Internal Linking Mistakes and How to Fix Them
On the surface, marketing seems like a simple road, but in reality, it’s a labyrinthine streets and dark alleys in which one can get hopelessly lost if they don’t have a roadmap or an experienced guide.
One avenue that might be difficult to travel is the one of internal linking. Done right, it helps search engines crawl your site, improves user experience, and guides readers deeper into your funnel. Done poorly, it creates dead ends, confuses visitors, and wastes valuable link equity.You don’t have to travel the marketing road alone. We’re here to guide you. Let’s break down what internal linking is, the mistakes that can get you into trouble, and how to fix them.
What is Internal Linking Anyway?
Internal linking means connecting one page on your website to another through hyperlinks. These links are usually placed in blog posts, service pages, or navigation menus. Unlike external links that point to other websites, internal links keep readers on your site.
Internal linking matters because:
It Improves SEO
Internal links help search engines understand your site’s structure, discover new pages, and pass authority from high-performing pages to others.
It Boosts User Experience
By guiding readers to relevant, related content, internal links keep visitors engaged longer and reduce bounce rates.
It Supports Conversions
Smart internal linking can move visitors from top-of-funnel content (like a blog post) toward bottom-of-funnel pages (like service or product pages).
Think of internal linking as the connective tissue of your website. They tie everything together and create a logical journey for both users and search engines.
Internal Linking Mistakes (And How to Fix Them)
Mistake 1: Using Generic Anchor Text
One of the biggest mistakes people make is relying on vague anchor text like “Click Here” or “Read More”. While it may feel natural when writing, this does nothing for SEO and tells users little about what they’ll actually find on the other page.
How to Fix It
Use descriptive, keyword-rich anchor text that clearly indicates the page’s topic. For example, instead of “Read More”, use “Learn More About Content Marketing Strategies”. This helps search engines associate keywords with the linked page and gives readers confidence in what they’re clicking.
Mistake 2: Linking to Irrelevant Pages
Internal links should create a logical path for readers. Many marketers, however, add links just for the sake of it, sometimes pointing to unrelated content. This not only confuses your audience but also dilutes SEO value.
How to Fix It
Think of your internal linking strategy as building a map. Each link should connect related pieces of content. For example, a blog on SEO trends should link to posts about keyword research or technical SEO, not to a random article about branding colors. Keep the reader journey in mind, not just the link volume.
Mistake 3: Orphan Pages
An orphan page is a piece of content with no internal links pointing to it. Search engines may struggle to find these pages, and even if they’re indexed, they’re unlikely to rank well without internal link support.
How to Fix It
Perform an internal link audit to identify orphan pages. Tools like Screaming Frog or Ahrefs can quickly flag these. Then, find natural opportunities to link to them from relevant existing content. If you’ve just published a new guide, add links to it from older posts covering similar topics.
Mistake 4: Overloading Pages With Links
Some marketers mistakenly think that more is better and go overboard stuffing dozens of links into a single post. While more links can spread authority, overwhelming the user with endless options hurts readability and may even be seen as spammy behavior by Google.
How to Fix It
Focus on quality, not quantity. A good rule of thumb is 3-5 contextual links for a standard blog post, placed naturally where they add value. Prioritize the most relevant and high-value pages instead of linking to everything at once.
Mistake 5: Ignoring Deep Links
Many websites link heavily to top-level pages (like the homepage or main service pages) but ignore deeper, more specific content. This creates an unbalanced link structure where important resources are buried.
How to Fix It
Balance your strategy. Yes, your homepage and service pages deserve links, but don’t neglect blog posts, case studies, or resource pages that answer niche questions. Deep linking distributes authority more evenly across your site, helping more page’s rank.
Mistake 6: Broken Internal Links
Few things frustrate users (and Google) more than a link that leads to a 404 error (page not found). Broken internal links happen when URLs change, or content gets deleted without proper redirects.
How to Fix It
Run regular site crawls for broken links. If you’ve removed or updated content, set up 301 redirects to guide users (and search engines) to the most relevant page. Keeping your site “clean” maintains trust and preserves link equity.
Mistake 7: Not Updating Old Content
Every time you publish something new, ask: “What older posts could naturally link here?” Updating older content strengthens the overall site structure and ensures your best resources continue to get visibility.
Internal linking isn’t just a technical SEO tactic; it’s part of the user experience. Avoiding these mistakes can mean the difference between a site that quietly exists online and one that thrives in search rankings.
If you’re still confused about internal links or need help with your marketing, call the pros at Brandtastic. As a full-service marketing agency, we can help with things like SEO, website design, graphic design, social media, video production, copywriting, and more. Contact us today.