Internal Linking

Internal linking is the practice of pointing hyperlinks from pages within your own site to other pages within the same site. These links serve multiple functions: they establish information architecture and page hierarchy, they allow you to concentrate ranking power on priority pages by directing link equity, and they create pathways that help both users and search engines discover and understand related content.

From an SEO standpoint, internal links carry significant weight because they pass authority through the domain and signal to search engines which pages are important and how they relate to each other. The anchor text used in internal links also helps Google understand what a linked page is about. A well-structured internal linking strategy typically means linking from high-authority pages (like your homepage or top-level category pages) to newer or priority pages, and using descriptive anchor text that matches the target page's topic.

In practice, SEOs audit internal link patterns to find thin or orphaned pages that lack inbound links, redirect link equity away from low-value pages, and create topical clusters where related content links together. Excessive internal linking to unrelated pages dilutes value and confuses relevance signals, so the goal is strategic and intentional structure rather than maximum link density.