Internal linking
Internal linking is the practice of connecting one page on your site to another. It guides readers, distributes authority and tells search engines which pages matter most.
Also known as:
Internal links, on-site linking, site architecture
What is internal linking?
Internal linking is exactly what it sounds like: linking from one page on your site to another page on the same site. Done well, it builds a clear path for both readers and search engine crawlers, signaling which pages are central, which are supporting and how everything connects. A homepage that links to a pricing page, which links to a comparison page, which links back to a feature page, forms a small graph that distributes authority and topical signals across the site.
Editorial link: Inside a blog post, link to a related guide using descriptive anchor text
Navigation link: A persistent link from the header or footer to a primary page
Contextual link: A link from a product page to a relevant case study or testimonial
Hub-and-spoke: A pillar page links to 10 subtopic pages, each linking back to the pillar
Why does internal linking matter?
Internal links are one of the few SEO levers fully under your control, with no outreach or third parties required. Each link spreads link equity, helps search engines discover new pages and uses the anchor text to teach them what the destination is about. For brand writing, internal links also keep readers on-site longer by surfacing relevant next steps without forcing them back to a search bar.
How do you use internal linking?
Link from high-authority pages to pages you want to rank, since the linking page passes some of its earned authority along.
Use descriptive, keyword-relevant anchor text rather than generic phrases like "click here," so the link signals topical context to readers and search engines.
Keep your internal link graph shallow, ideally three or fewer clicks from the homepage to any important page, so crawlers reach everything that matters.
