Internal links are links from one page of your site to another. They are completely under your control and surprisingly powerful.
Why they matter
- Crawlers discover pages through links.
- Links pass authority from strong pages (like your home page) to deeper ones.
- Anchor text tells search engines what the linked page is about.
- Visitors find related content and stay longer.
How to do it well
- Link from relevant pages, inside the text, with descriptive anchor text.
- Make sure every important page has several internal links pointing to it.
- Keep important pages within three clicks of the home page.
- Fix links that point to redirects or missing pages.
A simple linking plan
- List your most important pages: main services, top products, key guides.
- For each, find three to five related pages that could link to it naturally.
- Add a link in the text with a descriptive anchor.
- From each guide, link to the product or service it relates to.
Navigation links vs content links
Menus and footers link everywhere, so their links carry less meaning. Links inside the content, surrounded by relevant text, are stronger signals of what the target page is about.
How many links?
There is no fixed limit. Add links where they help the reader. A page with hundreds of links dilutes each one; a long guide with a dozen relevant links is normal.
Keep links healthy
When you move or delete a page, update links that pointed to it. A site audit lists links that end in redirects or 404s, so nothing is left behind.
Find the gaps
A site audit lists orphan pages (no internal links) and deep pages (more than three clicks away). The internal links checker lists the links on any page.
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