Internal Linking SEO – What, Why and How?

This time I am not just going to tell how link building will be helpful or how you can do proper SEO.

I will definitely not speak of those on page SEO practices that you have grown up hearing at every second blog.

But I will definitely speak about one important SEO practice that most bloggers do wrong. Yes, internal linking is the most ignored and overlooked aspect of on page SEO and I will describe all about internal link building and how to do correct internal building to rank higher on SERP.

What is internal link building?

Internal linking is the technique of Search Engine Optimization to link one post to another in such a manner that increase blog or website’s usability to the readers and provide them more relevant content to read.

In plain words,

Internal link building or internal linking is the process of connecting one page/post of a website to another page/post with relevant information by means of a hyperlink. Here both the source domain and the target domain are the same.

Why should we do effective internal linking?

Effective link building comes with many benefits that would ultimately help you in proper rankings. Here are some of the benefits of internal linking.

1) Proper navigation:

Internal links on a post and a page help you to access other pages of the website through them. This will help a visitor in navigating through your blog posts.

2) Providing relevant data to readers and search engine bots:

With internal linking you tell the audience that there are other posts/information on the site that is related to the text they are reading or has some additional information. This also tells the bots the same thing and increases the credibility of the site.

For ex: In my post on Genesis child themes I gave a link to the post that contained my review of Genesis framework. This will help bots, as well as readers to know that I have another article that is relevant to the context.

Moz has an interesting image to illustrate this:

link spider lost

3) Help decrease the bounce rates:

Yes, when a reader reads an article on your blog and finds a link that relates to a similar post or a post that takes the discussion further you can expect him to stay longer on your site. This will in turn lower your site’s bounce rates.

4) Pass the link juice to other pages:

When one page of your site is ranking and has a higher page rank or authority you can place a link (in the high ranking page) to a relevant post on your blog that is low in rankings. This will pass the link juice to the linked page and that page will start performing better.

How to do internal link building?

Internal link building is a form of art; the “art of SEO”. This is in a way like building backlinks to your blog on your own blog. It does everything that a backlink does from passing link juice to bringing more traffic and enhancing search engine rankings. In order to do effective internal linking you have to take a look at the following points.

1)  Have lots of content:

In order to link and index more you need more content. You cannot simply go with seven posts and start link building. In this way you will end up making very few internal links. What’s worse is you won’t have relevant links unless all those seven posts of yours are on different topic.

So, for this you need to write content. Write huge number of articles on your niche topics and then internal link them to other relevant posts you have written.

2) Link pages and posts and vice versa:

WordPress pages and posts are similar in appearance but are two different things. For example your about page is a page and the regular blog posts are your posts. In order to pass the rankings to your pages too you need to show them the light of the Google sun. Yes, you should link your pages equally on your posts.

For example: I have linked my about page at a relevant and convenient place on this point. You can link your services/ tools and resources and any other pages in your posts as far as they are not totally different in context.

Similarly, you can link your posts in your pages. One burning example is my resources page. I have cleverly (WooHoo!) linked my review posts on the related blogging resources so that the readers find an additional data on the topic.

3) Link the higher authority pages of your site to the less popular/authoritative pages:

In order to truly utilize the value of internal links you need to pass the link juice from pages with higher authority to the ones that have low page authority. I recommend using open site explorer for it.

  1. Go to open site explorer.
  2. Type your homepage URL.
  3. Click on the “top pages” button.
  4. Now you get the top pages by page authority. You can open up these pages and link to your own pages that have weak page authority.

4) Use proper anchor texts:

Using proper anchor texts can make your internal links appear fair in the eyes of Google. They will also help the readers to know what the link opens up for them when they follow it. In case you have a doubt on what anchor texts are, let me tell you that anchor texts are the texts that are used to place the hyperlink on your posts. In the previous point 2, I have linked my blogging resources page using the words “resources page”. Here the words “resources page” are my anchor text.

You won’t want to mess with Google by having super optimized anchor texts. Google considers exact match texts as spam. You cannot link a post titled “how to shave a cat” with the anchor text “how to shave a cat”. This will unleash the Google animals on your blog.

You can simply link it on the go without any more optimized texts. Just do it as the time demands.

5) Link sibling pages:

I did not mean fun in any case. Sibling pages here refer to pages/posts that have any relevancy. You won’t want a link to your “car garage” website from a “dog keeping” website, will you? Now this will apply for your internal links too.

If you are running a multi-niche site or a site that has a single but diverse niche chances are your posts must be of varied topics. You should therefore not link your posts to others not relevant posts.

For example: you should not link a page from your “SEO” post to a post on top ten Hollywood celebrities. (Example applicable, as I said, if you have a diverse multi-niche site).

6) Do follow your internal links:

When you link to some of your posts within that same domain you would want the bots to actually crawl them. It is also a common believed fact, as stated by Danny Sullivan that  no follow links will help you get recognition by showing you don’t sell influence. But in this case, internal links should be allowed to pass freely.

In 2005, when no follow attribute “rel= nofollow” was brought into SEO scene it was not taken much seriously but nowadays it is used and recommended to no follow links that pass link juice to any external site that has less ranks than yours. Passing link juice to your own site is always a good practice so follow all your internal links.

7) Don’t add a heck number of internal links:

Given you read the above benefits of internal linking from my site or heard of it from any other site I fear you have already left to your blog and started adding links.

If so, I shout wait, read this point. You should not stuff your pages with too many internal links. Nobody, not even Matt Cutts knows how many links is the right number of links. But, you should not go for more than 100 links per page. You might be wondering 100 links is way too much but if you have a well-structured and long post it’s a small feat.

