As an experienced SEO consultant, I’ve seen firsthand the power of internal linking in improving a website’s search engine rankings. Internal linking is the practice of creating hyperlinks within your website that connect one page to another. When done strategically, internal linking can help search engines understand your site’s structure, distribute link equity, and improve user experience. In this article, we’ll explore how internal linking can help you rank better in search engines and provide tips for implementing an effective internal linking strategy.

1. Helps Search Engines Understand Your Site’s Structure

Internal linking plays a crucial role in helping search engines understand the hierarchy and organization of your website. By linking related pages together, you create a clear pathway for search engine crawlers to navigate your site and discover all of your content. This is particularly important for large websites with many pages, as it ensures that search engines can find and index all of your valuable content.

2. Distributes Link Equity Throughout Your Site

Link equity, also known as “link juice,” is the value that is passed from one page to another through hyperlinks. When an authoritative page on your site links to another page, it passes some of its authority to that page. By strategically linking your most important pages together, you can distribute link equity throughout your site and boost the overall authority of your website. As an SEO consultant, I always recommend focusing on linking to your most important pages, such as your homepage, category pages, and top-performing blog posts.

3. Improves User Experience and Engagement

Internal linking not only benefits search engines but also improves user experience and engagement on your website. By linking related pages together, you make it easier for users to navigate your site and find the information they’re looking for. This can lead to increased time on site, lower bounce rates, and higher engagement metrics, all of which are positive signals to search engines. When users find your site valuable and engaging, they’re more likely to return and share your content with others, further boosting your search engine rankings.

4. Helps Establish a Clear Site Architecture

A well-structured internal linking strategy helps establish a clear site architecture that both search engines and users can easily understand. By organizing your content into categories and subcategories and linking related pages together, you create a logical hierarchy that makes it easy for users to find what they’re looking for. This clear structure also helps search engines understand the relationships between your pages and determine which pages are most important.

5. Boosts the Visibility of Deep Pages

Internal linking can also help boost the visibility of deep pages on your website that might otherwise be difficult for search engines to find. By linking to these pages from your more prominent pages, you signal to search engines that these pages are important and relevant. This can help these deep pages rank higher in search results and drive more targeted traffic to your site.

Tips for Implementing an Effective Internal Linking Strategy:

1. Use descriptive anchor text that accurately describes the page you’re linking to. (PRO TIP: If you can include your keyword phrase in the hyperlink, even better!)
2. Link to relevant pages that provide additional value to users.
3. Avoid using generic anchor text like “click here” or “read more.”
4. Use a reasonable number of internal links on each page (typically no more than 5-10, this is important!).
5. Regularly audit your internal links to ensure they’re working properly and pointing to the right pages.

As an SEO consultant, I’ve seen the impact that a well-executed internal linking strategy can have on a website’s search engine rankings. By helping search engines understand your site’s structure, distributing link equity, improving user experience, establishing a clear site architecture, and boosting the visibility of deep pages, internal linking can be a powerful tool in your SEO arsenal. By following the tips outlined in this article and regularly auditing your internal links, you can improve your website’s search engine rankings and drive more targeted traffic to your site.

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Blake Discher


Blake was a professional corporate photographer and educator on all things SEO. After working with fellow photographers who would ask him to build and optimize their sites, he decided to create GO-SEO, a Web Design + SEO company for service-based businesses.

SEO and website design are now his full-time career and photography is a satisfying hobby. His only camera these days is a Leica Q2 Monochrome which he absolutely loves!

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