When it comes to SEO, there’s a lot going on. So much, in fact, that it’s easy to overlook some of the most important pieces.
And no, we’re not talking about backlinks or content marketing.
It’s not even the endless stream of Google algorithm updates.
It’s something far quieter, and often ignored. Internal linking.
Today, we’re breaking down what internal linking actually is, why it matters, and how it can play a big role in improving your SEO.
Buckle up. It’s a longer one, but it’s worth it.
Why is internal linking important?
Internal linking often gets pushed aside in favour of external links. And that’s a mistake.
While backlinks are important, internal links play a huge role in helping Google crawl your site faster and understand which pages matter most. They can also help distribute authority across your site and improve rankings for key pages.
So what exactly are internal links?
Why is a strong internal linking strategy so important for SEO?
And how do internal links make your pages easier to find for both Google and real users?
We’ll cover all of that, and more, below.
What are internal links?
In a nutshell, internal links are hyperlinks that are used to link one page on a domain to another page on the same domain.These are different from external links, which link to another website.For example, in a blog post that discusses the importance of search intent in SEO, we might internally link to our SEO page like this:
If we were to discuss Facebook, we would link to the external Facebook website like this:
How can I format an internal link?
Some of the most effective ways to do this include using:
- Descriptive anchor text that clearly explains what the linked page is about
- Keywords that give context and signal the topic of the destination page
- Target keywords that the source page is actively trying to rank for
The goal is to make links useful and intuitive, both for users and for search engines.
How can internal linking improve my SEO?
There are two main reasons internal linking plays such a big role in strong SEO performance:
- It helps define your site architecture (also known as information architecture or IA)
- It helps distribute link equity (often called link juice)
Site architecture
No matter what industry you’re in, the goal is the same: a website that’s cohesive, relevant, and easy for users to navigate.
That’s where information architecture comes in. IA is simply how your website’s content is organised. You can think of it as the structure behind your sitemap.
For example, a shoe company’s site might be structured with main categories like men’s shoes, women’s shoes, and kids’ shoes, each branching into more specific product pages.
Internal links are what connect all of this together. They help both search engines and users move through your site and understand how your content is organised and prioritised.
Search engines don’t magically understand your website. They rely on crawlers to discover and index pages, and internal links act like pathways between those pages. If there’s no link leading to a page, it becomes much harder for crawlers to find it. And if Google can’t find a page, it may as well not exist.
Good information architecture also improves the user experience. When visitors can easily find what they’re looking for, they’re more likely to stay on your site, engage with your content, and explore further. Lower bounce rates and stronger engagement are both positive signals for SEO.
Link juice
Internal linking also plays a key role in spreading link equity across your site.
At its core, Google’s goal is to deliver the most useful and relevant results to users. One way it decides which pages deserve visibility is by assessing how trustworthy and authoritative a site appears.
Links help communicate that trust. While external links build authority at a domain level, internal links help direct that authority to the pages that matter most. By linking strategically, you can pass value from stronger pages to newer or less visible ones, helping them perform better in search results.
External links vs internal links
We're thinking a diagram will make this easier to visualise.
The more high-quality external links (via Link Building) pointing to your site, the more Google is likely to see your domain as valuable and authoritative.
The important thing to remember, though, is that this value does not have to stop at the page that earns the link. Through internal linking, you can pass that link equity on to other relevant pages across your site.
Done properly, internal links help spread authority throughout your website, allowing more pages to benefit from the trust and value your domain has built.
Without all of these internal links pointing to pages on your site, all of the work will stop at one page - think of it as a no through road. Of course, we don’t want this - and that’s where internal linking comes in!
How to set up an ideal internal link structure
Here’s the meat. We’re diving headfirst into the best internal link strategy that you can set up to help achieve the best visibility on organic search results.
The first steps
If your site is made up of a homepage and a bunch of extra pages with no real structure or hierarchy, it becomes difficult for Google to understand how everything fits together.
That’s why one of the most important best practices is to keep your site structure as clear and logical as possible.
So how do you actually do that?
Start simple. Organise your content into clear pillars, with related pages sitting underneath each one, like this:
Once users land on your main page, they should be able to easily navigate to your most important pages — often referred to as pillar pages.
From each pillar page, users can then click through to related topic clusters. These are groups of supporting pages and content that dive deeper into specific subtopics, all closely connected to the main theme.
This structure makes it easier for users to find what they’re looking for, and it helps Google clearly understand how your content is organised and how each page relates to the others.
Internal links are helping search engines crawl your site
Try to keep the number of links between your homepage and other pages to a minimum, focusing only on the most important paths.
Secondary pages like Contact Us or Privacy Policy are best placed in the footer. This keeps your main navigation clean and ensures link equity is passed more effectively to your core pages.
A clearer structure like this helps Google crawl your site more efficiently, while strengthening internal link equity across the pages that matter most.
Link to your most important pages
If you link every word or phrase in your content, you’re asking for trouble. Over-optimised anchor text is a quick way to land on Google’s radar, so internal linking needs to be done with intent.
