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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.

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Related terms

  • Orphaned Page

    An orphaned page is a page on your site that has zero internal links pointing to it, making it nearly impossible for search engines to discover during normal crawling and resulting in minimal organic traffic.

  • Anchor Text

    Anchor text is the visible, clickable text of a hyperlink, used by search engines as a signal about the topic of the linked page.

  • Topic Cluster

    A topic cluster is a group of interlinked pages organised around a central pillar page, structured to demonstrate topical authority on a broad subject to search engines.

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