Internal linking refers to linking one website page to another page on the same site. These links help both search engines and users understand your site’s structure. Good internal linking helps search engines find all your pages, increasing the chances of them being indexed and ranked. Pages without any internal links, called orphan pages, are sometimes missed by search engines. Make sure every important page on your site is linked from at least one other page.
For example, if you run an ecommerce store in Calgary that sells hiking gear and you have a blog post about “Top Hiking Trails in Alberta,” linking to a product page for “Best Lightweight Backpacks” is an internal link that helps both users and search engines connect related content and products.
Internal links play an important role in SEO by distributing link equity (or ranking power) throughout your website. By linking to key pages from other relevant pages, you can help those important pages gain more visibility in search engine results.
How do Internal Links Work?
When search engines crawl websites, they follow links to find new content to understand how pages are connected. Internal links help guide the search engines, showing them which pages are most important and how they are connected.
Try to keep important pages within three clicks from your homepage. The deeper a page is buried, the harder it is for search engines to reach and rank it.
Internal links help users move easily between related pages on your website. This makes your site easier to use, keeps visitors interested for longer, and lowers the chance of them leaving quickly. All of this can help improve your search engine rankings—factors that can contribute to better search engine rankings.
Best Practices for Internal Linking
To optimize internal linking for your website, here are some best practices:
Use Descriptive Anchor Text
Anchor text is the clickable text in a link. It should be descriptive and relevant to the linked page. With this, it’s easy for search engines to understand the context of the linked page and provide value to users by making it clear what to expect when they click the link.
Link to Important Pages
Link to pages that are important for your business. These might include your main service pages or content you want to rank well. Linking frequently to these pages from other areas of your site signals their importance to search engines.
Add Links Naturally
Internal links should fit naturally within your content. Refrain from forcing too many links into a page, as this can be overwhelming for users and may be seen as spammy by search engines.
Don’t Overload Pages with Links
Having too many internal links on a page can dilute their value and confuse users. Link only when it adds relevance and improves the experience.
Benefits of Internal Links for SEO
Supports a Clear Site Structure
Internal links reinforce your site’s hierarchy from the homepage to categories to articles. A clear structure helps both users and search engines understand the relationship between pages.
Improved Crawlability
Internal linking helps search engines discover new content on your website, which, in turn, improves the crawlability of your pages. When search engines find your pages easily, it increases the likelihood that they will be indexed and ranked.
Sharing Link Value
When one of your pages gets external links, it gains link equity (link value). By using internal links, you can share this value with other pages on your site, helping them rank better.
Better User Experience
Good internal links keep users interested and encourage them to explore more pages on your site. This leads to longer time spent on your site, which can improve search rankings.
Key Takeaways
- Internal linking helps search engines find and rank pages on your website.
- Good internal links make it easier for users to move around and improve their experience.
- Use descriptive anchor text to explain what the linked page is about.
- Link to important pages to boost their visibility in search results.
- Place internal links naturally within your content for better readability.
- Distribute link equity to improve the ranking potential of key pages.
- Good internal linking encourages users to explore more, reducing bounce rates.