What is internal linking?
An internal link is any link whose destination is on the same website, whether in navigation, a footer or the body of an article. Links within the body text, placed where they help the reader, usually carry the most context.
For Google to follow a link reliably, it needs to be a normal HTML <a> element with an href attribute that points to a real URL.
Why does internal linking matter?
Links are how search engines find pages. Google says the vast majority of new pages it finds every day are found through links, and it recommends that every page you care about has a link from at least one other page on your site.
Links also explain your content. Google uses anchor text, the clickable words of a link, to understand what the linked page is about. A page with no internal links pointing to it is an orphan page and is easy for both readers and crawlers to miss.
How do you build good internal links?
- 1List the pages that matter most, such as pillar pages and pages that earn leads or sales.
- 2Find related pages that mention the same subject, and add a link from each to the important page.
- 3Use descriptive anchor text that tells the reader what they will get, not “click here” or “read more”.
- 4Link new pages from at least one established page as soon as they are published.
- 5Check for orphan pages and broken internal links regularly, and fix them.
What does better internal linking look like?
Here is one guide on a small business blog, before and after adding links from related articles.
| Before | After | |
|---|---|---|
| Internal links pointing to the page | 1 | 9 |
| Anchor text used | “read more” | Descriptive, e.g. “guide to GST for sole traders” |
| Average position for main search | 14.2 | 7.8 |
| Clicks a month | 31 | 118 |
Frequently asked questions
How many internal links should a page have?
There is no ideal number. Add a link wherever it genuinely helps the reader find related information. A page crowded with links makes each one less useful.
Do navigation and footer links count?
Yes, they are internal links and help with discovery. Links in the body text usually say more, because the words around them give context about the linked page.
Should I use exact-match keywords as anchor text?
Use natural, descriptive text that matches what the linked page covers. Google advises against stuffing keywords into links. Varied, accurate wording reads better and works well.
Should internal links be nofollow?
Generally no. Nofollow is meant for links you do not want to vouch for, such as paid or untrusted links. Your own pages are ones you want search engines to follow.