Is It Good for SEO to Link Your Own Different Site’s Content?

In the world of Search Engine Optimization (SEO), strategies that can enhance a website’s visibility and ranking in search engine results are always sought after. One such strategy is interlinking content between different sites owned by the same entity, a practice that is often overlooked but can offer significant SEO benefits.

However, like any other SEO strategy, this method has its considerations and potential drawbacks. The effectiveness of linking your own different sites’ content depends on various factors, such as the relevance of the linked content, the authority of the sites involved, and how the linking is implemented.

This blog will provide an overview of this SEO strategy, exploring its potential advantages and disadvantages and offering practical advice on effectively linking content between your sites for SEO purposes. Whether you’re a seasoned SEO professional or a beginner looking to boost your website’s search engine performance, this article will provide valuable insights.

What is Internal Linking?

Internal linking means creating links between different pages on the same website. This strategy is a key aspect of website navigation and significantly enhances the user experience. When you create a link on a page that points to another page on the same website, that’s an internal link. When users click on an internal link for any specific topic, they are directed to another page on your site, allowing them to explore related topics, find additional information, or move deeper into your content.

However, internal links offer benefits beyond navigation. They are also important for search engine optimization. When search engine crawlers explore your website, they follow these internal links, helping them understand the structure and hierarchy of your content.

In return, this helps search engines find and rank your website better on their results pages. Additionally, internal links distribute what’s known as “link equity” or “link juice” throughout your website, helping search engines recognize the importance and relevance of different pages.

Internal vs. External Linking

External linking, also known as outbound linking, refers to the process of creating hyperlinks on your website that point to different domains. In other words, if you create a link on your website that leads to content on another website, this is considered an external link. Now, let’s draw a clear line between internal and external links.

Firstly, the destination of these links sets them apart. Internal links keep users within your website’s domain, directing them to other pages or content you’ve created. For instance, if you’re reading a blog post about “Healthy Eating” and find a link to another article on “Nutrient-Rich Foods” within the same website, that’s an internal link. On the contrary, external links guide users from your domain to other websites. These links often point to authoritative sources, citations, or references supporting your content’s information.

Secondly, the purpose of these links varies. Internal links primarily aim to enhance the user experience within your website. They guide visitors to related content, providing them with more information or encouraging them to explore further. In contrast, external links serve a different purpose.

They can add credibility and depth to your content by referencing external expertise or data sources. While they may not directly impact your website’s SEO, they enrich the user experience by offering valuable references.

Thirdly, the SEO impact differs between internal and external links. Internal links become crucial for SEO by helping search engines understand your website’s structure and content hierarchy. They can also distribute link equity, contributing to the ranking of your pages. External links, on the other hand, don’t directly affect your website’s SEO performance, but they can indirectly influence user trust and engagement by providing authoritative external sources.

Internal Linking for SEO

Internal linking is critical in SEO, and its significance cannot be overstated. Here’s why internal linking is so crucial for optimizing your website’s search engine performance:

Enhanced Website Crawling and Indexing

Internal links act as a roadmap for search engine crawlers, guiding them through your website’s pages and content. While crawling your website, search engines like Google follow these links to discover new content and understand how different pages are interconnected. This makes indexing more thorough, ensuring all your important information is included in search engine databases.

Improved Content Discoverability

Internal links enhance content discovery and accessibility for users and search engines. When you strategically link to relevant pages within your website, you direct users to related information they find valuable. This enhances the user experience and ensures your content gets the attention it deserves.

Content Hierarchy and Priority

You can establish a hierarchy of content on your website by using internal links. Search engines see the pages you link to most frequently as more important. This helps search engines figure out which parts are the most important and relevant to your website’s theme. It’s a way of signalling the importance of specific content to search engines.

Reduced Bounce Rates

Internal links can help visitors stay interested in your content and motivate them to read more. When visitors find relevant links to other pages or articles within your site, they’re less likely to bounce away after viewing a single page. This lower bounce rate can positively influence your website’s rankings.

Improved User Experience

Ultimately, internal links enhance the overall user experience. They provide users with a seamless and informative journey through your website, helping them find the answers or information they seek more easily. This improved experience can lead to higher user satisfaction, longer time spent on your site, and increased conversions.

When to do Internal Linking Between Own Different Sites?

Linking between different websites you own, often called cross-linking or interlinking, involves creating hyperlinks that connect content or pages on one website to another, all under your ownership. This strategy is typically employed when you have multiple related websites, such as managing various brands, operating in related niches, or engaging in cross-promotion efforts.

Scenarios Where Linking Between Different Websites Is Applicable

Multiple Brands

If you own and operate multiple brands or businesses, having separate websites for each is common. Linking between these websites can help users navigate between brands and access relevant information easily.

For example, if you own a company that sells sports equipment and athletic apparel, linking the two websites can provide a seamless shopping experience for customers interested in both categories.

Related Niches

Sometimes, you may have websites catering to closely related niches or topics. Linking between these sites can provide users with more information while helping search engines understand the topic’s relationship.

For instance, if you run websites dedicated to travel, linking a site about adventure travel and another about luxury vacations can offer visitors a comprehensive view of your offerings.


