Internal Linking

Why It Matters

Internal linking is one of the most powerful SEO tactics you control completely. It distributes link equity throughout your site, reduces orphan pages, keeps users engaged longer, and helps search engines understand your content hierarchy. Sites with strong internal linking see 40-50% better crawl efficiency.

How It Works

Internal links pass authority (link juice) from one page to another, helping important pages rank better. They create pathways for search engine crawlers to discover content and establish topical relationships. Anchor text in internal links signals to search engines what the linked page is about. The more internal links pointing to a page, the more important search engines consider it.

Use Cases

• A blog post about 'email marketing' links to related posts about 'subject lines', 'segmentation', and 'automation' using descriptive anchor text
• An e-commerce site links from category pages to product pages, and from product pages to related products and sizing guides
• A pillar page creates a hub-and-spoke model linking to 10-15 cluster content pieces, with all cluster pages linking back to the pillar

Best Practices

• Use descriptive, keyword-rich anchor text that tells users and search engines what to expect
• Link to important pages more frequently to signal their value
• Create topic clusters with pillar pages linking to related cluster content
• Ensure every page is within 3 clicks from the homepage for better crawlability
• Link naturally within content where it adds value for users, not just for SEO
• Regularly audit and fix broken internal links that waste crawl budget