A link building strategy is essential to give solidity to any SEO plan. This includes not only getting external links to build more authority, but also exploring internal links (and not underestimating the opportunities they provide us).

In fact, a new study by Zyppy , a company focused on SEO solutions, showed how internal linking, when used correctly, can be a pretty powerful strategy for increasing traffic.

Most marketers focused more on guest posts or getting backlinks , which are also very effective strategies, although it is interesting that according to a study by Backlinko , 94% of the world’s content does not have any external links.

However, Zyppy did show data that reinforces the importance of working on your internal linking tactics as a vital part of any SEO strategy.

But if you think that working with internal links is a piece of cake… think again. You will see that taking care of your URLs is not a simple task; just keep in mind that 66.5% of links are to websites that are disabled , it’s a huge challenge for SEOs and marketers.

Let’s dive into that study to see what insights we can get for your strategies. Do we see them together?

The study
Before discussing our ideas and advice, it is important to understand the characteristics of this study and how it was carried out:

Zyppy analyzed 23 million internal links across 1,800 websites, representing approximately 520,000 individual URLs. They then compared it to data from Google Search Console to determine search clicks for each URL.
The Internet hosts a total of 1.6 billion sites . For this research they used 23 million internal links. Although it is a large amount, it only represents a small portion of the entire web.
This is a correlation study, which means that we are going to see how one factor is related to another. It’s not necessarily scientific, but it can be very helpful when planning your next strategy.
Discoveries
Something that is very interesting to see is how internal links work for these sites.

The study found that URLs with at least 40-44 internal links received 8 clicks, while those with 10-14 links only received 2 Google search clicks.

But those clicks start to drop and grow again as we add more and more internal links. Basically, they remain unstable.

We must emphasize that this research does not specify whether they are unique links in the body of the text or navigation links. So we can easily assume that when it comes to 40-45 links in a URL, most of them come from the navigation of the site itself. 

The big question is: how do you find a balance between navigation links and unique links? This is when information architecture and anchor texts play an important role in a link strategy.

This is confirmed by research.

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