What internal links do
Internal links connect one page on your site to another page on the same site. They help readers move from a broad topic to a specific next step, and they help search engines understand page relationships. They do not rescue thin content or replace a clear page structure.
Where to add them first
- From older useful pages to newer pages that answer a related question.
- From broad guides to specific guides, support articles, or product pages when the next step is natural.
- From high-traffic pages to important pages that currently have few internal links.
- From support articles back to the guide only when the guide explains the larger decision, not the procedure.
Use descriptive anchor text
The linked words should tell the reader what they will get. “Small business website SEO checklist” is useful. “Click here” is not. Avoid repeating the exact same anchor everywhere; use natural phrasing that fits the sentence.
Keep the link graph intentional
A good internal link map is not flat. Important pages should receive more relevant links than minor pages. Related pages should point to each other. Navigation can expose the main sections, but editorial links should carry context that navigation cannot.
| Pattern | Use it when | Avoid when |
|---|---|---|
| Hub and spokes | One broad page introduces several narrower pages. | The hub is just a doorway with no useful explanation. |
| Contextual links | A sentence naturally mentions a deeper guide or support task. | The link is only added because the page needs more links. |
| Curated related links | The reader has finished and needs adjacent next steps. | The block lists every article in the category. |
What not to do
Do not link every page to every other page. Do not add links that interrupt the reader. Do not use internal links as a substitute for useful content. And do not expect internal linking alone to create traffic if the destination page does not answer a real search or customer need.