Internal links are hyperlinks on one web page that link to another resource or page on the same website. This structure allows them to pass SEO value or PageRank equity throughout the domain because visitors have more accessibility to valuable information. In other words, if you reference your own website sub-pages on your own website, then you are showing your readers that you have more useful information for them to digest. This keeps them on-site for longer, reducing your bounce rate and showing Google which of your pages are important.

The optimal format for an internal link is to use descriptive keywords naturally within your narrative. Following the best practices for this SEO option improves results because it tells the search engines how much value is offered.

Internal links provide website navigation assistance, architecture definition, and page authority distribution. They do not avoid the need for a site map, or a navigational menu, but instead enhance them by offering alternative information your site user may also like to see.

These are the best practices to follow when using internal links.

1. Create helpful content

Websites need plenty of content to have lots of internal links. That means the first step is to produce high-value pages, or blog posts that people will want to read or see. These can include things like; videos, or infographics which can in themselves enhance the likelihood of gaining that click-through from your site user.

Internal links are not the same as backlinks, which other websites use to link to your content. So they can be powerful in your website’s marketing in their own right.

2. Use anchor text naturally

Anchor text is a specific keyword or phrase that indicates to the reader what to expect with a click. Although optimized anchors are sometimes helpful, it’s usually better to use unoptimized sentence fragments for this purpose. In other words don’t be so obsessed with the marketing opportunity an internal link can provide and instead allow your conversation to flow naturally, dropping a link as part of a sentence, almost like a citation.

Don’t overthink the process. If you think it makes sense to include an internal link somewhere in your conversation, it’s likely the right choice. Equally don’t stuff your content full of internal links either, as this can be confusing, cause usability issues, all of which cause search engines like Google to devalue the link.

3. Find the deep links

When using internal linking strategies, it works better to avoid using the contact and home pages for this purpose. The primary goal is to put the information people want in front of them to have them stay on the site as long as possible.

Your top-level pages already have internal links from the navigation menu. That means your best option is to reach the content that’s deep within a site’s structure (blogs, videos, or resource pages). 

4. Use links to add value

Internal links must take a user-focused approach. The goal should be to add value and more information to the experience.

When linking to content internally, the information should provide a more detailed explanation of a specific concept native to your discussion. It’s like when someone at a store asks if you need some help. If you tell them what you need, they can tell you where to find it – or if they don’t have it.

That’s why internal links that help the reader also provide an optimization benefit. The goal is to deliver as much value as possible by answering the questions that your potential clients have.

5. Consider link relevance

Internal linking isn’t as rigorous as other optimization efforts, but that doesn’t mean you can skip being intentional. Put in links that make sense. If the content page talks about the benefits of coffee, it won’t make sense to link to a page that discusses the pros and cons of cat food.

If you want to get started with your own internal link strategy then here are my top tips

1. Start by mapping out your website pages in their hierarchy of navigation.

2. Work through the website content you already have and create internal links on pages where you have created content that helps expand the discussion.

3. Ask yourself what is missing in your information that a client may wish to see.

4. Create a content plan that helps create more internal link opportunities over time.

5. Then get to work creating that content!

Remember, content creation and internal linking shouldn’t be an added headache when it comes to your website and business marketing. Instead, they should feel like a natural way to expand your opportunities whilst serving your potential clients great information that helps bring in those sales and conversions.

If you need a copywriter to create compelling copy with internal links, fill in the project brief form below!