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Great content feels more like a treasure hunt than a straightforward journey from A to B. As you read a paragraph, a hyperlinked phrase catches your eye. You click it and get sucked into another page. Eventually, you might meander back to your starting point, or maybe you start perusing the site's product catalog instead.
As a creator, an internal linking strategy can help you spark these moments of adventure. By mapping out connections between your site's content, you can guide visitors to the right places at the right time. A blog post about dog training could lead to articles about positive reinforcement, then to a product page for dog treats, and so on.
Of course, it's not just about scattering digital breadcrumbs for visitors. Internal links also support search engine optimization (SEO) and make your site feel more intentional.
What Are Internal Links?
An internal link is a doorway that leads visitors to another page on your website. Instead of fussing with the search bar — or, more likely, just leaving — they can click these links to discover related content or products. This creates a much better (and often longer) user experience.
These links also affect crawlability in SEO. Search engines use bots called crawlers to discover and index online content. If five other pages link to your blog post on sustainable fashion trends, the crawlers are more likely to find it.
An internal link building strategy helps prevent orphan pages, too. Nothing leads to these pages from your site, leaving them floating aimlessly in the ether until someone randomly stumbles across them. Orphan pages get much less traffic than linked pages, so take the time to connect them to your spiderweb of content.
Internal vs. External Links
A successful content linking strategy includes two types of links: internal and external. Internal links connect pages within a single website. They encourage visitors to stick around and explore your brand's materials.
External links take users to outside sources. They're often used to share resources and back up claims with research. A blog post about acne creams, for instance, may include external links to studies about the benefits of benzoyl peroxide and other ingredients.
Why Internal Links Matter for SEO
Every SEO plan should include a solid internal linking strategy. Here's why.
Site Structure
Internal links improve SEO site structure by sorting pages into a clear hierarchy. That helps both search algorithms and humans tell the difference between core topics and supporting resources.
Blogs can be organized around pillar content — which address broad topics — and more niche supporting pages. For example, business service provider platform Clutch has several blog posts on workplace technology that link to a core article with original research.
Link Equity Distribution
Connecting content with hyperlinks also spreads page authority for SEO. Essentially, higher-ranking pages can share some of their value with lower ones. It's not a magic pill, but it gives more obscure pages a small boost.
Search Engine Discoverability
Internal links boost organic rankings by helping search engines see which pages matter most and how all your content fits together. That makes it easier for algorithms to point users to, say, an in-depth how-to guide instead of a more niche article.
User Navigation
Spinning a spiderweb of related content helps visitors jump from Topic A to B. For example, someone who reads a detailed case study about your menu software probably wants to learn more about its features. An internal link gets them there in a single click.
Website navigation is part of SEO because search engines prioritize accessible, user-friendly sites.
How To Develop an SEO Internal Linking Strategy
You may feel tempted to start linking every vaguely connected page, but put the mouse down. It's best to use SEO internal links thoughtfully. It should feel like you're intentionally guiding readers to a destination, not snaring them into a maze.
These SEO best practices will help you create a logical internal link building strategy.
1. Plan Your Site Structure
Before you start clicking "crtl + K," take the time to do an internal link audit. Which pages already have plenty of internal links, and which ones look a bit sparse? Are there any orphan pages? Use this opportunity to plan other technical SEO improvements, too, such as adding meta descriptions to all of your pages.
Once you've got a sense of the current link situation, zoom out and consider your overall site's layout. Many businesses use a pillar content marketing strategy, which involves grouping subpages around bigger themes.
One master of pillar marketing is StrongDM. Its sprawling blog features several pillars, including compliance, zero trust, and databases.
2. Create Pillar Pages and Topic Clusters
Brainstorm possible themes that will appeal to your audience. Choose three or four to design pillar pages for. These are in-depth resources that you can link to again and again, so focus on big-picture concerns and ideas.
Break down each pillar into a few topic clusters. Include a mixture of trendy and evergreen content to reach the most readers. A blog for a human resources software company might look something like this:
- Pillar 1: Talent management
- Topic A: Skill building in 2026
- Topic B: Key job skills in 2026
- Pillar 2: Employee recognition
- Topic A: Incentive programs
- Topic B: Increasing the return on investment of employee recognition programs
- Topic C: Strategic recognition
3. Use High-Authority Pages
Use contextual linking to add quality backlinks from other credible sites. Sharing advice for packing a toddler's lunch? Cite the Centers for Disease Control and Prevention's feeding guide. If you're writing about French bulldogs, link to the breed standard on the American Kennel Club website.
These authoritative sources give your own site more credibility by proving that you've done your research.
4. Use Descriptive Anchor Text
Anchor text optimization is a critical but often overlooked part of SEO. Always hyperlink specific phrases that help the viewer understand where they'll go. "Best dog breeds for children" gives a lot more information than "dog."
You should also avoid salesy language, such as "Check out this link!" or "Buy now." Search engines may flag these phrases as spam, which hurts SEO.
5. Focus on New Content
Search algorithms are always craving fresh content. Feed these hungry dragons a steady stream of new materials. This new content will help you grow your network of links and fill in any gaps.
6. Identify Any Broken Links
Like any aspect of SEO, internal linking strategies aren't a one-and-done kind of thing. Be sure to check for broken links often, especially if you're shuffling content around.
These errors confuse users and crawlers, making your site seem outdated or even unprofessional. Tools like Screaming Frog and Google Search Console can spot these errors quickly.
7. Include Navigability in Your Internal Link Strategy
Put yourself in your audience's shoes and look for ways to bring out their inner explorers. Use menu bars to draw their attention to key pages, such as your product catalog and "About Us" section. Sidebars and "you may also enjoy" sections also spark curiosity.
Of course, the body of your content should also feature a healthy — but not excessive — number of internal links. As a general rule of thumb, aim for one link per hundred words. They can connect to product pages, related articles, or calls-to-action. For instance, internal linking strategies for e-commerce category pages may include linking to seasonal items or how-to guides.
Above all, keep asking yourself, "Where do customers want to go, even if they don't realize it? How can I get them there?" When it's easy to get around your site, your conversion rates will naturally improve.
Build a Smarter SEO Foundation With Compose.ly
If your website is a virtual city, internal links are the alleys and streets that help users reach their destinations. The most effective sites have clear, well-planned structures. They also use internal links to build authority and improve the user experience.
Once you've got your site mapped out, use our on-page SEO checklist to improve the rest of your pages. Compose.ly's SEO services can also help you create expert content that ranks and builds on what you already have.
