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Internal Links: Why They Are Important

Creating links within your website to important pages can help your visitors to find your relevant content more easily and assist you in directing your potential customers to the correct pages to increase conversion.

What Are Internal Links?

Internal links are links embedded into your copy on your website that direct your visitors to specific areas or pages on your site to achieve your goal. This essentially guides your customer through the experience and creates your customer journey.

The image below provides an example of what an internal link looks like: –



An internal link can direct people from a blog post to a specific product on your site, or from the homepage to make a payment. These links benefit the website owner as they pull customers to take the correct route around the website, seeing all of the relevant information to achieve the goal. This could be directing people to make a purchase, getting them to sign up to a service or just take a look through portfolio work.

The visitor to the site also benefits from internal links as they get to the exact thing that they were looking for easily without having to search the website – no one wants to have to work hard to find the answer to a question.

How Do Internal Links Help Posts Rank On Google?

Internal links can significantly help increase rank on Google and Microsoft (formerly Bing). The internal link is like a backlink from another site, only the internal link is from another page or post on your own site.



Typically, backlinks are known for passings link power and authority from one website page to another website page. The power of the backlink helps increase domain and page authority which helps increase search engine visibility and rank on Google and Microsoft.

With the internal link, it does exactly the same as the external backlink. It passes power and authority from the page or post that the internal link is published on, to the page or post that the link is pointing to.

You are basically, spreading power and authority across your site when you carry out a sitewide internal linking process.

Why Are Internal Links Important?

Aside from making it easier for your visitors to find what they’re looking for, internal links also help increase your conversions along the way using high-quality journey mapping techniques, internal links also make your pages and posts more visible to a wider audience.

Search engines will list each of your pages separately based on different URLs. Although in many cases, it is the homepage which ranks best and is most important, your other pages may still show important content which you want your potential visitors or customers to see when they search for related topics.

The problem a lot of sites have with important content is that the search engine’s may not be able to find some of those pages and posts. Even though you may have uploaded a site map to your search console, the search engines might never crawl them. Internal linking throughout your site will help search engines find those pages and posts and you may find that the number of pages / posts that get indexed, will increase.

There are 3 main kinds of internal links:


The links on your homepage menu bar class as internal links as they provide a collective bridge between your homepage and all the other pages on your site.

Post Feed

If you have a blog page on your site or a linked forum, internal post feed links could be links provided on here specifically to direct you to content that’s currently in discussion.


Contextual links usually appear within the copy on your web pages. These links highlight a call to action or specific phrase which encapsulates something significant about that page and directs readers to go to a different page based on their interest in that subject. For example, if you’re on a website selling artwork and are interested in modern art, the words ‘modern art’ may link to a topical page on that subject which would allow you to read more information.

Why You Should Create an Internal Linking Strategy

To gain a successful customer base or following, your linking strategy is important. You’ll need to consider:


Look into your customer journey. Where will they land on your site and how are you going to get them to where they need to be? Creating a linking structure so all of your guests reach the same place, no matter how they stumble upon your site.


Cornerstone content is the most complete information which gives readers everything they need to know in one place. It’s also a great place to put a load of links to other pages. Make sure your most relevant info is in the text with most links.


Link contextual pages to each other to engage your audience and give them something topical to read that will interest them. This will keep them on your site for longer.


Link parent pages to child pages to create a sensible flow to your content so your audience doesn’t become disengaged.

An internal link strategy will accomplish a lot for your website. If you build out links across your site based on the 4 factors mentioned above, you will find that your website may well perform significantly better in the following areas: –

  • People will navigate across your site and spend more time on it

  • The bounce rate across your entire site will reduce.

  • The number of leads and sales will increase

  • Your pages and posts will increase in rank


Internal links are an essential part of any successful website to help drive traffic and keep visitors on the site for as long as possible. You need to consider your customer journey, where you want to direct them to and develop a keyword strategy to climb that SEO ladder using links.

Internal Link Plugin

This powerful plugin automates your websites internal linking that maximize your rank performance on Google

SEO Has Never Been So Simple!