Have you ever clicked a link on a web page that took you to another page on the same site? That is an internal link in action. Internal links are hyperlinks that connect different pages on your website to each other, and they are one of the simplest yet most powerful tools for improving your search engine rankings.
If you are new to search engine optimisation, this is a great place to start. It costs nothing, takes just a few minutes, and can make a real difference to how Google understands and ranks the pages on your website.
What Is Internal Linking?
An internal link is simply a hyperlink from one page on your site to another page on the same website. When you click a link in a blog post that takes you to a services page or another article, you are using one of these links.
External links work differently. They send visitors to a completely different website. Both types of links matter for SEO, but internal links give you full control over how people move around your own site.
There are several types of internal links you might use. Navigation links appear in your menu and help visitors find main sections. Contextual links sit within your content and point readers to related information. Footer links often connect to important pages like contact details or policies.
Why Internal Links Matter for Your Website
These links do three important things for your website. First, they help improve user experience by letting visitors find more useful content without searching for it themselves. Second, they show search engine crawlers how your pages connect to each other. Third, they spread ranking power across your site, helping more pages appear in each search result.
When a search engine crawls your website, it follows links to discover new pages. If a page has no internal links pointing to it, Google might struggle to find it. This means your helpful content could sit there unseen by both visitors and search engines. Once Google has crawled your site, it uses those connections to understand which pages matter most.
The Benefits of Good Internal Linking
| Benefit | What It Means for You |
|---|---|
| Better user experience | Visitors find related content easily and stay on your site longer |
| Improved crawlability | Search engine crawlers discover and index your pages faster |
| Stronger page authority | High authority pages pass value to other pages through links |
| Lower bounce rates | People explore more pages on your website instead of leaving |
| Clearer site structure | Google understands your internal linking structure better |
| Higher rankings | Well-linked pages often perform better in search engine rankings |
How to Create Effective Internal Links
Good practice follows a few simple rules. The most important rule is to link naturally. Your links should make sense in context and help the reader find useful information.
Start by identifying your most important pages. These might be your main services, your best blog posts, or pages that drive sales. High authority pages on your site deserve plenty of internal links pointing to them from other content.
When you add internal links, use descriptive anchor text. Anchor text is the clickable words in a link. Instead of writing “click here”, use descriptive anchor texts that explain where the link goes. For example, “learn about our SEO services in Essex” tells both readers and search engines exactly what to expect.
The UK Government’s content design guidance offers helpful advice on writing good link text that works for all users, including those using screen readers.
Building Your Site Structure with Links
A solid internal linking structure helps both visitors and search engines navigate your website. Think of it like a road map. Your homepage connects to main category pages, which then connect to individual articles or service pages.
On page SEO works best when each page links to related content. If you write about social media marketing, link to your other posts about digital advertising. If you discuss website design, connect readers to pages about user experience or conversions.
This approach helps search engine crawlers understand the topics you cover and how different pages on your site relate to each other. It also keeps visitors engaged by offering them more relevant content to explore.
Common Mistakes to Avoid
Many website owners make the same mistakes with these links. Knowing what to avoid is just as important as knowing what to do.
One common mistake is linking with vague anchor text like “read more” or “click here”. These phrases do not tell anyone what the link is about. Another mistake is adding too many links to a single web page. This can confuse readers and dilute the value of each link.
Some people forget to link to their new content from older posts. When you publish something new, go back to relevant older articles and add links to your fresh content. This helps new pages get discovered faster by search engine crawlers.
Finally, avoid linking to the same page multiple times with different anchor text on a single page. One or two relevant links to the same destination is plenty.
Getting Started with Your Strategy
Building a good internal linking strategy takes time, but you can start today with these simple steps. Begin by listing your most important pages. Then work through your existing blog posts and look for natural places to add internal links to those key pages.
Make this part of your regular routine. Every time you publish new content, include at least two or three links to relevant pages on your website. Also check if any existing content could benefit from linking to your new post.
Keep your links relevant. Only link to pages that genuinely help the reader. Forcing irrelevant links into your content frustrates visitors and can harm your search engine rankings.
FAQ
How many links should I add to a blog post?
There is no perfect number, but most blog posts benefit from three to five internal links. The key is relevance rather than quantity. Add links where they genuinely help readers find more useful information.
Do these links help with search engine optimisation?
Yes, internal links are an important part of any SEO strategy. They help search engine crawlers understand your site structure, discover new content, and determine which pages on your site matter most.
Should I use exact match keywords as anchor text?
Using keywords in your anchor text can help, but keep it natural. Vary your descriptive anchor texts and focus on describing the destination page clearly. Overusing exact keywords can look spammy.
Can I have too many links on one page?
Yes. Adding dozens of links to every web page can overwhelm readers and make your content hard to follow. Focus on quality over quantity and only include links that improve user experience.
Where should I place links on a page?
The best positions are within the main body content where they naturally fit. Links in the first few paragraphs can be particularly effective for both users and search engine crawlers, but spread them throughout your content where relevant.
