What are internal links?
Internal links are connections between pages on the same website. When you click an internal link, you move from one page to another within the same domain. Each link consists of anchor text, which is the clickable word or phrase, and a URL, which is the address of the page you're linking to. This gives both users and search engines a path through your content and helps create coherence between your pages.
In practice, internal links form the skeleton that supports your website's entire structure. Without them, it becomes difficult for search engines to work out how your pages fit together, and for users to understand your content hierarchy. In other words, internal links are part of the digital infrastructure that connects all your content — from the top-level category pages to the most in-depth blog posts.
How do you use internal links?
You use internal links when you want to create natural connections between your pages. That might be linking from a category page to a subtopic, or referring to a related topic in a blog post. What matters is that the link helps the reader along while telling search engines how the content is related.
The most effective way to use internal links is to think in hierarchies. The homepage sits at the top, and from there the link structure flows outwards like a pyramid. If you work with SEO, this structure helps search engines index your pages more efficiently. At the same time, you distribute so-called “link authority” — that is, signals of relevance and trustworthiness — across the whole website, so it's not just the homepage that gets attention.
Why you should use internal links
There are several reasons why internal links matter. First and foremost, they improve usability. When you place your links strategically, you create intuitive navigation that helps users find their way to the next natural step. This reduces friction and ensures your visitors stay on the site longer.
From an SEO perspective, internal links act as signals to Google about which pages are most important. When many internal links point to a page, the search engine interprets it as a sign that the page has high value. This means you can influence which pages rank as highly as possible. In other words, you can use internal links as a strategic lever to highlight your most important landing pages, product categories or articles.
In addition, internal links distribute your site's authority and strengthen the pages further down the structure. When you link from a well-visited page to a lesser-known one, you pass on some of the authority. This creates an even distribution of visibility across the site and helps search engines discover pages that might otherwise be hidden away.
How do you use internal links in practice?
To get the most out of your internal links, you need to work systematically. Start by mapping your website's hierarchy so you know which pages should have the most links. Next, review your existing pages and identify relevant opportunities to link across them.
A good starting point is to:
- Use descriptive anchor text that clearly says what the page is about
- Only link when it makes sense for the user — avoid overusing links
- Prioritise the pages you want search engines to weight most highly
- Check your links regularly so you avoid dead or broken connections
If you work with content marketing, internal links are also an important part of your distribution strategy. They help your content circulate for longer and create more entry points to the same topic. The combination of quality content and a well-thought-out internal link structure ensures that both people and algorithms can find their way around your universe.
If you use Google Search Console or SEO tools, you can track how many internal links point to a given page. This gives you a clear picture of which pages are lacking attention and where there's room for optimisation. That way, you can make adjustments so the internal link juice is distributed effectively and helps your most important pages rank better.
What should you watch out for?
A well-planned internal link structure requires balance. If you overlink, you risk the links losing value and the user becoming confused. If you link too little, search engines can lose track of your website. You therefore need to find the level where your links are both relevant and natural in context.
Also pay attention to your anchor text. Avoid generic phrases like “click here”, because they tell neither the user nor the search engine anything about the content. Instead, use precise descriptions that reflect the content of the link target. If you also make sure your internal links support your overall strategy for SEO and digital presence, you strengthen the coherence between all your content across channels.
Finally, it makes sense to keep updating your internal links as you publish new content. That way, you keep the structure alive and ensure that all your pages work together to make your overall solution more visible online.
