What are internal links?
Internal links are a fundamental part of SEO and UX that are all too easy to overlook. Although they rarely receive as much attention as external links, they play a significant role in your website’s visibility and user experience. We will explore why in this article!
Book a meeting to discuss SEO with usInternal links are simply the links that point to other pages within the same website. The opposite are external links, which point to pages on other websites. Internal links help both visitors and search engines navigate your site. They also create a hierarchy and structure that both users and search engines can follow.
Why are internal links important?
A metaphor we like to use is Wikipedia. Imagine landing on the page for trees and encountering information that covers the overarching topic. While reading, you might become interested in a specific component of trees, such as leaves. We take it for granted that there is a link to leaves right there in the text (assuming the article exists). The thought of having to go into a mega menu and navigate to leaves feels very foreign and cumbersome.
The same principle applies to your website. Whether it’s about specific products or news pages, it’s good to add internal links where it makes sense.
Why are internal links beneficial from an SEO perspective?
Improves user experience: Internal links help visitors easily find relevant content on your website. By linking to related articles, products, or services, you can keep visitors engaged longer and reduce bounce rates.
Enhances indexing: When search engines like Google crawl your website, they also use internal links to discover and index pages. Well-structured and consistent internal links ensure that all important pages on your site are indexed quickly.
Distributes link equity: Internal links help distribute “link equity” throughout the website. By linking from strong pages to newer or less visited pages, you can improve their ranking potential.
Boosts SEO and ranking: By strategically using internal links, you can help search engines understand which pages are most important on your site. This can improve your overall SEO and ranking in search engines.
How to optimise internal links
Create a clear hierarchy: Build a clear website structure where important pages are close to the homepage. Use internal links to connect related content and create a logical navigation structure. This is often referred to as the pillar-cluster structure. Think of the tree article linking to the leaf article.
Use descriptive anchor text: Anchor text is the clickable text in a link. Use descriptive and relevant anchor texts that clearly indicate what the linked page is about. This helps both users and search engines understand the link's purpose. Avoid links that just say "here" or "read more."
Link deeply and broadly: Try to link to as many different pages as possible, not just to the homepage or main pages. It’s easy to forget older pages, but by ensuring that links also reach older articles, you help search engines index more pages.
Avoid excessive linking: Too many internal links on a page can confuse both users and search engines. Be selective and only link where it is relevant and useful. Don’t force links just for the sake of it.
Create a pillar-cluster structure
We have previously mentioned (in the article on purchased links and Google’s SGE update, for example) that content is more important than ever for establishing authority. One way to do this is through a pillar and cluster strategy. Returning to the Wikipedia example: the tree article is the pillar, which in turn links to the various cluster pages; leaves, branches, flowers, etc. This way, you signal that you have good and broad knowledge of the overarching topic. When you eventually publish your new article about root systems, all articles under the pillar topic of trees will be strengthened. This also highlights the importance of having a long-term SEO strategy that takes this into account.
Common mistakes with internal links
Lack of updates: Don’t forget to update internal links when you add new content or change the structure of your website. This ensures that all links remain current and that users reach the page you intend.
Broken links: Occasionally, it’s a good idea to find and fix any broken links on your site immediately. Broken links harm user experience and can negatively affect your SEO. There are many SEO tools that can help you identify broken links, such as Screaming Frog.
Incorrect anchor text: Misleading or overly generic anchor text confuses users and search engines. Instead, use descriptive anchor text that clearly explains what the linked page is about.
Summary
Internal links are often an underrated part of an SEO strategy that can have a huge impact on user experience while also facilitating indexing and strengthening your website’s authority. A well-thought-out and structured internal link structure can be the difference between a messy and well-organised website.
