How to build an effective internal linking strategy for SEO

Internal linking is the process of connecting pages of your website to one another. A strong internal linking strategy can dramatically improve your website’s SEO, making it more visible to search engines and easier to navigate for users. In this article, we will explore how to build an effective internal linking strategy for SEO and provide answers to some common questions about internal linking.

1. Start with a Site Audit

Before you start building your internal linking strategy, you need to have a good understanding of your website’s current structure. Conduct a site audit to analyze your website’s current pages, URLs, and internal linking structure. This will provide you with insight into how your website is set up and what areas need improvement.

2. Plan Your Site Structure

With the information from your site audit in hand, you can start planning your site’s structure. Ensure that your website is organized in a logical and easy-to-follow manner. This means organizing your pages into categories that make sense and choosing a clear hierarchy for the pages.

3. Decide on Important Pages

Not all pages on your website are equal. Some pages are more important than others, and these pages should be linked to more frequently than others. Determine which pages on your website are most important and make sure they are linked to from other pages on your site.

4. Use Relevant Anchor Text

Anchor text is the clickable text that hyperlinks display. It is important to use relevant anchor text when linking pages internally. This means avoiding generic anchor texts like ‘click here’ or ‘more info’ and using descriptive text that accurately describes the page you are linking to.

5. Use a Variety of Internal Linking Formats

There are several ways to link pages internally, and using a variety of formats can help you maintain a diverse internal linking strategy. Some common internal linking formats include contextual links, footer links, and breadcrumb links.

6. Keep it Natural

Internal linking should be natural and unforced. Avoid over-optimizing your internal linking strategy by incorporating irrelevant links or overusing the same anchor texts. This can impact the user experience and harm your SEO efforts.

7. Review and Evaluate

Regularly review and evaluate your internal linking strategy to ensure it is effective. You can do this by analyzing your website’s metrics and determining what pages are receiving the most internal links. This will help you identify areas for improvement and allow you to adjust your strategy accordingly.


1. How many internal links should I have on a page?

There is no hard and fast rule regarding the number of internal links you should have on a page. Generally, it is recommended to keep the number of internal links on a page to a minimum to avoid overwhelming users. A good rule of thumb is to have no more than five internal links per page.

2. Are there any types of pages that should not be linked to internally?

Pages that you do not want indexed or pages that contain sensitive information should not be linked to internally. For example, a login page or a thank-you page should not be linked to internally.

3. How can I make sure my internal linking strategy is effective?

To ensure your internal linking strategy is effective, regularly analyze your website’s metrics and monitor how users are navigating your website. This will help you identify areas for improvement and adjust your strategy accordingly.

4. Is it important to have a hierarchy for my website?

Yes, having a clear and logical hierarchy for your website is important for both users and search engines. This makes it easier for users to navigate your website and helps search engines to understand your website’s structure, making it more likely to rank higher in search results.

5. Can internal linking improve my website’s SEO?

Yes, a strong internal linking strategy can significantly improve your website’s SEO. Internal linking helps search engines understand your website’s structure and the relationship between pages, which can improve your website’s ranking in search results.

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