How to Optimise Internal Links
Internal links are the links that connect one page of your website to another. They help Google understand your site structure and guide users to the right information. When internal links are used correctly, they improve rankings, keep users on your website longer, and increase conversions.
Why Internal Linking Matters
Internal links tell Google:
- Which pages are important
- How your content is connected
- What each page is about
- Which page should rank for a specific keyword
If your website has poor internal linking, even your best content may not rank well because Google cannot find or understand it properly.
How to Optimise Internal Links
1. Use Natural, Meaningful Anchor Text
Anchor text is the clickable text in a link.
Use words that clearly explain what the linked page is about.
Example:
Instead of: Click here
Use: “Read our complete SEO checklist”
This helps Google understand the topic of the linked page.
2. Link From High-Authority Pages to Important Pages
Some pages naturally get more traffic or backlinks — like your blog home page or best-performing article.
Link from these strong pages to the pages you want to rank higher.
Example:
If you want a “SEO Audit Service” page to rank, link to it from a popular blog like “How to Do a Website Audit.”
3. Keep Links Relevant to the Topic
Only link to pages that are closely related to the content.
This builds strong topical authority.
Example:
A blog about “Keyword Research” should link to “Types of Keywords” or “Best Keyword Tools.”
Don’t link to unrelated topics like “Facebook Ads Services.”
4. Avoid Too Many Links on One Page
Google prefers clean structure.
Adding 100+ links on a single page confuses users and reduces SEO value.
5. Update Old Articles With New Internal Links
Every time you publish a new article, go back to your older relevant articles and add links pointing to your new one.
This helps new pages rank faster.
Where to Use Internal Links (Important Placement Areas)
1. Menu Bar / Navigation
These links guide users to top-priority pages.
Use them for:
- Home
- Services
- Courses
- Blog
- Contact
- Category pages
Note: Avoid keyword stuffing here — keep the text clean and professional.
2. Footer Section
Footer internal links help users reach important pages from anywhere on the site.
Common footer links:
- Privacy Policy
- Terms & Conditions
- Popular blog posts
- Contact page
- Sitemap
These links also help search engines crawl deeper pages faster.
3. Anchor Text Inside the Content (Most Powerful for SEO)
This is where internal links have the highest impact.
Use different anchor types:
- Exact-match: “SEO audit checklist”
- Partial-match: “step-by-step audit guide”
- Branded: “YourBrand SEO audit process”
- Descriptive: “learn how to fix technical issues”
Keep it natural. Never force keywords.
4. Image Links
Images can also be internal links.
Google reads the alt text to understand what the image link is about.
Example:
Image of a report → linked to “Download SEO Audit Report”
Alt text: “SEO audit report example”
Avoid using images without alt text. Google cannot understand them.
5. Sidebar Links
Useful for:
- Popular blogs
- Category pages
- Tools & guides
- Course pages
These help users discover more content.
6. Breadcrumb Links
Breadcrumbs show the path of the page in your website.
Example:
Home → Blog → SEO Basics → Keyword Research
These improve site hierarchy and help Google understand your structure.
7. “Related Articles” Section
At the bottom of your blog, add links like:
- “More SEO Tips”
- “Keyword Research Guide”
- “On-Page SEO Checklist”
This increases user engagement and keeps your bounce rate low.
Quick Internal Linking Example
Before:
“Learn more about improving your website.”After (Optimised):
“Learn more about improving your website in our complete on-page SEO checklist.”Here, the anchor text clearly describes what users will find after clicking.