- \n
- You\u2019re missing out on link juice.<\/li>\n\n\n\n
- Google might not discover your web page.<\/li>\n\n\n\n
- Your prospects might never find the product or service you offer.<\/li>\n<\/ul>\n\n\n\n
And the BIG one \u2012 You\u2019ll lose chances to rank higher on the search engine results pages.<\/p>\n\n\n\n
Yes, we\u2019re talking about moving positions up in the SERPs<\/strong>.<\/p>\n\n\n\n
In all, internal linking is a crucial SEO practice for everyone who wants to rank their web pages on Google and drive more organic traffic to them.<\/p>\n\n\n\n
Are you ready to make the most of internal linking?<\/p>\n\n\n\n
Then, it\u2019s time to work on your site\u2019s internal linking structure.<\/p>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/06\/Internal-Linking-Structure-1024x616.jpg\")
<\/figure>\n\n\n\nIn this post, we\u2019ll discuss the best practices to create a great linking structure for your site.<\/p>\n\n\n\n
Let\u2019s get started.<\/p>\n\n\n\n
What Are Internal Links?<\/strong><\/h2>\n\n\n\n
Internal links refer to hyperlinks that redirect you to the same domain as the one that the link is on. In a nutshell, an internal link takes you to another link on the same site<\/strong> that you are on.<\/p>\n\n\n\n
This is a practice we follow diligently across web pages.<\/p>\n\n\n\n
Here is an example of internally linking to our \u201con-page SEO<\/a>\u201d guide to gain more user traction and level up our search rankings:<\/p>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/06\/On-page-SEO.jpg\")
<\/figure>\n\n\n\nImage via SEO Buddy<\/a><\/em><\/p>\n\n\n
\r\n\t\t\tYou\u2019re reading point 86 of our 102<\/span> point SEO Checklist<\/div>\r\n\t\t\t\tGet the full SEO Checklist and start taking ALL the steps you need to in order to rank at the top of Google.<\/p>\n<\/div>\r\n\t\t Reveal The SEO Checklist<\/a>\r\n \t
\r\n \t![](\"https:\/\/seobuddy.com\/blog\/wp-content\/themes\/seobuddy\/images\/post-blocks\/1.png\")
\r\n \t\t\t\t\t\r\n\t\t\t\tJohn Abott<\/strong> The SEO Checklist by SEOBuddy is awesome. It doesn\u2019t just tell you what you need to do, it walks you through the process.<\/p>\n\t\t\t\t\t\t\t\t\t
4<\/div>\r\n\t\t\t\t\t\t\t<\/div>\r\n\t\t <\/div>\r\n <\/div>\r\n\n\n\nWhy is Internal Linking Important for Your SEO Strategy?<\/strong><\/h2>\n\n\n\n
The simplistic answer to this question is:<\/p>\n\n\n\n
Internal linking helps Google discover your content<\/strong>.<\/p>\n\n\n\n
Here\u2019s how:<\/p>\n\n\n\n
Let\u2019s assume you published a new page on your website but didn\u2019t add any internal links to it. If that page is not included in your sitemap and doesn\u2019t have backlinks, Google won\u2019t be able to know that it exists.<\/p>\n\n\n\n
Web crawlers simply won\u2019t be able to trace it.<\/p>\n\n\n\n
In fact, Google gives us a clear insight into how web crawling works.<\/p>\n\n\n\n
Here\u2019s what they\u2019ve mentioned in their support docs:<\/p>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/06\/web-crawling-works.png\")
<\/figure>\n\n\n\nImage via Google<\/a><\/em><\/p>\n\n\n\n
It is clear that Google can follow a link if it comes from any known page to a new one. If you want to make your web pages discoverable<\/strong>, internal linking is very important.<\/p>\n\n\n\n
In fact, it is one of Google\u2019s trust signals<\/a> that can help you improve the trustworthiness of your site.<\/p>\n\n\n\n
But that\u2019s not all.<\/p>\n\n\n\n
Other benefits of internal linking, include:<\/p>\n\n\n\n
