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Raise Your Rankings: The Power of Internal Links

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TrioSEO - Connor Gillivan

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In the battle for higher search engine rankings, we often overlook one of the sharpest tools in our shed – internal links. 

So, what does it take to master this strategy? 

Let’s dive deep into internal links – exploring their significance, the available types, best practices, and methods to leverage them to enhance your website’s visibility. 

What is Internal Linking?

In simplest terms, internal linking refers to creating links that connect one page on your website to another. This interlinking offers many benefits for SEO (Search Engine Optimization) and enhances user navigation throughout your site. You can think of it as creating your web within the World Wide Web. Essentially, you’re making a mini-internet of your website pages.

Internal linking allows users and search engines to go from one page to another quickly, streamlining their journey while binding together all pages under an umbrella, i.e., your website.

TrioSEO - Internal Links - What are they

Internal vs. External Links Explained

To understand internal linking better, let’s dive into the comparison between internal and external links.

  • Internal Links: As explained earlier, hyperlinks point to another page within the same domain. For instance, if we have a cookie recipe blog and link our “Chocolate Chip Cookie” post to our “Cookies 101” page – that’s an internal link.
  • External Links: In contrast, these are outgoing links from your domain to external websites. So let’s assume in our “Chocolate Chip Cookie” post that we hyperlink “chocolate chips” directing users to a chocolate brand’s online store—this would be considered an external link.

The main difference is where the reader lands after clicking – whether they remain on your site (via an internal link) or are directed towards a different domain (through an external link).

Having both types of links present in your content is ideal. Still, its overall balance and strategic placement depend heavily on various factors, which we will cover later in this article.

Do Internal Links Help SEO?

In search engine optimization (SEO), internal links are indeed instrumental. They serve as invisible roads, discreetly guiding your site visitors – and search engines – to other relevant pages within your website. It’s crucial to understand that Google’s algorithm doesn’t merely evaluate a single page in isolation when determining rankings. Instead, it adopts a broader perspective, analyzing the coherence and value of content across interlinked pages.

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Why Are Internal Links Important for SEO?

When you opt for strategic internal linking, this leads to many benefits beyond mere aesthetics or convenience:

Improved User Experience

First and foremost, carefully crafted internal links foster an enhanced user experience because they help website visitors navigate pages and posts. 

Increased PageRank

Besides streamlining navigation for end users, internal links also distribute “PageRank” – a crucial metric used by Google’s ranking algorithms. With the right strategy, well-placed links funnel’ link juice’ from high-authority pages to others struggling with visibility. 

Better SEO Performance

One of the main advantages of internal links in SEO is their ability to boost SERP performance. Search engines clearly understand your content structure by indicating the hierarchy and relationship between pages, which can significantly influence keyword rankings.

Types of Internal Links

Before diving into the strategies, let’s discuss the types of internal links you may find or use on a webpage. We should focus on three main categories: Navigation, Contextual, and Footer links. 

Navigation Links

Navigation links are essentially the core elements that guide users throughout your website. They are found within the primary navigation menu – typically at the top or side of each page. Examples include home page links, product category links, contact us pages, and about us pages.

These types of internal links in SEO play an essential role as they:

  1. Give visitors general directions and help them discover more about your brand and offerings.
  2. Support search engines to recognize essential pages based on hierarchy (as most commonly navigated pages are usually the most significant).

However, remember that effective SEO interlinking isn’t simply about quantity; user experience should always come first. Ease of navigation should be kept in mind while maintaining a reasonable number of navigation links.

Contextual Links

One of the most potent categories for boosting your PageRank and overall SEO performance, contextual links are those embedded within your site content – blog entries, service descriptions, or product-related content.

Contextual internal linking offers multiple benefits, including:

  1. Enhanced engagement
  2. Increased average time-on-site

Footer Links

Footer links, often underutilized, hold significant potential for internal linking strategies, rounding up our exploration of valuable examples of internal linking for SEO.

