Updated August 13, 2024

Contextual linking is a hyperlink in a piece of text that indicates to search engines and users that there is other relevant content on the other side of the link. 

A contextual link strategy can be used both internally and externally and helps Google rank your content.

Let’s take a deep dive into what contextual linking is and how to include contextual link building as part of your SEO content writing strategy.

The Difference Between Internal and External Contextual Links

Let’s start with the basics: what’s the difference between internal and external contextual links?

What are Internal Contextual Links?

Using contextual links is a key part of a content cluster strategy. Contextual links create a “map” that allows search engines and users to more easily navigate your site. 

For example, in the paragraph above, there’s a hyperlink to “cluster content” which will take you to a page that goes in-depth on what cluster content is and how to create your content clusters. This shows Google, Bing, and other search giants that this website contains even more useful and relevent information for users.

For search engines, your internal contextual links indicate that your site is a wealth of information on a topic, and for users, this helps them find the content they’re looking for. 

Your content needs to be created for user intent and easy for web crawlers to find. Search engines want to see you do both.

What are External Contextual Links?

A link that points to related content on a site outside of your own is an external contextual link. When you link to external content, search engines make a connection between your content and the external site’s content. This shows search engines that your sites are “related,” and that you’re giving your users even more relevant information. 

This is why it’s extremely important to only link to high quality external content.

High-quality content typically links to other high-quality content. If you want Google to consider your content high-quality, you want your website to only be associated with high-value external sites.

You know the old adage that you’re judged by the company you keep? That’s exactly how search engines look at your external contextual links. 

How to Get Contextual Backlinks to Your Site

Contextual links are important for helping search engines crawl your site, but having high-quality contextual links pointing to your site is equally important. 

The more high-quality contextual links back to your site, the better your rankings.

Let’s look at how you can get contextual backlinks to your site.

Write Rock-Solid Content

First, you need to make sure that the content you’re pointing to is of excellent quality.