TL;DR: Internal Linking Is More Valuable Than Backlinks
Prioritize internal linking over backlinks to improve search engine visibility and user engagement.
• Internal linking enhances site crawlability, distributes authority effectively, and signals topical expertise to search engines.
• Strong internal networks increase user dwell time and decrease bounce rates, indirectly boosting rankings.
• A deliberate internal linking strategy, such as clustering related content, often outperforms scattered backlinks.
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I’ve asked this question hundreds of times: Is internal linking more valuable than backlinks?
And not as a consultant or SEO expert in some ivory tower, but as a startup founder and bootstrapping serial entrepreneur. I’ve been in the trenches, observing how digital strategies play out in real time across ventures like CADChain and Fe/male Switch. Both projects live and die by their online visibility, trust me, I’ve learned some tough (and expensive) lessons about SEO.
When I started Fe/male Switch, a game-based startup ecosystem for women, I obsessed over backlinks. Everyone told me that quantity and quality of backlinks were the keys to topping search engine rankings. But despite several partnership deals and external links from reputable domains, our visibility wasn’t growing as I’d imagined. The culprit? Our internal linking was an absolute mess. Google was crawling the site, but 80% of my content was sitting undiscovered. That, my friends, was a wake-up call.
That’s the thing nobody emphasizes enough: internal linking isn’t just some ‘bonus SEO tactic.’ It’s foundational. A well-linked cluster of 20 articles will outperform 100 disconnected ones, even with backlinks. You see, Google uses internal linking to make sense of your site’s structure, identify your most valuable content, and understand your topical authority.
Here’s what I’ve learned after fixing catastrophes in my own linking structures and helping other founders do the same. If you’re a startup entrepreneur debating whether to chase backlinks or optimize internal links first, keep reading for actionable insights, and some surprising lessons you won’t hear in most SEO guides.
What I Chose (And Why It Worked For Me)
When I realized just how much content was effectively “invisible” to search engines on Fe/male Switch, I chose to focus on fixing internal linking first. Here’s why that made sense for me:
- Stage: We were pre-revenue with lots of published content but no significant web traffic.
- Constraint: We didn’t have the budget for an aggressive backlink strategy.
- Goal: To improve organic search engine rankings without relying solely on partnerships or paid outreach.
- Priority: Increased crawlability and topical authority.
It turned out that every page on our site was competing instead of collaborating. Blog posts about “startup methodologies” weren’t linking to our in-depth resources on agile workflows. Meanwhile, cornerstone content was being buried under layers of navigation, making it hard for Google, and our users, to find it.
After implementing a deliberate internal linking strategy, we saw measurable improvements:
- Our average time on site increased by 40% because users were finding relevant content more easily.
- Organic impressions doubled in three months without a single paid ad.
- Our bounce rate dropped drastically, signaling to Google that our content was engaging.
If I’m honest, what I got wrong initially was underestimating the complexity of implementing a strong internal linking structure. It wasn’t just about hyperlinking anything, it was about strategically guiding users (and search bots) toward high-value pages. The lesson? A deliberate internal linking effort beats haphazard backlink-building every day of the week.
Why Some Founders Get This Wrong
I’ve spoken to hundreds of founders, from gritty bootstrappers to VC darlings, and here’s where many lose the plot: they chase backlinks too early. Founders tell me they got their first big backlink from a high-domain authority site, but their performance still didn’t improve. Others dump money into guest posts and “link swaps,” but they’re still stuck on page 3 of Google search results.
The problem isn’t backlinks themselves, they’re important, but not as much as people think when your internal structure is broken.
- Low site crawlability: Google struggles to navigate their platform, leaving valuable content uncrawled.
- Disjointed authority: Backlinks send authority to a few pages, but without internal links to share it around, that authority stagnates.
- Misaligned strategies: They don’t consider how their site architecture affects rankings. All the backlinks in the world won’t help if the internal pathways are broken.
However, when founders start with internal linking, they consistently report higher satisfaction over time. One advanced tactic is clustering content around a specific topic (a strategy even Google has explicitly encouraged). For example, instead of publishing ten unrelated blog posts, interlink them all under one category with clear anchor text pointing between them.
