How to Build Internal Links for SEO

When you learn about search engine optimization (SEO), you read a lot about keywords, headlines, and engaging blog content. You even learn about backlinks — links from other sites that boost your relevance.

Did you know you also need links inside your site, from one page to another? Let's dive in and learn how to build internal links for SEO — and why links matter in the first place.

Why Do Links Matter?

Content creators use links to send readers to another page. That page might be the source of a critical fact or a resource that might be helpful.

Either way, Google recognizes the connection between the two pages. That's important when trying to drive traffic, and here's why.

They Help Search Engines Understand Site Structure

Audiences discover your site via search engine crawlers. These advanced computer programs scan your site, find the pages within it, and map them out. Then, they store or index that map for reference in future searches.

Internal links help Google crawl and index your site. They indicate that someone who visits Page A might be interested in Page B, so those two pages are probably related. Google needs that context to deliver the right results. 

A solid internal linking structure also helps Google visualize your site. Google invests a limited amount of resources in crawling each site. You get more from your site's crawl budget by providing clues in the form of internal links.

They Boost SEO for Linked Pages

More than 3.5 billion times a day, Google's search algorithm springs into action. It scans vast numbers of web pages and ranks the relevant results based on value and usefulness. 

Google can't make value judgments independently, so it depends on web page creators to indicate page value. If multiple links take users to a specific page, that page must be more valuable. Each link offers what SEO experts call "link equity" or "link juice" — credibility for the target page.

For example, say you have a cornerstone page that covers an important topic in-depth. If all the internal pages on that topic link to the pillar page, Google will get the message that it's foundational and valuable.

They Help Users Navigate Your Site

Make no mistake: Internal links are for more than just search engines. They also improve your site's user experience (UX) by helping visitors discover similar content. 

For example, suppose you own an ecommerce site that sells PC parts and repair tools. A user visits your site and lands on an article called "How to Build a PC." That user would benefit from internal links to related instructional content, such as "How to Install a PC Fan."

The goal is to keep users on your site until they take a desired action. Be sure every page encourages some progress, even if it's just clicking to learn more.

Setting Up an Internal Linking Strategy

Now that you know the importance of linking, it's time to learn how to build internal links for SEO. Let's look at the types of internal links you need, why each is important, and how to incorporate them effectively.

Determine the Ideal Structure for Your Site

Think of your site architecture as a pyramid with your homepage at the top. Below are your major sections and category pages, which should be easily navigable from the home page.

Some section pages might have subsections nestled within them. A services page might have separate subsections for specific service categories or departments, such as an auto shop's tire care department or a salon's wedding packages.

At the bottom of the pyramid, you have the individual pages on your site. If you build your site well, these pages will all be findable through menu drop-downs. You'll also have a visualized structure to plan links.

Identify Your Most Important Content

A well-crafted linking strategy directs more links to your most important pages. These are the pages you want people to find when they search for your topics of expertise. Examples include "complete guide" pillar blog posts, FAQ pages, and introductory videos — anything you consider cornerstone content.

It takes many incoming links for Google to recognize a cornerstone. Add links across as many related pages as possible, including flagship pages and posts.

Add Contextual Links

Once you have multiple articles on a topic, you must link them so Google sees them as related. These links will also benefit readers by offering opportunities to learn more.

Always link to the cornerstone article on a topic and a few more for good measure. Remember to link out of the cornerstone article as well.

Don't link to every related article in every post. Instead, focus on building a content web, where each article links to a few associated others, each containing contextual links of its own.

You can create links within the body of an article. Your hyperlinks should have descriptive anchor text describing the content on the other side. 

Link Hierarchical Pages

Remember the content structure pyramid you created? You should also add links showing the connection between those pages. For example, your purchase categories should link to individual product pages. These can also link to related products in the same categories. Individual pages should also link upward to their category pages. 

Consider a Related Posts Section

Another option for contextual linking is to add a "related posts" section at the bottom of a page. 

Most site builders have plugins or modules that let you create these sections. They find related posts you might not have considered. But always check before publishing. If you're unsure the suggested posts are related, manually create a list instead.

Choose Navigational Links

Google knows that people visit your homepage and menu to find important information. Links in those sections have high value.

Make the most of that value by adding links to your cornerstone content. Prioritize any pages you consider to be "read this first" material because that's how Google will see those links.



Creating a Strong Internal Linking Structure

Internal linking is an ongoing process. The more time and expertise you invest in it, the more it will pay off.

At Optimize, internal links are a crucial element of the strategies we create for our clients. To learn more about an internal link structure that can boost traffic and close more sales, schedule your free consultation with one of our digital marketing experts.