Internal linking is an important part of SEO for any website; it gives you the ability to improve the layout of the website, visitor usability and journey, as well as search engine rankings. Poor internal linking can make it harder for users to navigate your website and lead your audience to think that your site is less informative than it may actually be.

What Is Good Internal Linking?

Before considering using internal linking on your website it’s important to know what a good internal linking structure is; to ensure the linking you carry out is beneficial to your website. A good linking structure isn’t just about having a good organisational structure when it comes to menus or subcategories, it’s about creating a user friendly and SEO friendly linking journey.

When it comes to internal linking it’s not just about how it looks, it’s important to consider things like plugins, functions and features that turn links into HTML; these can generate tons of links, which can remove any incoherence between pages.

Good internal linking comes from understanding the demand and needs of the user. Remaining consistent and ensuring that pages flow naturally in a way where the linked pages support each other with relevant content.

Building Internal Linking From The Beginning

Building a good internal linking structure combines several things including link types, the size of a website, the theme, objective and features. When building a website, it’s important to consider the purpose of the site, the content, products, the order of pages and how these might be able to connect, to support the website. Starting with things such as menus, navigation and categories is important to ensure that each page flows naturally and the content on the connecting pages support each other in terms of message and level of information provided.

Optimising Your Internal Linking

If you’re wanting to improve the power of new or existing linking then there are a number of things you need to consider such as page rank, relevancy of the page and keyword research. Similar to backlinks, it’s all about having pages that support the page you’re linking to, in a natural way; helping to improve and support a page’s topical authority and overall strength.

Improved SEO


Implementing this kind of linking on your website demands direction and clarity of the links. Some tips to help your linking structure add strength to your site and improve your users journey are;

  • Be careful when installing plugins to ensure they don’t generate links
  • Avoid using automatic linking, keep linking natural and only use when appropriate
  • If there’s a problem with your internal linking, then be sure to solve it yourself don’t use an automatic solutions
  • Avoid broken links
  • Update links to and from pages that have been redirected to avoid redirect chains

What To Consider

When it comes to creating or improving the internal linking structure of a website it’s important to think of it like a puzzle. By taking your time and looking at all aspects of a website, you can create and improve your internal linking successfully helping to improve both usability for visitors and readability for search engines. An internal linking structure that follows good practice can help to improve how your site ranks in search engine results pages.

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