Internal and external links: what Google’s new guidelines say
Google has updated its guidelines on link creation and management within its official documentation for developers and SEO professionals. Originally, the document mainly explained how to create properly indexable links, but over time it has been expanded to include more detailed guidance on several aspects of link building.
Among the topics covered are:
- which links Google can actually index
- best practices for using anchor text
- how to write effective anchor text
- recommendations for internal links
- recommendations for external links
These guidelines help clarify how Google interprets connections between pages and the role links play in the overall structure of a website.
Which links Google can index
According to the updated documentation, Google can reliably crawl a link when it is placed inside an HTML <a> element that includes an href attribute.
This means the technical structure of a link is essential. Many other formats or implementations, such as links triggered by JavaScript events or HTML elements that simulate links without an href attribute, may not be properly analyzed by Google’s crawlers.
In practice, if a link is not built using the standard structure of the web, Google may not be able to interpret it as a connection between two pages.
The role of anchor text
A central element in link management is the anchor text, meaning the visible clickable text that contains the link.
Google explains that this text provides important information to both users and search engines about the destination page. Well‑written anchor text helps people understand what they will find after clicking and allows Google to better interpret the content of the linked page.
For this reason, anchor text should always be included within links that can be correctly indexed and should clearly describe the content of the page being linked.
How to write good anchor text
According to the guidelines, good anchor text should be:
- descriptive
- conciso
- relevant to the page where it appears
- consistent with the content of the destination page
Clear anchor text creates the right context for a link and helps users navigate a website more easily. At the same time, it helps Google better understand the relationships between the pages of a site.
The importance of internal links
The guidelines remind us that links are often thought of mainly as connections to external websites. In reality, internal links play a fundamental role in the structure of a website.
Google suggests paying attention to how content is connected within the same site. Using clear anchor text in internal links can help both users and search engines better understand the structure of the website and locate important information.
In addition, every page should be reachable from at least one other page on the site. Linking related resources together creates a more logical navigation path for visitors.
How to manage external links
The guidelines also address the topic of external links, meaning links pointing to other websites.
Google emphasizes that linking to external sources is not something to avoid. On the contrary, citing reliable sources can strengthen the credibility of a piece of content.
Among the aspects mentioned in the documentation are:
- the authority of the websites being linked
- the use of the nofollow tag
- the management of paid links
- the issue of spam links
In general, the recommendation is simple: link to other websites when it makes sense to do so and always provide the necessary context for readers.
Why these guidelines matter
From an SEO perspective, the document does not introduce completely new concepts. However, links remain one of the most discussed and analyzed factors in search engine optimization.
For this reason, any update or clarification published by Google on the topic is closely examined by professionals working in digital marketing and SEO.
Understanding how Google interprets links — both internal and external — helps create websites that are clearer, easier to navigate and aligned with SEO best practices.
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