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← Back to blogsLearn how to build an internal linking strategy with practical SEO tips for anchor text, topic clusters, website navigation, and link audits.
Have you ever visited a website where finding related information feels difficult, even though the website contains dozens of useful articles?
The problem may not be the quality of the content. It could be how the pages are connected.
Internal linking is an important part of search engine optimization because it connects related pages within the same website. A well-planned internal linking strategy helps visitors discover relevant information, helps search engines find pages, and establishes meaningful relationships between topics.
For example, a digital marketing academy might publish separate articles about keyword research, search intent, on-page SEO, and technical SEO. If these articles link to one another in relevant places, readers can move naturally from one topic to the next instead of searching for every article separately.
However, adding random links to every page is not an effective strategy. Links should be relevant, useful, and organized around the website's content structure.
In this guide, you will learn what internal linking means, why it matters for SEO, how to build an effective internal linking strategy, which mistakes to avoid, and how to audit internal links on your website.
Internal linking is the process of adding hyperlinks that connect one page on a website to another page on the same website.
These links help users navigate between related content and help search engines discover pages and understand their relationships.
For example, an article about SEO-friendly blog writing might link to another article about keyword research because readers need to understand keyword selection before optimizing an article.
That link is an internal link because both pages belong to the same website.
Imagine your website contains these pages:
Your SEO Basics article could link to the keyword research guide when discussing keyword selection. The keyword research article could link to the search intent guide when explaining how to understand a searcher's goal.
These contextual connections form an internal linking structure that helps readers explore the subject in greater depth.
Feature | Internal Links | External Links |
Destination | Another page on the same website | A page on a different website |
Main purpose | Navigation and connecting related content | Referencing or directing users to external resources |
SEO benefit | Helps with discovery and understanding page relationships | Can provide useful references and context |
Example | One Hirloye Academy article linking to another | Hirloye Academy linking to official Google documentation |
Both types of links can improve the usefulness of a page, but they serve different purposes.
Internal linking supports several important website and SEO functions.
Search engines use links to discover URLs and navigate websites.
When an important page receives relevant internal links from other accessible pages, it may become easier for search engines to discover it.
This is especially useful when publishing new articles or adding pages deep within a website's structure.
However, internal links alone do not guarantee that a page will be crawled or indexed. The page must also be accessible and meet the relevant technical requirements.
Internal links provide context about how pages relate to one another.
For example, if several articles about keyword research, content optimization, and search intent link to a broader SEO guide, those connections can help clarify how the topics fit together.
Descriptive anchor text can also provide useful context about the destination page.
Links can pass signals commonly described as link equity or link value between pages.
A page that has earned valuable external links may provide a pathway for search engines to discover other pages through its internal links.
However, link equity is not distributed through a simple, fixed formula. The presence of an internal link does not guarantee that the destination page will improve its rankings.
The practical takeaway is to link important pages from relevant, accessible pages rather than trying to manipulate a specific number of links.
Internal links help readers find related information without returning to the homepage or using the search function.
For example, a reader studying keyword research may want to continue learning about search intent, content planning, and on-page SEO.
Relevant links make this journey easier and more natural.
A single article cannot always explain every related subject in detail.
Internal links let you provide supporting information without making the main article unnecessarily long.
For example, a beginner's guide to SEO can explain the basics and link to separate detailed guides on technical SEO, backlinks, and keyword research.
This keeps the main page focused while allowing readers to explore additional information when they need it.
Internal linking can help users move from educational content to relevant service, product, or enrollment pages.
For example, an article about digital marketing careers might link to a relevant course page if the course genuinely helps readers achieve their goals.
The link should provide a useful next step, not interrupt the article with an unrelated sales message.
Understanding different internal link types helps you create a balanced linking structure.
Contextual links appear within the main body of a page.
They connect a specific statement or concept to a relevant destination.
Example: In a blog post about website optimization, the phrase “on-page SEO checklist” could link to a detailed guide on optimizing individual website pages.
