Internal linking refers to links that connect one page of a website to another page under the same domain. In other words, an internal link directs users to another relevant page within the same website. For example, if a user clicks on the phrase “technical SEO” in a blog post and is taken to the technical SEO page on the same website, this is an example of internal linking.
Internal linking is an important element of SEO and site architecture. Search engines use internal links when discovering pages on a website and understanding the relationship between those pages. A properly structured internal linking system can help important pages be crawled more easily, clarify connections between topics and distribute authority more effectively within the site. For this reason, internal linking is not just a linking practice; it is a strategic method that strengthens the website’s information architecture.
Internal links also play an important role in user experience. When users can easily access another relevant topic while reading a page, they may spend more time on the site and find the information they need more quickly. For example, a user reading about internal linking may click on related links such as “external linking,” “anchor text” or “site architecture” to understand the topic more comprehensively. This structure makes the user journey easier and increases the value of the content.
The most important criterion in internal linking is relevance. Instead of linking to another page only for SEO purposes, the link should direct users to a page that is genuinely useful or naturally related to the topic. Irrelevant, unnecessary or excessive internal links can weaken the user experience and distract from the main focus of the page. Therefore, internal linking should be done within a natural context and with user benefit in mind.
The word or phrase used for the link should also be selected carefully. This text is called anchor text. Anchor text should give users a clear idea of where they will go when they click the link. Instead of generic expressions such as “click here,” more descriptive phrases that explain the topic of the linked page should be preferred. For example, when linking to a page about content optimization, using “content optimization” as the anchor text can be a clearer choice.
Internal linking also helps search engines understand which pages are important within the website. Pages that receive many relevant internal links may be perceived as more important within the site structure. For this reason, category pages, service pages, product pages, guide content and conversion-focused pages should be handled carefully in an internal linking strategy. However, this does not mean every page should link to every important page. The link structure should be logical, hierarchical and aligned with the user journey.
The number of links should also be balanced when applying internal linking. Using too many links on a page can overwhelm users and reduce readability. It can also make the value and purpose of the links less clear. There is no fixed number of internal links that applies to every website. The best approach is to use only the links that are genuinely useful based on the length of the content, the scope of the topic and the user’s needs.
In general, internal links should not use the nofollow attribute. Internal links help search engines discover pages within the site and understand the relationship between them. Adding nofollow to internal links unnecessarily can weaken the natural function of this structure. The nofollow attribute is mostly used to signal to search engines that a link should not be followed or should not pass trust signals. For internal links, unless there is a specific reason, links should usually remain crawlable and followable.
Orphan pages should also be considered in an internal linking strategy. An orphan page is a page that receives no links, or very few links, from other pages on the website. These pages may be discovered later by search engines or may almost never be reached by users. Ensuring that important pages receive links from logical points within the site is beneficial for both crawlability and user access.
In summary, internal linking is an important SEO and user experience practice that connects pages within a website in a meaningful and strategic way. When used correctly, it helps search engines understand the site better, allows users to access related content more easily, strengthens important pages and improves site navigation. Successful internal linking should consider relevance, natural anchor text, balanced link quantity, followable links and user benefit together.
