Internal linking refers to hyperlinks that point from one page of your website to another. Unlike external links, which take users elsewhere, internal links keep visitors within your site and guide them through your content.
Think of internal links as the roads connecting the different parts of your website. Without them, visitors are stuck on a single page with no idea where to go next.
Why internal links matter
Internal linking is one of the simplest yet most powerful tools in your SEO and user experience toolkit. It helps:
- Users navigate your site: Make it easy for them to find related information.
- Search engines understand your site: Google uses internal links to crawl and index your pages.
- Spread link equity (SEO value): When one page ranks well, internal links help transfer that authority to others.
- Increase engagement: Well-placed links encourage people to explore more of your content, reducing bounce rates.
- Support conversions: Guide visitors toward high-value pages like service details, lead magnets, or contact forms.
Examples of internal links
- Linking from your homepage to your service pages
- Recommending related blog posts at the end of an article
- Connecting your “About” page to your “Work With Me” page
- Embedding a call-to-action within a paragraph like: Want to improve your site speed? Check out my technical SEO services.
How to use internal links effectively
- Be intentional
Don’t just link for the sake of it. Use internal links to guide the visitor journey and connect relevant content. - Use descriptive anchor text
Instead of linking “click here,” link using keywords or phrases that describe what the page is about, like view my web design packages. - Link deep
Don’t just link to your homepage or top-level pages. Point to more specific, helpful content deeper in your site. - Keep it natural
Internal links should feel like helpful recommendations, not forced insertions. - Don’t overdo it
Too many links in one section can overwhelm users and dilute SEO impact.
Internal linking and SEO
Search engines rely on internal links to understand which pages on your site are important. A page that’s not linked anywhere is like a dead end—Google may not even know it exists.
Use internal linking to:
- Help Google find and crawl new pages
- Emphasize key content (like cornerstone blog posts or service pages)
- Build topical relevance by connecting related content
Tools like Screaming Frog, Ahrefs, or even Google Search Console can help you audit your internal link structure over time.
Bottom line
Internal linking is more than just SEO hygiene—it’s a strategic way to guide your visitors, build relevance, and drive more conversions. Every page on your site should connect to others in a meaningful way. If you want your content to perform, give it the internal roads it needs to be found and followed.
