Internal linking is important to getting your content noticed by search engines. Google finds new pages mainly through links. If your content is not linked to your site, it might stay hidden.

Millions of new pages are added online every day. Pages that are not connected through internal links can become isolated. This makes it harder for Google to find and rank them. These “orphan pages” miss out on contributing to your site’s overall ranking.

Internal links guide visitors through your site and show Google which pages matter most. By linking strategically, you can ensure your important pages get the attention they need to rank well.

Worry Not! We’ll go over the best practices for internal linking in this article. This will help you build a strong link structure, boost your SEO, and ensure your content gets noticed.

What Are Internal Links?

Internal link building is the process of adding links that connect different pages on your website. These links help visitors navigate your site and allow search engines to find all your pages.

You might place internal links in different areas, like your navigation menu, blog posts, or homepage. One common type is the contextual link—a link within the content that directs readers to related information. These links help users easily move between connected topics.

Below is an example of internal linking in a post:

Why Internal Links Matter for SEO?

Internal links are crucial for improving your website’s performance in search results. Here’s why they’re important:

1) Help Search Engines Understand Your Site

Internal links show search engines how your website is structured. When pages are linked, search engines can easily find, index, and understand the connection between your pages.

2) Share Page Authority

Some pages on your site have more authority because they have backlinks from other websites. Internal linking allows you to pass that authority to less visible pages, helping them rank better.

3) Improve User Navigation

Internal links help visitors explore your website. For example, if they are reading a blog about PC building, you can link to related guides on specific parts or tools. This improves user experience and keeps them on your site longer.

4) Crawl Budget

Search engines have limited resources to crawl your site. Internal links help you make sure they spend that time wisely by directing them to your most important pages. This improves the chances of those pages being indexed and ranked.

11 Internal Linking Best Practices That Work in 2024

Getting internal linking right helps your website’s SEO and users find exactly what they need. Here are 11 internal linking best practices to help you build internal links more effectively in 2024.

1)  Start with a Comprehensive Internal Link Audit

To improve your internal linking strategy, you need to know where you stand. A thorough internal link audit will help you see what’s working and what needs fixing.

a) Run a Site Audit

The first step is to run a Site Audit in Semrush. This audit will give you a complete overview of your site’s internal linking structure, highlighting areas for improvement in your overall internal linking strategy. Simply enter your website’s URL, configure the audit settings, and start the analysis.

b) Check Internal Links

Once the audit is done, review the Internal Linking score under the Thematic Reports section. By clicking “View Details,” you can analyze your internal links and discover key areas to strengthen your internal link building efforts.

c) Pages Crawl Depth

Pages Crawl Depth shows how many clicks it takes to reach any page from the homepage. Reducing this depth is crucial in optimizing your site’s internal link building strategy because pages buried too deep may not get crawled or ranked as easily.

d) Analyze Number of Internal Links

This feature shows how many internal links are pointing to each page. It’s essential to make sure that your important pages are well-supported by a strong network of internal linking, helping them rank higher in search engines. You can then adjust and improve your internal linking SEO best practices by ensuring these links are well-balanced.

e) Internal Link Distribution

The Internal Link Distribution graph in the Semrush audit report lets you see how your internal links are spread across the website. Balanced link distribution helps ensure that internal link juice flows effectively across your site.

f) Internal Link Issues

Semrush will highlight any internal link issues such as broken links or redirect chains. Fixing these is key to improving both user experience and your internal linking SEO.

g) Pages Passing Most Internal LinkRank (Authority)

This section identifies the pages on your site that pass the most authority or internal link juice. By linking these high-authority pages to lower-performing ones, you can improve your overall SEO linking strategy.

2) Create Topic Clusters and Pillar Pages

Start by identifying pillar pages—these are central pages that cover a broad topic in detail. These pillar pages will link to related, more specific pages, creating what’s called a topic cluster.

What is a Pillar Page?

A pillar page focuses on a general keyword with high search volume, aiming to capture a broad audience. It’s the foundation of your topic cluster strategy. Think of it as an entry point for visitors interested in a general subject.

For example, if you’re creating content about digital marketing, your pillar page might be “The Ultimate Guide to Content Marketing.” This page covers all the basics and serves as a hub for related, more detailed content.

