A black and white photograph of a chain, symbolizing strong link building.

Master Internal Link Building

Master Internal Link Building

A black and white photograph of a chain, symbolising strong link building.

Making Your Website

Accessible & Natural

Improve User Experience

By: Simon | Category: SEO, Content
Published Date: 13th January, 2024

Internal link building is a fundamental aspect of SEO (Search Engine Optimisation) that often gets overlooked.

While many website owners focus on acquiring external backlinks, internal links play a crucial role in enhancing user experience, boosting site navigation, and improving search engine rankings. In this comprehensive guide, we will explore the strategies and best practices to build internal links effectively, helping you maximize the potential of your website.

Understanding Internal Links

These links serve as pathways for both users and search engine crawlers to navigate and understand the structure of your website. Understanding the anatomy of an internal link is the first step towards using them effectively.

Anchor Text

The text of a hyperlink is known as anchor text. It should be relevant to the linked page and provide a clear indication of what the user can expect.

Link Relevance

Internal links should connect relevant content. This not only improves user experience but also helps search engines understand the context of each page.

Create A Logical Site Structure

Before diving into internal link building, ensure that your website has a logical and organised structure. A well structured website makes it easier for users and search engines to navigate. Consider the following tips:


Organise your content hierarchically, with important pages having a clear path from the homepage.

Categories & Subcategories

Group related content into categories and subcategories. This helps users find information more efficiently and allows for strategic internal linking.

Great Internal Linking Unlocks More Doors

Remember To Creative Descriptive Anchor Texts

Perform A Content Audit

Conduct a content audit to identify existing internal linking opportunities. Evaluate the relevance, quality, and performance of each page. Look for key pages that should be prioritised in your internal link building strategy.

Identify High Performing Pages

Pinpoint pages with high traffic, engagement, or conversion rates. These pages can benefit from additional internal links to distribute their authority.

Update Outdated Content

If you find outdated or irrelevant content, either update it or consider redirecting the URL to a more relevant page. This ensures that internal links lead users to valuable and up to date information.

Use Descriptive & Keyword Rich Anchor Text

Choosing the right anchor text is crucial for effective internal linking. Incorporate relevant keywords naturally into your anchor text, but avoid over optimisation or using the same anchor text repeatedly. Variation in anchor text helps search engines understand the diversity of your content.

Balancing Optimisation

While incorporating keywords is important, the primary focus should be on creating user friendly, descriptive anchor text that accurately represents the linked content.

Implement A Breadth First Linking Strategy

When building internal links, adopt a breadth first linking strategy. This means spreading your internal links across different pages rather than concentrating them on a single page. Distributing internal links evenly helps search engines index and rank your entire site.

Homepage Links

Provide strategic links from the homepage to important category pages or high priority content. This helps distribute link authority throughout the site.

Category Pages

From category pages, link to specific articles or product pages within that category. This hierarchical linking structure enhances the overall user experience.

Utilise Sidebar & Footer Links Wisely

While footer and sidebar links are common, they should be used judiciously. These areas are often reserved for essential pages, such as the homepage, contact page, or privacy policy. Avoid overwhelming users with excessive links in these sections.

Footer Links

Include links to important pages, but prioritise relevance. Footer links should enhance navigation, not clutter the page.

Sidebar Links

If you have a sidebar, use it to showcase related or popular content. This can encourage users to explore additional pages on your site.

Monitor & Analyse Link Performance

Regularly monitor the performance of your internal links using web analytics tools. Track user behavior, engagement metrics, and conversion rates associated with pages linked internally. This data can guide ongoing optimisation efforts.

Google Analytics

Use Google Analytics or a similar tool to analyse user behavior, track page views, and identify which internal links are driving traffic.

Conversion Tracking

If applicable, set up conversion tracking to understand how internal links contribute to your site’s conversion goals.

Address Broken Links & Redirects

Broken links can negatively impact user experience and harm your site’s SEO. Regularly check for broken links and implement redirects when necessary. This ensures that users and search engines are directed to the most relevant and updated content.

404 Error Pages

Customise your 404 error pages to provide helpful information and guide users back to your site’s main navigation.


When removing or updating content, set up redirects to seamlessly guide users and search engines to the new or relevant pages.

My Conclusions

Mastering the art of effective internal link building is a continuous process that involves strategic planning, thoughtful execution, and ongoing optimisation.

By focusing on creating a logical site structure, utilising relevant anchor text, and prioritising user experience, you can harness the full potential of internal links to improve your website’s visibility, engagement, and overall SEO performance. Remember that successful internal link building is not just about quantity but about quality and relevance, creating a seamless web of interconnected content that benefits both users and search engines alike.

Technial blog author

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