what is internal link building

The dynamic world of SEO is like a giant puzzle; every piece must interconnect seamlessly to create a clear picture, and in this context, one of those critical pieces is internal link building. Often overshadowed by the more glamorous external links or backlinks, internal links play a significant role in SEO, influencing not just your website’s structure but also the overall user experience.

Before diving into the intricacies of creating an effective internal link-building strategy, it’s important to understand what internal links are and why they are so crucial for your website’s SEO success. This comprehensive guide will explore these areas in detail, equipping you with the knowledge and strategies needed to maximise your website’s potential.

What Are Internal Links?

Internal links are hyperlinks on your own website that direct users to other pages on the same domain. Unlike external links that direct users to a different site, internal links create a network within your website, leading visitors from one page to another seamlessly. For example, a blog post about “The Benefits of Yoga” might include an internal link to a related article titled “Best Yoga Poses for Beginners” hosted on the same site.

These should not be confused with backlinks, which are hyperlinks from a different website pointing back to yours. While backlinks are paramount for off-page SEO as they increase domain and page authority, internal links are essential for on-page SEO because they help distribute this “link equity” across your website, boosting its overall visibility and search engine rankings.

Why Internal Links Are Important for SEO

Internal links play a multifaceted role in SEO, acting as signals that enable search engine crawlers to understand and index your website’s important pages more effectively.

  1. Enhancing Crawlability: By creating a well-structured network of internal links, you’re helping search engine crawlers navigate your site more efficiently by showing it your important pages or pages of relevance. This enhanced crawlability improves your website’s indexation, ensuring more of your favoured pages appear in the SERPs (search engine results pages).
  2. Distributing PageRank: Every website has a Google-assigned PageRank, essentially a measure of its importance and relevance. Internal links act like vessels, distributing this PageRank (or ‘link equity’) evenly across your site. This equitable distribution helps boost the visibility and ranking of specific pages across your website, not just those with external links.
  3. Improving User Experience: Beyond SEO, internal links significantly enhance the user experience. A well-placed internal link can provide your visitors with additional valuable content, encouraging them to spend more time on your website. This ‘dwell time’ is a key signal to Google that your website provides valuable, engaging content, indirectly boosting your SEO ranking.

To sum up, a strategically planned and implemented internal linking architecture is more than just SEO-friendly navigation; it’s an effective way to guide both users and search engine spiders, distributing link equity and enriching the overall user experience. 

How to Assemble Your Internal Linking Strategy

Crafting an effective internal linking strategy is an art form in itself. By using internal links to connect your website’s relevant pages together, you can guide visitors on a journey, adding depth to their understanding of your content. In this segment of the article, we will discuss the steps of crafting an effective strategy.

Identify Your Site’s Pillar Pages

The first step in constructing a robust internal linking strategy is determining your site’s pillar pages. These core pages cover a broad topic in-depth and are usually linked to numerous other pages on your site.

For instance, a health and wellness website might have a pillar page about ‘Yoga’, which links to related but more specific topics like ‘Yoga for Stress Relief’, ‘Yoga Poses for Beginners’, and ‘Benefits of Yoga’.

But how do you identify your pillar pages? You start by conducting keyword research and using analytics to pinpoint the most valuable pieces of content which will form the backbone of your internal linking strategy.

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Create Topic Clusters Using Internal Links

Create Topic Clusters Using Internal Links

After you’ve selected your pillar pages, you should develop topic clusters around them. A topic cluster is a group of correlated web pages centred around one major page(the pillar page).

Each cluster page concentrates on a distinct key term related to the central topic. The link between the pillar page and its cluster pages and vice versa helps establish semantic relevancy, which helps search engines understand the content structure so that they can distribute link equity between these related pages and build your website authority on this topic.

Creating topic clusters using internal links is a step-by-step process:

  1. Identify related subtopics for your pillar page.
  2. Create quality content around these subtopics, each targeting a specific long-tail keyword.
  3. Connect each subtopic page to the pillar page using descriptive anchor text.

Choose the Right Anchor Text

Anchor text, the clickable text within the link, plays a critical role in internal linking. Search engines use anchor text to comprehend the materials of the connected page.

