Internal Linking for SEO
(And a 5-Star Visitor Experience)
A website with a poor internal linking structure is a lot like a disorganized library--it may contain a lot of helpful and interesting content, but it's difficult for visitors to find what they're looking for. Fortunately, that's a pretty easy website fix with the tips and techniques shared in this post.
February 27, 2025 • 10 min read
What is Internal Linking?
Imagine a library with no organization--where books are randomly scattered with no sections, labels, or helpful librarian. Without an easy way to find what they're looking for, visitors would almost certainly leave.
Websites might be a lot like this if not for internal linking--where we link from one area of our site to another page or section that offers additional or related information that visitors might find helpful.
How Internal Linking Improves the Visitor's Experience
A smart internal linking strategy can make a world of difference in the visitors' experience.
Links make it fast and easy for visitors to explore related topics. As a result, they'll have a more rewarding experience, be more likely to bookmark and share the page, and, hopefully, have a greater interest in whatever products or services you offer.
Internal Linking Strategies for SEO Boost
We've seen sites move up in search engine rankings just by implementing a smart internal linking strategy.
Internal links can help a site rank higher for a number of reasons:
• It's easier for search engines to find, index, and understand your pages and their relationships.
• Internal links enable us to distribute "link equity" (more on this below), which can boost the search engine rankings for underperforming pages.
• Increased user engagement and time-on-page signals to search engines that there is value in your content.
The following post explores internal linking best practices: what types of content we should link to (and from), what type of wording to use in those links, where to place them, and more.
Creating good content isn't of any use if people can't find it. If your site is underperforming or you'd simply like help refining your website's linking strategy, we can help. Contact our Asheville SEO expert today.
2 Key Concepts: Backlinks and Link Equity
Before diving into best practices, let's mention two important concepts:
1. Backlinks: Links from other websites to yours. These act as endorsements, driving traffic to your site and boosting your site's authority in the eyes of the search engines.
2. Link Equity (Link Juice): A "token of value" (or imaginary currency used only by search engines) that passes from one page to another through a link. Links from high-authority pages carry more weight. While both internal and external links distribute link equity, backlinks have a greater link equity impact. (Check out the easy, safe way that we build backlinks with online directory listings.)
Can internal links replace the need for backlinks?
No. The two types of links serve different primary purposes. Internal links are intended to build an association between related pages of the same site. Backlinks refer traffic and imply an endorsement of trust and authority from one site to another.
Types of Internal Links and Best Practices
Now, let's explore how to implement effective internal linking.
1. Main Navigation Menu
Usually located at the top or in the left side column of each page, the main menu establishes overall site structure and highlights key pages. But those areas are prime real estate, so space is limited, and the wording must be concise.
Make the Anchor Text as Descriptive as Space Allows
Rather than linking with generic words like "Services," try to include descriptive text, such as "Web Design Services" or "SEO Services."
Our mobile-friendly, horizontal menu has room only for the word "Blog." Our desktop "left nav column" layout, however, allows for more keywords. It displays "Web Design Blog."
Maintain Consistency Between Link Wording and Landing Page's Title and Headline (H1)
To include even more keywords yet stay consistent with the wording of our navigation links, the title and H1 headline of our Blog index page is "Web Design Blog for Small Business in Asheville, NC." That's even more descriptive and SEO-friendly, and it assures visitors that they've landed on the right page.
Summary of how we worded our Blog's navigation links and page title:
• Mobile menu link text (extremely limited space): "Blog"
• Desktop menu link text (allows slightly more space): "Web Design Blog"
• Landing page headline text: "Web Design Blog for Small Businesses in Asheville, NC"
2. Breadcrumbs
Breadcrumbs (e.g., Home > Services > Web Design) show users their location on the site and help them navigate back to higher-level pages. They also reinforce site hierarchy for search engines.
3. Category, Tag, and Author Bio Pages
In addition to merely linking to related content, a category page can provide unique content of its own. This makes it more engaging for users and valuable for search engines.
The earlier version of our blog index page wasn't ranking well. So we redesigned it to be more SEO-friendly with a keyword-rich introduction:
4. Footer
The footer is where you typically link to essential pages like Privacy Policy, Terms of Service, and Contact Information. These pages are crucial for user experience and SEO.
5. Links within Content Body
The body of your content offers the most opportunities for internal linking. When creating content, consider ways of referring to your other relevant posts, pages, videos, or podcasts that touch on the same subject. Just be sure those inclusions provide benefit to the user and sound natural--never forced.
• Use Descriptive Anchor Text
Avoid empty phrases like "click here." Instead, use keyword-rich, contextually-relevant text such as "...which you can learn about in our Step-by-Step SEO Guide for Beginners."
• Vary the Wording of Your Anchor Text
Vary your anchor text naturally. For that link in the previous sentence, we used a variation rather than the exact page title and headline: "Web Design Blog for Small Business."
Keyword variations give the search engines a better context of what that page pertains to and look natural rather than forced.
• Link Pages with Related Content
Link only to content that is relevant and adds value to the reader's experience.
What number of internal links per page is recommended?
Google suggests an upper limit of no more than 100 internal links per page. But that would be excessive for most small business posts. Our rough rule is to include 1 link per 200 words. That adds depth to the content yet doesn't appear to be overwhelming or spammy. More important than the number of links, however, is that they're all relevant and helpful to readers.
Advanced Internal Linking Techniques
Regularly Check for Broken Links
As a site grows, or especially after a redesign, some pages may be eliminated or moved. Both visitors and search engines view broken links as a sign that a website is either outdated or poorly maintained site. To test your site, we suggest the Broken Link Checker tool at ahrefs.com.
Orphan Pages
Pages with no internal links pointing to them. Search engines may have a difficult time finding these, and if the pages are found, they will be viewed as having little importance.
Linking from High-Authority Pages
Leverage the link equity value of high-traffic pages to give other important pages a boost.
Contextual Internal Linking
Embed links naturally within the flow of your content.
Conclusion
Internal linking is a powerful strategy for improving SEO and user experience. But it should be viewed as an ongoing, never-ending process. Be sure to update the internal linking on your older posts and pages when new content on a related topic is created.
By creating a clear and user-friendly internal linking structure, you can boost your site's visibility, help users find what they need, and make it easier for search engines to understand and index your content.
Want to boost your SEO with expert internal linking strategies? Contact us today!
For many website design companies, internal linking structure is an afterthought. And that is unfortunate since it is such a powerful aspect of SEO.
If you'd like help creating or implementing an interlinking strategy, we're just a phone call away!
At Joe Web site design in Asheville, we have 30 years of experience helping small businesses improve search engine rankings, get more leads, and attract new customers. We'd love to help boost the performance of your websites as well.
Our SEO and web design expert is knowledgeable, patient, and committed to your success. Contact us today for a free consultation: 828-551-9761!
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