Internal Link
A link from one page on your site to another page on the same site. The most underrated SEO lever. Good internal linking distributes authority and helps Google discover and understand your pages.
Why It Matters
Internal linking is the one SEO lever you have complete control over. You can't control who links to you externally, but you can control how authority flows within your own site. A strong internal linking structure helps Google discover new pages, understand topical relationships, and distribute ranking power to your most important pages.
Most sites massively under-utilise internal linking. They have orphan pages with no internal links, important pages buried deep in the site architecture, and zero strategic thought about how link equity flows.
In Practice
Audit your internal links with Screaming Frog or Ahrefs. Find orphan pages (no internal links) and pages with the most authority (most backlinks). Then create internal links from your strongest pages to the pages you want to rank.
Use descriptive anchor text for internal links - it's a direct relevance signal. "Read our guide to technical SEO" is better than "click here" or "learn more."
Add contextual internal links within your content, not just in navigation menus. Blog posts should link to related service pages. Service pages should link to relevant case studies. Every page should have a clear path to your most important conversion pages.
Related Terms
Glossary
Anchor Text
The clickable words in a hyperlink - a relevance signal Google actually uses.
Glossary
Link Equity
The ranking value passed through links from one page to another - also called link juice.
Glossary
Content Cluster
A group of related pages around a core topic, connected by internal links.
Glossary
Orphan Page
A page with no internal links pointing to it - invisible to search engines and users.
Glossary
Crawling
How search engine bots discover and download your pages - the first step to ranking.
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