What is Internal Linking?

Internal linking refers to the practice of creating links that go from one page on a domain to a different page on the same domain. These links are used within a website to help navigate between pages, organize site architecture, and distribute page authority and ranking power throughout the site. Internal linking is a critical component of on-site SEO (Search Engine Optimization) as it enhances the user experience, makes website content more discoverable, and improves the relevance and authority of pages.

Importance of Internal Linking in SEO and Website Management

Enhancing Site Navigation

Internal links help users navigate a website more effectively, allowing them to flow from one page to another based on their interests or the information they seek. This ease of navigation can lead to a longer duration of site visits and increased engagement.

Boosting Page Authority

Internal linking strategically distributes page authority (also known as link equity) across a website. By linking high-authority pages to pages that are less visible, you can increase the overall SEO performance of those lesser-known pages.

Improving Content Discoverability

Search engines use links to find new content on websites. Internal links help search engines understand the structure of a website and index its pages more effectively, making it easier for users to find the content via search engines.

Best Practices for Internal Linking

Use Descriptive Anchor Text

The anchor text, or the clickable text part of a link, should be descriptive and include relevant keywords. This not only improves SEO but also gives users and search engines clear clues about the content of the linked page.

Link Deep

Avoid just linking to top-level pages such as homepages or contact pages. Instead, focus on linking deeper into your site’s structure (e.g., linking to products or blog articles) to help users and search engines find more of your content.

Maintain a Reasonable Number of Links

Include a sensible number of internal links on each page. Too many links can dilute link value and potentially confuse both users and search engines about which pages are most important.

Use Relevant Links

Link to content that is directly relevant to the source page’s content to keep the user journey coherent and relevant. This relevance also reinforces the semantic relationship between pages, which is favored by search engines for rankings.

Regularly Update and Audit Links

Ensure that all internal links work and lead to the intended pages. Regular audits can help you find and fix broken links, remove outdated links, and adjust your linking strategy to align with new SEO goals or content.


Internal linking is a powerful SEO tactic that improves not only a website’s user experience but also its visibility and ranking in search engines. By implementing thoughtful and strategic internal linking practices, webmasters can enhance site structure, guide visitors effectively through their website, and boost the SEO performance of individual pages.