Impact of Internal Linking on Website Load Time

Impact of Internal Linking on Website Load Time

SEO is more than making your pages look nice.

And a niche you need to know is the impact of internal linking on website load time, to really amp up your optimising skills.

Slow-loading websites frustrate visitors and are often penalised by search engines.

One often-overlooked aspect that can affect load time is internal linking.

Understanding Website Load Time

Website load time is the time it takes for a webpage to fully display content on a user’s screen after entering a web address.

It’s crucial for several reasons:

  • User Experience: A slow-loading website can deter users, leading to high bounce rates and lost opportunities for engagement.
  • SEO Rankings: Search engines take site speed into account when ranking websites; the faster, the better they rank.
  • Conversion Rates: Slow sites can cause users to become less likely to complete a desired action, like purchasing or filling out a form.

What Affects Load Times?

Here are some key elements that could be slowing down your site:

  1. Server Performance: A slow server will inevitably cause slow loading times. Upgrading to a faster server or using a reliable hosting provider can make a big difference.
  2. File Size: Including HTML, CSS JavaScript, images and videos. Larger files take longer to download, so optimising is necessary.
  3. Image Optimisation: High-resolution images that aren’t properly compressed can drastically slow down your website.
  4. Content Delivery: If your server is far away from your audience, it can cause longer loading times. Content delivery networks (CDNs) can help distribute your site’s content closer to your users, to prevent this.
  5. Code Efficiency: Clean and efficient code loads faster; Bloated or poorly written code can lead to delays.
  6. Browser Caching: Caching allows browsers to store certain parts of a website so that they don’t need to be downloaded each time a user visits.
  7. HTTP Requests: Minimising the number of requests can speed up load times. Combining CSS and JavaScript files reduces the number of requests.
  8. Mobile Optimisation: Responsive web design and mobile-specific optimisations can improve load times for mobile visitors.
  9. Third-Party Plugins: While these can enhance functionality, they can also introduce additional HTTP requests and slow down load times. Carefully assess the necessity of each plugin.
  10. Redirects: Redirects, especially multiple redirects in a sequence, can introduce delays in loading pages.
  11. Ads and Tracking Scripts: Streamlining the use of such scripts and considering their necessity can help maintain a fast website.

What is Internal Linking?

Linking one page to another on the same site is internal linking.

They can be used for various purposes, like improving navigation, directing users to related content, and SEO.

It’s an essential part of search engine optimisation and user experience.

Impact of Internal Linking on Website Load Time

It can inadvertently affect website load times.

While it’s vital for guiding users to relevant content and improving your site’s structure, the way you implement internal links plays a role in load times.

Here’s how:

Too Many Links:

When a webpage contains an excessive number of internal links, it can slow down load times.

Each link requires resources to load, and if there are too many, it can overwhelm the page and result in slower load times.

Linking to Resource-Heavy Pages:

Internal links can direct users to various pages on your website, including those with resource-intensive content like high-resolution images, videos, or complex media.

Clicking on such links may result in longer load times if the linked page is heavy, impacting the user experience.

Redirect Chains:

Redirects, which are often created through internal links, can introduce delays in the loading process.

For instance, if Page A links to Page B, and Page B then redirects to Page C, the user experiences two loading sequences instead of one, leading to longer load times.

Balancing Internal Linking and Load Time

Optimising internal linking to maintain a speedy website is essential.

Quality Over Quantity:

Prioritise the quality of internal links over their quantity.

Rather than overwhelming pages with numerous links, focus on providing valuable, relevant links that enhance the user experience without compromising load times.

Consider Link Density:

Be mindful of how densely you place internal links within a page.

Evaluate the purpose of each link and its relevance to the content.

Strive for a balanced and organised approach to prevent excessive load times.

Strategic Placement:

Instead of clustering internal links at the beginning of a page, distribute them throughout the content.

This approach can help stagger the loading of linked pages and reduce the initial impact on load times.

Optimise Linked Pages:

If you’re linking to pages with heavy content, ensure they are optimised for fast loading.

This includes compressing images, minimising scripts, and reducing unnecessary elements to enhance their overall performance.

Regular Maintenance:

Periodically review your internal linking structure and remove or update links that are no longer relevant.

This can streamline the user experience and reduce the potential impact on load times.

Best Practices for Efficient Internal Linking

Understanding the impact of internal linking on website load time is essential for maintaining a well-performing site.