- \n
- Making website navigation easier<\/li>\n\n\n\n
- Establishing information hierarchy for a site<\/li>\n\n\n\n
- Spreading link equity around sites<\/li>\n<\/ul>\n\n\n\n
How to Create the Ideal Internal Link Structure<\/h2>\n\n\n\n
When it comes to content hierarchy, most websites are designed like a pyramid<\/a>.<\/p>\n\n\n\n
At the top of the pyramid, you have the most important content, i.e. the homepage. Under that, you may have other important category pages like \u201cServices,\u201d \u201cBlog,\u201d and \u201cProducts.\u201d<\/p>\n\n\n\n
At last, you\u2019ll have individual service pages, blog posts, and individual product pages.<\/p>\n\n\n\n
With such a structure, how do you go about creating internal links?<\/p>\n\n\n\n
Should it be random?<\/p>\n\n\n\n
No.<\/p>\n\n\n\n
To create the ideal link structure<\/strong> and win at on-page SEO<\/a>, you must understand the art of siloing.<\/p>\n\n\n\n
How to Create the Ideal Internal Link Structure<\/h3>\n\n\n\n
In simple terms, siloing refers to grouping web pages<\/strong> that are topically similar through internal links.<\/p>\n\n\n\n
For instance, let\u2019s say you\u2019ve got an online shopping website.<\/p>\n\n\n\n
Here is what the web pages may look like:<\/p>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/06\/online-shopping-website-1024x470.jpg\")
<\/figure>\n\n\n\nAccording to the art of siloing, you will group these pages based on their commonality.<\/p>\n\n\n\n
This is what the structure could possibly look like:<\/p>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/06\/siloing-group-1024x598.jpg\")
<\/figure>\n\n\n\nIn a nutshell, we are creating a hub<\/strong> that links to related subpages.<\/p>\n\n\n\n
This kind of structure gives your site a logical hierarchy and makes navigation easier.<\/p>\n\n\n\n
Which Are the Different Types of Internal Links?<\/h2>\n\n\n\n
There are two main types of internal links<\/strong> based on the purpose they serve on a site: Navigational and Contextual Internal Links.<\/p>\n\n\n\n
Navigational Internal Links<\/h3>\n\n\n\n
These types of links make up the navigational structure of a site <\/strong>and are implemented throughout the website. Their main purpose is to help users navigate a website more easily and improve the overall customer experience.<\/p>\n\n\n\n
Typically, you are likely to find them in the main website menu.<\/p>\n\n\n\n
For example, we have placed navigational links to all important pages on our site <\/strong>in the main menu itself.<\/p>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/06\/Navigational-Internal-Links.jpg\")
<\/figure>\n\n\n\nImage via SEO Buddy<\/a><\/em><\/p>\n\n\n\n
But that\u2019s not the only place you\u2019ll find navigational internal links.<\/p>\n\n\n\n
They can also be a part of your website\u2019s sidebar.<\/p>\n\n\n\n
Here\u2019s how we internally link to all important categories and posts on our blog in the sidebar, helping users find the information are interested in:<\/p>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/06\/Blog-in-the-Sidebar-1024x419.png\")
<\/figure>\n\n\n\nImage via SEO Buddy<\/a><\/em><\/p>\n\n\n\n
Adding navigation links in the sidebar<\/strong> also helps us:<\/p>\n\n\n\n
- \n
- Increase users\u2019 dwell time.<\/li>\n\n\n\n
- Build readership and generate more engagement.<\/li>\n<\/ul>\n\n\n\n
This, ultimately, supports our main goal of winning Google\u2019s trust<\/strong> and ranking higher<\/strong> in the search results.<\/p>\n\n\n\n