Contextual links are particularly useful when readers may want to explore a topic mentioned in the current article.
Navigational links help users move between the main sections of a website.
Examples include links in the header menu, navigation drawer, or primary site navigation.
They help visitors find important destinations such as Home, Services, Blog, About, and Contact.
Breadcrumbs show a page's position within the website hierarchy.
For example:
Home → Blog → SEO → Internal Linking Strategy
Breadcrumbs can help visitors understand where they are and return to broader sections.
They are especially useful for websites with many categories, products, or nested pages.
Related article links direct readers to other pages covering similar subjects.
They may appear at the end of an article or within a dedicated related-content section.
For example, an article about internal linking might recommend further reading on keyword research, search intent, and on-page SEO.
Related links should be selected based on genuine relevance rather than displayed as an arbitrary list.
Footer links appear in the bottom section of a website.
They commonly point to important destinations such as About, Contact, Privacy Policy, or major service pages.
Footer links are useful for navigation, but they should not replace relevant contextual links within the content.
An internal linking strategy is a planned approach to connecting website pages according to their purpose, subject, importance, and relationship to other content.
Instead of adding links randomly, you decide:
A good strategy considers the entire website rather than optimizing each page in isolation.
Before adding links, understand which pages already exist.
Create an inventory of your important website URLs and group them by type.
For example:
Page Type | Example |
Homepage | Main website page |
Category page | SEO guides |
Pillar page | Complete SEO guide |
Supporting article | Keyword research for beginners |
Service page | SEO services |
Conversion page | Contact or enquiry page |
You can use a spreadsheet, your content management system, a website crawler, or Google Search Console to help build this inventory.
Record the page title, URL, topic, page type, and intended purpose. If possible, also note which pages link to each other.
This provides a foundation for identifying missing connections.
Not every page has the same role within a website.
Some pages provide broad information, some attract organic traffic, and others support important business goals.
Identify pages that deserve particular attention, such as:
Importance should reflect the website's goals, not just traffic volume.
For example, a course enrollment page may be important to a digital academy even if it receives less organic traffic than a popular informational article.
A topic cluster is a group of related pages organized around a broader subject.
It typically contains a central pillar page and supporting articles that explore specific aspects of the topic.
For example, a digital marketing website might organize its SEO content as follows:
Pillar page: Complete SEO Guide
Supporting articles:
The pillar page can link to the supporting articles, and the supporting articles can link back to the pillar page when relevant.
Related supporting articles can also link to one another when the connection helps readers.
This structure helps establish logical relationships between the website's content.
Review each important page and look for passages where another page would provide additional value.
Ask:
For example, a blog post about SEO-friendly writing might mention search intent in its introduction. If your website has a detailed search intent guide, linking to it at that point can help readers explore the subject.
Do not insert a link just because two pages share a keyword. The relationship should make sense in context.
Anchor text is the clickable text within a hyperlink.
It helps readers understand what they can expect from the destination page.
Compare these examples:
Weak: Click here to learn more.
Better: Learn how to conduct keyword research.
Also useful: Follow this on-page SEO checklist before publishing your article.
The better examples communicate the topic of the linked page.
There is no required percentage for exact-match anchor text. Write links for clarity and relevance rather than attempting to meet a keyword ratio.
Publishing a new article is only part of the process.
You should also review relevant older pages and add links to the new article when those links improve the reader's experience.
Suppose you publish a new article about internal linking.
You might update existing articles about on-page SEO, technical SEO, and SEO-friendly blog writing to link to it where appropriate.
This can help readers discover the new content and help search engines find the page through existing website pathways.
Do not add the new link to every page automatically. Prioritize the pages where the topic is genuinely relevant.
Important pages should be accessible through sensible navigation and relevant internal links.
For example, a service page should not depend entirely on a footer link if the service is central to the business.
You could connect it from:
The goal is to make important destinations easy to discover without overwhelming visitors with unnecessary links.
An orphan page is a page that has no internal links pointing to it from other pages on the website.