How to Create Topic Clusters?

Once you have your pillar page, you need to build out cluster pages. These are more specific articles that dive deeper into subtopics related to the pillar page. For instance, under the “Content Marketing” pillar, your cluster pages might be:

• “Content Marketing for SEO”
• “How to Develop a Content Marketing Strategy”
• “Content Marketing Trends in 2024”
• “Measuring ROI in Content Marketing”

Each of these cluster pages links back to the main pillar page, showing search engines and users that they are all part of a broader topic.

3)  Strengthen New Pages with Link Equity from Your Top Pages

Boost new or lower-performing pages by passing link equity (link juice) from your most authoritative pages. Here’s how:

Identifying Your Most Authoritative Pages

To find your top authority pages, use tools like Ahrefs or Semrush:

Using Ahrefs:

1. Open Site Explorer and enter your website’s URL.
2. Go to the Best by Links report under the “Pages” section. This will show you which pages have the most backlinks.
3. Focus on pages with high URL Rating (UR) and Domain Rating (DR)—these are likely your strongest pages.

Using Semrush:

1. Start with a Site Audit or Backlink Analytics for your website.
2. Check the Pages tab in the Backlink Analytics report. This lists pages with the most backlinks.
3. Look for pages with a high authority score and many referring domains—these are your most authoritative pages.

Linking from These Pages to Boost Lower-Performing Content

Once you know which pages are most authoritative, link from these to your new or lower-performing content. Internal links from these strong pages pass their authority to the linked pages, helping them rank better in search results. This strategy improves the visibility and performance of your site’s weaker content.

4) Optimize Your Anchor Text 

Anchor text is key for guiding users and helping search engines understand your content. Here’s how to optimize it:

Best Practices for Anchor Text

1. Relevance: Use anchor text that directly relates to the linked content. For example, if you’re linking to a page about link building tips, your anchor text should say something like “link building tips“ to keep it clear and relevant.
2. Brevity: Keep your anchor text short and to the point. A phrase like “link building strategies“ is better than a long, complicated sentence.
3. Keyword Optimization: Include keywords naturally in your anchor text. Use them where they fit well, without forcing them into the sentence.

Avoiding Common Pitfalls

1. Over-Optimization: Don’t use too many keywords. Change your anchor text to keep it natural and avoid making it seem like you’re trying to trick the system.
2. Generic Phrases: Avoid using common anchor texts like “click here” or “read more.” Instead, use clear phrases that explain what the linked page is about.

You can check the anchor text used by Outreach Monks in its content for internal linking:

5) Fix Orphaned Pages and Broken Links

A clean internal linking structure is good for both user experience and search engine optimization. Here’s how to find and fix orphaned pages and broken links on your site.

What Are Orphaned Pages?

Orphaned pages on your site have no links from other pages. Without links, the search engines might be unable to find or list them.

How to Find and Fix Orphaned Pages?

1. Run a Site Audit: Perform a site check using Semrush or Ahrefs. Check the report for orphaned pages.
2. Review the Pages: Look at the list of orphaned pages. Decide if they’re still relevant.
3. Add Internal Links: Find related content on your site and add links to the orphaned pages.
4. Re-run the Audit: Run the audit again to ensure the orphaned pages are now linked.

What Are Broken Links?

Broken links lead to pages that no longer exist, causing errors like 404 pages. These disrupt user experience and can hurt your SEO.

How to Find and Fix Broken Links?

1. Identify Broken Links: Use Google Search Console, Ahrefs, or Semrush to find broken links on your site.
2. Locate the Source Pages: Go into the audit report to identify which pages contain the broken links.
3. Fix the Links: Replace the broken links with appropriate URLs or remove them if they are no longer relevant.
4. Re-run the Audit: Once links are corrected, rerun the audit to ensure that everything works as it should.

6) Take Care of Content Relevance and User Intent

Making sure your links are relevant and match user intent is key to a good internal linking strategy. Let’s talk about navigational and contextual links and how to place them effectively.

How to Strategically Place Links?

