How to use internal links to improve your search ranking

Welcome to the foundational world of SEO, where internal links play a pivotal role in navigating the complex landscape of search engine rankings. Internal linking is not just a mere tactic; it’s a strategic powerhouse capable of elevating your website’s SEO performance to new heights. By interlinking pages within your own domain, you create a network of paths that search engines and users alike can traverse, enhancing site navigation and distributing page authority throughout your site.

The beauty of internal linking lies in its simplicity and impact. It’s about connecting the dots within your website in such a way that it boosts your site’s indexing by search engines and, consequently, its visibility to potential visitors. But it’s not just about creating any links; it’s about crafting them thoughtfully, ensuring they’re relevant, useful, and capable of guiding your audience through a meaningful journey on your site.

As we delve deeper into the strategic use of internal links, remember, this isn’t just about improving search rankings; it’s about enhancing the overall user experience. A well-structured website with thoughtfully placed internal links encourages longer visits, helps reduce bounce rates, and increases the likelihood of conversions. So, let’s unlock the potential of internal linking together, ensuring your site not only ranks higher but also provides value every step of the way.

Understanding the Importance of Internal Links in SEO

Internal links are not just the threads that connect various pages within your website; they are the veins through which the lifeblood of your SEO strategy flows. Recognised for their ability to weave a cohesive narrative throughout your digital presence, internal links serve dual purposes: they are instrumental in guiding Google’s algorithms through your site and pivotal in distributing page authority evenly across your domain. Let’s delve into the facets that underscore the critical role of internal links in SEO.

The Role of Internal Links in Website Architecture

A website’s architecture is akin to the blueprint of a well-designed building. Just as architects meticulously plan the layout to ensure ease of movement and accessibility, webmasters must craft a site structure that allows both users and search engines to navigate effortlessly. Internal links are the pathways that lead visitors from one page to another, seamlessly connecting content across your site. This interconnectedness not only enhances user experience by providing relevant and easily accessible information but also aids search engines in indexing your site more comprehensively.

Incorporating internal links thoughtfully within your website’s architecture ensures that no page is an island. By creating a network of links, you’re essentially mapping out a journey for your visitors, one that guides them from general information to more detailed insights, all the while encouraging them to explore further. For search engines, this network signifies a well-organised site, making it simpler to crawl and index pages, thereby improving your site’s visibility and rankings.

Boosting Page Authority with Strategic Internal Linking

The concept of page authority is central to understanding the SEO value of internal linking. In the realm of search engine optimisation, authority is a measure of a page’s relevance and trustworthiness, factors that significantly influence its ranking in search results. Internal links play a crucial role in distributing this authority throughout your website, effectively boosting the SEO performance of individual pages.

When you link to a page within your site, you’re not just providing a pathway for users to follow; you’re also passing on some of the linking page’s authority. This transfer, often referred to as “link juice,” is a key mechanism through which pages can gain prominence and improve their standing in search results. By strategically placing internal links to direct this flow towards important pages—those you want to rank higher—you can enhance their authority and visibility.

A strategic approach to internal linking involves not just linking for the sake of connectivity but doing so with intention. It’s about identifying key pages that could benefit from a boost in authority and ensuring they’re linked from relevant, high-quality content. This not only elevates the targeted pages in search rankings but also enriches the user’s journey by providing them with valuable, related content at just the right moments.

Understanding and leveraging the power of internal links can significantly impact your SEO efforts. By enhancing your website’s architecture and strategically boosting page authority, you’re setting the stage for improved site navigation, better indexing, and ultimately, higher rankings in search results.

Best Practices for Effective Internal Linking

Mastering the art of internal linking is crucial for amplifying your SEO efforts and steering your website towards the summit of search engine results. To navigate this terrain effectively, it’s essential to adhere to a set of best practices designed to maximise the impact of your internal links. Let’s explore these techniques, ensuring your internal linking strategy not only supports your SEO goals but propels them.

