What are internal links and why are they so important for SEO success?

SEO has many components and there is no doubt that two of the most important are link building and content marketing.

Make sure to earn links to your pages from authoritative websites and post optimized and relevant content on your website and blog, and your chances of ranking well in the SERPs will definitely increase.

However, SEO is not limited to this.

There are some strategies in SEO that may not be as well known as the two we mentioned earlier and therefore become easy to overlook.

One of these strategies is internal linking.

Whether you’ve heard of it but never used it to boost your business’s online presence, or you don’t know what we’re talking about, today’s article will teach you all the basics you need. you must know about the role of internal linking in SEO.

What is an internal link?

Type this question into Google and you will most likely find several definitions full of technical SEO jargon.

That’s great if you’re familiar with all things SEO, but if you’re not, don’t worry, we’re here to make it easy.

That said, an internal link is a hyperlink on a website that points to another page on that same website. To give you an example, if you wrote an article for your blog and ended it with a CTA that linked to your product page, that would be an internal link.

Why is internal linking important?

In order for your website to appear in the SERPs, Google must crawl and index it, which means it must analyze your website’s content and code and then add it to Google’s index.

However, as you can imagine, not all websites make the final edit and get indexed, which begs the question: how does Google decide which websites to put on the SERPs?

The short answer is: through its ranking factors.

The long answer is…well, long enough to write an entire article about it.

But back to today’s main topic, one of the ranking factors that Google always takes into consideration is links.

Google’s crawlers actually use links to discover new pages and navigate the website. Knowing this, it becomes easy to understand why internal links are important, right?

The more internal links you have, the more Google crawlers are able to crawl your website and discover more content to index.

Additionally, internal linking helps Google understand the structure of each page on your website, as well as the relative importance that different pages have to the website – but we’ll get to that in a moment.

How can you use internal links in SEO?

Internal links are fundamental to organizing and prioritizing your website for SEO purposes and today we will cover two main ways to use these links:

Structure of the website

When Google finds an internal link, it reads the anchor text and then identifies the destination, which means it can associate the keywords in the anchor text with the overall purpose of the page.

In other words, anchor text helps Google discover new pages, as well as understand and prioritize the page on the website, as we mentioned earlier.

To give you an example:

Let’s say you have a pizza place and in one of your blog posts you include an internal link with the anchor text, “pizza dough”, to another page on the website related to the same topic.

This will give Google more confidence that the landing page is meant to be optimized for “pizza crust”.

Also, if several pages of a website are internally linked to the pizza crust landing page, it will definitely indicate that this is what it is about.

When you get to the action and start including your internal links, you can choose one of two methods: either plan your linking strategy and keep things in order, or just add the links as you go. as you go, without thinking too much about it.

My advice? Keep your internal linking strategy organized and you’ll have more control and understanding of your website structure.

Passing Link Equity

Internal linking also helps convey link equity on a website, which is especially relevant if you have invested in link building as well.

The truth is, link building can be a difficult strategy to master.

This may even be impossible if you are trying to generate links to sales pages (i.e. pages with services and products) as many websites have strict rules against linking to this type of page.

For this reason, the links you earn through link building often lead to your homepage or blog posts, which offer content and information but don’t exactly sell themselves.

To marry this situation, you can simply build links to your blog posts, which will gain link equity over time, and then add internal links from those posts to your sales pages, so that link equity that items have accumulated can also be shared with the products or services page.

Start working on your internal links today!

If you’re one of the many companies that underestimates the power of internal linking, now is the time to change that.

Not only will they make a huge difference to your SEO results, they couldn’t be easier to implement. After all, adding internal links to your content is not up to anyone but yourself and your team.

So if you’re looking for ways to boost your SEO efforts, I’d say internal linking is a great place to start. Good luck!


Rosemary S. Bishop