Skip to main content
SEO

Internal Linking

Internal linking is the practice of linking from one page on your site to another, used to distribute ranking authority across your site, guide users between related content, and help search engines discover and prioritise pages.

Every internal link passes a fraction of the source page's authority to the target — a mechanism inherited from the original PageRank model and still load-bearing in modern search. Pages with many high-quality internal links rank better; pages with none (orphans) often do not rank at all.

The most-neglected pattern is contextual links inside body copy. Sidebar links and footer links count, but contextual links from relevant paragraphs carry more weight because they signal topical relationship.

Anchor text matters. Descriptive anchors ('how to set up double opt-in') outperform generic anchors ('click here') for both user experience and ranking. Just do not over-optimise — exact-match anchors used at scale look manipulative.

Working on this in production?

Webanto Content Intelligence

Related terms

Browse the full glossary

Explore every term across email marketing, SEO, ecommerce, content marketing, and social media.

Newsletter

Stay Ahead

Occasional, engineering-led notes on applied AI — what we're building, running, and learning in production.