When you want to promote one website’s content, products, or services on another site you own, interlinking can be a powerful tool. For example, if you own an e-commerce site and a blog, you can link to relevant product pages from your blog posts to drive sales.

Challenges that Occurs While Internal Linking for SEO

While linking between different websites you own can offer SEO benefits, navigating these challenges is crucial. Maintaining relevance, quality, and a user-focused approach should be your primary considerations to avoid potential pitfalls and ensure a positive impact on your online presence and search engine rankings. Let’s dive deeper into some potential SEO challenges that can arise when linking between different websites you own.


One of the most significant challenges is over-optimization through excessive cross-linking. When you link between your websites only to manipulate search engine rankings, it can trigger red flags with search engines.

This practice, often called “link farming” or “link manipulation,” violates search engine guidelines. Google and other search engines want to give the best and most appropriate results to their users, so they don’t like it when people try to boost their rankings artificially.

Over-optimization can result in search engine penalties, causing your websites to drop rankings or even be removed from search engine results altogether. This can have a strong negative impact on your online visibility.

Relevance and Quality

Another challenge is ensuring that the links between your websites are genuinely relevant and provide value to users. If you create links that connect unrelated content or websites, users may find the experience confusing and frustrating. For instance, if you run a website about healthy recipes and link it to an unrelated website about car repair, it confuses users and raises concerns with search engines.

Links that lack relevance and quality can harm the user experience, potentially leading to higher bounce rates and lower user satisfaction. Additionally, search engines may view such links as manipulative and take action against them.

Dilution of Link Equity

Link equity, also called link juice, refers to the ranking authority transferred from one page to another via links. When you spread your internal links across multiple websites you own, each website may not receive as much link equity as it would if all the links were concentrated on one site.

This dilution of link equity can impact the SEO performance of individual websites. Some sites may receive minimal SEO benefit from the links, potentially hindering their ability to rank well in search engine results.

Quality of Content

Maintaining the quality of content across multiple websites can be challenging. When you own several websites, you must ensure that each one offers valuable and unique content if you link between websites with low-quality or duplicate content.

It can harm the reputation and SEO performance of all the sites involved. Poor-quality content can lead to lower user engagement, higher bounce rates, and reduced trust in your websites. Search engines may also penalize sites with low-quality content.

Balancing User Experience and SEO

It can be hard to find the right mix between a flawless user experience and SEO optimization. While internal linking can enhance navigation and user engagement, an excessive number of links can overwhelm users and disrupt the flow of content. If the user experience is compromised due to excessive linking, it can lead to higher bounce rates and decreased user satisfaction, ultimately affecting SEO performance.

Linking Between Different Sites: Guidelines

Now, let’s explore guidelines on when and how to link between different websites you own effectively while emphasizing the importance of relevance and context and providing strategies to avoid over-optimization or spammy linking practices. By following these detailed guidelines, you can effectively manage interlinking between your websites to enhance user experience, maintain SEO integrity, and ensure the long-term success of your online presence.

Relevance and Context

  • Rule of Thumb: Before creating a link, consider whether it adds genuine value to the user experience. Links should connect related topics, products, or services to give users a logical and informative journey through your websites.
  • Link Purpose: Clearly define the purpose of each link. Is it meant to provide additional insights, guide users to a relevant product page, support a claim with a credible source, or direct users to related content? Knowing the link’s intent helps maintain clarity and purpose.
  • User-Centric Approach: Always prioritize the user’s needs and expectations. Ensure that the link improves their experience by offering valuable and pertinent information. User satisfaction is a crucial indicator of successful interlinking.

Content Quality

  • High-Quality Content: All linked pages should offer high-quality content. This includes accurate, up-to-date information, well-structured content, and a visually pleasing presentation. Users are more inclined to engage with content that appears credible and professional.
  • Avoid Duplicate Content: Steer clear of linking to duplicate or nearly identical content across different websites. Duplicate content can confuse users and hinder SEO efforts. Instead, focus on providing fresh and unique insights.

Strategic Use of Anchor Text

  • Descriptive Anchor Text: The anchor text used for links should clearly describe the linked content’s topic or purpose. This not only assists users in understanding where the link leads but also provides search engines with context.
  • Keyword Variation: While incorporating keywords in anchor text is valuable for SEO, avoiding excessive use of exact-match keywords is essential. Use variations and natural language to maintain a user-friendly and organic feel.

Maintain a Natural Linking Pattern

  • Avoid Over-Optimization: Excessive cross-linking with the sole intention of boosting SEO rankings is discouraged. Instead, create a natural, user-centric linking pattern that aligns with your content’s flow and purpose.
  • Diversify Link Types: Use a mix of link types to create a balanced link structure. Navigational links, placed in menus, help users easily navigate between websites. Contextual links, integrated into content, offer additional information or resources within the flow of an article or page. Footer links, placed at the bottom of pages, can be helpful for directing users to essential sections or websites.

Regularly Review and Update Links

  • Link Maintenance: Set a schedule for reviewing and updating links between your websites. Over time, the relevance of certain links may change, and it’s essential to keep your interlinking strategy up to date.

