How to get good internal links to your blog can feel overwhelming, especially when you want your web page to appear on the first page of search engine results pages. Many Australian business owners struggle with attracting quality external links and making sure their own blog posts have a solid internal linking strategy, while competitors seem to enjoy higher visibility and better search engine rankings.
Getting good links is not just about search engines; it's about building credibility, increasing traffic, and creating a positive user experience. This guide will help you understand how to use both internal links and external backlinks to maximise your website's potential—making sure users and search engines can navigate your site easily, transfer link equity, and highlight your most important pages.
Understanding What Good Links Mean for Your Blog
The link building landscape for Australian businesses is competitive and fast-changing. High-quality contextual links, both from other websites (external links) and within your own site (internal links), are key to helping search engines understand what your site is about and directing users to the most relevant content.
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Why Quality Links, Internal and External, Matter
External links are those pointing to your blog from other websites, especially from authoritative pages. These external backlinks signal to search engine crawlers that your content is trustworthy and valuable. However, good links within your own site—internal links—are just as important. Internal links are hyperlinks that connect related pages on the same website or domain.
A solid internal linking strategy helps distribute link equity, or link value, across all individual pages, making sure high authority pages can share their strength with newer content. Internal links play a critical role in site architecture, allowing users and search engines to find pages, crawl them efficiently, and understand their relationship. Broken internal links and broken links in general can disrupt this flow, so regular checks and a thorough internal link audit are essential.
Creating Content That Attracts Both Internal and External Links
Content is the foundation of good link building. Without relevant content, it's hard to encourage other websites to provide external links and just as difficult to create meaningful internal links pointing to your own blog posts or product pages.
Crafting Link-Worthy Content
Focus on original research, comprehensive guides, and industry insights that naturally attract external backlinks. At the same time, design your content with internal linking in mind—link related pages, reference previous blog posts, and ensure your website's internal linking structure makes navigation logical and helpful.
Organising Your Site Structure for Links
A well-thought-out site structure helps you add internal links efficiently between relevant pages. Optimising individual pages to include contextual links to related topics enriches the user experience and helps search engine bots index more pages. Navigational links in menus or footers foster easy access to important internal links, while descriptive anchor text clarifies the relationship between the current page and the linked page.
Be mindful not to use too many links on one page, as both users and search engines may find it overwhelming. Instead, optimise internal links so that link authority flows naturally from authoritative pages to other pages that could benefit from more incoming internal links.
Proactive Outreach and Internal Linking: A Dual Approach
Great outreach for external links goes hand-in-hand with a strong internal linking strategy. Both approaches are necessary for achieving better search engine rankings and supporting site users at every step.
Identifying External Link Opportunities
Look for other websites with relevant content that aligns with your own. These are often great candidates for external links pointing to your blog posts, especially if they're seen as high authority pages in your field. Context matters too—contextual links within related content tend to provide the most benefit.
Strengthening Your Website’s Internal Linking Structure
When adding new blog posts or product pages, always consider which internal pages should be linked. Internal links important for distributing link value should point from authoritative pages to a new page when appropriate. The number of internal links or “how many internal links” you include should support navigation and clarity, not confuse the reader.
An internal link audit—reviewing all the pages on your site, identifying broken internal links, and ensuring you optimize internal links to keep your site structure clean—should be performed regularly. This keeps your site efficient for both users and search engine crawlers.
Leveraging Digital PR, Resource Pages, and Internal Linking Together
A balanced link building strategy involves earning high-value external backlinks through media mentions and resource page placements, while also maintaining a healthy flow of internal links across your site.
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Digital PR for Authoritative External Links
Building relationships with local publications, industry websites, and journalists often results in authoritative external links pointing to your most useful resources. Newsworthy content, original research, and helpful guides have the highest chance of being picked up by other websites.
Resource Pages and Internal Linking to Boost Value
Resource pages on your site can serve as collections of useful links for your audience, mixing external links and internal links. Make sure every resource page contributes meaningful internal links pointing to related pages, improving both user experience and page authority flow.
When you find resource pages on other websites, offer your own content as a valuable addition. At the same time, strengthen your own site’s structure by adding internal links between all related resources.
Advanced Link Building and Internal Linking Tactics
Once you have foundational links in place, apply advanced strategies to maximise link value and maintain a strong linking ecosystem on your blog.
Broken Link Building and Internal Link Repairs
Use tools to locate broken links across your site—not just external ones, but also any broken internal links. Replace or fix these immediately by linking to relevant, up-to-date content on your own site. This helps maintain a seamless experience for both users and search engine bots.
Monitoring Unlinked Mentions and New Internal Link Opportunities
Monitor mentions of your brand or products online. If someone references you but hasn’t provided an external link, reach out and request one. At the same time, keep an eye on newly published internal pages and optimise by adding links from high authority existing content.
Analysing Competitor Sites for Internal and External Link Ideas
Study how competitors structure their internal linking and which pages get the most external backlinks. You might discover new ways to link related pages or identify important internal links you’ve overlooked. Optimise your site by adding links in places where competitors are gaining search engine visibility.
Measuring, Optimising, and Maintaining Your Internal Linking and Backlink Strategy
Effective link building and internal linking require constant measurement and adjustment to ensure your efforts contribute to higher search engine rankings and improved user experience.
Key Metrics for Links
Track not just the number of incoming internal links and external backlinks, but also measure link authority, page authority, and whether important internal links are being used to reinforce your most valuable pages. Use tools to see which internal pages are getting more internal links, and identify any linked page that may be orphaned or difficult to find.
Conducting Regular Internal Link Audits
Perform an internal link audit at regular intervals to check if your existing internal linking structure is effective, find any broken links, and ensure that all new page additions are connected to the rest of your site. Audits should cover all types of internal links, including navigational links and contextual links within content.
Lead users and search engines through a logical path by linking relevant pages in a way that feels natural. The best way to distribute link equity is to connect high authority pages with newer, less established internal pages via descriptive anchor text.
Building Sustainable Linking Habits for Long-Term Success
Achieving consistent growth in both internal and external links requires building sustainable habits and workflows.
Making Internal Links a Routine Part of Content Publishing
When publishing new content, always add internal links to other relevant pages. Regularly review individual pages and product pages to find more opportunities to connect them with related content. For every new page, ask, “Which related pages on my site can I link to, and which pages should link here?”
Encouraging a Strong Internal and External Link Profile
A balanced linking strategy will include both a healthy number of links pointing in from other sites (external links), and plenty of optimised internal links connecting the individual pages throughout your own website. This combined approach helps search engines understand your site’s value and ensures a positive journey for visitors moving between pages.
Remember, good internal linking isn’t about adding as many links as possible but about connecting users and search engines to the most relevant content. Focus on building a logical site architecture, reinforce the importance of your key pages with plenty of incoming internal links, and leverage both external and internal linking to achieve lasting online growth.
If creating an effective internal linking structure and building quality backlinks feels like a challenge, we can help you develop a customised, sustainable linking strategy. Our team specialises in helping site owners optimise both internal linking and backlink profiles, making sure your website stays accessible, authoritative, and competitive in the Australian digital landscape.