For effective SEO, your anchor text should be relevant, descriptive, and keyword-rich. However, avoid over-optimisation by stuffing keywords, which might result in penalties. Instead, strive for a natural flow, ensuring the anchor text fits seamlessly into the overall content. 

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Support Your New Pages

New pages typically have fewer backlinks and may struggle to gain visibility. By incorporating internal links into your fresh content, you can boost their visibility and ranking from the moment they are published. 

One technique is to link from high-authority pages to your new pages, thereby passing on some link equity from the get-go. You can also regularly update your older, high-performing content to include links to your new pages, enhancing the crawlability and visibility of your newer content.

Audit Your Site’s Existing Internal Links

Once you’ve built and implemented your internal linking strategy, it’s crucial to conduct regular audits to ensure your efforts are paying off and to identify any potential issues that might be impeding your SEO performance.

Internal Link Issues & How to Solve Them

Even with the most meticulous approach, internal link issues can arise. Recognising and resolving these quickly is key to maintaining an effective website structure.

  1. Broken Links: These lead to a non-existent or moved page (resulting in a 404 error), which provides a poor user experience and affects your site’s SEO. Utilising SEO tools like Google Search Console can assist you in recognising and correcting broken links.
  2. Redirected Pages: Over time, pages get moved or deleted, and redirections are put in place. However, excessive redirections can slow your site down. Try to replace internal links to redirected pages with links to the final destination.
  3. Orphan Pages: These are pages without any internal links implying to them, making them hard to discover. To fix this, link relevant pages to the orphan page or consider whether the page is needed at all.
  4. Excessive Links to Unimportant Pages: Avoid linking too often to low-value pages (like contact or privacy policy pages) from your high-value pages. It can dilute your link equity and direct spiders away from your more important content.

Tools and Plugins for Internal Link Building

To help manage your internal linking strategy, several tools and plugins are available. They make it easier to find new link opportunities, track your progress, and more.

  • LinkWhisper offers suggestions for internal links based on your content. 
  • All in One SEO has comprehensive features for complete site optimisation, including internal link building. 
  • Internal Link Juicer is excellent for automatic internal linking based on predefined keywords. 
  • Interlinks Manager offers link suggestions, link tracking, and analysis, among other features.

Internal Linking Strategies to Avoid

While there are many effective strategies for internal linking, there are also practices to avoid:

  1. Avoid Over-Linking: An excessive quantity of internal links might make the content hard to read and may make search engines think you’re spamming. Balance is key.
  2. Avoid Irrelevant Links: Make sure your internal links are always relevant to the context of your content. Irrelevant links can confuse both your users and search engines.
  3. Avoid Using Exact Match Anchor Text Too Often: While it’s important to use keywords in your anchor text, using the exact match too frequently can look manipulative to search engines.
  4. Avoid Complex Linking Structures: Keep your internal link structure as straightforward as possible. Complex structures can confuse search engine crawlers and users alike.


To wrap up, internal link building is a crucial yet often overlooked aspect of SEO. A well-planned approach to internal linking can dramatically improve the user experience, search engine indexing, and ranking of your website. With a clear understanding of the role of pillar pages, the creation of topic clusters, the importance of anchor text selection, and how to support new pages, you’re now equipped to optimise your site’s internal link structure. 

Remember, regular audits are also crucial to ensuring your internal linking strategy stays sufficient. With these insights, you’re ready to harness the power of internal linking and take your SEO to the next level.


Yes, internal linking is indeed a factor in website ranking. According to Google’s “How Search Engines Work” guide, internal links aid in discovering new pages, therefore contributing to a site’s ranking. By leading from known pages to new ones, internal links facilitate Google’s crawl process.

While there’s no definitive figure, a good rule of thumb would be to include 5-10 internal links for every 2,000 words of content. Be mindful not to overload your pages with links; Google may not crawl pages if they consider your internal linking practice as spammy and an attempt to manipulate SEO results. 

Yes, clickable buttons that direct users to other pages on your website do count as internal links. They play a role in the navigational structure of your site.

As a best practice, internal links should open in the same tab to maintain a smooth and cohesive user experience. On the other hand, external links are often set to open in new tabs to keep your website accessible and reduce bounce rates.

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