Situated at the end of every webpage, they differ from irrelevant or forced content laden with hidden keywords. When used organically, they offer a subtle way to highlight essential repeat elements like customer service details or primary product/service menus.

Not just a space for obligatory details like privacy policies or corporate info, well-planned footer links can enhance the user experience by offering easy navigation to essential sections without sacrificing transparency for search engine algorithms, despite being in the “lower value” area of the site structure.

To cap off our discussion on best practices for internal link types, remember that there isn’t a one-size-fits-all strategy. What works best is a tailored approach that meets a website’s unique needs, unlocking the full potential of a well-strategized web enhancement plan.

TrioSEO - Internal Links - Footer Links

Best Practices to Create an Internal Linking Strategy

Now, let’s switch gears and learn how to create an internal linking strategy:

Identify Your Site’s Pillar Pages

Your journey starts with identifying the pillar pages of your website. These comprehensive resources offer detailed insights into a specific topic related to your field or industry.

Take, for instance, an e-commerce site specializing in fashion; a pillar page on this site might be dedicated to “Women’s Casual Wear,” where various casual clothing items for women are explored in depth, from tops and bottoms to accessories.

These pillar pages are central to SEO interlinking, forming the nucleus around which topic clusters orbit. By branching out to associated subtopics through internal links, they foster a structured and organized presentation of your content, enhancing its SEO weight.

Create Topic Clusters Using Internal Links

Having identified the pillar pages, create topic clusters using internal links. Topic clusters are groups of interconnected web pages revolving around a single umbrella topic – the pillar page.

For example, using our earlier instance, under the “Women’s Casual Wear” pillar page, you could generate separate sub-topics like jeans, blouses, or sneakers for women, each with their comprehensive webpage linked back to the pillar page.

Creating such groupings helps search engines better understand the content structure while giving users easy access to related articles via internal links.

Choose the Right Anchor Text

Going beyond just adding internal links, focusing on the anchor text used to establish them is vital, as optimized internal linking can notably aid SEO.

The anchor text, which directs users to a target page, should briefly reflect the content of that destination page, fostering a natural and informed connection with the viewers. For example, if you navigate users from an article discussing women’s casual wear to a section on pairable sneakers, an anchor text like “sneakers perfect match” could be a seamless choice.

Selecting words naturally blending into the content is paramount, maintaining a fluid narrative that sustains user engagement and augments SEO performance. It’s all about striking the right balance between being informative and intuitive to facilitate a smooth user experience while boosting your SEO strategy.

TrioSEO - Internal Links - Choose Anchor Text

Identify Your Site’s Authority Pages

Your website houses specific “authority” pages, which have garnered a significant influence due to the high-quality inbound and external links built over time. These pages often receive the most fruitful SEO interlinking initiatives, serving as foundations for enhancing other pages that might be less profound.

By strategically linking high-authority pages with lower-performing ones, you can channel the ‘authority’ to help improve their standings, boosting their visibility and relevance in the eyes of search engine algorithms.

Support Your New Pages

The journey to successful SEO involves constantly updating your site with new content while strategically linking to authoritative pages and spreading link equity. This strategy enhances site crawlability and connectivity and creates a richer user experience, which can improve overall metric scores.

Establishing a solid foundation through informed SEO interlinking practices will pave the way for realizing your business goals. Starting this process sooner rather than later is crucial, approaching your objectives with clear direction and purpose.

Common Internal Link Problems & How to Fix Them

While internal links have many benefits, issues may crop up. Don’t fret! We’ve listed some common problems along with their solutions.

Broken Links

When an internal link directs to a webpage that is no longer available or doesn’t exist, it’s described as a broken link. It causes interruption of the user experience and impacts your SEO interlinking.

Solution: Regularly conduct website audits using any reliable SEO tool to promptly identify and fix these broken links.

