Is your internal linking strategy helping or hurting your SEO?
- Adicator Digital Marketing Agency
- Sep 8
- 5 min read
You’ve heard the term “internal linking” tossed around in every SEO conversation, and for good reason. It sounds simple enough, just connect one page to another on your website. But have you ever wondered if you're doing it right? Or if those simple links are truly working to help your business grow online?
The truth is, a smart internal linking strategy can be a game-changer for your website’s performance. When done correctly, it can boost your search engine rankings, improve the user experience, and even increase your sales. When done incorrectly, however, it can be a missed opportunity at best and a real problem at worst.
At Adicator, we know that running a business is hard enough without having to become a full-time SEO expert. That's why we're passionate about being a true partner to small and medium-sized businesses, guiding you through the complexities of the digital world. This article is your friendly guide to understanding internal linking and making sure your website is working as hard as you are.
What Exactly Is Internal Linking and Why Does It Matter for SEO?
Think of your website as a city. The homepage is the main street, and every other page, from your blog posts to your service pages and product descriptions, is a different building. Internal links are the roads, highways, and sidewalks that connect all these different parts of the city.
In the world of SEO, these "roads" serve two vital functions:
They help your visitors. When you link from one page to another, you’re providing a clear path for your users to discover more of your valuable content. This keeps them on your site longer, reduces your bounce rate, and helps them find exactly what they need. It’s a win-win for everyone.
They help search engines. Google and other search engines use "crawlers" to navigate your website and understand its content. A strong internal linking structure acts as a roadmap for these crawlers, showing them which pages are the most important and how different topics on your site are related. By linking your pages strategically, you are telling search engines exactly what to pay attention to.
But it’s not just about getting noticed; it’s about sharing authority. When a highly-ranked page on your site (one that has a lot of "link equity" from external sources) links to a newer or less popular page, it passes some of that authority, or "link juice," to the new page. This can significantly help boost the new page’s ranking in search results.
The Do's: A Simple Guide to an Effective Internal Linking Strategy
Creating an effective internal linking strategy doesn't have to be complicated. It's about being intentional and providing genuine value to your readers. Here are some of the most important things to do:
Create a "Pillar" and "Cluster" Structure. This is a powerful, yet simple, way to organize your content. Start by identifying your most important, comprehensive page on a broad topic—your "pillar" or "cornerstone" content. For example, if you're a real estate agent, your pillar page might be "The Ultimate Guide to Buying a Home." Then, write several detailed articles on more specific, related topics, like "How to Get Pre-Approved for a Mortgage" or "Top 5 Neighborhoods in Your City." These are your "content clusters." Link all the cluster articles back to the pillar page, and also link between the related cluster articles where it makes sense. This creates a powerful, interconnected network that shows Google your expertise on the topic.
Link Deep, Not Just to the Homepage. While it's great to link to your homepage, the real power of internal linking is in connecting different pages deep within your site's architecture. When writing a new blog post, don't just link to your service page. Look for opportunities to link to other relevant blog posts, case studies, or even team member profiles. This reduces the number of clicks it takes for a user and a search crawler to find your valuable content.
The Art of Anchor Text: More Than Just a Click
The clickable text of your link, known as anchor text, is one of the most powerful elements of your internal linking strategy. It tells both the user and the search engine exactly what the destination page is about.
Be Descriptive and Relevant: Instead of using generic phrases like "click here," use descriptive words that tell the reader and the search engine what they'll find on the next page. For example, if you're linking to your services, use phrases like "learn more about our website design services."
Keep It Natural: Your anchor text should flow seamlessly within the context of your sentence. A well-placed link feels like a natural extension of the content, not a forced keyword placement.
The Don'ts: Common Internal Linking Mistakes That Can Hurt Your SEO
Just as there are best practices, there are also common pitfalls that can undermine your efforts. Watch out for these mistakes:
Ignoring Broken Links. Nothing is more frustrating for a user (or a search engine) than clicking on a link and getting a "404 Not Found" error. Broken links hurt your user experience and can cause search engines to lose trust in your site.
Over-optimizing Your Anchor Text. While descriptive anchor text is good, using the exact same keyword phrase every single time you link to a page can look unnatural and even spammy to search engines. It's better to mix up your anchor text variations and let them flow naturally within your writing.
Forgetting to Link to Important Pages. An "orphaned" page is one that has no internal links pointing to it. Since search engine crawlers can’t easily find these pages, they may not get indexed or ranked. Make sure that every page on your site has at least one internal link pointing to it.
The Ongoing Task: How to Audit and Maintain Your Internal Links
An internal linking strategy is not a "set it and forget it" task. As your website grows, it's essential to regularly audit your links to ensure they are healthy and effective.
Check for Broken Links: Use a simple online tool or an SEO platform to regularly scan your website for broken links. Fixing a 404 error not only improves user experience but also preserves the link equity you've worked hard to build.
Add Links to New Content: Whenever you publish a new blog post, go back to your older, relevant articles and add links to your new content. This breathes new life into old articles and ensures that all your pages are well-connected.
Remove Irrelevant Links: If a link no longer serves a purpose or points to an outdated or deleted page, it's best to remove it. A clean, relevant link profile is always better than a cluttered one.
Beyond the Links: How Adicator Can Help Your Business Thrive
Building a comprehensive and effective internal linking strategy is just one piece of the ever-evolving SEO puzzle. It requires time, attention to detail, and a deep understanding of what search engines are looking for. As a business owner, your time is your most valuable asset, and it should be spent on serving your customers.
That's where Adicator comes in. Our team of digital marketing experts takes on the heavy lifting of SEO so you don't have to. We’ll perform a full audit of your website’s current linking structure, identify opportunities for improvement, and implement a strategic plan that helps your website grow. We'll ensure your website is not only beautiful and functional but is also built to attract new customers and drive conversions.
Ready to stop wondering and start seeing real results?
Let's work together to create an SEO strategy that truly helps your business succeed. Contact Adicator today for a free consultation.