• In Content: Place contextual links naturally within your text. Link to pages that add value to the topic being discussed. For example, if you mention “link building tips” in an article, link to a page that dives deeper into that subject.
• In Menus: Your main navigation should link to the most important pages, like your service pages. Keep these links clear and easy to find. Use dropdowns to organize related pages without cluttering your menu.
• In Sidebars and Footers: Sidebars and footers are great spots for extra links. Include links to popular posts, categories, or other important pages. This keeps useful links handy without getting in the way of your main content.

7) Update Old Content with New Links

Keeping your site fresh means revisiting old content and adding new links. This helps connect your older pages with newer, relevant content, boosting their value and improving SEO.

Updating old content with new links keeps it relevant and improves the chances of older pages ranking well. It also helps search engines understand the current structure of your site.

How to Do It?

• Review Old Pages: Identify pages that could benefit from new internal links.
• Add Relevant Links: Link to newer pages that offer updated or additional information.
• Check for Context: Ensure the links fit naturally within the content.

8) Use Dofollow Links for Internal Links While Linking

When creating internal links, always use dofollow links. Dofollow links allow search engines to pass authority (link equity) between pages, helping them rank better in search results. Dofollow links ensure that link equity flows through your site, strengthening your overall SEO.

How to Do It?

• Avoid Nofollow Tags: Ensure your internal links don’t have the nofollow attribute, as this prevents link equity from passing.
• Check Existing Links: Review your internal links to confirm they’re all dofollow.

9) Indicate Links To Open in a New Window

When adding internal links, consider whether they should open in a new window. This can keep users on your site longer by allowing them to explore linked content without leaving the current page.

When to Use It:

• External Links: Always set external links to open in a new window so users do not leave your site.
• Internal Links: Use this carefully for internal links if you want users to continue viewing the original page.

How to Do It:

• Add the target=”_blank” attribute to your link’s HTML code to make it open in a new window.

10) Take Help From Tools or Plugin

To streamline internal linking, consider using specialized tools and plugins. These can save time and ensure your links are optimized.

Paid Tools:

• Link Whisper: Automates internal link suggestions and placements.
• Yoast SEO Premium: Provides advanced internal linking suggestions.
• Internal Link Juicer (Pro Version): Automatically links keywords to relevant pages.
• Ahrefs: Offers insights into internal link distribution and opportunities.
• Semrush: Suggests internal linking improvements through site audits.

Free Tools:

• Yoast SEO (Free Version): Basic internal link suggestions within your content editor.
• Rank Math: Helps manage your internal link structure with suggestions.
• SEO Auto Linker: Automatically links specific keywords to pages on your site.
• Internal Link Juicer (Free Version): Basic internal linking based on keywords.
• Broken Link Checker: Identifies and helps fix broken internal links.

11) Regularly Update and Refine Your Internal Links

Internal linking isn’t a one-time task. As your site grows, you should regularly review and update your internal links. This ensures that new content is connected, old links remain relevant, and your site structure stays strong.

How to Do It:

• Review Links: Periodically check your internal links to ensure they still point to relevant content.
• Add New Links: As you create new content, link it to existing pages where it makes sense.
• Fix Outdated Links: Update or remove links that no longer serve a purpose.

Types Of Internal Links on a Website

Internal links come in various forms, each serving a different purpose:

1) Navigational Links

Found in menus, headers, sidebars, and footers. These links guide users to key sections like your homepage, services, or contact page.

2) Contextual Links

Placed within the content body. They link to related pages or posts, helping users find more information and improving link equity.

3) Footer Links

Located at the bottom of your pages. These often include links to legal pages, contact information, or additional resources.

4) Image Links

Embedded in images. Clicking the image takes users to another page on your site, drawing attention to key pages or products.

5) Anchor Links

Used within a page to help users jump to specific sections, particularly useful in long-form content for easy navigation.

Conclusion: Internal Linking

Internal linking is an important part of your website’s SEO strategy that shouldn’t be avoided. When you create and utilize a strong internal linking system, you enable search engines to contextualize and organize pages on your site, showing how they relate to one another. This will also make it easier for visitors to get around, which usually means they will enjoy more. 

Doing careful checks and improving link texts, regularly updating links, and using tools are all important steps to help your content be seen and trusted. Using these best methods will be key to staying ahead in the online world. Make internal linking a key part of your SEO work to enjoy long-lasting benefits in the website’s search engine rankings and overall user engagement.

FAQs on Internal Link Building

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