How Important is Internal Linking on a Website? | All Must Know

How Important is Internal Linking on a Website? | All Must Know

Internal linking is the foundation of well-conducted website optimization. By properly placing links between subpages within one website, you facilitate navigation and improve the positioning process. In the article below you will learn how to use internal linking to make the Page Rank flow as effective as possible.

Table of Contents

  • Definition of internal linking
  • Advantages
  • How to correctly perform internal linking?
  • Optimization of internal linking
  • Summary

Short Definition of Internal Linking

Internal linking is links within one website that allow Google recipients and robots to reach all content on the page. In the SEO industry, it has long been the rule to reach every place on the site from anywhere on the site, in a maximum of 3 clicks. It’s healthy from a UX and business point of view.

By internal linking, you improve the page indexing process by search engine robots and also lead the user to the places you care about. To sum up, an internal link is an effective way to direct the recipient to other subpages between subpages, categories, etc. in order to convey valuable content to recipients and robots.

Why is Internal Linking Worth Doing?

Internal linking gives you an extremely large field of possibilities. Few people know that the right structure of internal links has more potential than external linking. To the point.

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Simple and Intuitive Navigation Path for the User

This is an extremely important UX factor. Nowadays, Google is increasingly taking into account the feelings the recipient had when contacting the site. The key is how much time he spent on it and what and if he did at all. Well done internal linking makes the user feel comfortable.

Better Positions of Key Phrases on Google

Internal linking allows you to plan optimal control of your website’s SEO power flow to specific places on the page. By internal linking to the most attractive subpages from a business point of view, you will allow these places to gain strength, and this usually translates into higher positions in SERPACH and, consequently, traffic. In other words, it translates into better website positioning.

More Effective Crawler Indexing

When you implement internal linking correctly, Google’s crawlers will be able to index more content in their resources. This is especially important when you have a large store or portal, and crawl budget – i.e. the maximum Google indexing capabilities in relation to your domain are not satisfactory for you.

Lower Bounce Rate

Internal linking reduces the bounce rate – CTR, which is the number of times a user enters your site and exits quickly without doing anything. Encouraging the user to make the next click is not enough that you have a better chance of converting in the form of a purchase or query (which reduces the aforementioned bounce rate), its low level is a good signal for Google.

Builds the Theme of the Site

By using internal linking, you really show Google what your site is about. This allows robots to connect your site with a plurality of themed expressions, which has a positive effect on your site’s overall visibility in search results.

Greater Security

There is a lot to do in the context of internal linking. And despite the fact that it has more potential than external linking, often people focus on the latter issue. And internal linking, which gives great results, is more secure than external linking. You have to try very hard to get banned from the internal link.

How to Correctly Perform Internal Linking Under SEO?

1. Main Menu

This is one of the key elements of internal linking. Extremely helps users in navigation. It’s a good idea to use keywords as anchor text. For example, allegro has very good links in the main menu. With such large portals, it is important to more strongly favor subpages that are key from a business point of view.

Internal Linking

2. Side Menu

As you well know, users scan pages from left to right, with more interest being generated by the items placed on the left. Therefore, it is worth implementing the side menu. Not only that, you can tempt the user to further browse the page, you also improve the internal structure of the page.

Internal Linking

3. Page content

However, inline links have the greatest potential in internal linking. Why? Because Google is a text search engine, she loves extensive content, which is why such links are the most natural for her. Links from the content can be used on the main page from which you transfer power, e.g. to a category. If you have a lot of products or services and do not want to create a powerful menu, then in the content link to subpages that are not in the menu, so as not to duplicate references to the same subpage.

You can also link between thematically related subpages. Blog articles, however, have the most power. Linking from the guide content to the related subpage is the most effective. Equally good is to use blog teasers on the home page.

4. Tootsy

Although links from the footer do not have the same power as the ones mentioned above, it is worth to add a site map and links to several of the most important subpages there. But keep in mind that Google adheres to the “first link counts” principle. It means that Google only considers the first link to the given subpage, and ignores the rest. Therefore, in the footer, add a link e.g. without www or with #, so that the link is slightly different. Such a tiny manipulation 🙂

Internal Linking in Footer

5. Navigation – Breadcrumbs

The crumb menu makes it easier for the user to find himself while browsing the site. It gives him information about where he is and how he can quickly return to the nested place above. This improves the user’s overall feel. It’s extremely annoying when you can’t find what you want, right? Take care of this element of the site, especially when you administer a large portal.

Internal Linking Optimization

You already know where you can do internal linking on the page. Let’s move on to another important issue – optimization of internal linking. Links should be optimized for several factors:

  • Anchor text- use a variety of anchor text. Use these to let users know what to expect after clicking. Use key phrases you care about in different grammatical forms and using synonyms.
  • Link Diversification- Remember to use both inline and graphic links to break mono hermeticity. For image links, remember to fill out the alt attribute (it plays the role of anchor text).
  • Linking a subpage with a 404 error- it may be trivial, but you have to write about it. Do not link to pages that return a 404 error. This is a waste of page power, as well as an adverse solution under UX.
  • Link to pages directly- link to pages that are 301 redirected to, rather than to redirecting subpages.
  • Attribute rel = “nofollow”- If subpages on the page are irrelevant from a business point of view to the redirect link, add the attribute above. Thanks to it, you will not transfer page strength to this subpage. This is a good solution if you have a privacy policy, certificates, etc. for subpages.
  • Linking the most important subpages- if there is a group of subpages/products on your site that you want to specifically promote, direct more links to it, e.g. from blog articles that you create to generate traffic from a long tail.

You can read about the technical details on the MOZ blog.


Internal linking is one of the most important elements of website optimization. Appropriate linking has a positive effect on the indexing of website resources, makes the user get to know the site better, and this translates into a lower bounce rate and higher conversions. It is worth that you devote time to this issue because it has a huge potential that the leading positioners and SEO specialists know about all over the world.

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