Internal linking plays a pivotal role in a winning SEO strategy.

Though they might seem simple, internal links pack a punch. They guide visitors through your website while providing search engine crawlers with critical context about its structure.

Internal links are ubiquitous across the web, likely on every page you’ve visited. You’ve probably been using them all along without even realizing it. (Pro tip: there are a few embedded in this introduction.)

If you aim to boost your SEO, it’s crucial to understand how internal links operate, where to place them for maximum impact, and why they matter.

In this guide, I’ll explore how to build an effective internal linking strategy and highlight some essential best practices to get you started.

 

Key Insights

 

• Internal Links Defined: An internal link is a hyperlink that takes users to different page within the same website. Unlike backlinks, which come from outside sources, internal links connect pages within your domain.
• Benefits of Internal Linking: Internal links improve user navigation by linking related content and can boost your site’s search engine rankings by aiding in search engine crawling and indexing.
• Strategies for Effective Internal Linking: To maximize the benefits of internal linking, focus on creating high-quality content and add internal links naturally where they fit the context.
• Optimal Internal Link Density: A common practice is to include 5-10 internal links per 2,000 words. When adding these links, ensure that the anchor text indicates what the linked page is about.

 

What Is Internal Linking in SEO?

 

Internal linking refers to hyperlinks that connect one page to another within the same domain.

These links differ from external links, which direct users to pages on a different website.

If your website consists of multiple pages, it’s crucial to create internal connections among them through internal linking.

Linking together various pages within a single domain facilitates search engine crawling and indexing, ultimately boosting your chances of higher rankings.

Internal linking is a fundamental aspect of every website design and architecture, which search engines rely on to understand your site’s structure. Proper internal linking ensures that your website is organized logically, such as in a typical silo model, allowing search engines to crawl and comprehend your content efficiently.

 

Imagine your website’s home page. The top navigation menu links to internal pages like About, Shop, and Contact. This internal linking setup is crucial for SEO because it creates a site structure and enhances link equity.

 

Best Practices for Internal Linking

 

Now that we understand internal linking, let’s explore some practical strategies. How can you build a robust internal linking structure? What’s the optimal number of internal links per page for SEO?

Let’s explore.

 

1. Connect Content-Heavy Pages

The most valuable internal links connect pages with significant content, creating a solid structure within your site.

Your website’s primary pages, like the homepage, About page, and Contact page, should already have enough internal links. If you’re driving conversions through a sales or landing page, feel free to link to it, but most of your internal links should be within your long-form content, naturally spreading link equity throughout your site.

 

2. Use Descriptive Anchor Text

Internal links with clear and descriptive anchor text are best for SEO. Anchor text is identified as clickable text of a hyperlink, typically appearing in blue. Instead of generic phrases like “click here,” use words that indicate what the linked page is about. For example:

“Learn about the latest Google algorithm updates.”

Avoid over-optimized anchor text or hyperlinked paragraphs. Focus on creating links that blend naturally into your content.

 

3. Find the Right Number of Internal Links Per Page

Is there a limit to the number of internal links on a page? According to Google’s John Mueller, more internal links can be needed to maintain their value. A good starting point is at least five internal links per page. The exact number depends on the content and context. Remember that your header, footer, and menu links count towards the total.

 

4. Update Older Content with New Internal Links

Updating older content with fresh internal links is a powerful SEO technique. When you update old articles, Google’s crawlers revisit and reindex them, potentially boosting their SERP ranking. Consider adding new paragraphs, updating outdated information, and including recent internal links to improve their value.

 

5. Add Links Where They Fit Naturally

Rather than adding links at the end of an article, find places where the context naturally supports internal linking. Connect related topics, define complex terms, and guide users to additional resources.

 

6. Use Dofollow Links

Avoid using nofollow tags on internal links. Nofollow links does not pass PageRank or anchor text, diminishing their SEO value. Keep your internal links as dofollow to ensure search engines crawl and index them.

 

7. Consider Site Navigation and Information Architecture

Site navigation and internal linking shape your site’s architecture. A well-structured internal linking strategy directs users and search engine crawlers through your site. Highlight essential content by linking to it more frequently, and ensure that your navigation supports a seamless user experience.

 

8. Create High-Quality Content

To build a good internal linking structure, you need high-quality content. More than simply simply simply having a lot of pages is required. Focus on creating content that meets your audience’s needs and guides them through their journey. This will provide more opportunities to include internal links naturally.

 

9. Regularly Audit Internal Links

Conduct regular audits of your internal links to identify broken links, unnecessary redirect chains, or outdated references. Fixing these issues enhances the user experience and helps maintain a healthy internal linking structure. This practice can improve page loading times and reduce negative user experiences.

 

Internal Linking Practices to Avoid

 

Now that you know the best practices for internal linking, let’s go over some common mistakes and bad practices to avoid.

 

1. Don’t Overdo It

While internal links are valuable for SEO, too many can hurt your website’s performance. Avoid “keyword stuffing” in the anchor text, a black hat tactic in which marketers use excessive keywords to boost rankings. Today, search engines are adept at detecting keyword stuffing and might penalize your site for it. Keep anchor text natural and descriptive without going overboard.

 

2. Don’t Use Internal Links in Headers

Avoid placing internal links in header text (like H1, H2, etc.). Google may view this practice as spammy, adversely affecting your SEO. Internal links are best integrated into the body of your content, where they fit naturally.

 

3. Double-check for Broken Links

Always check your internal links before publishing your content. Broken links do not pass link equity (“link juice”) and can signal to Google that your website is poorly maintained or low-quality. Regularly auditing your site for broken links is crucial to avoid these issues.

By avoiding these practices, you can make sure that your internal linking strategy enhances your SEO rather than detracts from it.

 

 

Conclusion

 

Internal linking is a fundamental element of a successful SEO strategy. When implemented effectively, it enhances the user experience and contributes to higher search engine rankings.

While internal links are a standard feature in website design, it’s crucial to strategically integrate them into your longer-form content to maximize their impact.

Optimize—but avoid over-optimizing—your anchor text, ensuring that each link guides users to relevant, valuable information about the topic they’re exploring.

Adhere to best practices for the best outcomes: create high-quality content, focus on linking to your top-converting pages, and add internal links only where they fit within the context of your content. If you find internal linking or SEO strategies challenging, consider exploring our monthly SEO packages, where our experts can take care of them for you.