why internal links multiply your backlink power
Backlinks Are the Engine, Internal Links Are the Steering Wheel
I used to think that once I got a backlink from a big site, the job was done. I’d celebrate, grab coffee, and move on. But then I noticed some pages didn’t improve at all—despite the shiny backlinks. The missing piece? Internal linking.
Backlinks push authority into your domain, but internal links decide *where* that authority goes. If your page isn’t connected properly, the juice stops flowing. It’s like pouring water into a sink with no pipes.
What Internal Linking Actually Does
Internal links connect pages within your website. But it’s not just about navigation. These links help Google:
- Understand your site structure
- Discover and crawl pages faster
- Pass link equity (ranking power) between pages
Every time you get a backlink to your homepage or a blog post, that power doesn’t have to stay there. With internal links, you *distribute* it to other key pages—like services, product pages, or evergreen content.
How I Doubled Organic Traffic With Zero New Backlinks
One of my favorite experiments: I took a website with 50 blog posts and no solid internal linking. We added strategic links from top-performing posts to underperforming ones. No new backlinks. Just smart internal structure.
Results? 48% traffic increase in 3 months. One page jumped from rank 11 to rank 4—just from better internal routing of existing link power.
Which Pages Deserve the Link Equity?
Not every page should be the destination for link equity. Prioritize pages that:
- Convert well (product pages, lead magnets)
- Target important keywords
- Are already ranking on page 2 or 3 (close to success)
Use tools like Google Search Console to find these “almost there” pages. Then boost them with internal links from your top-performing content.
Internal Link Placement Matters
Where you place the link matters as much as the link itself. Google gives more weight to links in:
- The first few paragraphs of a page
- Contextual paragraphs, not footers or sidebars
- Pages that already have authority
So don't just dump a bunch of links at the bottom. Embed them naturally where it makes sense. Like how I’m about to mention our SEO checklist guide—see what I did there?
Use Descriptive Anchor Text, But Keep It Natural
Don’t just say “click here” or “read more.” Use partial or exact match keywords that reflect what the linked page is about. But don’t overdo it—Google knows when you're stuffing.
Instead of saying “click here for marketing tips,” say “check out these proven content marketing tips.” Natural, helpful, and keyword-friendly.
Common Internal Linking Mistakes
- Orphan pages: pages with no internal links pointing to them
- Overlinking: 50+ links on a single page makes each one weaker
- Irrelevant links: linking to unrelated content just for SEO
Keep your links intentional and focused. Less can be more—if the links are strong and well-placed.
How Internal Links Affect Crawl Budget
Google has a crawl budget per site. If your pages are poorly linked, they might not get crawled often—or at all. Solid internal links ensure important pages stay discoverable and updated in Google's index.
I once helped a site that had over 200 pages buried 5 clicks deep. After restructuring and adding internal links, crawl rate doubled and 17 pages that weren’t even indexed showed up in search within a week.
Case Study: Turning a Blog Into a Conversion Machine
A SaaS company I worked with had dozens of helpful blog posts—but their pricing page had almost no internal links. We changed that. Added contextual links to the pricing page from 10 top blogs.
Conversions increased by 21% in a month. All from routing traffic—and link equity—to the page that mattered most.
Final Thought: Think of Internal Links as SEO Plumbing
Backlinks bring the water, but internal links are your pipes. If you’ve worked hard to earn powerful links, make sure that power doesn’t pool in one place. Spread it. Use it. Guide it where it counts.
Trust me, your rankings—and your users—will thank you.
