Internal links are one of the simplest SEO tools you can use — and one of the most overlooked. They don’t cost anything, yet they can improve SEO rankings, help visitors explore your site, and give your pages more authority.
If you’ve ever clicked from one blog post to another on the same website, you’ve already seen internal linking in action. Done right, it’s like giving search engines a map of your website and showing visitors where to go next.
Let’s look at how to use internal links effectively so your site performs better and keeps readers engaged.
1. Understand what an internal link is
An internal link connects one page on your website to another. Unlike backlinks, which come from other websites, internal links live entirely within your own domain.
For example, if your homepage links to a product page, that’s an internal link. If your blog post links to another article on your site, that’s an internal link too.
They help both people and search engines navigate your site — and that’s where their true power lies.
2. Why internal links matter for SEO
Internal links serve two important purposes:
- They guide search engines. Crawlers follow your internal links to discover pages, understand relationships, and decide which ones are most important.
- They guide visitors. Good internal links keep people on your site longer, moving from one page to another naturally.
The result? More engagement, more page views, and better rankings.
3. Link from high-authority pages to new ones
Some of your pages already have strong authority — maybe your homepage or popular blog posts. You can use these to give newer or weaker pages a boost.
Add internal links from strong pages to new ones where the topic fits naturally. This passes authority and helps the new pages get indexed faster.
For example, if you wrote a popular article about how to optimise a website, you could link from it to a new post about onsite SEO.
4. Use descriptive anchor text
Anchor text is the clickable part of a link. Instead of using generic text like click here or read more, use descriptive words that tell readers what to expect.
Example:
Learn more about our range of divan bed bases
Not “Click here to see our products
Descriptive anchor text helps both readers and search engines understand the topic of the linked page.
5. Keep your structure logical
Your internal links should form a clear structure — like a tree. The homepage sits at the top, with categories or key sections branching out beneath it, and individual pages below that.
This makes it easier for search engines to crawl and index everything efficiently.
If your site has hundreds of pages, use category pages or hubs to group similar content. For example, a blog about home interiors might have sections for bedroom design, living room ideas, and lighting tips.
6. Link naturally within your content
The best internal links fit naturally into your text. Don’t force them. Readers should feel they belong there.
Example:
If you’re redesigning your home, our guide on choosing the right fireplace can help you make a statement.
Here, the link flows smoothly within the sentence. Avoid stuffing links into every paragraph — a few well-placed ones are more effective than dozens of random ones.
7. Add links to older posts
Your existing content can still help you. Go back to older articles and add links to your newer pages.
It’s a quick way to breathe life into forgotten content while boosting visibility for your recent work. Search engines also revisit older pages regularly, so updating them with new links can help new pages get discovered faster.
8. Use breadcrumbs
Breadcrumbs are small text links, usually near the top of a page, showing where a visitor is within your site’s structure.
For example:
Home → Blog → Bedroom Design → How to Choose the Perfect Headboard
They improve user experience, make navigation easier, and help search engines understand how your pages connect. Most website builders or plugins can add breadcrumbs automatically.
9. Limit the number of links per page
Too many links can overwhelm both readers and crawlers. While there’s no strict rule, aim for quality over quantity.
If a page has hundreds of links, it can dilute link authority and make navigation confusing. Keep it focused — link only to pages that genuinely add value to the reader.
10. Create content hubs
Content hubs (sometimes called topic clusters) are powerful internal linking structures.
Start with one main “pillar” page that covers a broad topic, then link out to smaller, related pages that go into detail. Each of those smaller pages links back to the main pillar.
For example:
Pillar page: The Ultimate Guide to Bedroom Furniture
Cluster pages: Choosing a Bed Frame, Best Mattresses for Comfort, Styling Your Headboard, Bedroom Storage Ideas
This approach builds depth, keeps visitors engaged, and signals to search engines that you’re an expert in your field.
11. Link to important pages from your homepage
Your homepage carries the most authority on your site. Make sure it links to your most important pages — your main categories, top-performing posts, or high-value product pages.
This tells search engines which areas of your site matter most and directs visitors to where you want them to go.
12. Keep track of broken internal links
Broken links are frustrating and harm your SEO. Use a tool like Screaming Frog or Google Search Console to find and fix them regularly.
If you delete a page, set up a redirect to another relevant page instead of leaving it dead. This preserves the link value and prevents visitors from hitting a 404 page.
13. Don’t hide links behind buttons or images
Search engines may not follow links hidden in JavaScript buttons or unlabelled images. Always include at least one clear text link for every important page.
This ensures that crawlers can find and index all your content.
14. Review your internal links regularly
Your website changes over time — new pages appear, old ones get deleted, and focus areas shift. Review your internal links every few months to make sure they’re still relevant and helpful.
Think of it as housekeeping for your SEO. A tidy link structure keeps your site fast, focused, and easy to navigate.
Help Search Engines
Internal linking is one of the simplest ways to strengthen your website. It helps search engines understand your structure, gives authority to important pages, and keeps visitors exploring.
Start small. Add a few thoughtful links each time you publish something new. Over time, these small steps build a strong network that supports every part of your website.
When your internal links make sense to both humans and search engines, your rankings will follow.
