How good internal linking improves your SEO

A free, underused lever

Internal linking refers to the links that connect the pages of a single site to one another. Unlike netlinking (inbound links from other sites), it's entirely under the company's control and costs nothing to implement. Yet it remains one of the most neglected SEO levers.

Passing authority from strong pages

A page that receives a lot of external links, or that already ranks well, can "pass" part of its authority to the pages it links to. Linking a high-performing blog post to a strategic service page helps that page rank better.

Helping search engines discover deep pages

A page with no internal links pointing to it is hard for crawlers to discover, even if it's included in the sitemap. A well-thought-out linking structure ensures every important page on the site is reachable within a few clicks from the homepage.

Descriptive link anchors

Link text (the anchor) gives search engines an extra clue about the content of the target page. Generic anchors like "click here" waste this opportunity; descriptive anchors that naturally pick up the target page's keywords strengthen the topical signal of the linking structure.