That means being selective about both where you add internal links from and which pages you link to.
As mentioned earlier, internal linking is one of the main ways link equity flows through your site. When done properly, it allows stronger, high-performing pages to pass authority to pages that might otherwise struggle to rank.
So how do you actually make this work in practice?
A good starting point is identifying your strongest pages. Using a backlink tool like Ahrefs makes this easy, as it allows you to quickly see which pages on your site attract the most backlinks and authority. From there, you can strategically link out to priority pages that need a boost.
Once you’ve identified these stronger pages, you can start adding internal links from them to pages that have fewer (or no) links pointing their way.
It doesn’t take much effort, but done consistently, this can make a noticeable difference. Over time, it helps lift underperforming pages and gives them a better chance of ranking.
It’s also a great way to support newer pages on your site, helping them build authority faster by tapping into the strength of your existing content.
Don't overdo your internal links
We get it — we’ve spent this whole article banging on about how important internal links are. And they are. But moderation still matters.
Linking every second word to another page on your site is a fast way to do more harm than good. Overusing internal links can raise red flags for Google and make your site look spammy or low quality, which can hurt your rankings rather than help them.
As a rough guide, aim for around three to four internal links per page. For longer, in-depth blog posts, that number can naturally climb to 10 or even 20, as long as the links genuinely make sense.
At the end of the day, internal links should be added thoughtfully and strategically. If a link improves the experience for the reader, it’s probably a good one. Always put your visitors first — Google tends to follow.
Make your links crawlable
Your web pages can only appear in search results if Google is able to crawl your site and follow your links properly. And for that to happen, those links need to be set up the right way.
As Google puts it themselves:
This can all be a bit confusing if you’re not living and breathing SEO every day.
If you’re unsure, it’s worth getting your developer or SEO agency (ahem, us) to take a look. Ask them to check that your links are using the correct a href structure and to update any that aren’t.
While you’re at it, it’s also a good chance to double-check that your internal links aren’t accidentally set as nofollow. Keep an eye out for the rel="nofollow" tag, as this can stop link value from being passed through your site.
Optimise your anchor text
Anchor text refers to the clickable words used to link from one page to another.
It plays an important role for both users and search engines. Good anchor text helps visitors understand where a link will take them, while also giving Google strong signals about what the linked page is about.
Put simply, the clearer your anchor text is, the easier it is for users to navigate your site — and for Google to understand it.
So how do you write anchor text that works for both people and search engines? Here are a few best practices to follow:
- Use descriptive text that clearly explains what the linked page is about
- Keep it short — a few words or a brief phrase is usually enough
- Include relevant keywords where it makes sense, but avoid keyword stuffing
- Place links naturally within your content so they don’t feel forced
- Avoid vague or out-of-context phrases like “click here”
Check your internal link setup using Google Search Console
Thankfully, Google makes it fairly easy to review how your internal links are set up.
Here’s how to do it:
- Open Google Search Console and head to the Links report
- You’ll see a breakdown of your internal links, including your most linked pages
- This helps you identify which pages are receiving the most internal link equity — and which ones could use a boost
- Make a habit of checking this a couple of times a year. It’s quick, simple, and gives you a clear picture of how well your internal linking strategy is working
How to fix broken internal links
One of the advantages of internal links is that you have full control over them — which means fixing broken ones is usually straightforward.
A broken internal link is one that no longer works, often because:
- The destination page has been moved or deleted
- The URL was entered incorrectly
- The page no longer exists on your site
Left unchecked, broken links can hurt both user experience and SEO. They can increase bounce rates, reduce trust, and interrupt the flow of link equity across your site.
Using tools like Google Search Console or Ahrefs regularly will help you spot these issues early and fix them before they cause problems.
Here are four effective ways to deal with broken internal links:
Check for typos
This is surprisingly common. A small spelling mistake in a URL can cause a 404 error. Fix the typo, and the issue is often resolved instantly.
Re-publish the missing page
If a deleted page had backlinks pointing to it, re-publishing it can be a smart move. This preserves any existing authority and prevents broken links without starting from scratch.
Use 301 redirects
301 redirects are a recommended solution for broken links — even Google advises using them. Redirect the old URL to the most relevant alternative page to keep link equity flowing.
Remove the link as a last resort
If the link isn’t particularly valuable and no suitable replacement exists, removing it may be the best option. This should always be a last resort, especially if the page previously carried authority.
The final word
Internal link building is one of those SEO fundamentals that quietly does a lot of heavy lifting. It helps build page authority, supports stronger Google rankings, and improves the overall trustworthiness of your site.
Done properly, it also makes life easier for Google when crawling your website — and just as importantly, it makes it easier for real people to find their way around. That’s a win-win.
So what’s the takeaway? Be intentional with your anchor text, keep broken links in check, and always think about the user first. Do that consistently, and you’ll be well on your way to a solid internal linking setup that actually supports your SEO goals.
Still feeling unsure — or looking to level up more than just your internal links? We’ve got you covered. Get a free proposal with Local Digital today and let’s take your digital marketing to the next level.
