If your website isn’t ranking, it’s rarely just “bad luck.” More often, it’s a linking problem. You either don’t have enough authority pointing in, or you’re not distributing the authority you already have.

In this guide, you’ll learn the clear difference between internal links and external backlinks, why both matter, and how to use them strategically to grow traffic and leads. If you’re investing in Gilbert search engine optimization, understanding this distinction can save you time, money, and frustration.

Many businesses throw money at SEO services without knowing whether their site structure or backlink profile is the real issue. Agencies like Leads by Vinny often emphasize that link strategy isn’t optional, it’s foundational.

Let’s break it down in plain English.

What Are Internal Links?

Internal links are links that connect one page of your website to another page on the same website.

Simple.

If you link from your homepage to your blog, or from a blog post to a service page, that’s an internal link.

Why Internal Links Matter

Internal links:

• Help search engines understand your site structure

• Distribute authority (also called “link equity”)

• Keep visitors on your site longer

• Guide users toward conversions

Think of your website like a city. Internal links are the roads connecting neighborhoods. Without them, visitors get lost. Search engines do too.

Example

If you run a local landscaping business, you might link from a blog post about lawn care tips to your lawn installation service page. That signals relevance and strengthens the service page.

The key is intention. Random linking doesn’t work. Strategic linking does.

What Are External Backlinks?

External backlinks (often just called “backlinks”) are links from other websites pointing to your website.

These are the heavy hitters.

When another website links to you, it’s essentially casting a vote of confidence. The more high-quality votes you get, the more authority your site builds in the eyes of search engines.

Why Backlinks Matter

Backlinks:

• Build domain authority

• Improve rankings for competitive keywords

• Increase referral traffic

• Establish credibility

But not all backlinks are equal.

A link from a respected industry publication carries more weight than a random directory. Quality beats quantity every time.

The Core Difference

Here’s the simplest way to think about it:

• Internal links control structure.

• External backlinks build authority.

Internal links are completely under your control. You decide where they go and how they’re used.

Backlinks, on the other hand, must be earned.

You can influence them through:

• Guest blogging

• PR outreach

• Partnerships

• Creating link-worthy content

But you don’t directly control them.

Both work together. Without backlinks, your site lacks power. Without internal links, you waste that power.

How They Work Together

Imagine you earn one strong backlink to a blog post.

If that blog post doesn’t internally link to your core service pages, you’ve trapped the authority on one page.

That’s a mistake.

Smart SEO strategy uses internal links to funnel authority from high-performing pages to revenue-driving pages.

This is where many small businesses fall short. They focus on getting backlinks but ignore internal architecture. Or they obsess over site structure without building external authority.

You need both.

Case Study: From Stagnant to Scaling

A small home services company struggled to rank despite publishing regular blog content. They had decent traffic, but service pages barely converted.

After an audit, two issues stood out:

• Almost no internal links pointing to core services

• Very few quality backlinks

The fix was simple but deliberate.

They:

• Added contextual internal links from blog posts to service pages

• Secured five strong local backlinks through partnerships and guest posts

Within four months:

• Service page rankings improved

• Organic traffic increased by 38%

• Leads nearly doubled

Nothing magical. Just structured authority and smart distribution.

Practical Action Steps

If you want results, here’s what to do next:

For Internal Links

• Link from high-traffic pages to important service pages

• Use descriptive anchor text (not “click here”)

• Avoid overlinking unnecessarily

• Audit orphan pages with no inbound links

For Backlinks

• Create data-driven or original content

• Build relationships in your industry

• Pitch guest posts to relevant websites

• Focus on authority, not volume

SEO is not about tricks. It’s about structure and credibility.

Final Takeaway

Internal links help search engines understand your website. External backlinks help search engines trust it. Ignore either one, and you limit your growth.

If you’re serious about improving rankings and turning traffic into revenue, audit both today and fix the weak side first. Then, build authority and contact us to help you win.