Orphan pages can be difficult for visitors and search engines to discover through normal navigation.
They may still be accessible through a sitemap or external links, but relying on these alone may not provide the best user experience.
Use a website crawler or suitable SEO audit tool to identify pages with no incoming internal links.
Then determine whether each page should:
Not every isolated URL is necessarily a problem. Some utility pages may intentionally be excluded from normal navigation.
Link depth describes how many link steps separate a page from a starting point, often the homepage.
If an important page is buried deep within several levels of navigation, users may find it harder to reach.
Review whether important content can be accessed through logical, direct pathways.
For example, a category page can link to its most useful articles, and each article can link to relevant supporting resources.
There is no universal rule that every page must be within exactly three clicks of the homepage. Focus on a clear, efficient structure that reflects the site's size and purpose.
For standard internal navigation, use genuine HTML hyperlinks with valid destinations.
For example:
<a href="/keyword-research-guide/">
Learn how to conduct keyword research
</a>
This creates a link to another page on the same website.
Avoid relying exclusively on JavaScript interactions that do not provide a normal navigable link when a standard hyperlink would work.
Also check that internal links do not lead unnecessarily through redirect chains or point to broken URLs.
A broken internal link leads to a destination that cannot be accessed as intended, such as a page returning a 404 error.
Broken links interrupt the user journey and can indicate that website maintenance is needed.
Use a crawler or automated website audit to find links that return errors.
For each issue:
Avoid redirecting every broken URL to the homepage. The replacement should be relevant to the original destination.
An internal linking strategy needs regular maintenance.
As you publish more content, update service offerings, change URLs, or reorganize categories, existing links may become outdated.
Establish a routine to review:
A simple spreadsheet or content management workflow can help your team keep the website organized.
Use these principles to maintain a useful and sustainable linking structure.
Adding more links does not automatically make a page better.
Each link should help readers discover useful information or navigate the website.
Contextual links are especially useful when they provide additional information at the point where a reader needs it.
Use them naturally within the content instead of relying only on navigation menus and related-article sections.
If a page is important to your website's goals, identify appropriate places where readers would benefit from discovering it.
Do not add unrelated promotional links simply because a page is commercially valuable.
Readers should have a reasonable idea of what lies behind a link.
Avoid vague, misleading, or excessively repetitive anchor text.
Review navigation, categories, contextual links, and breadcrumbs where appropriate.
Important content should not be difficult to find because it is disconnected from the rest of the website.
There is no universal ideal number of internal links per page.
Use as many as are genuinely useful for the content, while avoiding unnecessary distractions and repetitive links.
When you change a URL, update internal links to point directly to the preferred destination wherever practical.
This reduces unnecessary redirects and helps maintain a consistent website structure.
Links that do not relate to the surrounding content can confuse readers.
Solution: Link only when the destination provides useful additional information or a relevant next step.
Repeatedly using “click here” or “read more” does not clearly communicate the destination's subject.
Solution: Use descriptive anchor text when it helps readers understand the link.
A new article may receive no relevant incoming internal links if older pages are never updated.
Solution: Review existing content whenever you publish a new article and add useful links where appropriate.
Publishing many overlapping articles can make your content structure unnecessarily complicated.
Solution: Group related keywords by search intent and consolidate pages when one comprehensive resource can serve the same need.
Forcing the same keyword into every link can make the content unnatural.
Solution: Use varied, natural wording that accurately describes the destination.
A page with no incoming internal links may be difficult to discover through the website.
Solution: Add relevant connections or reconsider whether the page should remain published.
Outdated links interrupt navigation and create unnecessary maintenance work.
Solution: Audit internal links and update them to the correct destinations.
Internal linking supports discovery, navigation, and contextual understanding, but it cannot compensate for poor content or major technical problems.
Solution: Use internal links as part of a broader SEO strategy that includes useful content, technical accessibility, and a good user experience.
A practical audit helps you identify where internal links are missing, broken, or poorly organized.
