What is Internal Linking?

Internal Linking Explained

Internal links are hyperlinks that point from one page on your website to another page on the same website. They're different from external links (which point to other websites) and backlinks (which are links from other sites pointing to yours).

Internal linking serves two important purposes. For visitors, it helps them find related content, explore your site more deeply, and get to the information they need with fewer clicks. For search engines, it helps them discover new pages, understand how your content is organised, and determine which pages are most important.

Good internal linking isn't just about scattering links randomly. It's about creating a logical structure where related pages link to each other naturally. For example, a blog post about website redesign tips might link to your web design service page.

The text used in an internal link (called anchor text) also matters. Descriptive anchor text like "our web design services" is better for SEO than vague text like "click here."

Why Internal Linking Matters

Internal linking is one of the most underused SEO techniques, especially on small business websites. It's completely free, you have full control over it, and it can make a real difference to how well your pages rank.

When you link from one page to another, you're passing some of that page's authority along. This helps newer or deeper pages get indexed and rank more quickly. It also signals to Google which pages on your site are related and how they connect.

From a user experience perspective, good internal linking keeps people on your site longer. Instead of reading one page and leaving, they follow links to related content, which increases engagement and gives them more reasons to get in touch or make a purchase.

Where You'll Come Across It

Internal links are everywhere on well-built websites. In blog posts, you'll see links to related articles or service pages. In navigation menus. In footer links. In "related posts" sections at the bottom of articles. In sidebar widgets and breadcrumbs.

Your web developer should consider internal linking as part of your site's architecture, and you can also add links naturally whenever you write new content.

Practical Example

You run a marketing agency. Your blog post about "how to improve your Google rankings" includes a link to your SEO service page, a link to a related post about keyword research, and a link to your free website audit tool. Each link adds value for the reader while helping search engines understand the connections between your pages.

Frequently Asked Questions

How many internal links should a page have?

There's no strict limit, but every link should add value. For a blog post, 3 to 10 internal links is typical. The key is making them relevant and useful to the reader, not cramming in links for the sake of it.

Does internal linking really help SEO?

Yes. Internal links help search engines discover and index your pages, understand your site structure, and distribute page authority. It's one of the simplest and most effective on-page SEO techniques.

What anchor text should I use for internal links?

Use descriptive text that tells the reader (and search engines) what the linked page is about. 'Our web design services' is much better than 'click here' or 'read more'.