What is internal linking?

Internal linking means connecting different pages within the same website using hyperlinks. Think of it like a roadmap for your website, guiding both users and search engines from one piece of content to another. When you click on a text link on a blog post and it takes you to another page on the same blog, that's an internal link in action.

These links are crucial for website navigation and play a big role in how search engines like Google understand your site's structure and the importance of different pages. They pass "link equity" or "authority" between pages, helping to boost the SEO of linked content. Effective internal linking makes your website easier to explore for visitors and more understandable for search engines, leading to better overall performance.

Why it matters

Improves user experience

Good internal links make it easy for people to find more information related to what they are currently reading. If a user is interested in a topic, a well-placed link can take them to another relevant page on your site, keeping them engaged and on your website longer. This smooth navigation prevents frustration and helps users discover content they might not have found otherwise.

Boosts search engine optimization (SEO)

Search engines use internal links to discover new pages on your site. They also use these links to understand the relationship between different pages and to figure out which pages are most important. When a strong, authoritative page links to another page, it passes some of that authority to the linked page, which can help that page rank better in search results.

Defines site hierarchy

Internal links help search engines understand the structure of your website. Pages with many internal links pointing to them are often seen as more important or central to your site's topic. This helps search engines prioritize and understand the main themes and content areas of your website.

How to improve it

Audit existing links

Start by checking your current website for broken internal links. Broken links are bad for user experience and can hurt your SEO. You should also look for "orphaned pages" which are pages on your site that have no internal links pointing to them. These pages are hard for both users and search engines to find.

Create new content

The more relevant and high-quality content you have, the more opportunities you'll have to create helpful internal links. When you publish a new blog post, think about older, related articles or service pages you can link to, and also consider updating older posts to link to your new content.

Use descriptive anchor text

Anchor text is the visible, clickable text of a hyperlink. Instead of using generic phrases like "click here" or "read more," use descriptive words that tell users and search engines exactly what the linked page is about. For example, if you're linking to a page about "email marketing strategies," use that phrase as your anchor text.

Link to important pages

Identify your most important content, often called "cornerstone content" or "pillar pages." These are usually comprehensive guides or key service pages. Make sure these important pages receive plenty of relevant internal links from other pages on your site. This signals their significance to search engines.

Best practices

• Relevance is key: Only link to pages that are genuinely related to the content you are linking from. Irrelevant links can confuse users and search engines.
• Natural placement: Integrate links naturally within your content. They should feel like a helpful addition, not something forced onto the page.
• Don't overdo it: While internal links are good, too many on one page can make it look cluttered or spammy. Aim for a reasonable number that enhances the user experience.
• Vary anchor text: Use a variety of relevant phrases for your anchor text instead of always using the exact same one. This makes your links look more natural to search engines.
• Consider link depth: Try to keep your most important pages relatively close to your homepage in terms of clicks. This means they shouldn't require many clicks to reach from the homepage.

Key metrics to track

To understand if your internal linking strategy is working, you can track several metrics:

• Pages crawled per day: An increase can indicate that search engines are finding it easier to navigate and index your site.
• Bounce rate: If users are clicking internal links and exploring more of your site, your bounce rate might decrease.
• Time on page/site: More internal clicks often lead to users spending more time engaging with your content.
• Organic traffic to linked pages: Check if pages you've internally linked to are receiving more organic search traffic.

Internal linking is a simple yet powerful SEO tactic. By thoughtfully connecting your website's pages, you improve both user experience and search engine visibility. Start by identifying your most important content and look for natural opportunities to link to it from other relevant pages. Regularly review and update your internal link structure to ensure it remains effective and continues to help your site grow.