The Do’s and Don’ts of Internal Linking: A Guide by Clockwise Marketing

March 9, 2022 Ola Grabinska

There are a lot of benefits to hyperlinking pages in the online space and lots of ways to do so, some are good and some…. not so good.

But what sort of links are there?

Let us delve in.

1 – Inbound links

Inbound links are essentially when a link is directing traffic to your website from another site that is not your own. The word inbound is generally used by the person who is receiving the link. It’s also known as a backlink and is gained through link building and having good information on your website as people will want to link through to your site as a resource. When this happens, it builds the credibility of the website by proving the referenced information from your website is knowledge-based

2 – Outbound linking

Another way of linking is by using outbound links – when the link on your site takes the reader to a page on another website. For example, you may post a blog with a link to another website’s blog, or perhaps you’re citing some statistics in your content and are linking through to the external source. This method is also known as external linking.

3 – Internal links

Lastly, an internal link is any link that takes you from one page to another on the same website. Both users and search engines use links to find content and navigate around your website, and adding relevant internal links across the site will improve this experience for them.

To put it into perspective, here are some examples based on Clockwise Marketing:

For context, this is the official Clockwise Marketing website- If we to link to:

  • – this would be an internal link as this URL is also part of the Clockwise Marketing website

If we were to link to:

  • – this would be an external link as this is not hosted on the same domain (P.S. go check out our sister agency for your sustainable marketing needs!)

Finally, if we were to link to:

  • – you’d be right in thinking this is an external link too. Whilst this one seems like an internal page for our website, the dash turns the URL into a different website, just have a look yourself…

Why should we be using internal links?

As mentioned, users use internal links to navigate to where they want to go and find the most accurate content for them and their needs. It also shows search engines like Google what the website is about, as well as the organisation of a website.

What are the perks of using links within your website? It keeps Google looking, like a child who just can’t get enough. By using links you are always getting Google to keep searching for more and more on your website, making it more credible and boosting its presence on the internet. The best places to use internal links are on service/product pages, information pages and blog posts.

This doesn’t mean that you shouldn’t use external links though as they can also come in handy, like acting as a reference for certain facts and statistics as well as improving the general credibility of the site.

What are the Dos and Don’ts of Internal Linking?


  • Add links to as many different web pages as you can, this is acting like a big network for your website and will help users and search engines easily navigate around.
  • Add links as high up on the page as possible – this is because Google always follows the first link it finds on a webpage.
  • Use descriptive anchor text so the purpose of the link is clear. A link to contact the owner of the website should be on the lines of ‘contact us’ or ‘get in touch’.
  • Add internal links that are useful to the reader as it helps them get to where they want to go quicker.


  • Add too many links to one page. Adding lots of links to one singular page can come across as fake and not relatable, so that will be flagged by Google. Excessive linking on a page is known as ‘link farming’ which will be heavily penalised.

How many links are too many? Well, if you have over 100 links on a page then we can tell you that this is a little over the top. There isn’t a set number, but like in a lot of situations- less is more.

  • Include links that go to the same page more than once – this adds an unnecessary link to the page and can confuse the user.
  • Never use ‘click here’ – it doesn’t accurately explain the purpose of the link and can negatively affect your rankings.
  • Force an internal link for the sake of it – links should only be used to help users and search engines navigate around the website.

Make Internal Linking Part of Your Marketing Strategy

Linking is a very important tool when it comes to your website and your marketing strategy, so make sure to double-check your steps! You can never be too careful. But not to worry, if you ever need extra help, you can always come back to this article or better yet, contact Clockwise Marketing. Our team is here for all of your marketing needs! Make sure to check out our services for more information. Good luck with your linking!

– Clockwise Marketing 🙂

Contact Clockwise Marketing today to begin your marketing journey and reach all of your business goals