Internal linking
Links that connect pages within the same website.
What is Internal linking?
Internal linking is the practice of linking from one page on your website to another page on the same website. Internal links help search engines discover content, understand site structure, and distribute page authority throughout your site.
Strategic internal linking can significantly impact rankings by signaling which pages are most important and establishing topical relationships between content.
Why Internal linking matters
Internal links help search engines crawl and understand your site. They pass authority from high-performing pages to others. Good internal linking improves user navigation and reduces bounce rates. It's one of the most underutilized SEO tactics.
How to implement
Link from high-authority pages to important targets
Use descriptive anchor text
Create content hubs with pillar pages
Add contextual links within content
Ensure every page is reachable within 3 clicks
Audit and fix orphan pages
Common mistakes to avoid
- Using generic anchor text ('click here')
- Linking only from navigation menus
- Creating orphan pages with no internal links
- Over-linking with too many links per page
Examples
Blog post links to related tool: 'Use our SERP preview tool to...'
Service page links to case studies
Product page links to related products
Frequently asked questions
No strict limit, but keep it reasonable. 3-10 contextual links plus navigation is typical. Focus on relevance over quantity.
Yes, internal links pass PageRank/authority. Linking from high-authority pages to newer content helps those pages rank faster.