SEO
Internal Linking
Quick definition
Internal linking is the practice of connecting pages on the same website through hyperlinks, helping users navigate and search engines understand site structure.
Internal linking distributes link equity across your site, helps crawlers discover content, and reinforces topical relationships between pages.
Why Internal Linking matters
It's one of the highest-ROI on-page SEO levers because every page you publish is an opportunity to support other pages — and you control the anchor text completely.
How Internal Linking works in practice
Map internal linking by topic cluster, use descriptive anchors, link from high-equity pages to commercial targets, and run periodic crawls to catch orphan pages.
Best practices
- Add 3–5 contextually relevant internal links per new page.
- Use descriptive anchor text aligned to the destination's target keyword.
- Always link from new content back to your pillars.
- Audit orphan pages every quarter.
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Related terms
Internal Link
An internal link is a hyperlink from one page on your website to another page on the same domain.
Pillar Page
A pillar page is a long-form, comprehensive resource covering a broad topic, designed to rank for high-value head terms and centralize topical authority.
Content Cluster / Topic Cluster
A content cluster (or topic cluster) is a group of interlinked articles built around a central pillar page covering a broad topic in depth.
SILO Structure
SILO structure is an information architecture approach that organizes a site into tightly themed sections (silos), with internal links staying primarily within each silo.