Introduction
Internal linking is one of the most underutilized but powerful aspects of on-page SEO. When done right, it improves user experience, distributes page authority, and helps search engines crawl your website effectively. In this article, we'll explore how internal linking works and best practices for using it to strengthen your on-page SEO.
What is Internal Linking?
Internal links are hyperlinks that point from one page to another on the same domain. These links are essential for guiding users and search engines through your website structure.
Example:
A blog post on "SEO Basics" might link to another post titled "Keyword Research Guide."
Why Internal Linking is Important for On-Page SEO
Improves Website Navigation
It helps users easily find related content and stay longer on your site.Distributes Link Equity (Page Authority)
Internal links pass authority (link juice) to other important pages, helping them rank better.Assists in Site Crawling and Indexing
Search engine bots use internal links to discover and index new content.Establishes Topical Relevance
Linking related content strengthens the context of your topic clusters.
Types of Internal Links
Navigational Links
These are found in menus, headers, and footers. They help users access the main sections of your site.Contextual Links
These are links placed within the body of content to guide users to relevant pages.Sidebar and Footer Links
These include links to related posts, popular articles, or categories.
Best Practices for Internal Linking
1. Use Descriptive Anchor Text
Use natural, relevant anchor text that gives users and search engines a clear idea of the linked content.
✅ Good: Read our complete guide to [on-page SEO best practices]
❌ Bad: Click [here]
2. Link to Deep Pages
Don’t always link to your homepage or top-level pages. Deep links help boost the visibility of less popular content.
Example:
Link to /blog/image-optimization instead of just /blog.
3. Use Follow Links
Internal links should generally be follow links so that link equity passes to the destination page.
4. Limit the Number of Internal Links per Page
While there's no hard limit, too many internal links can dilute link value. Keep it natural and focused.
5. Update Old Content with New Internal Links
When you publish new content, revisit older related articles and add links to the new content.
This keeps your internal linking structure up-to-date and strengthens your overall site architecture.
6. Maintain a Logical Structure
Organize your links to reflect the hierarchy of your website. For example:
Home → Blog
Blog → SEO
SEO → Internal Linking Guide
7. Avoid Orphan Pages
Pages with no internal links pointing to them are called orphan pages. They’re difficult for search engines to find and index. Ensure every important page has at least one internal link pointing to it.
Internal Linking Strategy Example
Imagine you’ve written five articles on SEO topics:
SEO Basics
Keyword Research
On-Page SEO
Off-Page SEO
Technical SEO
You can link them together like this:
From SEO Basics, link to Keyword Research and On-Page SEO.
From On-Page SEO, link to Technical SEO.
From Off-Page SEO, link back to SEO Basics.
This forms a strong internal linking network that improves crawlability and relevance.
Tools for Managing Internal Links
Yoast SEO (WordPress) – Suggests related internal links
Ahrefs – Identifies orphan pages and internal linking opportunities
Screaming Frog SEO Spider – Audits link structure and page relationships
Conclusion
Internal linking is a simple yet effective technique to boost on-page SEO. By guiding users through your site, improving crawl paths for search engines, and distributing authority strategically, you can enhance your website's visibility and user experience. Make internal linking a regular part of your content creation and optimization workflow.