Search engine optimization (SEO) is more than just keywords and content. One of the most powerful ranking factors is SEO linking. When done correctly, links help search engines understand your website, boost authority, and increase organic traffic.
In this guide, you’ll learn what SEO linking is, why it matters, and how to use internal links, external links, and backlinks to rank higher on Google.
SEO linking refers to how web pages are connected using hyperlinks. These links help search engines crawl websites, understand page relevance, and determine authority.
There are three main types of SEO links:
Internal links
External (outbound) links
Backlinks (inbound links)
Each plays a different but essential role in SEO.
Internal links connect pages within the same website.
Why internal linking matters
Improves website structure
Helps Google discover new pages
Distributes link authority (PageRank)
Increases time on site and user engagement
Internal linking best practices
Use descriptive anchor text
Link from high-authority pages to important pages
Keep links natural and relevant
Avoid excessive linking on one page
Example:
Check out our complete guide on on-page SEO optimization.
External links point from your website to other trusted websites.
Benefits of outbound links
Improves content credibility
Helps search engines understand topic relevance
Builds trust with users
Best practices
Link to authoritative and relevant sources
Avoid spammy or low-quality websites
Use nofollow for sponsored or affiliate links
Anchor text is the clickable text in a link.
Best anchor text strategy
Use a natural mix:
Exact match keywords
Partial match keywords
Branded anchors
Generic phrases
Example mix:
“SEO linking strategies”
“learn more here”
“YourBrand”
SEO linking is a foundational part of any successful SEO strategy. By combining strong internal links, smart outbound links, and high-quality backlinks, you help search engines trust your website and rank it higher.
Focus on quality, relevance, and natural linking, and your SEO performance will grow over time.