How to Do an Internal Link Audit for SEO and User Experience

Internal Linking


Marcelo Beilin  (Updated May 29, 2023 )

You're an online marketer or website owner. You've put in the hard work to create a stellar website with valuable content that your audience loves. Good on you!

But are you sure that both your visitors and search engines can easily navigate through all that awesome content of yours?

Are you confident that every piece of your digital puzzle is connected in the most logical, user-friendly, and SEO-savvy way?

This is where the significance of an internal link audit comes into play.

An internal link audit is like giving your website its very own GPS system. It ensures that every street (link) leads your visitors and search engines to the right destination, enhancing user experience, and improving your SEO efforts.

It's like a spring cleaning exercise for your website, dusting off any cobwebs in your linking structure and making sure everything's in tip-top shape.

But why should you care about this? Because conducting regular internal link audits can be the difference between your website thriving or merely surviving in the vast digital universe.

It's like having a regular check-up for your website — essential for its long-term health and success.

In this blog post, we're going to take a detailed walk through the world of internal link audits. We'll explore what they are, why they matter, and most importantly, how you can conduct one yourself.

Let’s get started!

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What is an Internal Link Audit?

An internal link audit is a comprehensive process of evaluating the internal linking structure of your website.

When you're conducting an internal link audit, you're essentially checking the 'cardiovascular system' of your website.

You're looking to see how well the blood, or in this case, the link juice, flows from one part of your site to another.

You're evaluating whether this vital online life force is circulating evenly and effectively, reaching all parts of your website, or whether there are any blockages or weak spots you need to address.

But why is this important? Think about it from your visitor's perspective. They've landed on your website because they're looking for information or a solution to a problem and your internal links are the signposts that guide them to the answers they seek.

A robust, well-thought-out internal linking structure ensures your visitors can easily navigate your site, find the content they're after, and enjoy a positive, frictionless user experience.

Meanwhile, from an SEO perspective, internal links are crucial for helping search engines like Google understand the structure of your site.

They allow search engine spiders to crawl and index your site more efficiently, helping them recognize which pages on your site are most important, and how different pages and pieces of content relate to each other.

This, in turn, can influence how well your site ranks in search engine results.

Preparing for an Internal Link Audit

Preparing for an Internal Link Audit

So, you're convinced of the importance of internal link audits. Great! Now, let's gear you up for the task at hand. Preparing for an internal link audit is like gearing up for a treasure hunt. You'll need the right tools and a clear map of the landscape you're about to explore.

First, gather your tools. You'll need a reliable site crawler — think Link Whisper or SEMrush. These tools are your magnifying glass, helping you delve into the nitty-gritty of your website's internal linking structure.

They can identify broken links, uncover redirect chains, and provide detailed insights that can guide your audit.

A spreadsheet program like Excel or Google Sheets will also be your best friend during this process. This is where you'll organize and analyze the data you collect.

You can track your progress, highlight areas of concern, and document your optimization strategies. Think of it as your treasure map, guiding your audit journey.

Next, you need to familiarize yourself with your website's structure. The better you understand it, the easier your audit will be. Look at your website as if you were a first-time visitor or a search engine bot.

Can you make sense of the structure? Can you easily navigate from one page to another?

Remember, preparation is key. With the right tools and a solid understanding of your website's structure, you're well on your way to conducting a successful internal link audit.

How to Conduct an Internal Link Audit

Performing an internal link audit may sound intimidating at first, but it's actually a straightforward process when you break it down.

Let's take this step by step:

1. Identify Your Pages

The first step in any internal link audit is to identify and make a list of all the pages on your website.

This includes your homepage, product pages, blog posts, landing pages, and even those old, archived pages you may have forgotten about. Essentially, if it's a live page on your website, it should be on your list.

This is where your site crawler comes into play. Tools like Link Whisper or SEMrush can crawl your website just like a search engine bot would, identifying and listing all the pages on your site.

These tools can provide you with a comprehensive snapshot of your website's structure, including URLs, titles, meta descriptions, and the links on each page. This comprehensive list will form the foundation of your audit.