Contextual Internal Links<\/h3>\n\n\n\n
These types of internal links are placed within the content of a web page.<\/p>\n\n\n\n
Here is an example of how we place contextual internal links in our pages and blog posts:<\/p>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/06\/Contextual-Internal-Links.png\")
<\/figure>\n\n\n\nImage via SEO Buddy<\/a><\/em><\/p>\n\n\n\n
Such links redirect users to something that is related to the post they are already reading. Typically, they fit in organically with the flow of the content and provide added value <\/strong>to the reader.<\/p>\n\n\n\n
Till now, we\u2019ve covered the basics of internal linking.<\/p>\n\n\n\n
It\u2019s time to move on to discussing internal linking best practices.<\/p>\n\n\n\n
Internal Linking Best Practices: What You Need to Know<\/strong><\/h2>\n\n\n\n
When adding internal links to your website, there are certain things you need to keep in mind. Only then you can expect Google\u2019s crawlers to notice your pages more easily.<\/p>\n\n\n\n
Here are some of the best practices that you should include in your internal linking strategy:<\/p>\n\n\n\n
Use Keywords in Anchor Text<\/h3>\n\n\n\n
The anchor text you use to add an internal link gives Google some context about the web page that you are linking to.<\/p>\n\n\n\n
When you include a keyword in the anchor text<\/strong> for placing internal links, it tells crawlers exactly what your page is all about.<\/p>\n\n\n\n
No scope for ambiguity.<\/p>\n\n\n\n
We often use keyword-rich anchor text for placing internal links in our blog posts. Here\u2019s one such example:<\/p>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/06\/Use-Keywords-in-Anchor-Text.png\")
<\/figure>\n\n\n\nImage via SEO Buddy<\/a><\/em><\/p>\n\n\n\n
What else should you take care of?<\/p>\n\n\n\n
In their documentation section<\/a>, Google shares some internal linking anchor text practices you should avoid<\/strong>.<\/p>\n\n\n\n
Here\u2019s a quick summary:<\/p>\n\n\n\n
- \n
- Avoid using generic anchor text like \u201cclick here.\u201d<\/li>\n\n\n\n
- Avoid using off-topic anchor text.<\/li>\n\n\n\n
- Avoid writing a long sentence as an anchor text.<\/li>\n\n\n\n
- Avoid using excessively keyword-filled and lengthy anchor text.<\/li>\n<\/ul>\n\n\n\n
While all of the points mentioned above are important, you need to look at the last one carefully.<\/p>\n\n\n\n
Too much of anything isn\u2019t good.<\/p>\n\n\n\n
Not even keywords.<\/p>\n\n\n\n
While you should opt for using keywords as your anchor text, make sure you aren\u2019t resorting to keyword stuffing.<\/p>\n\n\n\n
Include Links to Important Pages<\/h3>\n\n\n\n
Whenever you add a link to another web page on your website, you are indirectly sending that page some authority.<\/p>\n\n\n\n
Ultimately, it helps that page get a better ranking position on Google. Or, at least improve its chances of ranking higher.<\/p>\n\n\n\n
This whole process is called transferring link authority<\/strong> to the secondary page.<\/p>\n\n\n\n
Sure, these internal links don\u2019t make as much of a difference as a quality backlink. But they still help you get an SEO edge.<\/p>\n\n\n\n
That is the reason why you should be smart about picking the pages to add internal links.<\/p>\n\n\n\n
Ideally, here is the process you should follow:<\/p>\n\n\n\n
- \n
- Step 1: <\/strong>Pick a relevant link-building tool like Semrush, Moz Pro, or Ahrefs.
<\/li>\n\n\n\n- Step 2:<\/strong> Use it to find site pages that have the highest link authority.
