DEAN VU / WEB DESIGN
← All articles
SEODean Vu · 5 min read

Internal Links: How to Build Internal Linking for a Website

Build a purposeful internal link system so readers navigate more easily, search engines understand relationships between pages, and orphan pages are reduced.

An internal link connects one page to another page on the same website. It helps readers move from a question to a guide, from a catalog to a product, or from a service to a contact step. For search engines, a crawlable link provides a path to discover a URL and context about the relationship between pieces of content. Internal linking is not a list of keywords scattered through an article; it is part of the information architecture.

A good system answers “What does the reader need to know next?” before asking “Which page needs another link?” Google’s technical SEO guidance emphasizes that links need to be crawlable and that a sitemap is only one supporting discovery channel.

Start with goals and a page map

List the current URLs, topic groups, business goals, and primary action for each page. Mark pillar pages, explainers, comparison pages, service pages, catalogs, products, and support. Then draw the natural paths between them. For example, the article “what is a landing page” leads to the landing page service; the service page leads to a form or to content about preparing for design. The Website page can be a central point for content about building and operating websites.

Do not link only from new articles to old ones. Review pages that already receive traffic, pages supported by the menu, and important pages with few entry paths. Balance reading needs with business priorities; a page intended to sell still needs supporting links so users have enough information to decide.

Design topic clusters

A cluster can include a pillar page that defines the scope, articles that answer specific questions, and a service or product page. The pillar links to detailed articles; detailed articles link back to the pillar and forward to the next step. Not every page needs to point to every other page. Each link should have a reason in the paragraph.

An example cluster for website services:

  1. The Website page introduces the scope.
  2. The basic SEO for a new website article explains the foundation.
  3. The technical SEO pre-launch checklist helps with checks before publication.
  4. The landing page or ecommerce service turns the need into a contact step.

For ecommerce, catalogs should point to products, products should point to the relevant catalog, related products, and policies. Recommend only products that are truly related; ten links without context are harder to use than three appropriate links.

Choose descriptive anchor text

Anchor text should briefly describe the destination: “technical SEO pre-launch checklist” is more specific than “learn more.” The wording should read naturally in the sentence and should not repeat a mechanical phrase at every position. If the destination changes its name or scope, review old anchors so they do not create the wrong expectation.

Do not use a curiosity-driven headline that leads to a page without the answer. Do not insert a link into a paragraph solely to increase the count. An external link that provides a source or definition should have its own context and be distinguished from an internal link.

Make links crawlable and usable

Use an anchor with a real href, visible text, and a sufficiently large click target. A JavaScript button can conveniently open a modal, but it does not replace a link when the destination needs to be discovered. Google’s ecommerce pagination guidance recommends sequential links through anchor elements; “load more” buttons that run only JavaScript can make the next content harder to discover.

Test links while logged out, on mobile, and with scripts disabled. Avoid links to infinite filter pages, URLs with parameters that should not be indexed, or actions that change state such as adding to a cart. Those actions need an appropriate mechanism; internal links are for navigation and content discovery.

Distribute links by level

The homepage and menu should lead to the main need groups. Group pages should lead to detail pages. Articles should link to related content where the reader needs it and include a CTA at the end. An important page should not rely on one footer link; if users need to find it, link from a nearby topic page that already receives visits.

When creating a page, add links to related articles in the same publishing cycle. When deleting or changing a URL, list the sources of internal links so they can be updated or redirected. Shopify’s site structure guidance also recommends logical menus, descriptive link text, and keeping pages as close to the homepage as the store permits.

Audit internal links regularly

Export the URL list and check:

  • Orphan pages with no appropriate internal links.
  • 404 links, multi-step redirects, or canonicals that differ from the destination.
  • Generic anchor text or anchors that do not match the topic.
  • Articles with so many links that they compete for attention.
  • Out-of-stock products that are still prominently recommended.
  • Links that appear only after interaction without a crawlable version.
  • Mobile pages missing links available on desktop.

Read the results alongside analytics, Search Console, common click paths, and support questions. A link with few clicks can still be useful when it appears exactly when readers need an explanation; a link with many clicks that leads to an unsuitable page needs fixing.

Implementation checklist

  1. Every page has a clear role and topic group.
  2. Pillar, service, catalog, and detail pages have appropriate two-way paths.
  3. Anchor text describes the destination and reads naturally.
  4. Links use real hrefs, work when scripts fail, and work on mobile.
  5. New articles link to relevant older content, not only the other way around.
  6. Important pages are not orphaned or confined to the footer.
  7. Product, filter, and pagination links do not create infinite URLs.
  8. Broken links, redirects, and canonicals are checked after a migration.
  9. Link volume serves the journey rather than one isolated metric.
  10. Someone owns the map and the review schedule.

Good internal linking makes a website easier to read before it makes the site easier to crawl. Connect it to the Marketing service, landing page guide, and basic SEO for a new website according to user needs, then update it as content and products change.

References