Are Internal Links Good for SEO? Discover the Power of Linking Right

Internal Linking


Marcelo Beilin  (Updated May 29, 2023 )

SEO is a vast world, with various elements working together to push your site up in the search engine rankings.

It's a bit like an orchestra, with each instrument playing its part to create a harmonious symphony. One of those instruments, often overlooked but extremely vital, is internal linking.

Now, you might be thinking, Aren't keywords and backlinks enough for SEO success? Well, imagine walking into a massive library with no catalog, no index, and books haphazardly strewn everywhere.

Even if it had the best books in the world, would you enjoy the experience? Probably not. That's precisely the role internal links play: they provide a roadmap, a guide, making the user's journey on your website smooth and enjoyable.

So, get ready to step into the fascinating world of internal links. By the end of this article, you'll understand why they're a key player in your SEO strategy and how to leverage them effectively.

We'll also debunk some common myths and walk through some best practices to ensure your internal linking game is top-notch.

Disclosure: Although I receive affiliate compensation at no additional cost to you to support this site that compensation in no way influences my recommendations, which are strictly informed by my 10+ years of online business experience consulting for clients large and small. My aim is to always recommend tools that offer the best return for your investment (for more details, read my Affiliate Disclosure). 

What is SEO and Why it Matters

To truly appreciate the value of internal links, it's crucial to first understand the broader landscape they reside in — the world of SEO, or Search Engine Optimization.

SEO, at its core, is a series of strategies, techniques, and tactics designed to increase the visibility of a website by improving its ranking on search engine results pages (SERPs). Let's break it down a bit.

Imagine the internet as an enormous, bustling city. In this city, websites are buildings. Some are skyscrapers while others are smaller, hidden amongst the giants.

Now, your website is one of these buildings, and SEO is the architect that designs your building to stand out and be noticed in the city skyline.

When someone uses a search engine like Google, they're essentially sending out a request for information. Google, being the helpful tool that it is, sifts through billions of websites (buildings in our city) to find the most relevant and high-quality results.

But here's the catch — Google uses a complex set of algorithms to decide which results to show first, and this is where SEO comes into play.

SEO makes your website more attractive to these algorithms, helping it rank higher in the search results. It's like adding a dazzling neon sign to your building, making it irresistible for Google to ignore.

But why does ranking matter so much? Well, think about your own search habits. How often do you click on the second or third page of Google's search results? Rarely, right?

Research shows that the majority of web traffic goes to the first few results on the first page.

So, if your website is buried on page 5, it's like having a fantastic building that few people will ever visit. Not ideal.

So, SEO is all about optimizing your website to rank as high as possible in search results. But it's not just about getting eyeballs on your site; it's about getting the right eyeballs.

Good SEO practices help attract quality traffic — visitors who are genuinely interested in what you have to offer and are more likely to convert (make a purchase, sign up for a newsletter, or perform any other desired action.)

SEO also contributes to the user experience. A site that's optimized for search engines is typically user-friendly, easy to navigate, and filled with valuable, high-quality content.

This not only pleases search engines but also your visitors, increasing the likelihood they'll stick around, explore, and maybe even become customers.

In a world where online presence is increasingly important, SEO is no longer optional. It's a necessary tool in your digital marketing toolkit to ensure your website is visible, attractive, and accessible to both search engines and users.

Without it, your website might get lost in the vastness of the internet, like a whisper in a thunderstorm. But with it, your website can shine brightly, attract a crowd, and drive business success. So, yes, SEO matters. A lot.

Understanding the Role of Internal Links in SEO

Now, you might be wondering, "Where do internal links fit into this SEO puzzle?" Well, imagine your website as a bustling city, full of exciting places to visit — each web page is a point of interest, a destination.

And the internal links? They're the friendly and knowledgeable tour guides or the clear and informative signposts that help visitors navigate this city.

These internal links serve a dual purpose, catering to both your users and search engine bots.

For your website visitors, internal links provide an easy way to navigate through your site, connecting relevant information and pointing them towards content they might find interesting.

It's like providing a hand-drawn map to a tourist, highlighting the must-visit spots and the best routes to get there.

On the other hand, for search engine bots — the software crawlers that index your website — internal links are like breadcrumbs.

These links help bots discover new pages, understand the structure of your site, and determine the relationship and value of different pages.

For instance, a page with a lot of internal links pointing to it could be considered important, sort of like a famous landmark in our city analogy.

In this way, internal linking can influence how search engine bots perceive the importance and relevance of your webpages, which can ultimately impact your site's SEO performance.

So, in a nutshell, internal links are like the veins of your website, connecting different pages and ensuring a smooth flow of both users and search engine bots.

How Internal Links Improve SEO

Ever wonder why internal links are considered such an essential tool in the SEO toolbox? It's because they pack a powerful punch in three key areas: user experience, site structure, and link equity.

