What is Internal Linking?
Last Updated on 20th September 2023 by Ajmer Singh
Internal linking refers to the process of linking one page of a website to another page within the same website.
This is an important aspect of Search Engine Optimization (SEO) because it helps search engines understand the structure and hierarchy of a website and how its pages are related to one another.
Internal links can help distribute link equity (ranking power) throughout a website, which can help improve the search engine rankings of individual pages.
Properly implemented internal links can also improve the user experience by making it easier for visitors to navigate a website and find the information they are looking for.
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Internal Linking Overview
Internal linking is a strategy used by website owners and marketers to link pages within their website.
By linking pages together, internal linking enhances site navigation and user experience while also impacting the SEO ranking of the website.
Internal linking is an essential part of an SEO strategy as it helps search engines to understand the structure of your website and how your pages are related.
Reasons why it is useful for SEO!
*It increases page views by having users stay on your site.
*It helps aggregate authority within a particular topic across multiple pages on your site.
*It helps your pages rank better.
*It can act as a natural deterrent to spammers or people trying to game the system.
Internal linking is especially important for brands with lots of content like Buzzfeed, Business Insider, and Entrepreneur.
Who all use internal linking in their bottom navigation bars, which is an easy place most users will see it.
How does internal linking help your SEO performance?
1). It’s important for crawlability because search engines look at links within the site as votes for other content on the site to be included in their index.
The more links there are, the more likely it is they will decide which pages to crawl and add to their index.
2). When links exist on the site, it helps search engines determine what you consider important when they are ranking your pages.
This can be seen by users in Search Engine Results Pages (SERPs) like Google at the top of the page where they highlight “recommended” and “expert.”
3). When links point to the same topic on different pages, it tells search engines that you believe this is an important topic.
This can be seen by users in SERPs like Google at the bottom of the page where they highlight “related.”
Understanding Internal Linking
Internal linking is the process of linking one page on your website to another page on the same website.
The primary goal of internal linking is to create a network of web pages that are connected and organized in a logical manner.
Internal linking makes it easier for users to navigate your website, find related content and increases the time users spend on your website.
It also helps search engines to understand the structure of your website and the relationships between your pages.
Types of internal linking:
- Contextual Links – Links that are placed within the content of a page and provide additional information on a specific topic.
- Navigation Links – Links that are placed in the main navigation or footer of your website.
- Related Posts/Content Links – Links that are placed at the end of a blog post or page that suggest additional content or resources.
- Breadcrumb Links – Links that show the user the path they took to get to a particular page.
Importance of Internal Linking in SEO
Internal linking makes it easier for users to navigate your website and find the content they are looking for.
This leads to increased engagement, higher time on site, and a lower bounce rate, all of which are essential factors for SEO ranking.
2. Improved Indexing and Crawling:
By linking pages together, search engines can easily find and index your pages.
Internal linking helps search engines to understand the structure of your website and how your pages are related.
3. Increased Page Authority:
Pages that are linked to more often tend to have higher page authority, which can lead to better search engine rankings.
4. Better Keyword Rankings and Targeted Pages:
Internal linking helps to pass link equity from one page to another, improving the ranking of the targeted page.
By using internal links with optimized anchor text, you can target specific keywords and boost the ranking of pages for those keywords.
5. Reduced Bounce Rate:
Internal linking helps to keep users on your website for longer by providing related content and information.
This reduces bounce rate, which is a key factor in SEO ranking.
Best Practices for Internal Linking
1. Anchor Text Optimization:
Use descriptive and relevant anchor text for internal links. This helps search engines to understand the context of the link and improve the ranking of the targeted page.
2. Link Relevancy and Context:
Link pages that are relevant to each other and have a clear relationship. The content should be relevant and provide additional value to the user.
3. Link Depth and Distribution:
Limit the number of clicks it takes to get to a page and make sure every page can be reached within three clicks. Distribute links evenly across your website, and avoid linking to the same pages repeatedly.
4. Avoiding Broken Links and Orphan Pages:
Check regularly for broken links and orphan pages, which are pages that have no links to them. These can negatively impact SEO ranking and user experience.
5. Limiting the Use of NoFollow Links:
While it’s essential to use NoFollow links for pages you don’t want to be crawled or indexed, using too many NoFollow links on your website can hurt your SEO ranking.
Tools for Internal Linking
1. Google Search Console:
The search console provides a comprehensive analysis of your website’s internal linking and identifies any issues or errors that need to be fixed.