How to Fix Your Internal Linking
If this feels daunting, don’t worry. Internal linking isn’t rocket science, it just requires thoughtfulness. Here’s my 5-step playbook:
- Find your cornerstone content: These are your essential, highest-value pieces of content related to your site’s primary focus.
- Analyze your structure: Use tools like Semrush’s Backlinks Tool to identify underlinked pages.
- Map strategic pathways: Make sure every article links to cornerstone content, with descriptive anchor text that aligns with the targeted keywords.
- Limit irrelevant links: Avoid overloading pages with unnecessary internal links that dilute crawl budgets.
- Regular audits: Set a calendar reminder every quarter to assess and fix broken or redundant internal links.
Here’s the best part: this is something you can DIY even as a zero-code founder. Platforms like WordPress and Notion make restructuring and tracking links intuitive. If I can manage it with five overhead-intensive startups, so can you!
Backlinks Come Second (Here’s Why)
Let me be clear: I’m not against backlinks. They’re valuable once your internal link house is in order. But without proper internal linking, backlinks are like pouring water into a leaky bucket.
Fixing internal links first gives your backlinks a purpose. Imagine earning a backlink to your main guide on “Startup Methodologies.” Without internal links, the authority from that backlink doesn’t cascade to related pieces, like your detailed posts or case studies, a complete waste.
The Real Answer
If I could distill everything I’ve learned into one sentence, it’s this: Fix internal linking first, then let backlinks amplify it. That’s how you dominate your niche without breaking the bank.
The good news? Internal linking is something you can control entirely, no matter your startup’s size or stage. For female founders especially, who often face additional pressure to “hustle harder,” focusing on what you can control is the smartest play you’ll ever make.
Your future traffic will thank you for it.
People Also Ask:
What is the difference between internal links and backlinks?
Internal links connect one page of your website to another page within the same website, while backlinks are hyperlinks from other websites that point to your site. Backlinks indicate external validation, while internal links help organize and navigate your website's content effectively.
What separates backlinks and inlinks?
Backlinks are links that other websites use to direct traffic to your site, representing external support. Inlinks, often synonymous with internal links, are connections between pages of the same site to enhance user navigation and content discovery.
Why are dofollow links essential for SEO?
Dofollow links are significant because they transfer authority, or “link juice,” from the referring site to the linked page. This connection suggests credibility and helps improve search engine rankings for the linked page.
Is internal linking advantageous for SEO?
Yes, internal linking is highly beneficial for SEO. It aids search engines in finding and ranking pages within your site, improves user experience, and distributes authority to other pages, boosting their visibility over time.
How do internal links differ from backlinks for site authority?
Backlinks from external sites generally carry more weight for authority since they reflect third-party validation. Internal links, while useful for organizing and navigating the site, rely on the existing authority of the website itself.
What role does internal linking play in user experience?
Internal linking helps users navigate your site more effectively by directing them to relevant and related content. This keeps users engaged for longer on your site, increasing visit duration and reducing bounce rates.
Can internal links substitute for backlinks?
While internal links are essential for navigation and content optimization, they cannot replace the credibility and authority that backlinks from high-quality, external sites provide to improve ranking in search engines.
Are internal links a free resource for site owners?
Yes, internal links are essentially “free” tools under the site's control, allowing owners to guide users, structure content, and signal the importance of specific pages without relying on external support.
How does internal linking improve site structure?
Internal links create a logical flow of connections across your site, enabling search engines to understand your site's hierarchy and content priorities, which enhances search engine discovery and rankings.
Why is internal linking often overlooked by site owners?
Some site owners prioritize strategies like external backlink generation, failing to recognize that internal links are powerful in their ability to enhance user navigation, content visibility, and keyword targeting within the site.
FAQ on Internal Linking vs Backlinks for Startups
How does internal linking enhance site crawlability?
Internal linking helps search engines efficiently navigate and index your site, ensuring all valuable content is accessible. Strategically linking cornerstone pages boosts SEO performance and prevents content from being overlooked. Explore Google Search Console optimization for startups.
What are the best tools for assessing internal link structure?
