How to Use Internal Links in Your Content

One of the most overlooked gems in your SEO arsenal is internal links. These are the hyperlinks on your website or social media page that you click on to go to another page. Often colorized, bolded, or underlined, internal links stand out in page content because they imply that site visitors can find more information elsewhere on your website or a related site.

Internal linking exposes your readers to your services, reduces bounce rates, helps with crawling and indexing, and gives high-converting websites greater domain authority. When used properly, they can become a major asset to your digital marketing strategy. Below, we further explain what internal linking is and how to use it properly on your website or social paid ads.

Internal Linking In-Depth

Internal links are hyperlinks that point to pages on the same domain. These are different than external links, which link out to pages on other domains. Internal links are content-based; meaning, they are on-page tools that you use in the headings, subheadings, paragraphs, images, graphics, or videos on your website.

One of the key features of internal links is that they fast-track viewers to specified pages that they may otherwise miss in the menu or sitemap. Internal links can send page authority (also known as PageRank) to important pages. Internal linking is key if you want your site to rank higher in search engines.

Tips for Using Internal Links

Since Google places a high value on internal links, you should optimize them according to Google’s algorithms and best practices. Below are some tips on how to use internal links effectively on your real estate investment website.

1. Highlight the Internal Links

Internal links should stand out on the page so that readers can’t miss them. There are several things you can do to highlight internal links.

  • Assign a bold, noticeable color (typically blue) different from the rest of the font.
  • Underline, bold, or italicize the words in which you are adding the link.
  • For added emphasis, link phrases such as click here or learn more where applicable.
  • Link photos or videos - viewers often click on graphics, thinking there might be a link.

2. Link Topic-Relevant Keywords

Google loves it when you use keywords strategically in your content. One of the best ways to use keywords is to link them. For example, if your web page topic is rental houses, your primary keyword will likely be ‘sell my rental house fast in [city].’ Therefore, you should create an internal link on the keyword. Another strategy you can use is to link to a keyword-relevant to the page you want the viewer to visit. Either way, the keyword needs to be relevant and not just any words.

3. Do Not Link the Same Words or Phrases Twice

Internal linking allows you to highlight more than one keyphrase on a single page. So, take advantage of this strategy and link to multiple keyphrases instead of the same one multiple times. Going back to the example above, link to sell my rental house fast once, then mix it up linking to other phrases, such as ‘sell my rental house as-is,’ ‘we buy rental houses as-is,’ or ‘companies that buy rental houses.’ There are lots of keyword options.

4. Link to Phrases, Not Single Words

As a rule, you should use single-word keywords sparingly, if at all. The reason for this is that single words have a broad scope that only confuses Google when crawling or indexing your page for rankings. The same concept applies to links. Always link to keyphrases - preferably phrases with three or more words. Example: Avoid linking to ‘buyer.’ Instead, link to ‘cash home buyer’ or ‘local home buyer.’

5. Only Link to Relevant Pages

Like any other SEO strategy, there needs to be a purpose or end-game in mind when adding internal links. Otherwise, they are a waste of time. When adding an internal link, send the viewer to a page relevant to the page they are currently viewing. Some examples of linking to relevant pages may include:

If the reader is on this page... to this relevant page

Foreclosure Bankruptcy, short sale, take over mortgage payments, forbearance, distressed house
Probate Inherited property, selling as-is, old house
Relocation New job, military, divorce, downsizing
Damaged house Selling as-is, vacant house, old house, rental house
Any page Home page, how it works, about us, FAQs

Bonus: What About External Links?

One of the big debates is whether to use external links on your website when it comes to linking. External links can be good for backlinking, sourcing, or establishing credibility. One of the main applications of backlinks is providing sources for statistics. For instance, if you say that it takes 60 to 90 days for the average home to sell in the U.S., you may provide an external source link to back up your claim.

However, there is a HUGE drawback to using external links: They take potential leads off your website. Once they leave your website, they may not come back. Plus, external links increase bounce rates, which indicates that people are spending little time on your website. Instead of increasing your bounce rates, you want to increase your click-through rates (CTR). You can only achieve this with internal links. Therefore, you want to avoid external links on your website unless it is necessary.

Contact Freedom Leads for Automated Lead Follow-Up Solutions

Freedom Leads can help you get more qualified leads through Spark, our fully customizable lead generation tool. Learn more about how we can help you implement the Motivated Seller Prospects Marketing Program in your area. 

To check the availability of your market, fill out our application form or contact us at 877-399-2259, and we will walk you through the process. We work with a limited number of real estate investors per market, so claim my market today.