Here are some best practices to strike a balance between effective internal linking and fast-loading webpages:

Prioritise Relevance:

Ensure that internal links are directly related to the content in which they are placed.

Irrelevant links can confuse users and slow down page loading.

Always consider the context in which the link appears.

Limit the Number of Links:

Avoid overwhelming pages with an excessive number of internal links.

Instead, focus on providing valuable and contextually relevant links.

Quality should take precedence over quantity.

Including too many links can lead to longer load times.

Optimise Images and Media:

When internal links direct users to pages containing images, videos, or other media, it’s crucial to optimise these files for web use.

Compressed images and efficiently encoded videos load more quickly, improving the overall user experience.

Minimise Redirects:

While redirects have their place in web design, it’s essential to minimise their use in internal links.

Redirect chains, where one page redirects to another, which then redirects to a third page, can significantly impact load time.

Whenever possible, link directly to the target page.

Test and Monitor:

Regularly assess your website’s load time and monitor the impact of internal links.

Use speed analysis tools to identify any issues and address them promptly.

Monitoring your site’s performance allows you to make necessary adjustments to maintain fast load times.

Maintaining Fast Load Times: A Case Study

To better understand the practical application of these best practices for efficient internal linking, let’s examine a real-world case study of a website that successfully optimised its load times while implementing internal links effectively.

Case Study: E-Commerce Website


An e-commerce website specialising in electronics and gadgets experienced slow load times and high bounce rates.

The site contained a vast number of product pages, each with numerous internal links to related products, reviews, and category pages.


The challenges faced by the e-commerce website included:

Excessive Internal Links: The product pages were filled with internal links to related products and accessories, causing prolonged load times and user frustration.

Relevance Issues: Some internal links were not directly related to the products or content, confusing visitors and negatively impacting the user experience.


To address these challenges and enhance the website’s load times, the following strategies were implemented:

  • Link Prioritisation: The website’s internal linking strategy was revamped to prioritise relevance. Only links directly related to the product and the user’s interests were retained. This significantly reduced the number of internal links on each page.
  • Optimisation: All product images and media files were optimised for faster loading. High-resolution images were compressed without compromising quality, resulting in quicker page load times.
  • Link Testing: The internal links were regularly tested and monitored for any slowdowns in load times. Automated tools were employed to identify and rectify any issues promptly.

By implementing these strategies, the e-commerce website witnessed significant improvements:

  • Load Times: Page load times were reduced by 40%, resulting in a better user experience.
  • Bounce Rates: The bounce rate decreased by 25%, indicating that users were more willing to explore the website.
  • Conversion Rates: Faster load times contributed to a 20% increase in conversion rates, as users were more likely to complete purchases.

Improving Page Load Speed with WILO

Simplifying Internal Linking Opportunities:

WILO offers valuable assistance to website owners and content creators in the identification of potential internal linking opportunities.

Our plugin allows users to input specific keywords, prompting a search of the WordPress database for relevant content that can be seamlessly linked to the current page.

This feature is especially advantageous for individuals with disabilities, as it facilitates efficient navigation.

By providing readily available internal links that are closely related to the user’s current content of interest, WILO enables these individuals to access information more conveniently.

Varied Anchor Text Options:

WILO’s capabilities extend beyond identifying potential internal link targets; it also displays the anchor text associated with existing internal links found on the current page.

This aspect holds particular significance for accessibility, as many site users, including those with disabilities, rely on screen readers that audibly announce the anchor text of links.

WILO excels in supporting accessibility by offering a range of anchor text variations: ensuring that all users can easily comprehend the purpose and destination of the links, making navigation a seamless experience.

Enhancing On-Page SEO:

The speed at which a webpage loads and search engine optimisation (SEO) are intricately linked.

WILO plays a pivotal role in enhancing on-page SEO by promoting the use of descriptive and contextually relevant internal links.

This practice aligns with accessibility principles, as it makes content more comprehensible and navigable for all users, including those who depend on assistive technologies.

Clear and contextually relevant links not only improve the overall user experience but also provide significant benefits to individuals with disabilities.

Efficient Content Organisation:

For users with disabilities, a well-organised website with clearly defined pathways to related content is of paramount importance.

WILO actively contributes to achieving this by suggesting internal links that logically connect content pieces.

A structured and logical approach greatly enhances accessibility by allowing users to follow a clear and intuitive flow of information.

This, in turn, makes it easier for them to comprehend and navigate the content, ultimately ensuring a more inclusive online experience.

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Last updated: November 27, 2023