How and Why Internal Links Affect Your Dealer Website SEO
Internal links are links between pages and content within your own website. They help users navigate and tell search engines how your site is structured by establishing clear content hierarchy.
With the right strategy you can pass more link value (link equity) to your most important pages — for example, key category pages for used cars, motorcycles, or motorhomes and caravans. Because you control internal linking, it’s one of the most efficient SEO levers to improve visibility and conversions.
How Do Internal Links Affect SEO?
Search engines use internal links to discover and understand your content. If you publish a new page and don’t link to it (and you don’t list it in your sitemap), it may remain invisible to bots — an orphan page. Keep core pages reachable in a few clicks from the homepage and ensure important stock and service pages receive contextual links.
Broken Links and How to Fix Them
Auditing a small five‑page site for broken links is simple; at scale, automation is essential. Use a crawler to find issues, then apply the right fix:
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Broken Internal Links
Broken links waste link equity and damage user experience (UX / UE), which ultimately harms SEO. Restore the target page, or redirect to the most relevant live page. If nothing relevant exists, remove the link.
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Internal Links to Redirected Pages
Some redirects are fine (e.g. HTTP→HTTPS), but avoid unnecessary hops. Update links to point directly to the destination page. For example, if “Used Audi RS6 Avant for sale” now redirects to a generic “Used Cars” page, either reinstate the model page or change the anchor and destination so the promise matches the page.
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Internal Links to Irrelevant or Unimportant Pages
Keep links timely and useful. Retire links to seasonal promos (e.g. “Christmas Sale”) when they’re no longer relevant, and redistribute those internal links to active, revenue‑driving pages such as “Used Motorhomes”, “Approved Used Bikes”, or “Book a Service”.
Dealer Website Internal Linking Checklist
- Ensure every important page is linked from at least one relevant parent/category page.
- Add contextual links between related stock pages (e.g. model → trim → finance → booking).
- Keep key pages within three clicks of the homepage.
- Use descriptive, natural anchor text (avoid exact‑match stuffing).
- Fix broken links and remove unnecessary redirect chains (update to final URLs).
- Link to new content from existing high‑authority pages to speed indexing.
- Review and refresh seasonal/internal promo links after campaigns end.
Is Your Dealer Website Optimised with Internal Links to Boost SEO?
We can help you plan a scalable internal linking strategy that improves crawlability, rankings, and conversions.
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