Tools to help you in internal link building:

In order to doing internal links effectively you need certain tools and plugins. Of course you wouldn’t need them if you were using a very small blog or site with just a hundred or some few posts. You also wouldn’t need tools for effective internal link buildings if you have been doing it since the beginning. But you can use so many plugins for internal linking from the WordPress repo to ease your task. I have described some of the most used WordPress tools and plugins for automating internal link building and dealing with broken link building.

  1. No follow plugin: This plugin has very significant effect. Though it is not directly related to internal links but you can use it to make the links you add either followed or no followed; as per your wish.
  2. Internal link building plugin: Internal link building plugin is the tool to automate your internal linking process. You can add keywords and specific URL will be attached to them after the content. This way you can link the specific words for which you want a link to be indexed. You can also no follow the links in case of affiliate marketing.
  3. Internal linking for scheduled posts: Have a lot of content to be published after a given time? Want to internal link it to? This simple plugin will assist you in adding internal links to and from.

Over to you:

Internal linking has its own significance. Like I said, over doing it can ruin your SEO strategy. With proper internal linking and a said ratio of internal vs. external links can surely get you in the good books of Google. Through exclusively practicing internal link building with white hat tricks you can even resurrect a page that is on the verge of losing its ranking or even has lost its ranking.

Categories SEO
About Ankit Singla

Hi, I'm Ankit Singla founder of BloggerTipsTricks. A blog which helps you master the art of Blogging. Join our Facebook Community and stay connected with other like-minded bloggers.

24 thoughts on “Internal Linking SEO – What, Why and How?”

  1. Whenever you link your old articles with the new ones, you surely give your old articles a life. People who haven’t yet read out your old articles will give it a look, if it is relevant to the current article. In this way the internal links can increase your page views count.

    Very helpful post!

  2. It’s really nice post dear.

    When i was at the start point of blogging, i was unknown about the benefits of it, but after knowing the advantages i am regularly doing it.

    Thank you for sharing very informative post !

  3. Good tips Ankit, I am making a renewed effort to get my internal linking game down after reading some uber authority sites which rank high.

    By linking to relevant, helpful content you will see many benefits.

    Thanks dude!

  4. Internal linking in a site is very important just as you have listed in the article. It helps share link juice within the linked pages and help you improve page ranks.

    Internal linking is also a very essential part of SEO most people don’t know about, it helps to create anchor links for keywords to rank easily.

  5. I really love applying this strategy on my blog, not only does internal linking improve your SERP, it also helps engage my readers and also increase traffic.

  6. Hi Ankit,

    No blogger can ignore to use internal linking. They are the natural means of distributing PageRank juice to the internal pages and let crawlers know they exist so that they can index and present whenever any searcher queries for them.

    Thanks for bringing in the benefits.

  7. Useful post for the bloggers which insisting the usage of internal links.

    Yes, i used to link my old post with new blog post with exact anchor keyword.

    But I understood its benefits here.

    Thanks for sharing the nice post Ankit, keep doing it!

  8. Yes Internal linking has many benefits. Reader can find similar post easily so this will increase the readers engage time on blog. By Good and relative internal linking One time visitors can be converted into Permanent readers.

  9. Hi there Ankit. I tend to stay more in websites that post articles with related posts links. internal linking shows how much knowledge does the blogger have concerning a specific topic. this increases authority of each blogger

  10. Hi Ankit,
    Internal linking most important part on optimization which helps in many cases as like you have mentioned in your post but some bloggers omit this method bcoz not aware i guess thanks for bringing the attention about internal linking

  11. Try installing plugin called Disqus, its works on WordPress, Drupal, Blogger as well as regular HTML code, it adds a module underneath the main blog content with some of your recent blogs allowing readers to view your other posts 🙂 I must admit adding internal links isnt something I straight away optimise… I really should. Thanks for your post!

  12. You’ve done a nice within this article while showing the importance of Internal Linking, I really like this type of linking in other manners also which I’m just aware of.

  13. great post dear i am also using this method from beginning of my site. this is a great method to reduce bonce rate and increase page-rank. thanks Ankit brother for sharing such kind of post with us.

  14. Hey Ankit

    Interlinking is most needed method for our promotion which can reduce the bounce rate and can see some ranking improvements.Most of the people not preferring to do this method or doing it wrong way this might can give some hints.Happy Blogging

  15. Thanks Ankit broo for sharing your SEO experiences. I am going to install no-follow plugin to my site. earlier i had to go in text format. Thanks for the tips.

  16. Hey Ankit,

    Good guide about Internal linking. Internal linking is one of the most important ON-page SEO technique which never should be missed.

    Keeping relevant anchor tags is good when you are linking your other blog post so that readers can have idea what they will get after clicking.

    Nice write up!

  17. First all i would like to thank you and appreciate you for sharing such an informative and clear post about Internal link building. I think all seo begginers should read this post twice to gain more info. Thanks again for sharing this post!

  18. Thank you for sharing your internal linking experiences.
    I have question tho.
    What if I am not linking to sibling pages or posts within a post? Should I set these unrelated-internal links to nofollow?

  19. I personally hate navigating to another article while in the middle reading a content like links to related keywords link within article. I used to read the full article first then look for the related articles. at the end I do not like to go back to article that I read in search for links. Instead I prefer full headline links that are relevant given at the end of the article. May be keyword linking help in seo point of view.

  20. I think Internal Linking decreasing bounce rate. it attract visitor to retain on blog.
    It helps to increase the visitor’ time.
    Ankit, I have questions for u…??
    1.can i manually add internal links?
    2. Any plugin to make internal link with hindi content?

  21. Internal links are really important for better search engine optimization. It helps us to get more visitors and it also decreases bounce rate.
    But there are many bloggers who ignore internal linking. I hope your article inspires all the bloggers who don’t know about the importance of internal links. I am really grateful to your for your informative article.

Leave a Comment