Links connecting pages within the same website, important for crawlability and distributing link equity.
Understanding Internal Linking in SEO
Internal linking is one of the most powerful yet underutilized SEO strategies. It’s the process of linking one page on your website to another using anchor text. These links guide users to relevant pages, distribute link equity, and help search engines crawl your site more efficiently.
Think of your website as a web of connected ideas. Without internal links, even your best pages might remain isolated, unseen, and unranked.
Internal Linking Across CMS Platforms
WordPress
WordPress makes internal linking simple with tools like Yoast SEO and Link Whisper. You can easily interconnect articles, product pages, and category posts to create topic clusters that improve content discoverability.
Shopify
For Shopify stores, internal links between related products, collections, and blogs help both users and crawlers. A structured link network boosts crawlability and drives users toward conversions by guiding them to complementary items.
Wix
Wix provides an intuitive editor to add contextual internal links within content. For small business sites, linking between services and blogs ensures Google recognizes their relationships and ranks them higher for local queries.
Webflow
Webflow gives you design control and link flexibility. You can use dynamic collections to link related pages automatically, helping users stay within the buying or learning journey seamlessly.
Custom CMS
In a custom CMS, internal linking can be automated based on keywords or site hierarchy. Custom logic can ensure link equity is distributed evenly across critical pages, helping maintain authority and balance throughout the site.
Internal Linking Across Industries
Ecommerce
In ecommerce, internal linking drives navigation between related products, categories, and guides. It improves time on site, reduces bounce rates, and increases the likelihood of cross-selling and upselling.
Local Businesses
For local businesses, internal linking connects service pages with relevant local landing pages and blog posts. This helps search engines associate your content with specific locations and services, enhancing local SEO rankings.
SaaS
In SaaS, internal links connect use cases, pricing, and resource articles. This structure helps nurture leads by leading them through the awareness, consideration, and conversion stages effectively.
Blogs and Publishers
For content publishers, internal linking boosts topic authority. Linking between related posts creates a strong topical cluster that signals expertise to Google, helping you rank higher for broader keywords.
Do’s & Don’ts / Best Practices
To maximize internal linking impact, always link strategically and naturally. Focus on creating meaningful connections that benefit both users and search engines.
Do’s:
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Use descriptive anchor text that reflects the destination page’s topic.
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Link high-authority pages to newer or less visible ones to distribute link equity.
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Keep your link structure clean and easy to follow.
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Audit your internal links regularly to remove broken or outdated ones.
Don’ts:
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Don’t overload a page with too many links quality matters more than quantity.
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Don’t use “click here” or generic anchors that offer no context.
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Don’t forget to interlink cornerstone content for maximum impact.
Common Mistakes to Avoid
A common mistake is linking without purpose. Random or irrelevant links confuse users and weaken SEO impact. Internal linking should always align with your content hierarchy and intent.
Another mistake is neglecting older content. Many websites only link forward, not backward, missing opportunities to boost older pages’ visibility.
Finally, ignoring crawl depth can hurt your SEO. Important pages should never be buried several clicks deep strategic linking keeps them accessible to both users and crawlers.
FAQs
What is internal linking?
Internal linking means creating hyperlinks from one page of your website to another page on the same site.
Why is internal linking important for SEO?
It helps search engines discover and index pages, distributes “link equity” (ranking power) across your site, and improves navigation for users.
What is anchor text in internal linking?
Anchor text is the clickable text in a link. Descriptive and relevant anchor text helps search engines and users understand what the linked page is about.
How many internal links per page are ideal?
There’s no fixed number, but quality over quantity matters. Use enough that navigation is smooth, users can find related content, but avoid overwhelming the page.
What mistakes should I avoid with internal linking?
Common mistakes include broken links, orphaned pages (pages without internal links pointing to them), generic anchor text (like “click here”), or too many irrelevant links.
