Internal linking is one of the most powerful, underused on-page SEO techniques. Done right, it improves rankings, keeps users on your site longer, and helps search engines understand and index your content more efficiently.
What Are Internal Links?
Internal links are hyperlinks that connect one page on your website to another page on the same domain. They can appear in navigation menus, footers, sidebars, and within the body content of your pages. Internal links help both users and search engines discover more of your content and understand how your pages relate to each other.
Why Internal Links Matter for SEO
Internal links distribute authority (often called “link equity”) across your site, helping important pages rank better. They also give search engines context about what each page is about through surrounding content and anchor text. For users, good internal linking creates natural “paths” through your site, increasing session duration, page views, and conversions.
Internal Linking Best Practices
Use Keyword-Rich Anchor Text
Anchor text is the clickable text of a link, and it should clearly describe the page you’re linking to. Use your target keyword or a close variation in the anchor text so search engines can understand the topic of the destination page. Keep it natural and readable—avoid stuffing the exact keyword everywhere, and mix in synonyms and related phrases.
Link To AND From Your Important Pages
Identify your “money” or key pages (services, product pages, pillar blogs, category hubs) and make sure:
- Many relevant pages link to them with descriptive anchor text.
- Those key pages also link out to closely related supporting content.
This two-way linking reinforces their importance in your site structure and makes it easier for users and crawlers to reach them.
Don’t Use the Same Anchor Text for Two Different Pages
If two different pages both receive links with the same anchor text, search engines can get confused about which page should rank for that term. Give each important page a clear primary keyword and keep its main anchor text variations unique. If two pages compete for the same phrase, consolidate or differentiate their focus instead of splitting signals.
Audit Your Internal Links Regularly
Over time, pages get removed, URLs change, and new content is added—your internal link structure naturally drifts. Run regular audits (monthly or quarterly on active sites) to:
- Fix broken or redirected internal links.
- Add links to new content from relevant older posts.
- Remove irrelevant or redundant links that add noise.
A quick audit keeps crawl paths clean and ensures link equity flows to the right places.
Put Links High Up on Your Page
Links placed higher in the content tend to be crawled and clicked more often. Where it makes sense, add key internal links within the introduction or early sections of your content. This helps users discover important pages sooner and signals to search engines that those destinations are especially relevant.
Keep People on Your Pages Longer
Strategic internal linking encourages users to explore related articles, category hubs, and offers, increasing time on site and pages per session. Longer, more engaged sessions are strong quality signals and also give you more opportunities to convert visitors. Think of internal links as “next step suggestions” that guide users deeper into your funnel.
Use “Dofollow” Links
Internal links should almost always be standard (follow) links so that authority can pass through them. Using “nofollow” internally blocks link equity and makes it harder for search engines to understand which pages are important. Only consider “nofollow” for truly unimportant or utility pages you don’t want indexed (and even then, usually robots rules are better).
Use Internal Links to Help with Indexing
Search engines discover new content primarily by following links. Whenever you publish a new page, link to it from:
- A relevant existing article or hub page.
- Category pages or sitemaps where applicable.
This reduces the chance of “orphan pages” (pages with no internal links) and helps new content get crawled and indexed faster.
Link Strategically From Your Homepage
Your homepage is often the most authoritative URL on your site, so links from it are especially powerful. Use it to highlight key categories, cornerstone guides, top products, and high-value landing pages—not every random blog post. Keep the homepage navigation and featured sections focused on pages that drive business or support your core topics.
Avoid Automation
Automated internal linking plugins or scripts that add links based purely on keywords can create spammy, irrelevant links. They often:
- Overuse the same anchor text.
- Link to pages that don’t truly match the context.
- Place too many links per page.
Manual or semi-manual linking, guided by editorial judgment, produces far better SEO and UX outcomes.
Add Internal Links to Old Pages
Every time new content goes live, look for opportunities in older, related posts to link to it. This does two things: passes existing authority from strong older pages and creates fresh user paths to your new page. Periodic “content refresh” sessions where you update old posts and add new links can deliver noticeable ranking gains.
Don’t Go Overboard
Too many links on a single page overwhelm users and dilute the value of each link. While there’s no fixed “right number,” aim for:
- Only contextually relevant links that actually help the reader.
- A balance where links are spread naturally through the content, not crammed into every sentence.
If a page looks cluttered with blue text, you likely need to cut back.
Consider First Link Priority
When multiple links on a page point to the same URL, search engines commonly give more weight to the first occurrence’s anchor text. Place your most descriptive, keyword-rich anchor text for a given target page earlier in the content. Later navigational or generic anchors (like “click here”) will still work for users but carry less SEO importance.
Final Thoughts
Internal linking is a foundational SEO strategy that strengthens website architecture, enhances user experience, and improves search engine crawlability. By connecting relevant pages with descriptive, keyword-rich anchor text, you guide both visitors and search engines through your content ecosystem. Strategic internal linking distributes page authority, establishes topic clusters, and ensures important pages receive prominence in your site hierarchy. Regular audits help identify broken links, orphan pages, and opportunities to connect new content with existing resources. Ultimately, thoughtful internal linking balances SEO objectives with user navigation needs, creating a cohesive digital experience that drives engagement and rankings.
