Tips for Internal and External Page Links

Google’s original ranking algorithm relied on inbound links to gauge a page’s quality. Links remain critical for organic rankings despite suggestions otherwise. Common questions include tactics for internal links, the value of outbound external links, and strategies for anchor text.

Certainly I can share my experiences as a 15-year search optimizer, but guidance from Google representatives is helpful. Here are those answers.

Internal Links

Internal links play a huge role in rankings in two ways:

Importance. The number of internal links pointing to a page signal to Google its relative importance.

Content. The anchor text of internal links and surrounding copy help Google understand the linked page’s purpose and relevancy.

There’s no maximum number of internal outbound links on a page, although Google likely values links in navigation and footers less than in the body. The text surrounding such contextual links — in articles, product descriptions, and categories — signals relevancy.

Thus an effective strategy includes:

Links from a product’s description to an article on how to use it,
Links from blog posts to relevant products and categories,
Links from product categories to buyers’ guides.

Too many links?

Ecommerce owners often add many internal links to, for example, related articles, products, and categories, as well as cross-sells and upsells (“frequently bought together”).

So how many links are too many?

Google’s answer is there is no limit. Responding to a LinkedIn query, Google’s John Mueller stated, “Nobody at Google counts the links or the words on your blog posts.”

Other Google representatives have said more or less the same. But leaked documentation earlier this year suggests Googlebot may not crawl longer pages to the end. We don’t know Googlebot’s maximum page length, but the leak suggests links at the bottom of long articles could be ignored.

Over-optimization?

Should site owners fret about using exact-match keywords for internal anchor text? Per Google, the answer is “no.” There’s no such thing as over-optimizing internal links.

Use whatever anchor text you choose. Keep in mind, though, that relevant contextual links are likely more effective for rankings, even if you can use a well-optimized anchor. For example, linking to a running-shoe product page is likely more effective from an article about running than from one about car repair.

External Links

Google has long stated that outbound external links do not improve a page’s rankings or trust, even when linking to .gov (government) or .edu (education) sites.

I cannot confirm this either way, although one university study last year found generative AI engines (e.g., ChatGPT, Claude, Gemini) cited an article more often when it included links to those trusted sources.

Since Google search now uses gen AI technology, it is safe to assume that links to trusted sources may be helpful for rankings, especially if they benefit humans, too.