Using Descriptive Anchor Texts

The anchor text, the clickable words used in a hyperlink, plays a pivotal role in internal linking. It’s not just a navigational tool; it’s a contextual signal to both users and search engines about the content of the linked page. Using keyword-rich and descriptive anchor texts enhances the relevance of your links, providing clear clues about the content that awaits. This clarity can significantly improve your site’s SEO performance by aligning with search queries and increasing the likelihood of ranking for targeted keywords. When crafting anchor texts, aim for precision and relevance, ensuring they seamlessly integrate into your content while offering valuable insights into the linked page’s topic.

Balancing Link Distribution

A common pitfall in internal linking is the uneven distribution of links, which can inadvertently concentrate authority on less significant pages while neglecting those that are crucial to your SEO strategy. Achieving a balance in link distribution ensures that authority is spread across your site in a manner that reflects the priority of your pages. High-priority pages should be linked to frequently and from relevant content, ensuring they receive the attention they deserve. Conversely, avoid overlinking to low-priority pages that don’t contribute significantly to your site’s overall SEO goals. This balanced approach ensures that your most important pages are adequately emphasised and have a better chance of ranking well.

Placing Links High on Your Page

The placement of internal links on your page can influence both engagement and SEO performance. Links positioned higher within the content are more likely to be clicked by users, leading to better engagement and potentially lower bounce rates. This placement signals to search engines that the linked content is highly relevant and valuable, possibly contributing to improved rankings. Early placement also ensures that links are seen by users who may not scroll through the entire page, thereby increasing the likelihood of engagement. When integrating links, consider their placement carefully, aiming to incorporate them in a way that naturally aligns with the user’s content journey.

Emphasising Dofollow Links

In the context of internal linking, the use of dofollow links is crucial for the effective transfer of PageRank across your site. Dofollow links are the default state of links, allowing search engines to follow them and pass on link equity or authority from one page to another. This transfer is vital for boosting the authority and, subsequently, the SEO performance of linked pages. By ensuring that internal links are dofollow, you’re enabling the full flow of PageRank throughout your site, thereby enhancing the overall SEO value of your internal linking efforts. While there are specific cases where nofollow links may be appropriate, for internal linking, the emphasis should be on dofollow links to maximise the benefits of your SEO strategy.

By adhering to these best practices for internal linking, you can significantly enhance your website’s SEO performance. Descriptive anchor texts, balanced link distribution, strategic link placement, and the emphasis on dofollow links are key elements that contribute to a robust internal linking strategy, driving both user engagement and search engine visibility.

Advanced Internal Linking Strategies

Elevating your SEO game requires not just mastering the basics but also embracing advanced internal linking strategies that can provide a significant competitive edge. These sophisticated techniques aim to optimise the flow of authority throughout your site, enhance content discoverability, and ensure your website remains dynamically interconnected. Let’s explore these advanced strategies to further refine your SEO approach.

Linking from Your Homepage

The homepage often holds the most authority because it is the most frequently linked-to page, both internally and externally. Leveraging this authority can significantly boost the visibility of key pages on your site. Strategically placing links to important pages directly from your homepage can funnel this built-up authority to areas of your site that you wish to highlight. This practice not only enhances the visibility of these pages but also signals to search engines their importance within your site hierarchy. Consider the user journey and business objectives when deciding which pages to link to from your homepage, ensuring that you’re directing users and search engine crawlers to your most valuable content.

Improving Site Indexing with Internal Links

Internal links play a crucial role in improving the indexing of your website’s pages by search engines. Pages that are deeply nested within your site’s architecture or not directly linked to from higher-level pages can be difficult for search engine crawlers to discover. By creating internal links from more accessible pages to those that are buried, you can help ensure that all your content is indexed. This strategy is particularly useful for large sites with extensive content archives. Regularly auditing your site to identify and link to unindexed pages can significantly enhance your content’s visibility and SEO performance.

Updating Old Content with New Internal Links

Content on your website is not static, and neither should be your internal linking strategy. Regularly updating old content with new internal links is a dynamic approach that can breathe new life into your existing content. This practice not only helps to keep your site’s structure interconnected and cohesive but also allows you to redistribute page authority to newer pages that are becoming more relevant. Additionally, updating old content with links to recent articles or pages can enhance user engagement by providing readers with access to more current and relevant information. This strategy ensures that your site remains a vibrant ecosystem of interlinked content, where both new and old pages support each other in achieving better SEO results.

