Internal Linking Strategy: Boost Your SEO Rankings

Quick Answer: Internal linking connects pages within your site, distributing page authority and helping search engines crawl. Use descriptive anchor text (not "click here"), link to relevant content, create hub pages for main topics, and ensure no important pages are orphaned (have zero incoming links).

What is Internal Linking?

Internal links are hyperlinks that connect one page on your website to another page on the same domain. Unlike external links that point to other websites, internal links keep users within your site.

Why Internal Linking Matters for SEO

Distributes Page Authority

Internal links pass "link equity" from one page to another:

• Pages with more internal links receive more authority
• Authority flows through your site via link structure
• Strategic linking boosts important pages

Helps Search Engine Crawling

Internal links help search engines:

• Discover new pages on your site
• Understand site structure and hierarchy
• Determine page importance
• Crawl your site more efficiently

Improves User Experience

Good internal linking:

• Guides users to relevant content
• Reduces bounce rate
• Increases time on site
• Improves engagement metrics

Establishes Topic Relationships

Links show search engines:

• How pages relate to each other
• Which pages cover similar topics
• Your site's topical expertise

Internal Linking Best Practices

1. Link to Relevant Content

Every internal link should provide value:

• Link where it makes contextual sense
• Choose truly relevant destination pages
• Avoid random or forced links

2. Use Descriptive Anchor Text

Anchor text tells users and search engines what to expect:

Bad: "Click here" or "Read more" Good: "Learn more about meta tag optimization"

3. Link Deep Into Your Site

Don't just link to your homepage:

• Connect to specific, relevant pages
• Link to older content from new posts
• Create connections between related topics

4. Fix Broken Internal Links

Broken links harm user experience and waste crawl budget:

• Audit regularly for 404 errors
• Redirect or remove broken links
• Update links when URLs change

5. Create a Logical Site Structure

Organize content hierarchically:

Homepage
├── Category Page
│   ├── Subcategory
│   │   └── Individual Posts
│   └── Subcategory
└── Category Page

6. Use a Reasonable Number of Links

Balance is key:

• No strict limit exists
• Prioritize quality over quantity
• Every link should serve a purpose

Internal Linking Strategies

Hub and Spoke Model

Create pillar content that links to related articles:

• Hub: Comprehensive guide on main topic
• Spokes: Detailed posts on subtopics
• All spokes link back to hub

Contextual Linking

Add links naturally within content:

• Link relevant phrases as you write
• Use anchor text that describes the destination
• Place links where users might want more info

Navigation Links

Structure your main navigation wisely:

• Include important pages in main nav
• Use breadcrumbs for hierarchy
• Add related posts sections

Footer and Sidebar Links

Additional link opportunities:

• Popular posts widgets
• Category listings
• Related content modules

Anchor Text Optimization

Types of Anchor Text

1. Exact match: Matches target keyword exactly
2. Partial match: Contains keyword variation
3. Branded: Uses your brand name
4. Generic: "Click here," "Learn more"
5. Naked URL: The actual URL

Anchor Text Best Practices

• Vary your anchor text naturally
• Avoid over-optimization
• Make it descriptive and relevant
• Keep it concise

Auditing Your Internal Links

Regular audits reveal opportunities:

What to Check

• Orphan pages (no incoming links)
• Pages with too few links
• Broken internal links
• Anchor text distribution
• Important pages' link counts

Tools for Auditing

Use our SEO analyzer to review:

• Internal link count per page
• Anchor text usage
• Broken link detection
• Link structure analysis

Internal Linking Mistakes to Avoid

Too Many Links Per Page

While no exact limit exists:

• Focus on relevance and value
• Don't overwhelm users
• Prioritize important links

Poor Anchor Text

Avoid generic anchors:

• "Click here" tells nothing
• Descriptive text helps SEO and users

Neglecting Old Content

Update older posts:

• Add links to newer content
• Maintain relevance over time
• Refresh internal link structure

Orphan Pages

Pages with no internal links:

• Hard to find and index
• Miss out on authority
• Often underperform

Conclusion

Internal linking is a powerful and often underutilized SEO strategy. By creating logical, user-friendly link structures, you improve both rankings and user experience.

Analyze your internal linking structure with our free SEO tool.

Pros and Cons of Internal Linking

Pros

• Distributes authority: Passes link equity to important pages throughout your site
• Improves crawlability: Helps search engines discover and index all pages
• Reduces bounce rate: Guides users to related content, increasing engagement
• Free to implement: No cost—just requires strategic planning

Cons

• Requires planning: Random linking provides little value; strategy is essential
• Maintenance overhead: Links break when pages are moved or deleted
• Can dilute focus: Too many links per page may dilute individual link value
• Over-optimization risk: Excessive exact-match anchor text can appear manipulative

Frequently Asked Questions

How many internal links should a page have?

There's no fixed number, but focus on quality over quantity. A typical blog post might have 3-10 internal links. More important than count is relevance—every link should add value for users.

Does anchor text matter for internal links?

Yes. Descriptive anchor text tells search engines what the linked page is about. "Learn about meta tag optimization" is better than "click here" or "read more."

What are orphan pages and why are they bad?

Orphan pages have no internal links pointing to them. Search engines may struggle to find and crawl them, and they receive zero internal link equity. Audit regularly to identify and link to orphan pages.

Should I use nofollow on internal links?

Generally, no. Internal nofollow wastes link equity. Only use nofollow on internal links for user-generated content you don't want to vouch for, or affiliate/sponsored pages.

How do I find internal linking opportunities?

Search your site using site:yoursite.com keyword to find relevant pages to link from. Also check Google Search Console for pages that could benefit from more internal links.

Do footer and sidebar links count?

Yes, but they're less valuable than contextual links within content. Sitewide footer/sidebar links pass less individual equity because they appear on every page. Prioritize contextual linking.