2. Review Your Links

Once you have a list of all your pages, the next step is to check how these pages link to each other. This involves evaluating the internal links on each page and understanding how they contribute to your website's overall linking structure.

Pay special attention to any orphan pages — these are pages that don't have any internal links pointing to them.

Orphan pages are like lonely islands in the ocean of your website. They're isolated, hard for users and search engine bots to find, and essentially invisible in the eyes of Google.

Identifying and fixing orphan pages should be a top priority in your audit. By linking to these pages from relevant parts of your website, you can bring them back into the fold, making them accessible to users and search engine bots alike.

3. Evaluate Link Quality and Relevance

Now, not all internal links are created equal. A crucial part of your audit will involve evaluating the quality and relevance of your internal links.

Ask yourself, does this link offer value to the user? Does it enhance their experience and provide them with additional, relevant information? Or is it just there for the sake of having a link?

Each internal link on your site should serve a purpose. It should guide users to related content, help them navigate your site, or provide them with further information. If a link doesn't serve any of these purposes, it may be time to rethink it.

Remember, internal linking is not just about SEO. It's also about providing a positive, seamless user experience. Keep your users' needs and expectations in mind when evaluating your internal links.

4. Check for Broken Links

Lastly, but certainly not least, you need to check for broken links. There's nothing that disrupts a visitor's experience more than clicking on a link and being met with a "404 error: page not found" message.

Broken links can damage your site's usability, harm your SEO, and leave your visitors frustrated and likely to bounce.

Use your site crawler to identify any broken internal links. These could be links pointing to pages that no longer exist, or URLs that have been changed or misspelled.

Once you've identified these broken links, it's crucial to fix them as soon as possible. This could involve updating the link if the page has moved, or removing the link entirely if the page no longer exists.

Common Mistakes to Avoid During Internal Link Audits

Making the Most of Your Internal Link Audit

Just like any process, conducting an internal link audit has its pitfalls. Let's make sure you sidestep these common mistakes:

Not conducting regular audits

One of the most common mistakes is treating internal link audits as a one-and-done deal. But the web is a dynamic beast — always changing, always evolving. Your website isn't static either.

You're probably adding new content, updating pages, and maybe even overhauling your site structure from time to time. All of this affects your internal linking.

So, remember, an internal link audit isn't a one-time thing. It's an ongoing process that should be part of your regular SEO routine.

Overlooking user experience

It's easy to get so caught up in SEO that you forget about the real, live people visiting your site. But, remember, at the end of the day, SEO is all about delivering a stellar user experience.

Every link on your site should serve a purpose and add value for your visitors. So, before adding a link, always ask yourself:

If the answer is no, it might be time to rethink that link.


Over-optimization is a common pitfall in SEO, and internal linking is no exception. While it's good to optimize your anchor text and link placement, going overboard can do more harm than good.

Google's algorithms are pretty savvy and can detect unnatural, spammy tactics. So, when optimizing your internal links, remember to keep it natural.

Don't stuff your anchor text with keywords or cram too many links into a page just for the sake of linking.

Instead, focus on creating a balanced, natural-looking link profile that adds value for your users.

By keeping these common mistakes in mind and avoiding them, you'll be well on your way to a more effective internal link audit and a stronger, more user-friendly website.

In Conclusion

Well, there you have it — a deep dive into the intricate, yet incredibly essential world of internal link audits.

We've covered a lot of ground together, and I hope you're walking away with a better understanding of the importance of these audits, and more importantly, how to carry one out effectively.

Remember, just like any skill, this process gets easier with practice. Each time you complete an audit, you'll simply become more proficient and develop a sense for what you’re looking for.

And don't forget to have fun along the way! Yes, an internal link audit is a technical, strategic process, but it's also a learning experience. It's an opportunity to understand your website better, to uncover its strengths and areas for improvement.

Happy auditing!

Marcelo Headshot

About the author

Marcelo Beilin is a Digital Marketing Consultant and blogger who helps clients take their traffic and online revenue to the next level.

He also helps readers find the perfect tools to earn online income at

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