Embracing these advanced internal linking strategies can significantly enhance your SEO efforts, providing a nuanced approach to building and maintaining a site architecture that supports both user engagement and search engine visibility. By thoughtfully linking from your homepage, improving site indexing, and keeping your content interconnected through updates, you can ensure that your site remains competitive and authoritative in the ever-evolving landscape of SEO.

Common Internal Linking Mistakes to Avoid

While internal linking is a cornerstone of effective SEO, certain missteps in its execution can do more harm than good. Awareness of these common pitfalls is crucial to ensure your internal linking strategy bolsters rather than hinders your SEO efforts. Let’s navigate through these mistakes to understand what to avoid and how to maintain a robust, beneficial internal linking structure.

Overusing Automated Internal Linking Tools

Automation can be a tempting solution for simplifying the labour-intensive process of internal linking, especially on larger sites. However, over-reliance on automated internal linking tools can lead to several issues. These tools may not always recognise the most contextually relevant or valuable opportunities for linking, potentially creating nonsensical or spammy-looking links that can confuse users and dilute the authority of your pages. Moreover, automated systems might overlook the strategic aspect of internal linking, such as prioritising links to high-value pages or evenly distributing link equity.

A manual, strategic approach to internal linking, while more time-consuming, allows for greater control over link placement, ensuring that each link adds real value. It enables you to consider the user journey and the narrative flow between pages, enhancing the user experience and SEO effectiveness. That’s not to say automation doesn’t have its place—it can help identify potential linking opportunities—but it should be used judiciously and complemented by manual review and adjustment.

Neglecting Mobile Version Link Structures

With the advent of mobile-first indexing by Google, the structure of your mobile site has never been more critical to SEO. A common mistake is to treat the mobile site’s internal linking as an afterthought, leading to discrepancies between the desktop and mobile versions. This inconsistency can negatively impact your SEO, as search engines primarily use the mobile version of your site for indexing and ranking.

Ensuring that your mobile site’s internal linking mirrors that of your desktop version is vital for maintaining SEO consistency across devices. This means not only having the same links but also ensuring that they are easily clickable and navigable on a smaller screen. Paying close attention to the mobile user experience, from the placement and size of links to the overall navigability of your site, is crucial in a mobile-first world. Aligning your mobile and desktop internal linking strategies ensures that users and search engines can effectively navigate and understand the structure of your content, regardless of device.

By steering clear of these common internal linking mistakes, you safeguard your SEO efforts and ensure that your internal linking strategy remains a powerful tool in your digital marketing arsenal. Proper attention to manual linking strategies and mobile version consistency is essential for optimising your site’s performance and achieving your SEO objectives.

Internal Linking for User Experience and SEO

Internal linking is a powerful SEO strategy, but its benefits extend far beyond improving search engine rankings. It plays a crucial role in enhancing the user experience (UX), making your website more navigable, and ensuring that all your content is accessible. By strategically implementing internal links, you can create a win-win situation where your site not only ranks higher in search results but also provides a more enjoyable and seamless experience for your visitors. Let’s delve into how internal linking can serve these dual purposes effectively.

Facilitating Easier Navigation

Internal links are the signposts of your website, guiding users from one piece of content to another in a logical and intuitive manner. By using internal links to connect related content, you can help users find the information they’re seeking more efficiently. This not only improves the usability of your site but also increases the time visitors spend exploring your content, which is a positive signal to search engines.

Effective navigation through internal linking involves more than just linking to related articles at the end of a page. It includes breadcrumb links that help users understand their location within your site, contextual links within the body of your articles that offer deeper insights on specific topics, and navigation menus that link to key sections of your site. Each of these elements contributes to a more navigable website, ensuring users can easily find what they need without frustration.

Reducing Orphan Pages

Orphan pages are those that have no internal links pointing to them, making them virtually invisible to both users and search engines. These pages can be a significant detriment to your site’s SEO health, as they contribute to a fragmented site structure and hinder your content’s visibility. Through strategic internal linking, you can reduce the number of orphan pages, ensuring every piece of content is integrated into the overall structure of your site.

