Internal linking

The practice of connecting related content within a website to improve navigation, user experience, and SEO, while boosting page authority.

What is Internal Linking?

Internal linking refers to the practice of creating hyperlinks on a website that point to other pages within the same domain. These links connect different pages of the same website, helping users navigate the site and allowing search engines to understand the structure and hierarchy of the content. Internal links are important for distributing link equity (or "link juice") throughout the website and for guiding both users and search engines to the most relevant content.

For example, an e-commerce site might include internal links from a product category page to individual product pages, or a blog might link to related articles within the same site to keep readers engaged and browsing for longer.

How Internal Linking Works

Internal linking works by establishing connections between different pages of a website, creating a web of interconnected content. Here’s how it functions:

Navigation and User Experience:
- Internal links guide visitors through the website by pointing them to relevant or related content. For instance, a blog post might link to another post on a similar topic, or a service page might link to a contact form. This enhances user experience by providing easy access to more information, reducing bounce rates, and encouraging visitors to stay on the site longer.
Search Engine Crawling:
- Search engine bots use internal links to crawl and index the pages on a website. By following the internal links, search engines can discover new pages, understand the relationship between different content, and build a map of the website’s structure.
Link Equity Distribution:
- Internal links help distribute link equity (or authority) from one page to another. Pages that receive external backlinks from other websites gain authority, and through internal linking, some of this authority is passed on to other pages on the same site. This can improve the overall SEO performance of the site.

How Internal Linking Helps SEO

Internal linking plays a critical role in SEO for several reasons:

Improves Crawling and Indexing:
- Search engines like Google rely on internal links to crawl a website and index its pages. By using internal links effectively, webmasters can ensure that all important pages are easily discoverable by search engines. Without internal links, search engines might miss important pages, limiting their visibility in search results.
Distributes Link Equity:
- Pages with high authority (often due to external backlinks) can share that authority with other pages through internal linking. This process, known as passing "link juice," helps boost the SEO value of linked pages and can lead to improved search engine rankings.
Improves Page Hierarchy and Structure:
- Internal linking helps define the hierarchy of content on a website. By linking to high-priority pages (such as cornerstone content), internal links signal to search engines which pages are most important. This can improve the ranking of those key pages.
Boosts User Engagement and Reduces Bounce Rates:
- Internal links encourage users to click through to other pages on the site, increasing the time spent on the site and reducing bounce rates. High user engagement and low bounce rates are positive signals to search engines, which can improve SEO rankings.
Increases Topical Relevance:
- By linking related content, internal links help search engines understand the context and relevance of your content. For example, if a blog post on "SEO tips" links to related articles on "keyword research" and "on-page SEO," it signals that the site has comprehensive content on the topic.

How to Do Internal Linking

To create an effective internal linking strategy, follow these steps:

Identify Important Pages:
- Start by identifying the most important pages on your website. These could be cornerstone content, key product pages, or high-value blog posts. These pages should be linked to frequently from other pages to boost their authority.
Use Descriptive Anchor Text:
- The text used for the link, known as anchor text, should be descriptive and relevant to the content of the page being linked to. Avoid generic terms like "click here." Instead, use keyword-rich anchor text that provides context for both users and search engines.
Link Related Content:
- When creating content, look for opportunities to link to other relevant pages on your site. For example, if you’re writing a blog post about "content marketing," you could link to related posts on "SEO strategies" or "social media marketing."
Create a Logical Structure:
- Organize internal links to reflect a logical website structure. For instance, category pages should link to subcategory and individual product pages, and blog posts should link to related content. This helps search engines understand the relationship between different pages.
Avoid Over-linking:
- While internal linking is important, avoid adding too many links on a single page. Over-linking can dilute the value of each link and make the page appear spammy. Instead, focus on providing valuable links that enhance the user experience.
Update Old Content with New Links:
- Periodically review older pages and add internal links to newer content where appropriate. This keeps older pages relevant and helps search engines discover new content.
Use a Site Map:
- Creating an HTML or XML site map helps search engines crawl your website more effectively. It provides a clear outline of all the pages on your site and ensures that search engines don’t miss any important pages.