What's your approach to building internal links strategically to maximize their impact on SEO? Share one tip for optimizing internal linking.

Question

Discover the power of strategic internal linking, a cornerstone of SEO success, through this comprehensive guide. It distills the wisdom of industry leaders, providing actionable tips to structure a website for maximum impact. From audits to automation, learn how to weave a web of links that boosts visibility and drives engagement.

Shubham Raj · Answer

Strategic internal linking is a cornerstone of effective SEO, as it enhances site structure, improves user experience, and signals content hierarchy to search engines. We approach internal linking with a user-first mindset, focusing on relevance and value. One proven tactic is leveraging pillar pages—comprehensive content hubs targeting primary keywords—to create a structured network of internal links.
For instance, a pillar page on "Demand Generation Strategies" could link to related subtopics like "Account-Based Marketing Tactics" or "Lead Scoring Best Practices." This approach establishes contextual relevance, encourages deeper site exploration, and boosts the authority of related pages.
To optimize this strategy, use descriptive anchor texts that match user intent and keywords naturally. For example, instead of "click here," opt for "lead generation trends 2024." This signals clear relevance to both users and search engines.
A real-world impact: By restructuring internal links for a client's SaaS platform, we observed a 35% increase in organic traffic and a 20% rise in average session duration within three months, showcasing how strategic linking drives measurable results.

Mitch Cornell · Answer

A strategic approach to internal linking is essential for maximizing SEO impact, as it helps search engines understand your website's structure and distributes link equity to key pages. My strategy focuses on creating a user-friendly, logical linking hierarchy that aligns with the site's overall content and keyword strategy. This includes grouping related pages under specific themes (content siloing), using keyword-rich anchor text that signals relevance without over-optimization, and prioritizing links to high-value conversion pages, such as service or product pages. Additionally, I ensure even authority distribution by linking to deeper pages, not just top-level or homepage content, and enhance navigation with breadcrumbs and related post widgets. 
One crucial tip for optimizing internal linking is to conduct regular link audits using tools like Ahrefs or Screaming Frog. These audits help identify orphaned pages—valuable pages without internal links—and incorporate them into your linking structure. For instance, a blog post about "What to Do After a Car Accident" can be strategically linked to related service pages or other blogs to increase visibility and traffic flow. This structured approach improves crawlability, enhances user experience, and ensures your website's internal links drive meaningful SEO results.

Carlos Cabezas Lopez · Answer

My approach to building internal links strategically revolves around creating a clear and logical site structure that enhances user navigation and helps search engines understand the relationship between different pages. Here's how I do it:
Identify Key Pages: I start by identifying the most important pages on my website that I want to rank higher. These might include cornerstone content, product pages, or service offerings.
Use Descriptive Anchor Text: When creating internal links, I focus on using descriptive anchor text that clearly indicates what the linked page is about. This not only helps users understand what to expect but also provides context to search engines.
Link Relevant Content: I ensure that the links are relevant to the content. For example, if I have a blog post about "SEO Best Practices," I will link to related articles that discuss keyword research or content optimization. This creates a network of related information that benefits both users and search engines.
Maintain a Natural Flow: I try to integrate internal links naturally within the content. This means placing links where they fit naturally in the flow of the text, rather than forcing them in awkwardly.
Create a Hierarchical Structure: I establish a clear hierarchy on my site, linking from general topics to more specific ones. For instance, a main category page can link to subcategory pages, which in turn can link to individual posts.
One effective tip for optimizing internal linking is to regularly audit your existing content. During this audit, look for opportunities to add internal links to older posts that may not have any or have outdated links. This not only helps improve the SEO of those older posts but also keeps your content interconnected, enhancing user experience and encouraging visitors to explore more of your site.
By adopting this approach to internal linking, you can create a well-structured site that maximizes the impact of your SEO efforts while providing valuable resources to your audience.

Olivia Chiavegato · Answer

In order to strategically maximize the impact of internal links, I use a metric called page authority. It is similar to the famous domain authority, but refers to the authority given to a page within the context of the domain. For example, the home page typically has the most page authority as most external backlinks will point there. Internal links from a high page authority can transfer some of the SEO benefit and traffic they receive to pages linked internally. 
The best way to use this practically is to create content pages that target keywords and provide useful information. By ranking for the keyword and potentially receiving external backlinks for referenced information, pages that successfully target good keywords will have a higher page authority. This page can have internal links to pages you want to have better SEO or get more traffic on. Since using this strategy, I have noticed an increase in SERP ranking and impressions on my site.