Let's dissect each one of these to see how they contribute to your SEO:

Enhancing User Experience

First up, user experience. A website with a solid internal linking structure is like a well-curated museum. Each link acts as a guide, leading visitors from one exhibit (or page) to the next based on their interests and queries.

This easy navigation keeps users engaged, making them more likely to explore further and stick around for longer. And the longer they stay, the lower your bounce rate (that's the percentage of visitors who leave your site after viewing just one page).

Search engines keep a close eye on these engagement metrics. A low bounce rate and high user engagement signal to search engines that your website is providing valuable, user-friendly content.

It goes without saying that websites that offer a superior user experience often find themselves rewarded with higher rankings in search engine results.

Streamlining Site Structure

Streamlining Site Structure

Next, let's talk about site structure. When your website has a robust network of internal links, it resembles a well-planned city with a good transport system. The roads (links) ensure smooth traffic flow (navigation) and connect important landmarks (key pages).

This organized structure makes it easy for search engine bots to crawl your site. These bots are like city surveyors, mapping out the landscape of your website.

The easier it is for them to navigate, the more efficient they are at indexing your pages in the search engine's database.

An efficiently indexed site improves its visibility, and greater visibility often translates to a better position in search rankings. It's like having a well-lit billboard in a prime location — hard to miss!

Distributing Link Equity

Finally, there's the concept of link equity, a critical element in the SEO sphere. Think of your website as a power grid. Some stations (pages) have a lot of power (authority), while others don't.

Internal links act like power lines, distributing this authority from one page to another.

This flow of authority, often referred to as 'link juice' or link equity, boosts the credibility of the pages it reaches.

The more juice a page has, the higher its authority. And when search engines see these high-authority pages, it's like you're waving a flag, saying, "Hey, this page is important — give it some attention!"

By effectively distributing link equity across your site, you can enhance the perceived importance and relevance of multiple pages, not just your homepage.

This well-distributed authority can significantly improve your overall SEO, making your website a formidable player in the search engine arena.

By enhancing user experience, streamlining site structure, and distributing link equity, internal links serve as a triple threat to boost your SEO game.

They're like the unsung heroes of your website, working behind the scenes to elevate your online presence and visibility.

Techniques for Effective Internal Linking

Knowing that internal links are important for SEO is one thing; knowing how to effectively use them is another.

It's like knowing you need to eat healthy — but without knowing which foods are good for you and how to incorporate them into your diet, that knowledge is of little use.

So, let's break down some of the key techniques you can use to ensure your internal linking strategy is on point:

Anchor Text

Let's start with anchor text — that's the clickable text in a hyperlink. Think of it as the name on a street sign. It tells you where you're headed.

The more descriptive and accurate it is, the easier it is for both users and search engine bots to understand what they can expect to find if they follow that link.

Make your anchor text relevant and contextual. Instead of using generic phrases like 'click here' or 'this post', try to incorporate keywords that give a clear idea about the linked page's content.

It's a bit like labeling a jar in your pantry — 'sweet, crunchy, honey-roasted peanuts' gives you a much better idea of what's inside than just 'snacks', right?

Link Relevancy

Next, let's talk about link relevancy. Imagine you're at a fun fair, and you see a sign for 'roller coaster' that actually leads to the cotton candy stand. Disappointing, right?

That's what happens when your internal links aren't relevant to the content they're pointing to.

Ensure that the content of the page you're linking to is closely related to the anchor text and the context of the original page.

This not only prevents user frustration but also helps search engine bots to understand the context and relationship between your pages. It's a win-win.

Number of Links

Now, onto the numbers game. Just as a good meal has a balance of different food groups, a good webpage has a balanced number of internal links. While it's crucial to have internal links, don't overstuff your content with them.

Having too many links can make your content look cluttered and spammy, like a city with too many billboards. It can be off-putting for your users and might raise red flags for search engine bots.

The key here is moderation — aim for a natural inclusion of internal links that add value and improve navigation, without overwhelming your content.

Link Position

Another technique to consider is the position of your internal links. Links higher up in your content could be given more weight by search engines than those near the end.

It's a bit like a newspaper article — the most important information is usually at the top.

Try to include relevant internal links within the main body of your content, rather than dumping them all at the end.

This can enhance user engagement and help search engine bots to better understand your content.

By mastering these techniques, you'll be able to create an effective internal linking strategy that not only improves user experience and site navigation but also significantly enhances your SEO game.

Internal Linking Best Practices

Internal Linking Best Practices

Good practices are what separate the rookies from the pros, whether we're talking about sports, cooking, or SEO.

So, let's lay down some best practices for internal linking that'll help you make the most of your SEO strategy:

Link Deep

The first rule of thumb is to link deep. The deeper your links go into the site structure, the better. Surface-level links, such as those pointing to your homepage or main category pages, might be the easiest to make, but they're not always the most beneficial for SEO.