Identifying and linking to orphan pages requires a regular audit of your site’s internal link structure. Tools like site crawlers can help you discover these hidden pages. Once identified, consider how each orphan page fits into the broader context of your content and link to it from relevant pages and posts. This not only boosts the SEO value of the orphan pages but also enhances the overall user experience by making more of your content accessible.

In summary, internal linking is a vital component of both SEO and user experience. By making your site more navigable and ensuring all your content is interconnected, you can create a website that not only ranks well in search engines but also delights your visitors, encouraging them to stay longer and engage more deeply with your content.

Tools and Resources for Internal Linking

In the journey to optimise your website’s internal linking strategy, having the right tools and resources at your disposal can make all the difference. These tools not only simplify the process of planning and implementing internal links but also provide valuable insights into how these links can be optimised for both SEO and user experience. Whether you’re conducting a thorough link audit or seeking suggestions for internal linking opportunities, there’s a tool to assist you. Let’s explore some of the most effective tools and plugins available for enhancing your internal linking efforts.

Google Search Console for Link Audits

Google Search Console (GSC) is an indispensable tool for webmasters aiming to improve their site’s SEO performance. Among its many features, the “Links” section offers comprehensive insights into your site’s internal link structure. Using GSC, you can identify which pages are receiving the most internal links, uncovering potential opportunities to distribute link equity more evenly across your site. Additionally, it can help you spot pages that are under-linked, allowing you to rectify these gaps and improve their visibility and authority.

To make the most of Google Search Console for link audits, start by reviewing the “Top linked pages” (internally) report. This will show you at a glance which pages are considered most important based on the volume of internal links they receive. From there, you can strategise on how to bolster under-linked pages by providing more internal links from relevant, high-authority pages. Regularly monitoring and adjusting your internal link structure through GSC can lead to a more cohesive and SEO-friendly website.

Yoast SEO for Internal Linking Suggestions

For WordPress users, Yoast SEO is a powerful plugin that offers a plethora of features to enhance your site’s SEO. Among its many functionalities, the internal linking suggestions tool stands out as a particularly useful feature for optimising your internal link strategy. Yoast SEO analyses your content and suggests relevant posts within your site that you can link to, making it easier to create meaningful connections between your pages.

This tool is particularly beneficial for maintaining a dynamic internal linking structure, as it helps you identify new linking opportunities as you add content to your site. By following Yoast’s suggestions, you can ensure that your internal links are not only relevant but also strategically placed to distribute page authority effectively and improve the overall navigability of your site.

Utilising tools like Google Search Console and Yoast SEO can significantly streamline the process of planning and implementing an effective internal linking strategy. By leveraging these resources, you can gain valuable insights into your site’s internal link structure, identify areas for improvement, and execute changes that will enhance both your SEO performance and your users’ experience.

Key Takeaways

Internal linking is a fundamental aspect of a comprehensive SEO strategy, offering a unique blend of benefits that extend from improved search rankings to enhanced user experience. The strategic planning and implementation of internal links can significantly impact your website’s performance, making it crucial to approach this task with both precision and foresight. Here are the most critical points to remember:

  • Strategic Importance: Internal links are not just navigational elements; they’re powerful tools for spreading page authority and improving site architecture. A well-thought-out internal linking strategy can boost your website’s SEO by making it easier for search engines to crawl and index your content, thereby improving visibility and rankings.
  • User Experience: Beyond SEO, internal linking profoundly affects the user experience. By providing clear, relevant links, you facilitate easier navigation, guiding users through your website in a way that feels intuitive and enriching. This not only keeps visitors engaged longer but also supports a lower bounce rate and higher conversion potential.
  • Balance and Relevance: The key to effective internal linking is maintaining a balance between over-linking and under-linking, ensuring that links are distributed evenly across your site to pages that offer the most value. Links should always be relevant to the content they’re embedded in, offering real value to the user and enhancing their understanding or experience of a topic.
  • Anchor Texts and Link Placement: Using descriptive, keyword-rich anchor texts can significantly impact the relevance and SEO performance of your internal links. Moreover, the placement of links within content matters; links higher up on a page may drive more engagement and be weighted more heavily by search engines.
  • Continuous Optimisation: Internal linking is not a set-it-and-forget-it element of your website. Regular audits and updates are necessary to adapt to new content, remove broken links, and adjust strategies based on changing priorities or SEO goals. Tools like Google Search Console and plugins like Yoast SEO can assist in these ongoing optimisation efforts.
  • Avoid Common Pitfalls: Be wary of common mistakes, such as relying too heavily on automated internal linking tools, neglecting the mobile version of your site, or creating a disjointed user experience through poor link distribution.

