Businesses tend to obsess over backlinks because they’re the “currency” of SEO. But most ignore the thing they can fully control: their internal linking structure. A competent SEO Agency knows that internal links and backlinks don’t compete—they work together.
Backlinks push authority into your website. Internal links distribute that authority throughout the website.
Why Internal Links Matter More Than You Think:
- They tell Google which pages matter most.
- They help pass link equity to high-value pages.
- They improve crawl efficiency.
- They reduce orphaned pages.
Where Backlinks Still Dominate:
- They establish trust and domain authority.
- They drive referral traffic.
- They help you compete in saturated niches.
So which is more important? The truth: if you don’t have a strong internal linking structure, your backlinks are wasted. Any effective SEO Agency will fix internal architecture first before scaling link building. Internal links are the foundation; backlinks are the accelerator.