Internal linking basics
In one line
Internal linking connects your own pages with descriptive links, helping search engines discover them, understand their relationships, and pass authority to your most important pages.
How to do it well
- Link from strong, relevant pages to important target pages
- Use descriptive, natural anchor text (the topic, not “click here”)
- Build clusters: supporting pages link to the pillar, and back
- Link deep (to specific pages), not just to the homepage
- Fix broken internal links
Why it matters
Internal links guide crawlers, help users navigate, and channel authority to the pages you most want ranked. They also map topical relationships that both Google and AI use to understand your site.
Frequently asked
How many internal links per page?
Enough to be genuinely helpful and connect related content, no strict number. Prioritise relevance over quantity.
What anchor text should I use?
Descriptive, natural phrases about the target page's topic, helpful to readers, never keyword-stuffed.
Put this into practice
Grade your site against our 250-point AEO/GEO checklist and see exactly what to fix, free, no signup.