What is Internal Linking?
Definition
Internal linking is the practice of linking between pages within the same website to aid navigation, distribute authority, and help search engines understand site structure and content relationships.
Why internal linking matters
Internal linking matters because it's entirely within your control and directly impacts how search engines understand your site. Unlike external backlinks that depend on others, you control every internal link.
Internal links distribute authority throughout your site. Pages receiving more internal links from important pages inherit some of that authority, helping them rank better.
Strong internal linking improves user experience by guiding visitors to related content, increasing engagement, and helping them find what they need. This reduces bounce rates and increases time on site.
Key concepts and types
- •Link equity distribution
How internal links pass authority from stronger pages to pages you want to strengthen. - •Site architecture
The overall structure of internal links that defines how pages relate to each other. - •Anchor text optimization
Using descriptive, relevant anchor text that helps users and search engines understand linked content. - •Orphan pages
Pages with no internal links pointing to them, making discovery difficult. - •Contextual linking
Placing internal links within relevant content rather than in navigation or footers only.
Common misconceptions
- ✕More internal links are always better
- ✕Only navigation links matter for internal linking
- ✕Internal links don't affect rankings like external links do
- ✕You should link to every page from every other page
- ✕Internal linking is only about SEO, not users
Related terms
FAQs
How many internal links should a page have?
There's no fixed number. Link to relevant content that helps users and supports your topic clusters. Prioritize value over quantity—every link should serve a purpose.
Should internal link anchor text be exact match keywords?
Use descriptive anchor text that helps users understand where the link leads. Keywords can be included naturally, but vary your anchor text and prioritize clarity.
How do you find internal linking opportunities?
Audit existing content for natural mentions of topics you've written about, use site search to find related pages, and create content specifically to fill linking gaps in your topic clusters.