Internal Linking

Connecting your content, making it easier for search engines to navigate.

Internal linking is one of the most overlooked parts of on-page SEO

 

Most businesses focus on keywords and backlinks, but forget to link their webpages to one another.

Unfortunately, when internal links are poorly structured, search engines struggle to understand what pages are important and how they relate to one another.

Done properly, internal linking strengthens authority across your website and makes it easier for users and search engines alike to navigate through your content.

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What is internal linking?

Internal linking is the process of linking one page on your website to another page on your website.

For example, your homepage might link to your key service pages. A blog might link to a relevant product or service.

These links act like signposts. They guide both users and search engines through your content. It helps improve your on-page SEO, passing authority from your stronger pages to your most commercially important ones. 

Improve your internal linking strategy

Internal linking helps you:

  • Improve rankings for priority services
  • Keep visitors on your website for longer
  • Make it easier for customers to find what they need
  • Strengthen your overall SEO performance

How does our internal linking service work?

We assess how your pages are currently connected and identify weaknesses.

This includes spotting:

  • Important pages with too few internal links
  • Pages that are overlinked and confusing
  • Orphaned pages with no clear pathway

This lays the foundation for us improving your internal linking structure. 

From there, we create a logical internal linking framework that supports your key services and growth priorities. 

Want to push a specific service? We’ll make a concerted effort to link back to it more often. 

Every link serves a purpose. We never add links for the sake of it.

The words used in internal links matter.

We ensure link text is clear, relevant and aligned with your target keywords, without appearing forced or unnatural. This is important, as AI search engines prioritise high-quality, natural text, so your links must not be jarring.

As your website grows, new pages and services/products will be added. Internal links need to be considered at every stage. 

We continue refining your link structure to ensure that new content builds on your existing foundations rather than weakening them. 

Say hello to your new SEO team.

Looking for an SEO agency? 

Look no further. 

We’re here to answer any questions you might have about how you can best implement SEO for your business.

FAQ Centre for internal linking

See the most frequently asked questions about internal linking, answered by experts.

Find your answer and speak to us today.

FAQ Centre for internal linking

See the most frequently asked questions about internal linking, answered by experts.

Find your answer and speak to us today.

Internal linking is the practice of linking one page on your website to another. It helps visitors navigate your site and helps search engines understand how your content fits together.

Search engines use internal links to determine which pages are important.

If your key services are rarely linked to, they may struggle to rank. A strong internal linking structure ensures your most commercially valuable pages have the most authority (are more likely to be ranked in search engines) rather than spreading authority across your less important pages.

Yes, especially for competitive service pages.

When multiple relevant pages link clearly to a priority service, it reinforces its importance. Over time, this strengthens its ability to rank. Internal linking does not replace backlinks, but it ensures you are making the most of the authority you already have.

An orphan page is a page with no internal links pointing to it.

If search engines cannot easily find a page through your internal structure, it may not get crawled or ranked effectively, even if the content is strong.

There is no magic number.

The key is relevance and clarity. Links should feel natural, help users move logically through your content and support your commercial priorities. Too many links can be confusing. Too few can leave important pages buried.

Absolutely. Good internal linking guides visitors from informational content, such as blogs, towards service pages and contact forms. It creates clear pathways through your website, which makes it easier for prospects to take action.

Very much so.

For SMEs with fewer backlinks than larger competitors, internal linking is one of the most effective ways to maximise existing authority and strengthen key service pages without increasing ad spend.