Internal links are the links from one page of your website to another. They are one of the few SEO tools that are completely free and fully in your control. Done well, they help visitors find what they need and help search engines understand which pages matter most.
Why internal links matter
Search engines discover pages largely by following links. If a page has no links pointing to it from anywhere else on your site, it can be hard to find and easy to overlook. Links also pass context: the words you use to link to a page give search engines a clue about what that page is about.
They matter to people too. A visitor reading about your services might want to see pricing, or someone reading a guide might be ready to get in touch. A well-placed link answers the next question before they have to go looking.
A good habit is to ask one question each time you finish a page: where would a curious reader want to go next? If the answer is a pricing page, a related guide or a contact form, link to it. If you cannot think of anywhere, the page may be a dead end, and a dead end is a missed chance to help someone.
Where to link from and to
You do not need a complicated map. Start by thinking about three kinds of pages.
- Money pages. The pages that explain what you sell, such as services, packages or a contact page. These are the ones you most want people to reach.
- Helpful content. Guides and articles that answer common questions. These often attract first-time visitors.
- Navigation pages. Your homepage, menu and footer, which link to your most important pages everywhere on the site.
A simple rule: helpful content should point toward the relevant money page, and money pages can point back to the guides that build confidence. For example, a post about an SEO checklist can naturally lead to SEO services for readers who would rather have it handled.
Navigation menus and footers also count as internal links, but links placed inside your body text tend to say more, because the surrounding sentence explains why the link is useful. Use both, and keep your menu short and clear so the most important pages are never more than a couple of clicks from the homepage.
How to write good anchor text
Anchor text is the clickable wording of a link. Aim for text that tells people, and search engines, what they will find.
| Weak anchor text | Better anchor text |
|---|---|
| Click here | See our website packages |
| Read more | Read the keyword research guide |
| This page | homepage layout guide |
Keep it natural. Stuffing the same exact phrase into every link looks forced and reads badly. Vary the wording a little, and write for the person reading.
Add links in five simple steps
- List your key pages. Write down the five to ten pages that matter most to your business.
- Find related content. For each key page, note which posts or pages talk about the same topic.
- Link from those pages. Add a link inside the body text, where it fits the sentence, rather than in a block at the bottom.
- Check new posts. Whenever you publish something, link to two or three older pages and update an older page to link back to it.
- Review now and then. Every few months, look for pages that nothing links to and give them a home.
TipYour homepage carries a lot of weight. Make sure it links clearly to your main services and your contact page.
Common mistakes to avoid
- Orphan pages. Pages that no other page links to are hard for visitors and search engines to find.
- Too many links. A page crammed with links is hard to read and dilutes the ones that matter. A handful of relevant links beats dozens.
- Broken links. Links to pages that have moved or been deleted frustrate visitors. Check for them periodically, especially after a redesign.
- Vague wording. "Click here" tells nobody anything, and it is also harder to use with a screen reader.
- Linking everything to everything. Link only where it genuinely helps the reader take a next step.
How internal links fit into your wider SEO
Internal linking works best alongside good basics: pages that target clear topics, helpful content, and a site that loads quickly. If you are still choosing what each page should be about, our guide to keyword research is a good place to start. Links will not fix weak content, and no linking pattern can promise a ranking, but they make good pages easier to find and use.
If you would like help structuring your site so visitors and search engines can find their way around, request a free quote and tell us about your website. We can look at your pages, suggest where links would help, and explain your options in plain language.