Should you remove internal links?

An internal link may need updating if the linked page has moved, changed subject or stopped helping the reader. A useful link may still be passing authority to a page that needs it.

Before removing it, check the linking page, the linked page and their rankings.

Check both pages

Does the linking page still earn organic clicks from related queries? Does the linked page still answer the question described by the anchor text? Does the link open the correct page without a redirect?

In Search Console, select each page in the Performance report and check its relevant queries. Compare clicks and average position over equal-length periods. A few good days on a new page are a weak basis for removing a link that may be helping it rank.

Save both URLs and the original anchor text so you can restore the link if needed.

Keep a way to find the page

If you remove a link from a paragraph, make sure readers and Google can still reach the page through another link on your site.

A page with no internal links pointing to it is called an orphan page. It may remain indexed, but you have made it harder to find from the rest of your website.

Choose which pages to help

A related page within reach of the top three or five may be a useful target for an internal link. Check its exact query and the pages ranking above it. The aim is to reach positions that earn clicks, so the page can start building its own click history.

Use a complete reporting period to judge the linking page’s organic clicks. Seven days can give an early indication; a longer comparison helps you see whether the page keeps ranking and earning clicks.

Change one link and check the result

Make one edit and save the date it went live. Compare rankings and clicks for the linking page, the linked page and any other pages receiving links from that paragraph.

Give yourself a clear before-and-after comparison. Repeatedly changing several links makes it harder to know which edit helped or hurt.

If rankings or clicks fall, check for other changes as well. Restore the original link when your comparison gives you a reason to do so.

Apply the model to your next page

Choose the query you want to rank for. Check that Google has indexed the page and that its URL, title and heading describe the subject. Find its backlinks and internal links, then check its rankings and organic clicks in Search Console.

Use what you find to choose the next action: fix an indexing problem, clarify the page’s subject, earn a relevant backlink or link from a related page that already earns organic clicks.