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How to Optimize Your Internal Link Structure


How Optimize Your Internal Link Structure

Most of the content marketers and business savvy people understand the importance of external links for Search Engine Optimization. These are without a doubt an essential ranking factor because they are considered as a strong and effective trust signal from high quality and high authority websites. However, internal linking is a strategy that many businesses tend to neglect. They are unaware of the fact that internal linking must be used to direct link equity and where it should be placed to have the highest impact on the content it’s directed at. Internal links are one of the underrated workhorses for SEO, but they are great for users and conversions. They are easy to build and manage but more often than not overlooked.

What is an internal link?

Internal links connect one page of the website with other pages of the same website. In simple words, the source and target domain in internal links are the same. Internal links are your website’s nervous system. These are the most effective signals on your website to tell the visitors where they should go next and connecting your web pages into a functional and coherent framework.
Internal links are being built due for three main reasons:
  • They can improve website navigation.
  • They are effective to define the hierarchy and structure of the business and website.
  • It is a perfect way to distribute ranking power and page authority throughout the website.

After understanding the importance of internal linking you should know the best SEO practices for internal link structure. So, here we go:

The best practices to build effective internal links

The structure of your internal links can vary on the basis of your goals but there exists a few essentials things you should follow. Here are some of the most important things which you should consider when building an effective internal link strategy:

1. Maintain an effective shallow click depth

It is good practice when your all web pages can be reached within 2 to 3 clicks only from your main web page. Users at the present time have become very demanding when it comes to web speed and page load time. They always want to complete their goals faster and seek answers to their questions quickly. So, make it easier for your visitors to navigate your site more conveniently with the help of internal links. Keep the structure of your website as shallow as possible. Keep each page of your website accessible from the main page.

2. Try to include keywords in your anchor text

It is a common practice that most SEO specialists try to avoid using exact match keywords for
internal links, but using a relevant keyword is the best option to consider. Your hyperlink text must be able to explain to the users about what they can expect from the linked content. If you are creating well-optimized content then this will not be a problem for you to include relevant or long-tail keywords into your anchor text. It is also nice to add links within the main content of the page for better navigation for your visitors. 

3. Make sure to link all of your important web pages

It is a vital fact that search engines may find pages which are not linked with any other page but for humans, it can be almost impossible to get access to orphaned pages with ease. Keep a reasonable number of links on every page. Do not add too many links on one page or you may end up just distracting your visitors which is also negative signal to search engines. Make it clear to the visitor where you want them to go.

4. Keep internal links relevant

Backlinks from any unnatural source can put your website in danger and this fact is true for internal links as well. Therefore, it is always important to keep your internal links relevant to the content and this is the most effective strategy to help your content and keywords climb the search engines. When creating internal links think of how it will assist the visitor in finding the content they need.

5. Use your anchor text correctly

Anchor text are not only used as a signal for your visitors but also treated as keywords for their linked pages by Google and other search engines. This is the reason why it is always important for you to utilize anchor text carefully. It’s recommended not to use the same keyword for multiple webpages because it can make it hard for the search engine to decide which linked page should be ranked for the particular keyword. As a result, the ranking of your pages will be affected negatively.

6. Choose the right keywords for your anchor texts

If you are creating multiple links to the same page which are going to point a similar URL, then the search engine will always give priority to the very first anchor text in this regard. So, always keep this fact in your mind and make sure to use the most relevant keyword for the first anchor text because subsequent links contain a lesser value.

7. Point your links from high traffic pages to pages you want to drive conversions from

Most business sites use the blog section to drive traffic to their websites. This can help them achieve the traffic goals more effectively but these rarely bring high conversion rates. This is why you should link to pages you want to convert from pages that bring in the most traffic. Think about how to utilize your traffic to improve conversions in the best possible way. Find the landing pages of your website with the highest traffic and point internal links from these pages to your conversion pages to increase the chances of growing your conversions and sales. You can also use internal links to rank your homepage from high traffic pages as well. This will help you rank higher in the search engines and tell the search engines where you want your visitors to land for specific keywords.


Internal link building, when done right is extremely useful. It’s not going to be overwhelming, difficult and complicated to get done if you practice what we discussed in this post. Most importantly, this will help you achieve a strong link profile and better SEO results. It is worth the time to audit your older content and include internal links within it to achieve your SEO goals more effectively. If you're interested in learning more about SEO or would like help with your website you can subscribe to our blog or visit my website


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