Link Types

Internal Links

Glossary  |  2 mins

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Internal links are any links that link from one page on your website to another page under the same domain. Internal links are used by both human users and search engine crawlers to navigate the content making up your website. A page that has no incoming internal links, commonly known as an orphaned page, can be difficult or even impossible to find for both crawlers and users.

Internal links can be divided into four main categories. Aside from navigational links (the links pointing to your most important pages from your site’s main menu) there are footer links, which appear on every page of your site and typically point to content like your privacy policy and careers page, image links, which direct to image files hosted by your site, and contextual links, which link from one piece of content on your site to other pieces of related content.

Internal links are an important part of SEO for several reasons.

Firstly, internal link building will help Google’s crawlers understand the structure of your site, and allow them to discover and index new content. Furthermore, the context and anchor text of your internal links can help crawlers understand the topical relationship between one piece of content and another.

Well planned internal linking can also help to pass authority from one page on your site to another, which can contribute to better organic rankings. This is due to Google’s PageRank algorithm, wherein a page that’s shown to be authoritative by having a large number of quality backlinks will pass link equity onto other pages it links to.

The simplest, but no less important reason is that good internal linking will help users navigate a website more easily. This will not only improve your user’s experience, but will also improve user engagement signals that are playing an increasing role in ranking algorithms.

To maximise your chances for strong organic rankings, you should ensure that all new internal links are topically relevant and helpful to your users. It’s also important to periodically audit your site to ensure there are no orphaned pages, and that every internal link on your site is functional, with their target pages free of 404 errors.

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Internal Links FAQs

Why are internal links important for SEO?

Internal links are important for SEO because they help Google to understand the structure of your site, pass page authority from one page to another, and improve visitors’ user experience.

What is the difference between internal and external links?

While internal linkspoint to pages under the same domain as the referring page, external links point to pages on an external site.

Questions to ask your link builder