Internal linking
What is internal linking?
An internal link is a hyperlink that points from one page on a website to another page on the same domain. Examples include links from the homepage to a subpage or between two subpages. Internal linking is part of on-page SEO, since it concerns work done on your own site. Backlinks, by contrast, belong to off-page SEO and connect two different domains.
Why does internal linking matter?
A well-planned internal linking structure helps search engine crawlers read a site and understand its hierarchy. Important pages stand out from less important ones - and pages that receive many internal links are typically valued more highly. This dynamic is sometimes called link juice. Good internal linking also improves the user experience: visitors discover related topics faster and reach deeper information without friction.
Tips for strong internal linking
Effective internal linking comes down to planning. A few ground rules help:
1. Only link when it adds value
Internal links should benefit the reader - a definition, a deeper article, or additional context that supports what they are reading.
2. Place links where they are read
Internal links belong in the content area, ideally in the upper third of the text. That is where they are seen and clicked most reliably.
3. Use clear anchor text
The anchor text - the clickable part of the link - should contain the main keyword of the target page and make clear what the next page is about. A visible color treatment also helps discoverability.
4. Number of internal links
There is no hard ceiling on internal links, as long as each one is useful and adds value.
5. Keep content current and connect related pieces
Keep your content fresh and link from new articles to relevant older ones - and the other way around. This creates a coherent link graph and distributes link juice evenly across the site.
Solid internal linking is not difficult to implement and pays off through better usability and stronger rankings. With a little planning and judgment, any site can do it well. For more, see our search engine optimization overview.