|
| Internal link | Help visitors and crawlers move through your site | Linking from a URL article to a broader URL guide |
| Outbound link | Support the reader with an outside source or resource | Linking to official documentation or original research when needed |
Links should be useful first. If a link does not help the reader or support the page, it probably does not need to be there.
How Internal Links Support SEO
Internal links help search engines find pages. If a page is not linked from anywhere on your site, it may be harder for crawlers and visitors to discover.
Internal links also show relationships between pages. If several articles about on-page SEO link to a main on-page SEO resource, that pattern helps show which page is central to the topic.
They also help visitors continue learning. A reader who lands on a page about URL structure may also need help with title tags, meta descriptions, page speed, or SEO copywriting. A well-placed internal link gives that reader a useful next step.
Internal links should feel like pathways, not decorations. They help reduce orphan pages, guide visitors to related resources, support topic hubs, make older useful content easier to find, and distribute context across the site.
Where to Add Internal Links
Add internal links where they naturally support the reader. In-content links often help more than a long block of links at the bottom because they appear at the moment the reader needs more detail.
An introduction might link to a beginner resource if the article assumes background knowledge. A body section might link to a deeper guide. A checklist or workflow might link to supporting instructions. An end section might point to a hub, related article, or service page that fits the next step.
Older articles deserve attention too. When you publish a new article, update older related pages so they point to the new resource where it helps. This is one of the simplest ways to make new content easier to find.
Choose Internal Link Targets Carefully
Before adding an internal link, decide which page deserves the link. A good target explains a related idea in more detail, helps the reader take the next step, supports the current topic, or organizes a broader learning path.
Avoid linking to a page just because it exists. A link should answer the reader’s likely next question.
For example, from an article about internal links, a link to Tech Help Canada’s article on plain text links and SEO value can help readers understand the difference between clickable links and text mentions.
Anchor Text: The Words You Link
Anchor text is the visible text of a link. Good anchor text tells people what they will get after clicking. It should be specific enough to set expectations without sounding forced.
| Stronger anchor text | Weaker anchor text |
|---|---|
on-page SEO checklist | click here |
link building strategies | read this |
title tag fundamentals | this page |
SEO copywriting tips | learn more |
Generic anchor text can work in a button or obvious navigation element. In article copy, descriptive anchor text is usually better because it gives context before the click.
Do not overuse the exact same keyword-heavy anchor text every time. Use natural variations that fit the sentence.
Keep Links Crawlable
A normal HTML link uses an a element with an href attribute. That is the safest format for search engines and browsers.
For most website owners, the practical advice is simple: use your content management system’s normal link tool, and make sure the link takes visitors to a real page.
Buttons, scripts, or custom elements can be fine when they are built properly, but links that behave like links should still have real destinations. If a page depends on scripts that do not expose a normal link path, search engines may have a harder time following it.
Link to Related Content, Not Just Popular Pages
A common mistake is linking every article to the homepage or one main service page. Those links may be useful sometimes, but internal linking works better when it connects related pages.
A page about URLs can link to a broader URL guide. A page about images can link to an alt text guide. A page about page speed can link to a performance article or a technical SEO resource. A page about SEO copy can link to SEO copywriting tips.
This helps readers move by topic, not only by site hierarchy.
Internal links are different from backlinks. A backlink is a link from another website to yours, which is part of off-page SEO. If you want that side of link work, see Tech Help Canada’s guide to link building strategies.
Use Links to Build Topic Hubs
A topic hub is a main resource that links to related pages and receives links back from those pages.
For example, an SEO training hub can link to resources on keyword research, on-page SEO, off-page SEO, technical SEO, tracking, AI search, and client work. Each supporting article can link back to the hub where it helps the reader continue.
This structure helps visitors find the next resource and helps search engines see that the pages belong together.
The links should still be selective. A hub page should guide readers, not overwhelm them with every URL on the site.
Outbound Links Can Help the Reader
Outbound links are not something to fear. They are useful when they support the page with an outside source, tool, example, original report, public document, or reference the reader may need.
For example, if an article cites a specific study, the original publisher is usually a better source than a roundup that repeats the finding. If an article explains a platform rule, the official platform page is usually the most reliable reference.
Outbound links do not make your content weaker when they are relevant. They can make a page more trustworthy because readers can check the source or use the tool being discussed.
That does not mean every article needs external links. Some pages can stand on your own explanation and internal resources. Add outbound links only when they improve the reader’s experience.
When to Avoid Outbound Links
Do not link out just to look well sourced. A link is a recommendation, so be selective.
Avoid links to low-quality sources, outdated pages, copied statistics, irrelevant examples, and pages that distract from the reader’s task without adding value. Be especially careful on pages where the visitor is ready to request a quote, sign up, book, or buy. If a source is needed, include it, but do not open unnecessary exit paths at the exact moment the visitor is ready to act.
Paid, sponsored, affiliate, and user-generated links may need special treatment. Use the right link attributes when a link is sponsored, not endorsed, or created by users. This protects trust and keeps the page aligned with search guidance.
How Many Links Is Too Many?
There is no perfect number of links for every page. A short service page may only need a few links. A long guide may need many. A resource page may be built mostly from links.
Instead of counting first, ask whether each link earns its place. Keep a link when it helps the reader continue, supports a claim, explains a related topic, helps search engines discover a relevant page, or leads to a fitting next step.
Remove or skip a link when it repeats the same destination too often, uses vague anchor text, distracts from the main task, points to a weak page, or exists only because someone wanted another link on the page.
Common Internal Linking Mistakes
An orphan page is a page that is not linked from other pages on your site. Search engines may still find it through a sitemap or backlinks, but visitors and crawlers have a weaker path to it. Fix orphan pages by linking to them from relevant pages, navigation, hub pages, or resource sections.
Overusing exact-match anchor text can make the page read poorly. Use descriptive variations that make sense in context.
Irrelevant links are another common issue. If the reader would not benefit from the destination, the link is probably not needed.
Long blocks of related posts can also be less helpful than a few carefully chosen links placed in the right sections. A smaller number of relevant links often creates a better path.
Finally, do not forget old content. When you publish something new, older related pages may be the best places to add internal links.
Common Outbound Linking Mistakes
One mistake is linking to secondary sources when the original source is available. If you cite a statistic, use the original report where possible.
Another mistake is letting old outbound links decay. A source that was useful two years ago may now be outdated, redirected, or broken. Review important links during content updates.
Some pages include too many exit paths. On a conversion-focused page, outbound links should serve a clear purpose. If the reader does not need the outside resource to make a good decision, the link may be unnecessary.
Ignoring link attributes can also create problems. Sponsored, affiliate, paid, and user-generated links should be handled differently from normal editorial links.
Practical Next Steps
Choose one article or service page on your site and read it as a visitor. Mark places where the reader may need a related resource, then add internal links to the best matching pages.
Next, find two or three older pages that should link back to that article. This gives the page support in both directions. Then review any outbound links and keep only the ones that support a claim, source, tool, or useful example.
Links are not filler. They are pathways. Use them to guide readers, support trust, and help search engines understand how your pages fit together.
For a structured path through the rest of SEO, visit Tech Help Canada’s free SEO training.
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