Monitor User Engagement

  • Analyse User Behaviour: Leverage analytics tools to analyze user behaviour related to your interlinked content. Pay attention to metrics such as bounce rates (the percentage of users who leave a page without further interaction) and time spent on pages. These analytics can provide information about the effectiveness of your links as well as user interaction.

Avoid Excessive Cross-Linking

  • Link Sparingly: While interlinking offers benefits, avoid many cross-links. Concentrate on the most valuable and relevant links to maintain a clean and user-friendly experience. Prioritise quality over quantity.

Monitor SEO Performance

  • Regular Audits: Conduct SEO audits on your websites to identify potential issues or penalties related to linking practices. Audits help you detect and rectify any deviations from best practices promptly.

Measuring the Impact of Internal Linking for SEO

Tracking and measuring the impact of interlinking between different websites on SEO is crucial for understanding the effectiveness of your linking strategies and making informed decisions to improve your online presence. By monitoring key statistics such as organic traffic, rankings, and user engagement, you can assess the success of your interlinking efforts and make necessary adjustments.

Organic Traffic

Organic traffic is one of the primary points to monitor when assessing the impact of interlinking. Organic traffic shows the number of visitors who find your websites through search engine results. By analyzing organic traffic data, you can gauge whether your interlinking efforts drive more website users.

Tools like Google Analytics provide valuable insights and statistics into your website traffic sources, allowing you to differentiate between organic traffic (from search engines) and other referral sources. To track organic traffic effectively, focus on the following:

  • Comparative Analysis: Compare organic traffic before and after implementing interlinking strategies to identify noticeable increases or changes.
  • Segmentation: Segment your organic traffic data to see which pages or sections of your websites benefit most from interlinking. This insight can help you refine your linking strategy.

Keyword Rankings

Monitoring keyword rankings is essential to assess how interlinking impacts your websites’ visibility in search engine results pages (SERPs). Keyword rankings indicate how well your websites are positioned for specific search terms.

You may notice improvements in keyword rankings as you implement interlinking strategies, particularly for targeted terms. Tools like Google Search Console and third-party SEO software can help you track your rankings over time.

When tracking keyword rankings, consider the following:

  • Keyword Tracking: Keep an eye on the ranking positions of target keywords associated with the linked pages. Monitor changes in rankings to determine if interlinking positively influences your SEO efforts.
  • Keyword Diversity: Assess how interlinking affects rankings for diverse keywords relevant to your content. This broader perspective helps identify opportunities for improvement.

User Engagement Metrics

User engagement metrics provide insights into how visitors interact with your websites after arriving through interlinked content. These metrics help you understand if users find the linked content valuable and engaging. Key user engagement metrics to monitor include:

  • Bounce Rate: Bounce rate is a measurement of how many people visit your website but leave after only a few seconds. A lower bounce rate suggests users explore your content further, indicating that interlinked pages keep them engaged.
  • Average Session Duration: This metric reflects users’ average time on your websites. Longer average session durations often indicate that visitors find value in your content and are more likely to convert or engage further.
  • Pages per Session: Pages per session measure the number of pages users view during a single visit. An increase in this metric suggests that interlinked content encourages users to explore more of your websites.

Conversion Metrics

Conversion metrics are vital for assessing the ultimate impact of interlinking on your websites’ goals, whether sales, sign-ups, or other desired actions. By tracking conversion rates and the specific actions taken by visitors who arrive through interlinked content, you can determine the bottom-line impact of your interlinking efforts.

  • Conversion Rate: The conversion rate calculates the proportion of site visitors completing an activity, such as submitting a contact form or purchasing. Monitor how interlinked content influences conversion rates and whether it leads to higher conversion rates for specific pages or products.
  • Goal Completions: If you’ve set up specific goals or events in your analytics tools, track the completion of these goals by users who arrive through interlinked pages. This helps quantify the impact of interlinking on desired outcomes.

Click-Through Rate (CTR)

CTR is an essential metric to assess the effectiveness of interlinking within search engine results. It displays the percentage of users who click on the link when your website appears in the search results when presented with your content. A higher CTR indicates that users find your content compelling and relevant.

To measure CTR effectively:

  • Search Console Data: Using Google Search Console helps track the CTR of pages with interlinked content. Analyse changes in CTR to gauge the impact of interlinking on click-through rates.


In conclusion, this blog has explained and given us an overview of the significance of interlinking between different websites you own and how it can impact SEO. Effective interlinking can positively influence your SEO efforts by enhancing user experience, improving organic traffic, and boosting keyword rankings. And yes, linking your own different site’s content is good for SEO, but it should be done strategically while following the guidelines. It is beneficial for your SEO strategy.

As you start your interlinking journey, prioritize relevance, value, and a user-centric approach. Ensure your interlinked content adds value to your users’ experience and aligns with Google’s Webmaster Guidelines. You may maximise your website’s effectiveness and expand its reach in the digital world by implementing effective internal linking strategies while sticking to SEO best practices. It’s a journey worth achieving higher rankings, increased organic traffic, and improved user engagement.

What do you think?

What to read next