It also provides suggestions on how to improve internal linking on your website.
2. Ahrefs:
Ahrefs is a comprehensive SEO tool that includes a feature to analyze internal linking.
It provides information on the number of internal links a page has, the pages that link to it, and suggestions for improving internal linking on your website.
3. Screaming Frog:
Screaming Frog is a web crawling tool that analyzes your website’s internal linking structure, providing a report on broken links, redirects, and other issues that need to be fixed.
It also provides recommendations for improving internal linking on your website.
4. SEMrush:
SEMrush is an SEO tool that includes a feature to analyze internal linking on your website.
It provides information on the number of internal links a page has, the pages that link to it, and suggestions for improving internal linking on your website.
5. Majestic:
Majestic is an SEO tool that includes a feature to analyze the internal linking structure of your website.
It provides information on the number of internal links a page has, the pages that link to it, and suggestions for improving internal linking on your website.
6. Link Whisper (Recommended):
Link Whisper is the tool or you can say a plugin that I use on my websites. It automatically suggests and adds internal links in one click.
You can check all the orphaned pages, broken links etc. on their reports dashboard.
Why link internally?
1. Lowers bounce rate by keeping users on the same site.
2. Increases time on site by providing additional content to readers where they are in the purchase funnel.
3. Improves UX through continuity vs. leaving users wondering what to do next when they finish a page.
Especially if it’s an informational page that leads them to another website if there are no clear internal links for them to follow.
4. Links are more likely to be clicked if included throughout the content where they might be helpful or relevant.
Especially for informational pages that don’t have any other direction or motivation for the reader to click elsewhere.
5. Helps Google classify your site and its contents better based on interconnections of keywords used in text and anchor texts.
6. Helps Google index all related content from your site in a reasonable time frame when search crawlers crawl the full website and find multiple internal links to related pages of information.
7. Makes it easier for Google crawlers to access important parts of your site, like blog posts and product pages, which is especially helpful for e-commerce sites.
8. Links to related posts and pages increase the possibility that related posts will be clicked and viewed by users more than if they were randomly placed throughout a site without purpose or intent.
9. Helpful for SEO, since internal linking of relevant keywords throughout your website helps Google index your site better and can improve rankings if done correctly.
10. Internal linking from outside sources can help you increase your search traffic from those sites over time as well as help them raise their own rankings.
Since they are providing a link to yours both of which could improve your site’s search traffic and rankings as well.
11. Helps Google determine user intent, especially if you’re linking to other non-competitive, informational pages within your own site.
12. Internal linking from the same website keeps content together and allows users to quickly access it,
if they have been there before or found it via an external site since it will be in a familiar location where related information is at.
13. Adding internal links throughout your posts or pages helps you to connect the dots and lead users to other relevant information, especially if they are in a purchase funnel.
This can help them get more out of your website and provide additional content without taking readers completely off your site.
14. Helps search engines index all related pages on your site faster since they can see internal links to important parts of your website.
15. Helps users find other valuable content on your site that they may want to visit or return to later if you include internal links within them to related pages or posts.
16. Internal linking can help spread link juice through your website since you are providing additional relevant links for search engines to crawl and index.
Which can lead to a better user experience and more pages being crawled over time.
17. Helps search engines crawl your website easier by providing a map of your site.
That is easy to follow and find all pages, especially if many are linking from the same domain.
18. Internal links help users who have been to your site before or found it somewhere else to return to it easily.
Rather than having to search for the page, they were previously on if none of your internal links leads back there.
19. Links from other pages across the web can signal relevancy and value which helps keep users’ trust in your website.
Since you are sharing similar information between sites without trying to take them off your site.
20. Internal links can help users find their way around your site and feel more comfortable navigating it,
while also providing a better experience for all users who visit your site by keeping them on it longer rather than taking them off through a series of clicks to other websites.
Wrapping Up
Internal linking is an important part of SEO, but it’s also a great way to help your website visitors find the information they need.
Internal linking is an important aspect of search engine optimization.
It can be difficult to keep track of how many links you’ve created or where they are located, but the work will pay off when you start seeing higher rankings in organic searches and more traffic coming from Google.
Use this article as a starting point for understanding what internal linking means and why it’s so crucial for your SEO strategy!
So what do you think? Have you ever used internal linking in your own content strategy? We’d love to hear about it!
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