How to Conduct an Internal Link Audit for SEO

Welcome to PBJ Marketing, where we pioneer SEO strategies that transcend digital boundaries. In this in-depth guide, we'll unravel the intricate world of SEO optimization through the lens of an internal link audit. Buckle up as we explore the key steps and strategies to catapult your website to the summit of search engine rankings.

Purpose of an Internal Link Audit

Let's dissect the profound importance of an internal link audit and why it should be at the forefront of your digital strategy.

Unlocking User Experience Enhancement

The journey users embark on while navigating your website is defined by the interplay of internal links. An internal link audit ensures this journey is seamless and delightful, contributing significantly to the overall user experience.

Guiding Search Engine Crawlers

Consider internal links as the guiding path for search engine crawlers within your website's intricate structure. An optimized internal link system serves as a beacon, guaranteeing thorough discovery and efficient indexing of every corner of your site.

Fueling Page Authority

Strategic internal linking operates as a powerhouse intelligently distributing page authority. By orchestrating connections between pages, you provide guidance to users and signal to search engines which pages should take the spotlight, ultimately enhancing your rankings.

Enhancing Content Discoverability

A crucial facet of an internal link audit lies in enhancing the discoverability of your content. By strategically linking related articles or pages, you not only improve user navigation but also increase the chances of users stumbling upon valuable content they might have otherwise missed.

Strengthening Topic Relevance

Internal linking isn't just about connecting pages; it's about creating a cohesive web of topics. Through a meticulous internal link audit, you can reinforce the relevance of specific topics across various pages, signaling to search engines that your website is an authoritative source on those subjects.

Mitigating Orphaned Content Risks

Orphaned content, pages without any internal links pointing to them, can get lost in the digital abyss. An internal link audit acts as a safeguard against this by identifying and rectifying orphaned content, ensuring that every piece of valuable information on your site receives the attention it deserves.

Nurturing Conversion Paths

Internal links play a pivotal role in guiding users along conversion paths. By analyzing and optimizing these links, you create a more streamlined journey from exploration to conversion. This not only benefits user experience but also contributes to the overall success of your digital marketing and sales efforts.

How to Prepare an Internal Link Audit for SEO

Before we delve into the practical steps, let's set the stage for a successful internal link audit. The foundation you lay here will determine the efficacy of your overall strategy.


  • Crawling Tools: Utilize tools like Screaming Frog or DeepCrawl to crawl your website and gather comprehensive data on internal links.
  • Google Analytics: Analyze user behavior, navigation patterns, and the performance of specific pages to inform internal linking strategies.
  • Google Search Console: Review search analytics and identify opportunities to optimize internal links based on user queries. One of the best ways to scale your audit is to utilize Search Analytics for Sheets or Google Search Console data via Python API.
  • Link Analysis Tools: Tools like Ahrefs or Moz can provide insights into the link profile of your website, helping identify valuable internal linking opportunities.

Dataset Size

  • Comprehensive Coverage: Ensure the dataset includes all pages of the website to conduct a thorough analysis.
  • Prioritize Key Sections: If the website is extensive, prioritize key sections or high-traffic areas for a more focused approach.
  • Regular Updates: Consider the frequency of updates to the website and ensure the dataset is current to reflect the latest changes.
  • Include Mobile Version: With the increasing importance of mobile SEO, incorporate data from the mobile version of the site in the audit.
  • Evaluate Historical Data: If available, analyze historical data to identify trends and patterns in internal linking over time.

Steps to Conduct Your Internal Link Audit

Let's dive into the actionable steps to transform your internal link structure into a well-optimized powerhouse.

  1. Organize data using GSC data on a page level, including total clicks, impressions, keywords, and conversions. This is where Google Sheets formulas for SEO might be useful for scale and speed.
  2. Append internal link data with the number of internal links for each page.
  3. Incorporate anchor texts data to understand how links are labeled.
  4. Analyze the link structure to identify key pages and their interconnections.
  5. Check for broken links or redirects within the internal linking structure.
  6. Evaluate the relevance of anchor texts to ensure they align with content themes.
  7. Identify pages with low internal link counts and consider opportunities for enhancement.
  8. Review the distribution of internal links across various content types and categories.
  9. Assess the balance of internal link distribution for an even user experience.
  10. Verify the accessibility of important pages through internal links.
  11. Consider implementing breadcrumb navigation for enhanced user guidance.
  12. Monitor and update the internal link structure periodically for ongoing optimization.