Internal linking and SEO

Internal linking is one of the key elements of an effective SEO strategy. It helps not only with managing content on a site but also significantly affects the site's visibility in search engines. In this article we explain what internal linking actually is, how to use it correctly and what benefits it brings for search engine optimisation.

What is internal linking?

Internal linking refers to hyperlinks placed on a website that lead to other subpages within the same domain. These links help both users and search engine crawlers navigate the site, making it easy to move between different sections.

A hyperlink consists of a URL placed in an <a> tag as the value of the href attribute plus an anchor – the link text placed between the <a> tags. It can look like this:

<a href="https://domain.com">Anchor Text</a>

Internal links can be placed on a site in two ways: as relative or absolute paths. A relative path is one where there is no need to include the page's full URL, while an absolute path contains the full URL including the protocol name.

Why does internal linking matter for SEO?

1. Better indexing:
   • Internal links help search engine crawlers scan and index pages effectively. With a well-planned link structure, crawlers can reach all a site's subpages more easily, which speeds up indexing.
   • Pages with no internal links may be missed by crawlers, meaning they will not appear in search results.
2. Managing link juice:
   • Link juice is the authority passed from one page to another through links. With the right internal linking you can direct link juice to the most important subpages, improving their position in search results.
   • Sensible planning of internal links allows optimal use of the authority of the homepage and other high-authority pages.
3. Increasing time on site:
   • Good internal linking encourages users to explore the site further, increasing time on site. That in turn can reduce the bounce rate and increase the number of pages viewed.
   • Users who easily find content that interests them are more likely to return, which has a positive effect on customer loyalty.
4. Better navigation and user experience:
   • Internal links create a navigation structure that is intuitive and easy for users to understand. That makes it possible to find the information needed quickly and improves the overall user experience.
   • A site that is well organised and easy to navigate has a better chance of keeping users longer, which has a positive effect on conversions.

Internal linking best practice

1. Creating natural links:
   • Internal links should be natural and useful for users. Avoid excessive linking or placing links where they are not needed.
   • Make sure the anchor text is descriptive and clearly indicates where the link leads.
2. Using contextual links:
   • Links placed within the text of articles or blog posts are more valuable than those in footers or sidebars. Contextual links help search engine crawlers better understand the context and relationships between pages.
   • Contextual links also help users find additional information on the topic they are interested in.
3. Regular internal link audits:
   • Check your site regularly for broken internal links and outdated pages. Removing or fixing such links is crucial to maintaining a healthy site structure.
   • Use SEO analysis tools to monitor the state of internal links and identify potential problems.
4. A hierarchical site structure:
   • Build a hierarchical site structure where the most important pages are easily reachable from the homepage. A hierarchical structure helps search engine crawlers understand which pages matter most.
   • Use a sitemap to help search engines index all the site's pages quickly.

The benefits of internal linking

1. Better indexing and visibility:
   • Correct internal linking means search engine crawlers can index pages more easily and quickly, increasing their visibility in search results.
   • Better indexing means more pages from your site will be available to users in search results.
2. Increasing subpage authority:
   • Internal linking allows authority (link juice) to be passed from more valuable pages to those that need strengthening. That way you can improve the position of less popular subpages in search results.
   • Directing link juice to strategically important subpages helps build their authority and importance in the eyes of search engines.
3. Reducing the bounce rate:
   • Good internal linking encourages users to view more pages on the site, which reduces the bounce rate.
   • A lower bounce rate suggests to search engines that the site offers valuable content, which can have a positive effect on its ranking.

Summary

Internal linking is an indispensable element of an effective SEO strategy. It helps not only with managing content and improving indexing but also with increasing subpage authority, reducing the bounce rate and improving user experience. Regular audits and thoughtful planning of the internal link structure are key to maximising the benefits. Remember that well-planned internal linking can contribute significantly to your site's success in search results.