In the classic tale of Goldilocks and the Three Bears, a curious girl named Goldilocks wanders into a woodland home owned by a family of bears, who happen to be away. Inside, she tests each bear’s porridge, chair, and bed. She finds that balance is key—too much or too little doesn’t work, but “just right” is perfect. The same principle applies to internal linking in SEO: the right balance of link quantity and quality provides value to both users and search engines.
What is Internal Linking?
At its core, internal linking refers to hyperlinking one page of your website to another page within the same domain. While it may seem simple, internal links are pivotal in establishing your site’s hierarchy, distributing link authority, and improving user experience.
External linking is hyperlinking to other websites, which can provide additional resources for readers and build visitor credibility by connecting your content to high-authority sources. Both types of links play a role in SEO, but internal links focus specifically on guiding users and search engines through your own site.
Types of Internal Links
There are several types of internal links that you can strategically employ on your site:
- Contextual Links: Embedded within the main content, contextual links enable readers to dive deeper into related topics.
- Example: In a blog post about gardening for beginners, a contextual link within the copy could link to an article on seasonal planting tips.
- Hierarchical Links: Used to connect higher-level pages with subpages, such as linking a category page to its subcategory pages.
- Example: On a recipe website, a Desserts category page might link to subpages like Cakes, Cookies, and Pies.
- Navigational Links: Located in menus and footers, they guide users to the most pertinent pages.
- Example: In a clothing website’s dropdown navigation menu, top-level categories like Tops, Bottoms, and Dresses help users quickly access main product sections.
Benefits of Internal Linking for SEO
When internal linking is done with intention, the benefits are numerous:
- Effective Authority Distribution: Internal linking spreads authority from high-ranking pages to others, which can help underperforming pages gain traction.
- Enhanced SEO & Crawlability: Internal links allow search engines to crawl and understand the relationship between pages, improving relevance signals and boosting rankings.
- Improved User Experience: Users enjoy intuitive navigation, much like Goldilocks testing down the line to find the porridge she liked best. Reduced bounce rates and increased session duration signal users’ engagement with search engines.
- Lower Bounce Rates: By encouraging visitors to explore more pages, internal links can reduce bounce rates, which is a positive ranking factor for SEO.
The Importance of Crawlability
Internal hyperlinks aren’t just for human visitors—search engine bots need them, too. Imagine Goldilocks entering a house with doors that lead nowhere. It’s confusing and frustrating! Similarly, links must be crawlable so search engines can efficiently navigate and index your site.
Building Up Crawlable Links:
- Use Standard HTML Links: Avoid using JavaScript-heavy links that search engine crawlers may struggle to follow. Google has said that it only considers links coded with an anchor tag and an href attribute to be links and that it won’t crawl other forms of links that browsers interpret as links.
- Avoid NoFollow Tags: Unless there’s a specific reason, ensure your internal links are “dofollow” to pass authority between pages.
- Audit for Broken Links: Regularly check for and fix broken internal links that can disrupt user experience and SEO performance.
When to Use Internal Links
Encourage deeper engagement with related pages by implementing these links. Timing and placement are critical—when used strategically, these hyperlinks can guide users to interconnected content, enrich navigation, and reinforce calls-to-action (CTAs). Effectively use internal linking when:
- Adding New Content: Whenever you publish new content, ensure it’s linked to a few relevant existing pages. This practice can boost topic authority, distribute link equity, and drive foot traffic from other pages.
- Establishing a Clear Site Structure: Internal links help build a logical hierarchy that’s easy for both users and search engines to navigate.
- Optimizing Anchor Text: Avoid generic phrases like “click here” and unnatural language. Use descriptive anchor text and CTAs to signal what the linked page is about, as explained in What Makes a Great SEO Backlink? This aids users and sends clear signals to search engines.
- Strengthening Authority: If you have high-traffic/high-ranking pages, use internal links to pass authority to newer or lesser-known pages. This approach also drives more views toward new content and reinforces your site’s overall topical credibility.
Where to Place Internal Links
Think back to Goldilocks wandering through the bears’ house. Without a clear path, she had to try everything to find what was “just right.” Thoughtfully placed internal links create a similar journey for crawlers and users, helping them navigate your site naturally to find what they’re looking for.
When adding internal links, aim for that balance—too many can overwhelm, while too few might leave valuable content undiscovered. Focus on strategically placed, relevant links that guide users and add value to their experience.
Key Placement Strategies:
- Authoritative Pages: If you have pages that consistently perform well, link to related or supporting content to distribute authority. Avoid linking to too many items in a single sentence, as readers are less likely to click on multiple links presented in this way. The potential links are bolded below.
- Example: For a classic look, start with our Little Black Dress guide, which remains a staple in any wardrobe. For more options, check out our newest dress collections in trendy colors: bold reds, soft pastels, and true blues to add variety to your closet.
- Contextual Links: Place links within the content where they make sense within the context, adding value without overwhelming the reader.
- Example: When planning your holiday menu, choose comforting seasonal side dishes that complement your main course. For dessert, our Decadent Chocolate Cake will have your guests begging for seconds!
- Deep Linking: Don’t only link to the homepage or category pages—link to older articles, niche pages, or relevant product details to keep them visible and relevant.
- Example: When planning your garden layout, consider a mix of plants that bloom at different times of the year to maintain color throughout the seasons. For tips on selecting the right plants, read our guide on choosing perennials.
- Link Siloing: Grouping related content reinforces topical authority by linking all pages on a specific theme.
- Example: In a blog series about fashion essentials, linking all “Wardrobe Staples” posts to each other (i.e., guides on classic dresses, versatile jackets, and essential accessories) can build a solid internal network that enhances the theme’s authority.
Finding the “Just Right” Balance
Just like in Goldilocks and the Three Bears, striking the right balance with internal linking can make magic. Too few links and content may be isolated; too many, and you risk overwhelming users and search engines. However, with the “just right” amount, internal links create a cohesive experience that benefits SEO, enhances user engagement, and guides visitors smoothly from page to page.
Avoid repeating the same anchor text or linking to the same page multiple times on a single page, as crawlers generally prioritize the first link instance, making duplicates unnecessary. For users, excessive repetition can feel redundant and dilute the impact of your links.
Take the time to review your internal linking strategy—conduct an audit to find orphaned pages, refine anchor text, and create a balanced approach for the number of links. Choosing the most suitable links and logical ratios can pave the way to a “happily ever after” for your website by boosting SEO, improving user experience, and guiding visitors smoothly from page to page.
