Introduction to Links – 1.0.1 Guide to different link types5 min read

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using social media to build relationships and links

Links are a fundamental aspect of the web that enable users to navigate between webpages and sites. At their most basic, links allow you to connect related content and provide pathways for users to move through your site. But links also have major implications for search engine optimization (SEO).

A link is a hyperlink that connects one webpage or resource to another. Links are created by using HTML anchor tags, which allow you to “link” words, phrases, images, buttons, and other elements to URLs. When users click on a linked element, they are taken directly to the destination URL.

Links serve multiple important purposes:

  • NavigationLinks allow users to easily move between pages on a site, or to external sites and resources. This improves site navigation and the overall user experience.
  • Context – Links give context to content by connecting relevant information. They allow you to link to sources, related content, definitions, and more.
  • Attribution – Links can give credit to sources and authors when citing or referencing content.
  • Engagement – Links provide clickable “calls to action” that engage visitors and drive conversions.
  • SEO – Links are used as signals of authority and relevance by search engines when ranking pages. More high-quality links to a page generally lead to better rankings.

There are different types of links that serve varying purposes:

  • Internal links connect pages within the same website. These improve site navigation and pass authority between pages.
  • External links lead out to other sites. They show readers useful resources and sources, but pass authority away from your site.
  • Backlinks are incoming links from other sites back to pages on your own site. These are key for SEO as they signal quality content.

We’ll explore the specifics of each link type and best practices for utilizing links effectively in the sections below. Overall, links form the backbone of the web and are critical for creating a good user experience and ranking well in search. Understanding link building strategies can give you a major edge with your SEO efforts.

Internal Links

Internal links connect pages within the same website or domain. They allow users to easily navigate between pages on your site.

The main purposes of internal links are:

Best Practices for Internal Linking

  • Use descriptive anchor text. Use keywords where relevant, but ensure anchor text reads naturally. Avoid over-optimization.
  • Link to high-quality, relevant pages. Point internal links to your best content that provides value for users.
  • Implement a linking hierarchy. Link more important pages in the nav and footer. Link deeper pages within related content.
  • Avoid excessive linking. Don’t add links for the sake of it. Keep internal links editorial and strategic.
  • Check for broken links regularly. Fix or remove any broken internal links for a smooth user experience.

Effective Internal Linking Strategies

  • Hub & spoke model. Link all pages to main category and home pages as the “hubs”.
  • Interlinking related content. Cross-link pages on similar topics to establish relevancy.
  • Linking to landing pages from product/service pages.
  • Using breadcrumb navigation to link deeper pages to higher-level categories.
  • Linking to important pages in site-wide elements like nav bar and footers.
  • Structuring internal links in a logical site architecture.

External Links

External links point readers to content on other websites. They serve several purposes:

  • Direct users to more information – External links allow you to supplement your content with credible information from other trusted sites. This enhances the user experience by providing context and depth.
  • Cite sources – Linking to references or original sources lends credibility and backing to the claims in your content.
  • Enable exploration – External links enable readers to further explore a topic by directing them to niche sites or resources dedicated to that subject.
  • Increase reach and engagement – Links can help amplify your content by connecting it across a network of sites in your industry. This expands your audience beyond just site visitors.

The main types of external links include:

  • Outbound links – These point to content on other sites that are not affiliated with your site. They should be relevant and enhance the user experience.
  • Affiliate links – These external links lead to products or services and enable you to earn a commission on resulting sales or leads. Affiliate links should have disclosures.
  • Sponsored links – These are paid links that compensate a site owner for referrals and conversions. Sponsored links should be nofollowed to avoid search engine penalties.
  • Friend links – These are reciprocal links exchanged between site owners in the same industry to boost search visibility. Too many can seem manipulative to search engines.

Guidelines for external linking:

  • Links should be relevant and add value for users. Don’t link out just for SEO.
  • Avoid linking to low-quality, unreliable, or inappropriate sites. This safeguards your reputation.
  • Nofollow links to untrusted sources. Use nofollow on paid links and user-generated content to avoid penalties.
  • Monitor external sites. Fix or remove broken links to avoid sending users to error pages.
  • Limit affiliate links and disclosures. Too many commercial links may turn off readers.
  • Choose sites complementary to yours. Link out to authority sites to boost your own credibility.
  • Vary anchor text. Use descriptive, keyword-rich anchors but don’t over-optimize.
  • Check if sites you link to reciprocate. Mutual linking relationships can benefit both sites.


Backlinks are incoming hyperlinks to a webpage from an external website. Backlinks play a crucial role in search engine optimization (SEO) as they help search engines determine the popularity and authority of a webpage. The more high-quality backlinks a page has, the higher it tends to rank in search engines.