Orphan Pages

Pages that aren’t linked from any part of your site are known as ‘orphan pages.’ These limit page visibility in the eyes of search engine crawlers, hindering your SEO performance.

Solution: Identify such pages during your website audit. Create relevant internal links from and to these pages for improved accessibility.

Over-Optimized Anchor Text

Sometimes, you can use keyword-rich anchor text in your internal links. However, excessive use can appear manipulative and result in poor SEO performance.

Solution: While incorporating key phrases in your internal links anchor text is excellent for SEO, balance is essential. Alternate between generic terms and keywords for a more natural linkage.

Too Many Interlinks

One frequently asked question pertains to how many internal links per page. Adding too many can confuse readers, leading them astray and making your page seem untrustworthy to search engines.

Solution: Follow best practices by maintaining a clear linking structure with an appropriate number of relevant, helpful links on each page.

Now that we have addressed these problems remember not all cases will sync perfectly with these solutions. So embark on consistent audits, stay vigilant about updating old articles, and understand when corrective action is necessary – you’re better equipped than ever!

TrioSEO - Internal Links - Too Many Interlinks

Frequently Asked Questions

Let’s address some commonly asked queries about internal linking.

How Many Internal Links are Best Per Page in SEO?

Determining the optimal number of internal links on a page isn’t a one-size-fits-all approach. Depending on the length and complexity of your content, numbers can fluctuate widely. 

According to Google guidelines, limiting the number of links to a reasonable amount considers both practicality and maintaining a helpful user experience. We suggest aiming for more than five but less than 12-15, depending on the article’s length.

How Many Internal Links Is Too Many?

While there is a relaxed limit, overloading your page with an extensive array of internal links may make your content appear untrustworthy or spammed to users and search engines alike.

Upwards from approximately 20+ might raise eyebrows if you’re dealing with highly elaborate content where such large numbers would feel logically placed and beneficial to user navigation. 

Always consider if each link brings value by improving the user journey throughout your site or providing meaningful context within your content.

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What Is An Example Of Internal Linking?

Internal linking implies any hyperlinks that direct readers from one page on a website domain to another within the same domain. 

For instance, if you have a blog post about SEO best practices, you could add an internal link pointing readers toward another related piece like “Understanding Keyword Research.”

Doing so enhances the connectivity between these two pieces of content in relevance and improves navigational smoothness, rendering helpful information easily accessible just one click away.

Are Internal Links Backlinks?

Although both are critical in influencing SEO performance, internal links cannot be classified as backlinks. Backlinks refer to incoming external links pointing towards your webpage from other external domains. On the contrary, internal links interlink various pages within the same site.

Backlinks indicate credibility through third-party validation by indicating trustworthiness and relevance; consider it an endorsement from external peers. 

Meanwhile, effective internal links tell search engines more about your website’s structure and how each page correlates, which is integral in SEO.

TrioSEO - Internal Links


Internal linking is a critical yet underrated SEO strategy that enhances website ranking and user experience in the digital landscape.

Embrace the tri-fold benefits of structured site navigation, heightened PageRank, and optimized SEO performance through adept internal linking. It’s paramount to embed them within your overarching SEO strategy, thus fortifying your website’s authority and boosting SERP rankings.

However, it’s not without challenges. Tread carefully to avoid pitfalls like link saturation or misuse of ‘nofollow’ attributes.

In conclusion, let this knowledge serve as a roadmap to refine or kickstart your internal linking journey. Prioritize a balance between link volume and value, harnessing the power of adept SEO interlinking. 

TrioSEO - Connor Gillivan

Want more traffic and leads? Turn your website into a traffic generation hub. Get started and we’ll conduct a free SEO audit to see if working together is a good fit. 

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Steven is the Co-founder & CEO of TrioSEO. His background is in large-scale blogging where he co-owned 40 websites and helped grow the portfolio to 7-figures within 3 years. Follow him on LinkedIn for daily SEO tips, tricks, and strategies.

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