Brooke Ihlefeld · Answer

When it comes to internal linking, our marketing team has implemented a "topic cluster" strategy. This strategy involves categorizing web pages—whether it's blog posts, product pages, or other content—into clusters based on the topic explored on those pages. 
For each topic cluster, select a "pillar" page that most thoroughly covers that topic. The other pages in your cluster might focus on one specific aspect of the topic. For instance, my organization has a "sustainable event planning" topic cluster for our blog. The pillar blog for this topic cluster is long and covers many aspects of planning a sustainable event, while some of our clustered blog posts dive further into more specific topics like eco-friendly decoration ideas for events, creating a more eco-friendly supply chain, and more. 
Once you have your topic clusters mapped out, go in and link your pillar page to the other cluster content, and the cluster content back to your pillar page with relevant internal links and keyword-rich anchor text. Over time as you build up your topic clusters, search engines will view your website as an authority on the topic since you have multiple interlinking pages that cover that topic completely rather than having a few disjointed pages about loosely related ideas. This perceived authority will be reflected in your page rankings. 
You can use a free online tool or a spreadsheet to map out your topic clusters, but our team found it most beneficial to get all the stakeholders into a room and map our topic clusters out on a whiteboard. This was more fun and collaborative, plus it allowed us to easily see where our content gaps were for our various clusters.

Lana Rafaela Cindric · Answer

My top tip is not to get lazy with optimizing the older content. 
I set aside the time to update the older content pieces with fresh links once a month, ensuring that the older content pieces stay relevant and share the link juice with the things we recently published. 
This is usually always a manual process, or at least requires manual oversight (even if you use plugins), but it's well worth it, and I often see pages where this strategy was used rank twice as fast as new pages that didn't have internal links pointed to them!

Kev Wiles · Answer

My approach to building internal links strategically focuses on aligning links with user intent and ensuring seamless navigation while distributing link equity effectively across the site. Internal linking should not only serve SEO but also enhance the user experience. Here's how I optimize internal linking by page type:
1. Categories – Categories act as hubs for your site's structure, making them a key area for impactful internal linking.
Breadcrumbs: Use breadcrumbs to guide users (and search engines) through your site's hierarchy, improving navigation and contextual understanding of your content structure.Footer Related Links: Include links to popular or related categories in the footer to create additional access points for users across all pages.Category Content Contextual Links: Embed contextual links in category descriptions or content to direct users to related categories, products, or blog posts. For example, if a category is "Winter Coats," you might link to a blog about "How to Choose the Best Winter Coat" or related subcategories like "Waterproof Coats."
2. Products – Product pages are conversion drivers, so internal links here should aim to keep users engaged and lead them to discover complementary offerings.
Breadcrumbs: Ensure breadcrumbs on product pages link back to both the parent category and the homepage to help users retrace their steps.Brand Links: Add a "More from [Brand]" section linking to a dedicated brand page or other products by the same manufacturer, catering to brand-loyal customers.Related Products: Display "You May Also Like" or "Customers Also Bought" sections to link users to complementary or similar products.Related Categories: Suggest related categories to guide users back up the hierarchy or into parallel sections of the site.Blog Widget: Include links to relevant blog content, such as "5 Ways to Style [Product Name]" or "Care Instructions for [Product Type]," to engage users and build topical authority.
Focus on relevancy and intent. Ensure every internal link is relevant to the user's current page and serves a clear purpose. Use tools like Google Search Console to identify pages with high impressions but low clicks and add strategic internal links to direct traffic to these underperforming pages.

Haley Gallerani · Answer

My approach to internal linking is all about user experience and distributing link equity across the site. I start by doing a content audit to find high-performing pages and areas where link support is needed. The goal is to create a logical and user-friendly hierarchy that guides visitors through relevant content naturally and signals to search engines what's important.
One tip I recommend for internal linking is to use descriptive, keyword-rich anchor text. This helps users know what to expect when they click a link and provides context for search engines, making the linked page more relevant for targeted keywords. Instead of using generic text like "click here," I suggest using something like "my real estate marketing strategies."

Jarod Wilkins · Answer

Our internal linking strategies start with our content planning. We build our strategy around main topic pages backed by related articles, which sets us up to connect content in a way that makes sense for readers. 
As a general rule of thumb, for each 1000-word article, we include 2-5 internal links, but we don't get hung up on hitting exact numbers. Instead, we think about how these pieces fit together—linking smaller articles back to main topic pages and connecting related articles to each other when it makes sense for the reader. 
Instead of getting too technical with SEO rules, we ask ourselves, "Would this link help someone learn more about what they're reading?" When we put readers first, we see better results—people spend more time on the site, click more links, and engage more with the content. This leads to better SEO results without having to force it. 
By planning content in topic groups and focusing on what real people want to read, the SEO part takes care of itself. Our links do more for us because they're in places where readers actually want to click them, creating a natural path through the interlinked content.

Olivia Barrow · Answer

Every time I publish a new article, I run a few Google site searches on the website for the target keyword, topic, and a few variations to find other articles we've already published that might be a good place to add an internal link to the new article (or to include a link from the new article). If a Google site search returns too many results, sometimes I'll open the post sitemap and just use CTRL + F to find old articles where a relevant topic was included in the URL. I'll evaluate each one to see if it's a good fit for an internal link.

