What is Internal Linking?
Internal linking is an overlooked yet highly effective SEO technique. Many business owners and marketers fail to prioritize internal link building because it lacks glamour and requires meticulous effort. However, crafting an internal linking strategy should not be underestimated - it can significantly improve organic search traffic from major search engines. The good news is that executing an internal linking plan is not as labor-intensive as one might assume.
Here is an internal link right here that leads to our SEO services page, and another leading to our blog. It links back to those pages. If you click that link, you’ll be redirected to that page. This shows Google that you have relevance with each blog post and page you add to your site. It’s as simple as that!
5 reasons internal linking is good for SEO
It Provides Value to Your Website Visitors
Implementing internal links properly can greatly benefit your website visitors. By linking to other relevant content on your own website, you can enhance your content for readers. For instance, if you are currently reading an article explaining internal links, you might also want to check out our article covering external linking. Linking between these two pieces allows readers interested in one topic to easily discover other helpful content.
It Helps Google Index Your Site
Google's search engine algorithm systematically explores websites across the internet to catalog links and index pages. Implementing internal links can streamline this crawl process. Adding multiple pertinent internal links on each page facilitates Google's ability to spider your entire website. This improved crawl efficiency subsequently allows faster indexing of your webpages in the search results. The better optimized your internal link structure, the more readily Google can inclusion your content to make it searchable for users.
Reinforces Keyword Relevancy
By internally linking pages and posts using anchor text with keywords, you underscore for both users and search engines the relevance of those keywords to a target piece of content.
For example, if you have one page focused on "Keyword Difficulty," linking to it from a related post using the text "Keyword Difficulty" signals the importance of that keyword phrase specifically to the target page. This can in turn help that page rank for searches containing that keyword term. The more contextual internal links leading back to a page with consistent anchor text including a target keyword or phrase, the more weight and ranking authority get passed to that page for ranking for that keyword. So internal links not only facilitate discovery by users but also serve to reinforce semantic relevance in search.
It Prevents Orphaned Content
Orphan pages lack connections. When none of the other pages on your site link to a particular page, search engines will struggle to discover it within your website's architecture. Unable to uncover these orphaned pages on their own, crawlers often fail to reach and index the content. However, simple adjustments can pull orphan pages from the shadows. Integrate orphaned articles, blog posts, or media assets by linking to them from a few related pages within your site. Even one or two thoughtfully placed links can help search bots traverse to and index previously invisible orphan content. Solid internal linking networks pages together, enticing search engines to follow those trails toward pages they would otherwise overlook. So expand your linking structure and let orphaned pages join the family!
Internal Linking Spreads The Strength of The Site to Other Internal Pages
Backlinks from an external website to a particular page, like your "Digital Marketing Services" content, build search engine trust rankings specifically for that page.
Pages boasting numerous reputable backlinks have accumulated substantial trust and authority. You can leverage this through internal linking by connecting strongly trusted pages with related content that has weaker trust levels.
For example, link to lower authority articles from high-authority pages. This passes trust and authority to pages needing a boost. So a page enjoying extensive external links can gain much needed authority that carries across other relevant internal pages. With time, continuing this practice allows the entire site to share in the heightened authority powered by your most trusted cornerstone content.
Where to Put Internal Links Across Your Website
Similar to backlinks, certain types of internal links can be more valuable for SEO than others. Below I explain the most (and least) useful internal link locations and how each bolsters search rankings.
In-Content Body Links
Contextual internal links within your content offer immense value. Treat blog posts like a research paper - substantiate ideas by linking to supporting material as references. This cite-as-you-write approach not only lends authority but weaves connectivity through your site. Anchor text seamlessly guides readers to expanded information while underscoring topic relevance.
Breadcrumb Navigation
Breadcrumb trails orient users by revealing their navigation path from the home page. This Hansel and Gretel-inspired technique facilitates user wayfinding, which Google recognizes as a ranking signal.
Sidebar Links
Sidebars provide supplementary content connections via related posts, categories, archives, etc. Although beneficial for site crawlability, outdated sidelines can divert users. Trim irrelevant destinations to streamline navigation.
Header Menu Links
The header menu flags your site's most important pages through primary navigation links. Categories, services, the blog, contact page, and about us often occupy top real estate here as high-traffic pathways.
Footer Links
While less prominent than header links, footer connections enable secondary discoveries through redundant pathways. Contact information, support resources, FAQs, and related external sites typically fill this space.
Best Practices for Internal Linking
An effective internal linking strategy requires ongoing tuning and care, much like maintaining fitness. Regularly assess and bolster website connections to build authority and lift performance.
Link Density Recommendations
While no universal formula exists, we suggest 5 – 10 contextual body content links per 2,000 words. This creates a natural linked network without over-optimization.
Linking New Content
With each new publication, consider 3 – 5 links from existing relevant posts to stitch new pages into your site tapestry. Identify posts naturally discussing the new topic to insert contextual links. For example, a new post on tooth decay could link from content already covering gingivitis or gum care.
Improving Crawlability
"Crawl depth" refers to the number of clicks from your homepage required to reach a page. Better connectivity via internal linking reduces crawl depth. Pages should be accessible within 3 clicks. SEMRush Site Audit can unearth crawlability insights to address.
Internal Linking Practices to Avoid
Too many links on one page - Avoid adding 100s of links to one page.
Don’t link to different pages with the same anchor text - every page on your site should rank for a different keyword or topic.
Keyword stuffing your anchor text - The insertion of keywords in anchor text is another internal link-building habit to be conscious of.
Hiding links on your page - Google will catch on to you doing this and it will destroy your SEO.
Final Thougths
Internal links provide the critical navigational framework that binds a website together. Yet this integral SEO element often gets overlooked. If internal linking has been an afterthought for you thus far, let this article serve as a reminder to act on it now. Run an internal link analysis using Google Search Console, assess where website gaps exist, strengthen thin connections, and pursue link building opportunities. It's just another piece of the SEO puzzle and shouldn't be ignored.
Related: The Complete Guide to SEO Marketing
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