The importance of internal links

When it comes to SEO, there’s a lot to consider. You need to research keywords, polish up your copy, build links and make sure everything is accurate and correct. However, there’s one element that is often overlooked: internal links. As the name suggests, these are simply links that take the reader from one page of your site to another. 

They’re important for a number of reasons, including but not limited to the following: 

• When it comes to SEO as they help the reader navigate through your content in a smart and sensible way. 
• They allow search engines to understand your website better, learning which are the main pages and which aren’t.
• They distribute link equity, meaning that the more links a page has, the more value it is given by search engines like Google. In simple terms, internal links are like a vote for that page. 
• Adding internal links to new content can speed up the crawling process, giving a signal to search engines like Google that new content is on your site. This is vital for getting those new pages indexed and searchable. 

The most important links are ‘contextual links’, as opposed to navigation and footer links. As the name suggests, these links give more information about the content and context of the pages being linked so they provide the highest value. 

Here are some simple tips when it comes to internal links: 

1) Streamline your website. 

The best websites are designed so any page can be reached within 3 to 4 clicks. This means having a well-organised website with pages that are easy to find. 

2) Identify your most important content

Work out what pages on your site are most essential and what you want to rank in Google. Gear your site around these pages. 

3) Use contextual links to these pages

Set up internal links that go directly to your most essential pages using contextual links. 

4) Use keywords in your anchor text

Rather than blank terms like ‘click here’, use a range of informative and descriptive terms when linking to your internal pages. But be careful to vary them as it can look spammy if you repeat the same phrases over and over. 

5) Apply these techniques to your future content

After using the above tips to improve your internal link strategy, make sure to establish them as part of your future processes. Think from the customer’s point of view – what would they find most useful? What would they want to click through to after reading the content on that page? Once you set up a strategy you’ll notice the SEO of your website improving over time.