In essence, internal linking serves as the backbone of a well-optimised website, bridging the gap between SEO ambitions and the quest for a superior user experience. By embedding strategic planning within every link and prioritising the needs and journey of the user, you can create a website that not only ranks well but is genuinely valuable and enjoyable to navigate.


In the intricate dance of SEO, internal links play a crucial role, acting as the connective tissue that binds your website’s content together in a meaningful and strategic way. They are pivotal not just for enhancing your site’s structure and navigability but also for bolstering your overall SEO strategy, proving time and again that their influence extends well beyond simple page-to-page connections.

The importance of internal links in a comprehensive SEO strategy cannot be overstated. They are fundamental in guiding search engines and users alike through your site, enhancing the discoverability of your content, and distributing authority throughout your domain. When implemented thoughtfully, internal links can significantly improve your search rankings, user engagement, and website’s overall health.

However, the effectiveness of internal links is not merely about their existence but about their strategic use and regular refinement. As your website grows and evolves, so too should your internal linking strategy. Regular reviews and updates are essential to ensure that your internal links continue to serve their intended purpose effectively. This involves not only adding new links but also evaluating existing ones for relevance and impact, ensuring that your internal linking structure remains robust and responsive to your site’s changing dynamics.

Encouraging a culture of continuous improvement in your internal linking practices can lead to remarkable results. By staying proactive and making adjustments based on comprehensive audits and insights from tools like Google Search Console and Yoast SEO, you can ensure that your internal linking strategy remains a potent force in your SEO arsenal.

Let this be a call to action: review and refine your internal linking practices regularly. In doing so, you not only enhance your website’s SEO performance but also create a more cohesive and enjoyable experience for your users. Internal links are more than just pathways between pages; they are the strategic bridges that can lead your site to greater visibility, engagement, and success in the digital landscape.


About The Author

Meet Steve Jaenke, the digital mastermind who’s been ahead of the game for over two decades! As an early adopter of SEO, Steve saw the power of Google and made it his mission to help SMEs unlock its full potential. As a result, he’s become a leading expert in the field, and it’s no surprise that he’s been a finalist in the Global Search Awards in 2021 and 2022.

But Steve’s influence doesn’t stop there – he’s also a recurrent judge for the Australian Web Awards, sharing his expertise and experience to help others succeed. With his deep understanding of the digital world and his passion for helping others, Steve is the go-to guy for anyone looking to level up their online presence.

So, whether you’re a small business owner looking to increase visibility online or a digital marketer looking to stay ahead of the curve, Steve Jaenke is the expert you need to know!

Subscribe To Digi Digest
Please enable JavaScript in your browser to complete this form.

Optimising Your Law Firm’s Landing Pages for Higher Conversions

The importance of a well-optimised landing page for law firms cannot be overstated. A landing page serves as the initial point of contact between potential clients and your firm, playing a crucial role in converting visitors into leads. Given the competitive nature of...

How to Measure the ROI of Your Law Firm’s Marketing Efforts

In today’s competitive legal market, understanding and measuring the return on investment (ROI) of your law firm's marketing efforts is more crucial than ever. ROI provides a clear picture of the effectiveness and efficiency of your marketing strategies, helping you...

Email Drip Campaigns for Lawyers: Nurturing Leads into Clients

In the competitive legal industry, building and maintaining relationships with potential clients is crucial. One of the most effective strategies for nurturing these relationships is through email drip campaigns. This targeted approach to email marketing allows law...