Wajahat Khan · Answer

So, I start by collecting all website links in a spreadsheet to build internal links. I take this approach because it helps identify broken links, redirects, and opportunities for improvement. Then, what I do is organize the links into clusters based on topics and relevance. I read the content for each page, identify key phrases, and link them to relevant pages site-wide. Once done, I prioritize linking by relevance and authority, ensuring anchor text is meaningful and contextually appropriate.
I also revisit old content to add new links, connect popular pages to fresh content, and maintain a balance by linking to 5-7 pages per piece. There's one key tip I would love to share, which is to focus on linking to high-authority, relevant pages to strengthen the overall SEO performance of my website.

Pushkar Sinha · Answer

My approach focuses on strategy rather than just scattering links randomly. First, I start by analyzing internal linking scores using Screaming Frog. 
It's a fantastic tool for identifying opportunities where important pages might be under-linked or need more link equity. Once I have this data, I align my internal links with a topical mapping plan, ensuring every link makes sense contextually and adds value to the user experience. This way, I can keep the site structure logical and help search engines understand the relationships between pages.
One tip I swear by is to use Python scripts to crawl the site for specific anchor text. The results allow me to check whether the right pages are linked with the correct keywords. Plus, it helps me evaluate the strength of each page so I can direct links from authoritative pages to boost others who need support.
In short, internal linking isn't just about linking for the sake of it; it's about building connections that align with your SEO goals and provide value to your users.

Kumar Abhinav · Answer

A strategic approach to internal linking involves focusing on relevance and value for both users and search engines. One key tip for optimizing internal linking is to use descriptive, keyword-rich anchor text that provides clear context about the linked page. This helps search engines understand the content of the destination page while also improving user experience by setting accurate expectations.
For example, instead of using generic phrases like "click here" or "read more," use specific phrases that align with the target page's primary topic, such as "best practices for internal linking." This not only boosts SEO by signaling relevance but also encourages users to click through because they understand the value of the linked content.
Additionally, ensure that the links are placed naturally within the content where they add value. Avoid overloading a page with too many links, as this can dilute their impact and confuse both users and search engines. Focus on linking to high-priority pages that align with your content strategy and business goals, such as cornerstone articles or pages you want to rank higher in search results.

Tracy Mak Paddison · Answer

My strategy for internal linking is to always ask, "Can we automate this?" I try to set up my clients' webpages with blocks that can automatically update as new content is created. This could look like having a block on each therapist's profile page that includes their most recent blog posts. Another example is to include posts tagged with categories related to that page. Both Google and visitors value new and current content so having the most recent posts linked will boost SEO. By having these sections automatically update, we don't have to jump in and edit any pages manually and potentially forget adding an internal link.

Gatis Viskers · Answer

I use a simple 3 step process to identify the pages that have the most authority and then pass that authority onto other pages through internal linking:
Step 1: Get a backlink report from Ahrefs/SEMrush.
Step 2: Sort URL data by number of referring domains.
Step 3: Add internal links from pages with the most referring domains and point them to the URL(s) that need a boost.

Adnan Sakib · Answer

Focus on linking from high-authority pages on your site (those with the most backlinks or traffic) to newer or lower-performing pages. This helps pass link equity and gives underperforming pages a ranking boost. For example, if your blog post on "Top Outdoor Gear" is popular, link it to related articles like "Best Hiking Backpacks" to spread authority and improve visibility across your site.

Matthew Demers · Answer

We strategically build a minimum of three internal links to and three internal links from every post. This practice ensures that a website can be crawled efficiently by search engines. It's important to note that the anchor text for each link should be relevant to the article's context and include the keywords you want the page to rank for. This helps signal to Google what the article is about, improving its ranking for those targeted terms.
A great way to boost valuable pages is to review the pages that rank the highest in search results and ensure they link to your most important pages. By doing this, you can increase the visibility and authority of key content across your site.
After implementing this strategy, analyze your crawl depth in SEMrush using the Site Audit tool. Click on Crawlability—this provides a list of crawl depths for each page (i.e., how many clicks it takes to get to the content from the homepage). Ensure that important pages have a crawl depth of 3 or below. If they are deeper, link them from pages with a crawl depth of 0 or 1 to improve their accessibility.
These are the key internal linking strategies we use, and they've proven to be some of the most effective SEO techniques we've found.

17 Tips for Building Strategic Internal Links

Table of Contents

17 Tips for Building Strategic Internal Links

Leverage Pillar Pages for Structured Internal Linking

Conduct Regular Link Audits

Create Clear and Logical Site Structure

Use Page Authority for Internal Links

Implement Topic Cluster Strategy

Update Older Content with Fresh Links

Align Links with User Intent

Use Descriptive Keyword-Rich Anchor Text

Plan Content Around Main Topic Pages

Run Google Site Searches for Internal Links

Organize Links into Clusters by Topic

Analyze Internal Linking Scores with Screaming Frog

Focus on Relevance and Value

Automate Internal Linking Updates

Identify High Authority Pages for Linking

Link from High Authority to Newer Pages

Build Minimum Three Internal Links Per Post

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