By Jen Ruhman, San Diego SEO Expert
When I start working with a new SEO client, I almost never begin by looking for backlinks.
That surprises a lot of people.
One of the first questions I hear is:
“How many backlinks do we need?”
My answer is usually…
“Let’s make sure your own website is helping itself first.”
Backlinks absolutely matter. They’ve been part of Google’s ranking algorithm for years.
But here’s something I’ve learned after working in SEO for more than two decades:
A website with excellent internal linking can often outperform a website with more backlinks but poor site structure.
Before I spend time acquiring authority from other websites, I want to make sure the authority already inside your website is flowing to the pages that matter most.
That’s where internal linking comes in.
What Is Internal Linking?
Internal links are simply links from one page on your website to another.
For example, if I write a blog post about technical SEO and naturally mention an SEO audit, I’ll link that phrase to my audit page.
That tells Google the page is important while also helping visitors discover more useful content.
It sounds simple, but when done strategically, internal linking becomes one of the most powerful SEO tools available.
Why I Don’t Chase Backlinks First
Many businesses believe SEO starts with building backlinks.
I look at it differently.
Imagine someone pours water into a bucket filled with holes.
Adding more water doesn’t solve the problem.
Fixing the holes does.
Your website works the same way.
If Google can’t clearly understand which pages are the most important, sending more authority to the website often won’t produce the results you’re hoping for.
I would rather organize the website first so every future backlink works harder.
The First Thing I Look for During an SEO Audit
Whenever I audit a website, I immediately start asking questions like:
- Which pages make the business money?
- Which pages receive the most internal links?
- Are important service pages buried several clicks deep?
- Are blog articles supporting service pages?
- Are there orphan pages with no internal links?
- Is Google being given a clear picture of the website hierarchy?
Many websites have hundreds of blog posts but very little strategy behind how they’re connected.
That’s usually one of the biggest opportunities I find.
Internal Links Help Google Understand Your Website
Google isn’t just counting links.
It’s looking for relationships.
If you have dozens of articles about local SEO that all point toward your primary SEO Company San Diego page, Google starts recognizing that page as your central resource.
This is one of the ways topical authority develops over time.
Every supporting article reinforces the larger topic.
Without those internal connections, Google has to work much harder to understand your expertise.
One Blog Post Should Strengthen Another
I never think of blog posts as standalone pieces of content.
Every article should strengthen something else.
For example, if I publish an article about Google Business Profile optimization, I’ll naturally reference articles about:
- Local SEO
- SEO audits
- Topical authority
- Keyword research
- Internal linking
- SEO strategy
Instead of creating isolated pages, I create a connected network of helpful resources.
That’s much closer to how Google understands information.
The Most Common Internal Linking Mistakes I See
After auditing hundreds of websites, I notice the same problems over and over.
Too Many “Click Here” Links
Generic anchor text tells Google very little.
Instead of writing:
Click here.
I’ll naturally write:
Local SEO services
or
technical SEO audit
The anchor text itself provides valuable context.
Important Pages Receive Almost No Links
I’ve seen businesses spend thousands of dollars designing a service page…
…only to link to it once.
If your most valuable page isn’t receiving internal authority from other content, you’re making it harder for Google to rank it.
Old Blog Posts Never Get Updated
This is one of the easiest SEO wins.
Whenever I publish a new article, I also review older content to see where I can naturally add new internal links.
Those older pages already have authority.
Why not use them?
Every Link Uses the Same Anchor Text
Variation matters.
Instead of linking every article with exactly the same phrase, I naturally vary anchors depending on the surrounding content.
That creates a much more natural linking profile.
My Internal Linking Process
When I begin working with a client, my process usually looks something like this.
Step 1: Identify the Primary Revenue Pages
These are the pages I ultimately want ranking.
Usually service pages.
Location pages.
Or high-converting landing pages.
Step 2: Build Supporting Content
Next I create helpful blog posts that answer the questions customers are already searching for.
Rather than competing with the service page, these articles support it.
Step 3: Add Strategic Internal Links
Every supporting article points readers toward relevant service pages where appropriate.
Not every paragraph needs a link.
The goal is usefulness, not stuffing.
Step 4: Continue Strengthening Older Content
SEO isn’t finished after publishing.
Every few months I revisit older content and look for opportunities to improve internal linking.
That process compounds over time.
Why This Matters for Topical Authority
Google wants confidence that you’re an expert.
One isolated page rarely proves expertise.
Twenty well-organized pages covering different parts of the same topic do.
That’s why I’ve been investing so heavily in building topical authority across my own website.
Instead of publishing random SEO articles, I’m creating connected content that reinforces my expertise in areas like:
- SEO audits
- Keyword strategy
- Local SEO
- Technical SEO
- Internal linking
- AI search optimization
- Google Business Profile optimization
If you’re curious about how this works, you may also enjoy reading my guide on What Is Topical Authority?
Backlinks Still Matter
Don’t misunderstand me.
Backlinks remain an important ranking factor.
I build them for my clients every month.
But I want those backlinks pointing toward a website that’s already organized correctly.
Otherwise, you’re paying to send authority into a structure that isn’t making the most of it.
Good internal linking multiplies the value of every backlink you earn.
Final Thoughts
One of the biggest misconceptions in SEO is that rankings come from one tactic.
They don’t.
Successful SEO comes from dozens of small improvements working together.
Internal linking is one of those improvements.
It’s not flashy.
Clients rarely ask about it.
But I’ve seen it move rankings countless times because it helps Google understand what your website is really about.
Before I spend time building backlinks, I make sure the website itself has a solid foundation.
In my experience, that’s one of the smartest investments you can make.
Frequently Asked Questions
Does internal linking really help SEO?
Yes. Internal linking is one of the simplest ways to improve your website’s SEO. It helps Google discover pages, understand which content is most important, and better recognize the relationships between your articles and service pages. It also creates a better experience for visitors by guiding them to additional helpful resources.
Should I build internal links before backlinks?
In many cases, yes. Before investing time and money into acquiring backlinks, I recommend making sure your website is organized properly. A strong internal linking structure allows the authority from future backlinks to flow throughout your website instead of being concentrated on just one page.
How many internal links should a page have?
There isn’t a perfect number. I focus on adding internal links wherever they genuinely help the reader. A well-written article may naturally include anywhere from five to twenty internal links depending on its length and topic. Quality and relevance matter much more than quantity.
What pages should I link to?
Start with your most important pages, such as your primary service pages, location pages, and cornerstone content. Every new blog post should strengthen existing pages that are important to your business goals.
What is an orphan page?
An orphan page is a page that has little or no internal links pointing to it. Because Google has difficulty discovering and understanding orphan pages, they often struggle to rank well in search results.
Does anchor text matter?
Absolutely. The words you use inside a hyperlink help Google understand what the linked page is about. Instead of using generic phrases like “click here,” descriptive anchor text provides additional context for both users and search engines.
Can internal linking improve topical authority?
Yes. Strategic internal linking helps Google recognize that multiple articles cover related subjects. When your content is organized into clear topic clusters, it becomes easier for search engines to understand your expertise, which can strengthen your topical authority over time.