<\/li>\n\n\n\n- Step 3: <\/strong>Use the ones with the highest authority as internal links.<\/li>\n<\/ul>\n\n\n\n
Aim to include the ones with the highest authority as many times as naturally possible. You can also plan future content around it.<\/p>\n\n\n\n
Add Internal Links Towards the Top of the Page<\/h3>\n\n\n\n
When it comes to internal linking, not all link placements are equal. Where you put your internal links can have a huge impact on your dwell time and bounce rate.<\/p>\n\n\n\n
Ideally, you should place internal links in the first fold<\/strong> of your web pages.<\/p>\n\n\n\n
Preferably, within the first 150 words.<\/p>\n\n\n\n
Just like we\u2019ve added our \u201cPricing Model Strategy\u201d link in the post below:<\/p>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/06\/Pricing-Model-Strategy.png\")
<\/figure>\n\n\n\nImage via SEO Buddy<\/a><\/em><\/p>\n\n\n\n
This makes your internal links more easily noticeable<\/strong>.<\/p>\n\n\n\n
People are more likely to click on such links, which will help you ensure that they spend more time on your website.<\/p>\n\n\n\n
However, that shouldn\u2019t stop you from adding internal links throughout your web pages.<\/p>\n\n\n\n
It\u2019s a good idea to add one or two internal links at the top. The rest of them should be spread out across your content.<\/p>\n\n\n\n
This way, users will be able to find new pages<\/strong> even when they are scrolling through your web page content.<\/p>\n\n\n\n
Audit Your Internal Links Regularly<\/h3>\n\n\n\n
Unless you have a new website, chances are you already have a solid internal linking structure in place.<\/p>\n\n\n\n
But is it doing any good?<\/p>\n\n\n\n
To ensure that you are on the right track, you\u2019ll need to audit your internal links<\/strong> regularly. Based on the audit reports, you can make strategic decisions on what to do next.<\/p>\n\n\n\n
To thoroughly audit your internal linking structure, you should use an advanced tool like Semrush Site Audit Tool<\/strong>.<\/p>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/06\/Semrush-Site-Audit-Tool.jpg\")
<\/figure>\n\n\n\nImage via Semrush<\/em><\/p>\n\n\n\n
In your internal linking reports, here are the key metrics that you should watch out for:<\/p>\n\n\n\n
- \n
- Internal Links: <\/strong>This section will show you how many web pages receive internal links. It will also show you how many of them are linking internally to others.
Through this section, you\u2019ll be able to identify any pages that don\u2019t contain internal links aka orphan pages.<\/li>\n<\/ul>\n\n\n\n- \n
- Pages Crawl Depth<\/strong>: This section will give you an insight into how many clicks a user needs to get to the key web pages on your website. Ideally, they should be reachable within just three clicks from the homepage.
<\/li>\n\n\n\n- Internal Link Distribution<\/strong>: This section will help you identify web pages that have a poor Internal LinkRank (ILR).
<\/li>\n\n\n\n- Internal Link Issues<\/strong>: This section will showcase the exact internal linking issues on your pages. (We\u2019ll discuss them more in the next section.)
<\/li>\n\n\n\n- Pages passing the most Internal LinkRank<\/strong>: This section will help you identify the most authoritative web pages on your site.<\/li>\n<\/ul>\n\n\n\n
How to Fix Common Internal Linking Errors<\/strong><\/h2>\n\n\n\n
So you are ready to audit your internal linking structure.<\/p>\n\n\n\n
But what should you do when you find an error?<\/p>\n\n\n\n
In this section, we\u2019ll take a look at the most common internal linking errors <\/strong>and how you can fix them<\/strong> easily.<\/p>\n\n\n\n
Error #1: Internal Links Are Broken<\/strong><\/h3>\n\n\n\n
When internal links are broken, search engines and users may be sent to pages that do not exist.<\/p>\n\n\n\n
In such a case, you can get 404 errors.<\/p>\n\n\n\n
To fix this issue, you should replace or remove the internal link to that page.<\/p>\n\n\n\n