SEO tools such as Semrush and Ahrefs provide insights into internal link distribution and underlinked pages. Regular audits using these tools help identify gaps and opportunities for improving site architecture. Learn more about SEO essentials from startup experts.
How do backlinks complement an optimized internal linking strategy?
Backlinks amplify your existing internal structure by directing external authority to key pages. However, without strong internal pathways, external authority doesn't propagate effectively throughout your site. Understand backlink strategies tailored for startups.
How do topic clusters help in SEO scalability?
Organizing content into topic clusters with effective interlinking reinforces topical authority and improves site relevance for search engines. This structure simplifies navigation and enhances user engagement. Discover how niche expertise improves SEO outcomes.
What is the role of anchor text in internal linking?
Smart anchor text usage ensures contextual relevance and keyword targeting. Descriptive and varied anchor texts help search engines understand link destinations and improve user experience. Learn advanced linking techniques for higher PageRank flow.
At what startup stage should you prioritize internal linking over backlinks?
Pre-revenue startups with limited budgets should focus on optimizing internal links to enhance content visibility and crawlability before investing in extensive backlink-building strategies. Gain insights from the Bootstrapping Startup Playbook.
How do internal links impact bounce rates?
A well-structured internal linking strategy helps users discover relevant content easily, reducing bounce rates and enhancing site engagement signals, vital ranking factors for search engines. Read about actionable steps to improve website authority.
What metrics indicate successful internal linking optimization?
Key performance indicators include increased average session duration, decreased bounce rate, and improved organic impressions. Effective audits can pinpoint areas for refinement. Check out the ultimate guide to internal links.
Can startups DIY internal linking strategies without hiring SEO experts?
Yes, platforms like WordPress simplify DIY internal linking optimization with intuitive structures and plug-ins. Entrepreneurs can manage this while focusing on other scaling priorities. Optimize practical SEO strategies for your startup.
Why is internal linking crucial for creating topical authority?
Internal links establish relationships between closely related content, signaling to search engines that your site has comprehensive expertise in specific niches. Gain insights into how topical authority boosts domain value.
About the Author
Violetta Bonenkamp, also known as MeanCEO, is an experienced startup founder with an impressive educational background including an MBA and four other higher education degrees. She has over 20 years of work experience across multiple countries, including 5 years as a solopreneur and serial entrepreneur. Throughout her startup experience she has applied for multiple startup grants at the EU level, in the Netherlands and Malta, and her startups received quite a few of those. She’s been living, studying and working in many countries around the globe and her extensive multicultural experience has influenced her immensely.
Violetta is a true multiple specialist who has built expertise in Linguistics, Education, Business Management, Blockchain, Entrepreneurship, Intellectual Property, Game Design, AI, SEO, Digital Marketing, cyber security and zero code automations. Her extensive educational journey includes a Master of Arts in Linguistics and Education, an Advanced Master in Linguistics from Belgium (2006-2007), an MBA from Blekinge Institute of Technology in Sweden (2006-2008), and an Erasmus Mundus joint program European Master of Higher Education from universities in Norway, Finland, and Portugal (2009).
She is the founder of Fe/male Switch, a startup game that encourages women to enter STEM fields, and also leads CADChain, and multiple other projects like the Directory of 1,000 Startup Cities with a proprietary MeanCEO Index that ranks cities for female entrepreneurs. Violetta created the “gamepreneurship” methodology, which forms the scientific basis of her startup game. She also builds a lot of SEO tools for startups. Her achievements include being named one of the top 100 women in Europe by EU Startups in 2022 and being nominated for Impact Person of the year at the Dutch Blockchain Week. She is an author with Sifted and a speaker at different Universities. Recently she published a book on Startup Idea Validation the right way: from zero to first customers and beyond, launched a Directory of 1,500+ websites for startups to list themselves in order to gain traction and build backlinks and is building MELA AI to help local restaurants in Malta get more visibility online.
For the past several years Violetta has been living between the Netherlands and Malta, while also regularly traveling to different destinations around the globe, usually due to her entrepreneurial activities. This has led her to start writing about different locations and amenities from the point of view of an entrepreneur. Here’s her recent article about the best hotels in Italy to work from.
