When it comes to SEO, most individuals consider keywords, backlinks, and content. There’s one strong on-page SEO method that tends to take center stage at our expense, however – internal linking. If you have ever followed a link in a blog post that brought you to another webpage on the same site, you’ve encountered internal linking in action.
In this guide, we’ll discuss what internal linking is, why it’s important for SEO, and how to use it strategically to boost your rankings and improve user experience.
Let’s dive in!
What is Internal Linking?
Internal linking refers to the practice of linking one page of your website to another page on the same domain. These links connect your web pages, making it easier for both users and search engines to navigate your website.
For example:
If you’re reading an article on “SEO types” and it links to another article called “SEO Checklist,” this is called an internal link.
These links can appear in various places, such as:
- Blog posts (contextual links)
- Navigation menus (Header section)
- Footer links
- Related post sections
Example of Internal Linking in Action
Let’s say you’re running a blog on digital marketing. You publish an article on “What is SEO?”. Within that piece, you’re talking about keyword research, and you link the words “keyword research” to another comprehensive guide on your site regarding that subject. This makes a bridge between those two pages and assists users in learning more without exiting your site.
Why Internal Linking is Important for SEO
So why do SEO experts think internal linking is such a big deal? Because it affects search engine crawling, indexing, user experience, and page authority distribution. Let’s break this down:
1. Assists Search Engines to Crawl and Index Your Site
Search engines such as Google use crawlers to find and index web pages. The crawler travels from page to page by following internal links.
If your pages are well-linked, Google crawlers can easily find and index all your pages. Without internal links, some of your key pages may be “orphan pages,” which do not get indexed and cannot be listed in search results and the Google database.
Example:
If you write a new blog post but don’t link it from any other web page on your website, search engines will never know it exists. But when you link that page from your home page or a similar article, crawlers can find it immediately.
2. Spreads Page Authority (Link Juice)
Internal links assist with sharing the ranking power (commonly referred to as “link juice”) from one page to another. If your homepage is high authority due to backlinks from other websites, internal links from your homepage to your deeper pages can transfer some of that authority to them.
Pro Tip: Link from high-authority pages (such as your homepage or high-trafficking blog posts) to pages you wish to rank higher in search results.
3. Enhances User Experience and Engagement
Internal linking isn’t only for search engines—it’s also for your users. When you add good internal links, you provide users with a way to more useful content.
Example:
If a user is reading your post on “Content Marketing trends” and notices a link to “How to Write SEO-Friendly Blog Posts,” they may click and stay on your site longer. More engagement signals = improved SEO.
4. Increases Topical Relevance and Context
Google can learn about the connection between various pages on your site using links. When you link related topics in-house, you have a clear content hierarchy that indicates specialization in your industry.
5. Decreases Bounce Rate and Time on Site
Internal links lead visitors to visit more pages. This decreases bounce rate (percentage of users who leave after visiting one page) and increases time spent on your website, both are good signals for SEO.
Types of Internal Links
Not all internal links are created equal. These are the primary types:
- Navigational Links: Located in your main menu or sidebar for easy navigation.
- Contextual Links: Positioned within your content, typically in blog posts or articles.
- Footer Links: At the bottom of your website.
- Image Links: Image links that go to other pages.
- Breadcrumb Links: Display the user’s journey through your site structure.
Best Practices for Internal Linking
Now that we’ve covered why internal linking is important, let’s discuss how to get it right.
1. Use Descriptive Anchor Text
Anchor text is the clickable text of your link. It should be descriptive and relevant to the page you’re linking to.
Good Example:
“Learn more about on-page SEO.”
Bad Example:
“Click here.”
2. Link to Relevant Content
Don’t add random links just for the sake of it. Make sure the linked content adds genuine value to the reader.
3. Keep it Natural
Don’t overload with too many internal links per paragraph. Add them naturally so they appear non-spammy.
4. Link to Relevant Pages
Link to pages that are most relevant to your business objectives, such as service pages or high-performing blog posts.
5. Logical Structure
Make topic clusters and link similar posts. For instance:
- Main Topic Page: Digital Marketing Guide
- Sub Pages: SEO Basics, Social Media Marketing, Email Marketing
Link sub-pages to the main topic page and one another.
6. Frequently Audit Internal Links
As time goes by, you may remove or update your content. Internal broken links may damage user experience and SEO. Utilize tools such as Screaming Frog or Ahrefs to audit your links on a regular basis.
Real-Life Example: Internal Linking Strategy
Suppose you have an e-commerce site that sells fitness products. Here’s how you can utilize internal linking:
Homepage → Category Pages
Connect “Shop Yoga Mats” and “Shop Dumbbells” from your home page.
Category Pages → Product Pages:
Each category link should lead to specific products.
Blog Posts → Products:
A post on “Top 10 Yoga Poses” can connect to your product page for yoga mats.
Related Products:
On a product page for dumbbells, connect to resistance bands or workout gloves.
This organization aids users in navigating and informs Google about the most critical pages.
How Many Internal Links Should You Insert?
There is no number, but here are some rules:
- Insert 3–5 links that are relevant per blog post.
- Make sure every significant page gets at least one internal link linking to it.
- Don’t link to the same page more than once in a short paragraph.
Tools to Assist with Internal Linking
- Yoast SEO (WordPress): Provides suggestions for internal links when creating content.
- Link Whisper: Offers automatic internal linking.
- Ahrefs Site Audit: Identifies orphan pages and broken links.
Final Thoughts
Internal linking may not be as sexy as acquiring backlinks or producing viral content, but it’s one of the most powerful, affordable SEO strategies you can do right now. It assists Google in understanding your website, improves rankings, and keeps people on your site longer.
So, the next time you put up a blog post, don’t forget to link the dots using internal links. Your SEO efforts—and your readers—will appreciate it.