Why is that? It's because your homepage and main category pages are often already well-linked and have a decent amount of 'link juice.'

They're like the main characters in a movie — they get plenty of screen time already. Your deeper pages, on the other hand, are like the supporting cast. They need a bit more exposure to shine.

By linking deeper into your site, you spread the link juice around and boost the ranking potential of these 'hidden gems' in your site structure.

Use Do-Follow Links

Next up, let's talk about do-follow links. In the SEO world, there are two types of links: 'do-follow' and 'no-follow'. Do-follow links are like green traffic lights for search engine bots, telling them to go ahead and crawl the linked page.

No-follow links, on the other hand, are like red lights, stopping bots in their tracks.

While there might be valid reasons for using no-follow links in some cases (e.g. linking to affiliate marketing landing pages,) for internal linking, you generally want to use do-follow links.

They allow the link equity to flow freely across your site and help search engine bots discover and index all your pages.

Keep Checking for Broken Links

Broken links are the potholes in the road of your website's journey. They lead to nowhere and create a frustrating user experience. Plus, they make it harder for search engine bots to crawl your site, which can harm your SEO.

That's why it's crucial to regularly check for broken links on your site and fix them. There are plenty of tools out there, like Link Whisper, that can help you identify and fix broken links.

It's like regular maintenance work for your website — a bit of effort can go a long way in keeping the journey smooth for both your users and search engine bots.

Link to Relevant Content

Last but not least, always link to relevant content. Your internal links should provide value to your users and make sense in the context of the content they're in.

It's like connecting the dots — each link should help create a coherent picture of your website's content.

Avoid linking just for the sake of linking. Make sure each internal link serves a purpose, whether it's to provide additional information, guide users to the next logical step, or help search engine bots understand the structure and context of your site.

Remember, like any good practice, consistency is key. Keep these guidelines in mind as you build and refine your internal linking strategy, and you'll be well on your way to SEO success.

Common Mistakes to Avoid in Internal Linking

Just like learning to ride a bike, mastering internal linking comes with a few scrapes and falls. But knowing what pitfalls to avoid can give you a smoother ride.

So, let's take a look at some common mistakes that can throw a spanner in your internal linking strategy:

Using Generic Anchor Text

First up, avoid using generic anchor text like "click here" or "this post". As we discussed earlier, your anchor text should be descriptive and give a clear idea of what the linked page is about.

Using generic anchor text is like reading a book with no titles or chapter headings — it doesn't tell you much about what's inside.

Instead, make your anchor text informative and keyword-rich. It'll not only improve user experience but also give search engine bots valuable context about your linked content.

Overdoing It with Identical Anchor Text

Next, don't link to the same page repeatedly with the same anchor text. This can make your content look spammy. It can be off-putting to your readers and may even raise red flags for search engine bots.

Try to vary your anchor text and make it naturally fit into your content. Remember, your primary goal is to provide valuable information to your users, not to manipulate search rankings.

Not Linking to High-Value Pages

Lastly, one common mistake is not linking to high-value pages. These are the pages on your site that are most informative, valuable, or popular. Neglecting to link to these pages is like having a treasure trove and forgetting to share the map.

Make sure to include internal links to your high-value pages where relevant. It helps boost their visibility in search engine results.

Only Linking Top-Level Pages

Another common mistake is only linking to top-level pages like your home page or main category pages. It's like always sticking to the main roads and never exploring the side streets. You miss out on showcasing the depth of your site.

Try to link to deep-level pages as well. Not only does this help distribute link equity across your site, but it also exposes your readers to a broader range of your content.

By steering clear of these common mistakes, you can make your internal linking strategy more effective and drive better results for your SEO efforts. After all, learning what not to do is just as important as knowing what to do.

In Summary

As we wrap things up, let's take a moment to reflect on the key takeaways and look forward to how you can apply these insights.

Remember how we compared SEO to an orchestra at the beginning? Well, we've seen how internal links are an integral part of that orchestra, playing a crucial role that often goes unnoticed.

They're like the backstage crew in a play, making sure everything runs smoothly, guiding the audience's journey, and ultimately contributing to a satisfying user experience.

We delved into how internal links not only enhance the user experience but also lend structure to your website, helping search engine bots crawl and index your site more efficiently.

We also dived into some handy techniques for effective internal linking, like using descriptive anchor text, ensuring link relevancy, and maintaining a balanced number of links.

And hopefully, the best practices and common mistakes we discussed will act as your compass, guiding you as you navigate the world of internal linking.

So, are internal links good for SEO? Absolutely! They're like the secret sauce that can give your SEO strategy a significant boost, and now you're in on the secret.

Marcelo Headshot

About the author

Marcelo Beilin is a Digital Marketing Consultant and blogger who helps clients take their traffic and online revenue to the next level.

He also helps readers find the perfect tools to earn online income at

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