Internal Linking

Links from one page on a site to another page on the same site, used to distribute PageRank and guide crawlers.

Internal linking is one of the most underutilised and high-impact SEO tactics. Internal links serve two functions: they help Googlebot discover and crawl pages (particularly new or deep pages), and they pass PageRank (link equity) between pages on your site. A page with many high-quality internal links pointing to it will be treated as more important by Google.

Strategic internal linking: link from high-PageRank pages (homepage, popular posts) to pages you want to rank higher; use descriptive anchor text that includes the target page's keywords; build topic clusters by linking related content to a central pillar page; and fix orphan pages by adding internal links to them.

Avoid: using generic anchor text ("click here", "read more"), having too many links per page (dilutes equity), and only linking from navigation — contextual in-body links carry more weight. Regularly audit internal links with a crawler to find broken internal links, redirect chains within internal links, and orphan pages.