Internal link building is important to getting your content noticed by search engines. Google finds new pages mainly through links. If your content is not linked within 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 means 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.
By placing internal links thoughtfully, you make it easier for visitors to find what they’re looking for. This also helps improve your site’s SEO, which we’ll explore next.
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) Search Engine Understanding
Internal links show search engines how your website is organized. When you link one page to another, it tells search engines that these pages are related. This helps them understand the connection between your content and makes it easier for them to find and index your pages.
2) Page Authority Distribution
Some pages on your website carry more weight than others, often because they have more backlinks from other sites. Internal links let you share some of that authority with other pages. For example, if one page is highly trusted, you can link to less visible pages to help them rank better too.
3) User Navigation
Internal linking helps to guide visitors through your website. Sometimes, while navigating through one page, links take you to another helpful one. This starts to improve the general user experience and keeps them longer on your site. For example, if someone reads about building a PC, you can link to pages that will discuss specific parts or related guides.
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 helps users find exactly what they want. Here are 11 tips to help you do it better 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 in Semrush
Use Semrush to audit your site. These tools will analyze your internal links and highlight areas that need attention.
- Open Semrush: Log in and go to the “Site Audit” tool.
- Set Up the Audit: Enter your website’s URL and adjust the settings as needed.
- Start the Audit: Click “Start Audit” and let Semrush analyze your site. This will give you a detailed report on your internal links.
b) Evaluate Crawl Depth
Crawl depth shows how many clicks it takes to reach a page from your homepage. If pages are buried too deep, search engines might miss them.
- Check Crawl Depth: After the audit, look at the “Internal Linking” section.
- Review Click Depth: See how many clicks it takes to reach each page.
- Spot Deep Pages: Look for pages that are more than three clicks away from the homepage. Add links to make these pages easier to access.
c) Analyze Link Distribution
Link distribution tells you how your internal links are spread across your site. A balanced setup ensures important pages get the attention they deserve.
- View Link Distribution: In the audit report, check the “Internal Link Distribution” graph.
- Spot Imbalances: Identify pages with too many or too few links.
- Balance Links: Make sure key pages are well-supported and not isolated.
d) Check for Redirect Chains
Redirect chains happen when a link goes through multiple redirects before reaching the final page. This can slow down your site and waste crawl budget.
- Find Redirect Chains: In the “Internal Linking” report, look for “Redirect Chains.”
- Simplify Links: Update links to go directly to the final page, avoiding unnecessary redirects.
e) Look for Pages with Few Internal Links
Pages with only a few internal links may not rank well, as search engines see them as less important.
- Identify Pages with Few Links: In the “Notices” section, find “Pages with only one internal link.”
- Add More Links: Increase the number of internal links pointing to these pages to improve their visibility.
2) Create Topic Clusters and Pillar Pages
Topic clusters and pillar pages are effective for organizing content and improving SEO. A topic cluster revolves around a pillar page—a detailed guide on a broad topic. Supporting this are cluster pages—specific articles linked to the pillar page.
Let’s Take an Example!
If your site is about digital marketing, you might create a pillar page called “The Ultimate Guide to Content Marketing.” This page would cover the essentials of content marketing, linking to related cluster pages like “Blog Writing Tips,” “Social Media Content Strategies,” and “Video Marketing Techniques.”
How to Implement:
- Choose Core Topics: Pick a broad topic like Content Marketing.
- Research Subtopics: Identify related subtopics such as blog writing and social media content.
- Build the Pillar Page: Write a comprehensive guide on the main topic, linking it to subtopic pages.
- Create Cluster Pages: Write detailed articles on each subtopic, linking them back to the pillar page.
- Link Everything: Ensure all pages are linked, with the pillar page at the center.
This structure helps search engines understand your site better and makes it easier for users to find related content.
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:
- Open Site Explorer and enter your website’s URL.
- Go to the Best by Links report under the “Pages” section. This will show you which pages have the most backlinks.
- Focus on pages with high URL Rating (UR) and Domain Rating (DR)—these are likely your strongest pages.
Using Semrush:
- Start with a Site Audit or Backlink Analytics for your website.
- Check the Pages tab in the Backlink Analytics report. This lists pages with the most backlinks.
- 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
- 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.
- Brevity: Keep your anchor text short and to the point. A phrase like “link building strategies“ is better than a long, complicated sentence.
- Keyword Optimization: Include keywords naturally in your anchor text. Use them where they fit well, without forcing them into the sentence.
Avoiding Common Pitfalls
- 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.
- 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.
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?
- Run a Site Audit: Perform a site check using Semrush or Ahrefs. Check the report for orphaned pages.
- Review the Pages: Look at the list of orphaned pages. Decide if they’re still relevant.
- Add Internal Links: Find related content on your site and add links to the orphaned pages.
- 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?
- Identify Broken Links: Use Google Search Console, Ahrefs, or Semrush to find broken links on your site.
- Locate the Source Pages: Go into the audit report to identify which pages contain the broken links.
- Fix the Links: Replace the broken links with appropriate URLs or remove them if they are no longer relevant.
- 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:
- Navigational Links: Found in menus, headers, sidebars, and footers. These links guide users to key sections like your homepage, services, or contact page.
- Contextual Links: Placed within the content body. They link to related pages or posts, helping users find more information and improving link equity.
- Footer Links: Located at the bottom of your pages. These often include links to legal pages, contact information, or additional resources.
- Image Links: Embedded in images. Clicking the image takes users to another page on your site, drawing attention to key pages or products.
- 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 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
What is internal link-building?
Internal link-building is the process of creating links within your website's content that point to other pages on the same site.
Why is internal link-building important for SEO?
Internal link-building helps search engines better understand the structure and hierarchy of your website, making it easier for them to crawl and index your content. It also helps distribute link equity and authority throughout your site.
How can I improve my internal link-building strategy?
To improve your internal link-building strategy, you should focus on creating high-quality, informative content that naturally includes internal links. You can also use anchor text strategically and ensure that your site's navigation is well-structured.
How many internal links should I include in my content?
There is no set number of internal links you should include in your content. The number of internal links you use should depend on the length and complexity of your content, as well as the number of relevant pages on your site that you can link to.
Can internal link-building hurt my SEO?
Internal link-building itself is unlikely to hurt your SEO. However, if you use manipulative tactics such as keyword stuffing or linking to irrelevant pages, it could potentially harm your site's rankings.