Use a website crawler, your CMS, or Google Search Console to assemble a list of important pages.
Depending on your website, you may also review your XML sitemap as a starting point.
Remember that a sitemap lists URLs; it does not replace an internal linking structure.
For each page, examine:
Do not evaluate pages using link counts alone. A smaller number of highly relevant links may be more useful than a large number of unrelated links.
Check whether important pages have no incoming links or are buried deep within the site structure.
Investigate whether they need links from related articles, categories, or navigation.
Find internal URLs that return errors or redirect unnecessarily.
Update links to point to the correct destinations where possible.
Prioritize fixes according to their practical importance.
For example:
Use Google Search Console, website crawling tools, and analytics to evaluate whether your changes improve discovery, navigation, and relevant organic performance.
Avoid assuming that a ranking change was caused by internal linking alone. Search performance can change for several reasons.
You can build an internal linking strategy without purchasing an expensive SEO platform.
Tool | How It Helps |
Google Search Console | Shows indexed-page information and organic search performance |
Google Analytics 4 | Helps evaluate page navigation and visitor behavior when tracking is configured |
Screaming Frog SEO Spider | Crawls websites to identify links, broken destinations, and orphan-page opportunities when configured appropriately |
Ahrefs Site Audit | Provides internal linking and website audit information, depending on the plan and features available |
Semrush Site Audit | Helps identify internal linking and technical website issues, depending on the plan |
Spreadsheet software | Organizes URLs, page topics, linking opportunities, and audit status |
Choose tools based on your website's size, budget, and workflow. Verify current plan limits before relying on a paid feature.
Suppose Hirloye Academy publishes a collection of educational articles about SEO.
A useful structure could look like this:
Main SEO guide
The main guide can link to each supporting article where relevant.
The keyword research article can link to the search intent guide because search intent helps determine which keywords and page formats are appropriate.
The on-page SEO checklist can link to the internal linking guide because internal links are one of the elements reviewed during page optimization.
The internal linking guide can link back to the on-page SEO checklist because readers planning their site optimization may need a wider review process.
These links create a connected learning experience rather than a collection of isolated articles.
The important principle is that each link has a clear purpose and supports the reader's next step.
An internal linking strategy is a plan for connecting relevant pages on the same website. It considers page importance, topic relationships, anchor text, navigation, and how readers can discover additional information.
There is no universal ideal number. Include links that are relevant and helpful, and avoid adding unnecessary links simply to reach a target count.
Internal links help search engines discover pages and understand relationships between content. They also improve navigation and can help important pages become more accessible. However, they do not guarantee higher rankings.
Internal links connect pages within the same website. External links lead to pages on other websites.
Anchor text is the clickable text used in a hyperlink. Descriptive anchor text helps readers understand the destination and provides useful context about the linked page.
An orphan page is a page with no incoming internal links from other pages on the website. It may be harder to discover through normal navigation and may need appropriate links or a review of its purpose.
No. Add a homepage link where it is appropriate for navigation, such as a logo or standard site navigation. In article content, prioritize links that are relevant to the discussion.
Footer links can help users access important destinations, but they should not replace contextual links and a clear site structure. Important content should be discoverable through relevant navigation and content pathways.
Review internal links when publishing new content, changing URLs, reorganizing your website, or investigating SEO issues. Larger websites may benefit from scheduled automated audits.
Internal links can help distribute link-related signals between pages, but there is no simple fixed formula for how much value each link passes. Use relevant links to connect important content rather than trying to manipulate link counts.
An effective internal linking strategy turns individual website pages into a connected information system.
By grouping related content, using descriptive anchor text, linking to important pages, fixing broken links, and reviewing your website structure, you make it easier for visitors to discover information and help search engines navigate your content.
Start by auditing your most important pages. Identify relevant linking opportunities, connect articles that naturally support one another, and maintain those connections as your website grows.
Remember: The best internal links are not the ones you add to satisfy a checklist. They are the ones that help readers find the right information at the right time.
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