While 404 errors<\/strong> can easily lead to traffic loss, there is one way to prevent it.<\/p>\n\n\n\n
We have placed a custom \u201c404 Page Not Found\u201d setup on our server that gives users an option to return to our homepage or go to our blog page and continue browsing.<\/p>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/06\/Internal-Links-Are-Broken-1024x501.jpg\")
<\/figure>\n\n\n\nImage via SEO Buddy<\/a><\/em><\/p>\n\n\n\n
This enables us to redirect visitors to relevant pages and keep them on our site for long.<\/p>\n\n\n\n
Error #2: Trigger Redirect Chains and Loops<\/strong><\/h3>\n\n\n\n
Are your internal links redirecting chains and loops?<\/p>\n\n\n\n
Just like:<\/p>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/06\/Trigger-Redirect-Chains-and-Loops-1024x470.jpg\")
<\/figure>\n\n\n\nA Redirect Chain<\/strong><\/p>\n\n\n\n
Or, this:<\/p>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/06\/A-Redirect-Chain-1024x559.jpg\")
<\/figure>\n\n\n\nA Redirect Loop<\/strong><\/p>\n\n\n\n
Both redirect chains and loops can lead to a poor user experience<\/strong>.<\/p>\n\n\n\n
What\u2019s the fix?<\/p>\n\n\n\n
You need to update your internal links to ensure they redirect to the live page. If you have any intermediary redirects as part of a chain, remove them.<\/p>\n\n\n\n
All you need to do is to ensure that all redirects go from the origin page to the final end<\/strong> of your redirect path.<\/p>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/06\/A-Redirect-Loop-1-1024x540.png\")
<\/figure>\n\n\n\nThe Right Redirect Path<\/strong><\/p>\n\n\n\n
You can use tools such as Semrush to easily identify any redirect chains and loops<\/strong>, making it easier for you to fix them.<\/p>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/06\/The-Right-Redirect-Path-1.png\")
<\/figure>\n\n\n\nImage via Semrush<\/em><\/p>\n\n\n\n
Error #3: Too Much On-Page Internal Linking<\/strong><\/h3>\n\n\n\n
If your page has more than 3000 links, it is likely to be flagged in your audit report. Remove all of the unnecessary links from the page to fix this issue.<\/p>\n\n\n\n
Adding 4-5 internal links for every 1,000 words<\/strong> of content is a good practice to ensure that you\u2019re not overdoing internal linking.<\/p>\n\n\n\n
![\"\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/uploads\/2021\/06\/Too-Much-On-Page-Internal-Linking.png\")
<\/figure>\n\n\n\nImage via Semrush<\/em><\/p>\n\n\n\n
Which Are the Best WordPress Plugins for Internal Linking?<\/strong><\/h2>\n\n\n\n
Here are some of the best plugins for internal linking<\/strong> on a WordPress site:<\/p>\n\n\n\n
- \n
- Yoast SEO<\/a><\/li>\n\n\n\n
- Internal Link Juicer<\/a><\/li>\n\n\n\n
- Internal Links Manager<\/a><\/li>\n\n\n\n
- Link Whisper<\/a><\/li>\n\n\n\n
- Rank Math<\/a><\/li>\n<\/ul>\n\n\n
\r\n\r\n![\"img\"](\"https:\/\/seobuddy.com\/blog\/wp-content\/themes\/seobuddy\/images\/post-blocks\/2.png\")
\r\n <\/div>\r\n \t\r\nThere\u2019s more\u2026<\/div>\r\nNow it\u2019s time to discover the other 102 steps that will get more organic traffic flowing to your website. Get the SEO Checklist here.<\/a><\/p>\n
Want to get a sneak peek of what it looks like?<\/strong>
\nEnter your email and get a free demo version of the SEO Checklist.<\/em><\/strong><\/p>\n<\/div>\r\n - Internal Link Juicer<\/a><\/li>\n\n\n\n
- Internal Link Distribution<\/strong>: This section will help you identify web pages that have a poor Internal LinkRank (ILR).
- Pages Crawl Depth<\/strong>: This section will give you an insight into how many clicks a user needs to get to the key web pages on your website. Ideally, they should be reachable within just three clicks from the homepage.
- Step 2:<\/strong> Use it to find site pages that have the highest link authority.
- Step 1: <\/strong>Pick a relevant link-building tool like Semrush, Moz Pro, or Ahrefs.