Search engine optimization (SEO) involves much more than keyword research and crafting some great blog posts. You must also weave in some strategic internal links pointing to helpful resources. Here’s everything you need to know about internal linking for SEO, including how you can use it to climb the rankings.
What Is Internal Linking for SEO?
Internal linking refers to linking one page of your website to another. External links pointing to outside resources can boost your authority and demonstrate your interest in delivering value to readers. Internal links are more about making your website easier to navigate, keeping users on your website longer, and connecting related resources.
There are several types of internal links. Navigational links are found in menus and help users jump from one submenu to another. Contextual links are often placed within blogs and give users a chance to explore the article topic and related content further. Internal linking for SEO uses these and other types of links to create a more holistic experience for site visitors.
Why You Need to Link to Pages on Your Site
Internal links point users to valuable resources along with several other benefits.
Improve Crawlability
Search engine crawlers rely on internal links to discover and index new content on your site. When you link your pages, crawlers can easily navigate from one page to another. An effective linking strategy also minimizes crawl depth, the number of clicks it takes for a user (or Google) to reach essential pages.
Distribute Link Equity
Link equity or “link juice” refers to the value passed from one page to another through hyperlinks. Strategically linking from high-authority pages to those with less visibility can boost the SEO value of specific pieces of content. Think of it like letting a less popular page borrow some of the credibility of a higher-performing piece of content.
Enhance the User Experience
Internal links make it easier for users to navigate your content. They can quickly bounce around to related resources by clicking on valuable resources within a blog post. Let’s say someone just finished reading a pillar article about content marketing. You included a few handy links within the blog so the user can learn more about choosing article topics and promoting their content.
How to Create a Great Internal Linking Structure
A great link architecture allows Google and other search engines to effectively index your site.[1] Here are a few ways to optimize your linking structure:
Use Descriptive Anchor Texts
Don’t rely on generic anchor texts like “Click here.” Use words that clearly describe the content of the page it’s linking to. Let’s say you are linking to a page about content creation. Your anchor text could read something like “Unleash the power of great content.”
Link to Important Pages
Contextual links are particularly effective for SEO. These links should direct users to pages that are closely related to the topic at hand, ensuring the content provides additional value. Always make sure the pages you are linking to are relevant to the reader’s journey. For instance, a link to an article about the importance of site structure would make sense in a blog post about internal linking for SEO.
Be Logical
A well-organized structure makes navigating your site more accessible for users and search engines. Think of your website as a hierarchy. Your homepage is at the top. Category pages and then individual blog posts or product pages round out the pyramid.
Internal links should flow naturally from top-level pages to deeper, more specific content. Conversely, lower-tier articles should typically refer readers to lateral pages or content that’s one level higher on the hierarchy.
For example, it usually doesn’t make sense for blog posts to link back to your homepage. It’s like taking readers back to square one of their journey. Instead, your articles should direct visitors to other articles (lateral content) or product/service pages (elevated content).
Optimize for Crawl Depth
A good rule to follow is to make sure visitors can reach your most important pages in three clicks or fewer. Put yourself in the shoes of a consumer. They don’t want to jump through five or six links to find what they seek. Regularly audit your site for internal linking opportunities and ensure your critical pages keep crawl depth to a minimum.
Use Internal and External Links
While internal links are important, you can’t neglect the importance of external resources. Directing users to a few non-competing external sources can improve the credibility of your content. However, internal links should be your priority when boosting your pages and creating a cohesive content experience.
How to Identify Internal Linking Opportunities
Here are a couple of tips to identify internal linking opportunities.
Conduct Audits
Regularly auditing your linking structure is essential for maintaining a healthy site. Some great third-party tools can help, and you could also team up with a content marketing team to assist.
Identify orphan pages, which are pages on your website that don’t have any internal links back to them. Google can’t index your content without internal links. The page might as well not exist because, in Google’s eyes, it doesn’t.
Link to Important Pages
Make sure to link frequently to cornerstone content or pages that are crucial to your business goals. Product pages and high-value blog posts should be staples of your linking strategy.
Need Help With Your Internal Linking Strategy? Let’s Connect
Do you need help building or revamping your linking strategy? Connect with Full Circle SEM, and let’s chat about how we can maximize your visibility on search engine results pages. Our team can assist with everything from conducting a comprehensive site audit to content creation. Book a consultation today.
Sources:
[1] https://developers.google.com/search/blog/2008/10/importance-of-link-architecture
