If you’re wondering how to do internal linking in SEO, this guide will walk you through the best internal linking strategies step by step.
Internal linking is a powerful yet underutilized SEO strategy that can significantly impact rankings and user experience. Research shows that 92% of SEO experts recognize its importance, and 42% of marketers dedicate as much time to internal linking as they do to external link building. Despite this, many websites fail to optimize their internal link structure, missing out on valuable opportunities.
When done right, internal linking enhances website navigation, strengthens crawlability, and helps distribute authority across pages.
In this guide, you’ll learn a step-by-step approach to implementing an effective internal linking strategy that improves SEO and drives more organic traffic to your site.
What Is Internal Linking?
Internal linking refers to the practice of linking one page of a website to another page on the same domain. Unlike external links, which direct users to other websites, internal links keep visitors within your site, enhancing user experience and improving SEO.
Benefits of Internal Linking
- Improves Page Authority: Helps distribute link equity across pages.
- Enhances User Experience: Guides visitors to relevant information, reducing bounce rates.
- Boosts Indexing & Crawling: Assists search engines in discovering and understanding pages.
- Encourages Conversions: Leads users to high-value pages, increasing conversions.
“Internal links are the unsung hero of SEO – optimize them properly, and they can dramatically boost your rankings.” – Brian Dean (Backlinko):
Step-by-Step Guide to Internal Linking in SEO
Step 1: Conduct a Site Audit
Before implementing an internal linking strategy, perform a site audit using tools like:
- Google Search Console
- Screaming Frog SEO Spider
- Rank Math SEO Analyzer
- Ahrefs Site Audit
Identify orphan pages (pages with no internal links) and pages with excessive links to optimize link distribution.
Step 2: Plan a Logical Site Structure
A well-structured website improves internal linking. Use a hierarchical structure:
- Homepage → Main Categories → Subcategories → Individual Pages/Posts
For example, if you have an eCommerce website, structure it as follows:
Home → Clothing → Men's Clothing → T-Shirts → Specific Product Page
Step 3: Identify Important Pages
Not all pages are equally important. Prioritize linking to high-value pages such as:
- Pillar Pages (comprehensive guides on core topics)
- Money Pages (product, service, or landing pages)
- High-Traffic Pages (boost engagement and conversions)
Step 4: Use Descriptive Anchor Text
Anchor text should be natural and descriptive, giving users and search engines context.
Good Example: “Check out our SEO checklist for a detailed optimization guide.”
Bad Example: “Click here for an SEO guide.”
Avoid using generic phrases like “click here” and excessive exact-match keywords, which may appear spammy.
Step 5: Implement Contextual Links
Contextual links are placed within the body of content, helping users discover related topics. Follow these guidelines:
- Place links naturally within relevant sentences.
- Link from high-authority pages to new or low-authority pages.
- Use topic clusters to create a network of related content.
Step 6: Add Navigational Links
Ensure important pages are accessible through:
- Header & Footer Navigation: Include key links for easy access.
- Sidebar Links: Feature related posts or product categories.
- Breadcrumb Navigation: Enhances user experience and crawlability.
Step 7: Optimize Link Volume Per Page
Google recommends keeping internal links reasonable. Overlinking can dilute link equity and overwhelm users. A good rule of thumb:
- Blog posts: 5-10 internal links (depending on word count)
- Core pages: Link strategically to high-value sections
- Avoid excessive linking to the same page
Step 8: Fix Broken Internal Links
Broken links negatively impact user experience and SEO. Use tools like:
- Google Search Console
- Ahrefs Broken Link Checker
- Screaming Frog SEO Spider
Fix broken links by updating URLs, setting up 301 redirects, or replacing outdated content.
Step 9: Apply Internal Linking for New Content
Each time you publish a new article or page:
- Link back to relevant existing content.
- Update older content to include links to the new page.
- Use automation tools like Rank Math’s Link Suggestions feature.
Step 10: Monitor & Improve Internal Linking Over Time
Regularly review internal links using:
- Google Search Console: Inspect which pages receive internal links.
- Ahrefs/Semrush: Analyze link flow and authority distribution.
- Rank Math SEO Plugin: Get internal link suggestions for ongoing optimization.
Internal Linking Best Practices
Keep internal links natural and user-friendly.
Avoid excessive linking to one page from multiple locations.
Link to deep pages, not just homepage or category pages.
Use a mix of exact-match, partial-match, and branded anchor texts.
Regularly audit internal links to fix issues and optimize structure.
Conclusion
A strong internal linking strategy enhances SEO, improves site structure, and boosts user experience. By following this step-by-step guide, you can ensure your website is well-optimized for search engines while guiding visitors to valuable content.
Need help optimizing your internal linking strategy? Contact us today for expert SEO guidance!
FAQs
1. How many internal links should a page have?
There’s no fixed limit, but aim for 5-10 relevant internal links per blog post while ensuring a natural flow.
2. Should I use dofollow or nofollow for internal links?
Use dofollow for most internal links, unless you intentionally want to prevent search engines from following certain pages.
3. Can too many internal links harm SEO?
Yes, excessive internal linking can dilute page authority and appear spammy. Keep links relevant and strategically placed.
4. What is the best tool for internal link analysis?
Rank Math SEO Plugin, Google Search Console, and Ahrefs are excellent tools for analyzing internal linking structures.
5. How often should I update internal links?
Regularly review and update internal links whenever you publish new content or perform a site audit to keep links optimized.
Resources:
https://blog.aspiration.marketing/en/internal-link-building-seo-improvements
https://sureoak.com/insights/105-seo-link-building-statistics
