Internal links are one of the simplest ways to improve your SEO.
They help people move around your website. They also help Google understand what matters most.
When done properly, internal linking can:
Improve rankings
Increase time on site
Reduce wasted content
Help your best pages perform better
What Are Internal Links?
An internal link sends someone from one page on your site to another page on the same domain.
They serve two clear purposes:
Help visitors discover more content
Help search engines crawl and prioritise your pages
There are two main types:
Navigational links: Links in menus, footers and sidebars
Contextual links: Links placed inside page content
Contextual links carry the most SEO value. They signal topic relevance and pass authority between pages.
Why Internal Linking Helps with SEO
Help Google Crawl and Index Your Site
Search engines follow links.
If a page has no internal links pointing to it, it may not get indexed and will not appear in search results, even if the content is strong.
You can read more about how Google Search crawling works here: In-depth Guide to How Google Search Works
Strengthen Topic Relevance
Internal links help Google connect related pages.
For example, linking multiple blog posts to your main SEO services page reinforces that SEO is a core topic on your website.
This builds topical authority over time.
Prevent Orphaned Pages
Almost every website has them.
Pages that were created with good intentions but quietly buried over time. No links point to them. From Google’s point of view, they barely exist.
If a page is worth having on your website, it should be connected to the rest of your content. Internal links give it context.
Distribute Link Equity
Not every page on your website holds the same weight.
Your homepage, strong blog posts, or service pages usually carry the most authority.
The mistake is leaving that authority sitting in one place. Internal linking allows you to distribute it.
When you link from high authority pages to newer or lower visibility pages, it signals to Google that those linked pages matter as well.
How to Build a Practical Internal Linking Strategy
Internal linking needs a clear plan, tied to your goals, and built into how your website grows.
1. Structure Your Website Clearly
Think of your website like a hierarchy:
Homepage
Core service pages
Supporting pages and blog posts
Your navigation menus and internal links should reflect this structure. If users can move through your site easily, Google can too.
2. Identify Your Most Important Pages
These are your cornerstone pages. Often, these are:
Main service pages
Key product categories
In depth guides
These are the pages that drive enquiries and sales.
3. Use Clear and Natural Anchor Text
Anchor text tells search engines what the linked page is about.
Good example: "See how our local SEO strategy helps Auckland businesses grow"
Avoid:
"Click here"
Overstuffed keywords
Repetitive anchors used everywhere
4. Reflect Your Site Hierarchy in Your Links
If your site has parent, child and related pages, your links should make that structure obvious.
For example:
Parent: Digital marketing
Child: SEO, PPC, Email marketing
Related: SEO case studies
Linking these pages improves crawlability, but more importantly, clarity. Your site feels structured, not scattered.
5. Include Related Content at the End of Posts
When someone finishes reading a blog, that is your opportunity to guide them.
Instead of letting the journey stop there, show them what to look at next like a related blog post or a deeper dive on the topic.
This keeps people on your site longer and increases exposure to your key services.
6. Do Not Forget Category and Tag Pages
Category and tag pages are often overlooked, but play an important role.
They help group related content together under broader themes. When done properly, it supports both rankings and user experience without adding unnecessary complexity.
7. Add Internal Links to Older Content
Every time you publish a new blog post, go back and add links from existing content.
This practice:
Helps Google discover the new page faster
Keeps your site interconnected
Improves overall authority flow
Anchor Text, Nofollow and Common Mistakes
Use anchor text that adds context
Anchor text tells both users and search engines what the next page is about.
The goal is simple: be clear, natural and specific.
Good: “Download our advanced social media calendar template”
Bad: “Click here”
Terrible: “Free best social calendar content creator tips digital” (keyword stuffing)
Clear anchor text strengthens your internal structure and makes your site easier to understand, which supports both rankings and user experience.
Use Nofollow Carefully
The “nofollow” attribute tells search engines not to pass authority through a link.
Use the rel="nofollow" only for pages such as:
Login pages
Account portals
Duplicate or utility pages
As of Google's 2020 update, it treats nofollow as a hint and not a strict rule. If you want a page removed from search results, use noindex instead.
Avoid These Common Mistakes
Using the same anchor text everywhere
Adding excessive links to a single page
Linking purely for SEO instead of user value
If a link does not help the reader, do not include it.
Internal Linking Tools That Help You Stay on Track
These internal linking tools can help you stay organised, uncover issues, and keep your structure working efficiently.
Yoast SEO
Offers internal linking suggestions as you write and highlights weak link structures.
Ahrefs Site Audit
Finds orphaned pages and broken links and shows how authority flows across your site so you can quickly identify structural gaps.
Screaming Frog SEO Spider
Crawls your site like a search engine and provides a clear, detailed view of your internal link structure.
Link Whisper
A WordPress plugin that recommends relevant internal links directly on your dashboard, making it easier to connect content.
Semrush Internal Linking Report
Highlights underlinked pages and structural issues to improve crawlability and topic connections.
Internal Linking Is One of the Easiest Wins
You cannot control Google’s algorithm.
But you can control your website structure.
Internal linking keeps your content visible, connected and working long term.
At Online Advantage, we treat internal linking as part of a bigger strategy. It works alongside:
Technical SEO
Content strategy
On page optimisation
Conversion focused service pages
We focus on what moves the needle. More visibility. More qualified traffic. More enquiries.
If your content feels scattered or underperforming, we can map your structure properly and show you where the quick wins are.
Book a strategy call with Online Advantage and we will walk you through what is working, what needs fixing, and how to turn your existing content into a stronger lead generation asset.
