Internal Linking for SEO

internal linking for seo


“Internal Linking is vital for SEO, by allowing both website visitors and search engines to access and find your content you can ensure you’re getting the most out of your website.”

What is internal linking?

Internal linking is the use of hyperlinks, which lead you to another section or page on the same website. Internal links can be found in menu bars, headers, footers, sidebars, call to action buttons, images, and in bodies of text, and come in two different types.

The first variation is linking that points to a section of the same webpage. For example, the following link will lead you directly to the section, Why use internal linking?‘.

The second form of internal linking leads you to another webpage on the same domain. For example, this link will direct you to the home page of


Why use internal linking?

Internal linking helps both Google and your website users with navigating your website, which in turn benefits your company and often leads to short and long-term success. At we have been improving our links every day, trying to link internal articles to other articles. As you will see at the bottom of this page we have included links to both internal and external sites. This is beneficial for SEO purposes.

Benefits of internal linking:

  • Users/customers can move from page to page or section to section on your website (without internal linking, users would be stuck on one webpage)
  • Your website users can access information with ease when internal links are well organised and helpful
  • Users will not get frustrated by website navigation issues, therefore they are more likely to remain on your website for longer, enjoy their experience with your company and potentially recommend your site to others
  • Quality internal linking helps Google to navigate your websiteand therefore improves SEO
  • Internal linking prioritises your content for Google, creating ‘link juice’ which increases your rankings

Internal linking is a powerful tool and can greatly improve the performance of your website and your company’s overall profitability.


internal links analysed
How to best use internal linking for SEO

Here are some top tips on internal linking:

  • Only use internal links if they are valuable to the website user
  • Limit your internal links so that they don’t confuse the viewer or look like spam
  • Any given webpage should have a maximum of around 100 internal links (including every single link on the page, not just the body of text)
  • In a body of text, limit the number of internal links to 5 or below, but of course this depends on the volume of text
  • Vary the words you use to represent an internal link to avoid being penalised by Google
  • Use a larger number of internal links leading to the pages that you want to rank higher in search engines
  • Use two or three words as an internal link (one does not look credible and more than three is too wordy)

Essentially, if you are constructing your website in a way that is most useful for your website visitors, you are well on your way to successful internal linking.

Discuss your website’s on-page strength with SEO Specialists and get on the right track for a successful 2015.

Disclaimer: This article was produced as part of a learning initiative for our graduate program. The tips and facts presented are not necessarily shared by


Related Articles

  1. Our On-Page checklist for SEO
  2. What is Duplicate Content?
  3. Exclusive Analysis of Penguin 3.0 Update


Other Resources

  1. Kissmetrics – The Seven Commandments of Internal Linking that Will Improve Content Marketing SEO
  2. Moz Whiteboard Friday – Information Architecture for SEO
  3. OrbitMedia – 9 Best Practices for SEO and Internal Links

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