Internal Links

What is an internal link?

Internal links are references from one page to another page within your website. It is not a reference to an external website or backlink. Internal links are particularly important in SEO. That’s because internal links ensure that the visitor of the web page can go to another page within your website for a (more detailed) answer. This improves the user experience, which is highly valued by search engines like Google.

In this guide, we’ll be explaining the ins and outs of internal links and how to improve your website’s internal link structure. You’ll learn, what internal links are, how to set up an internal link structure and how to improve your existing internal link structure.

Why are internal links important?

There are several reasons to use internal links! The main reason why websites use internal links are:

  • Improving website user experience. 

This is because you are informing the searcher with other relevant information on another page;

  • Structuring the value proposition of the page. 

A page that is located close to the main page is indexed faster by Google;

  • Potentially reducing the bounce rate. 

The information the searcher is trying to find may be hiding behind the internal link page.

The Different types of internal links

There are many different ways to link to another page within your website. Here, we’ll explain all the different ways:

  • Navigation menu in the header
  • Footer
  • Breadcrumbs
  • Links in running text

Navigation menu in the header

In general, every website has a navigation menu in the website header. This is also an expectation that many visitors have of a Website regardless of the type of website you have. In the navigation menu of the header, your business has published the main product categories or services you provide. This is where you implement your product categories. Additionally, you also implement the product categories you want to rank in Google. A service, which is mentioned in the header menu of your website, is considered an internal link. By clicking on the service or product category, you are referred to another part of the website.


The footer is located at the bottom of your website. The footer appears on every page of the website. In the image shown below, you can see several internal links to subpages of the website. 

Many websites use the footer to list names and address details of branches. The footer is also used to pass link value to important pages within the website.


Implementing breadcrumbs is another method of shaping your internal link structure. Breadcrumbs enhance the user experience on the website. Let’s say, you see a cute dress on a category page where many dresses are shown. As a response, you will click through to the product page where that one cute dress is being shown.

You look at the dress, and you’re not sure about the pricing. This is where breadcrumbs will do their thing. Because, you can use the breadcrumbs to go back to the category page, where all the dresses are showcased.

Most websites use WordPress as their content management system. In many WordPress themes, the breadcrumbs are already set up automatically. There are also plugins that implement a breadcrumb path on your website. These are:

  • Yoast SEO
  • BreadCrumb
  • Catch Breadcrumb
  • Rank Math

Internal link in ongoing content

Let’s say, you are writing a blog about search engine optimization. You are writing a blog about search engine optimization. One of the pillars of SEO is link building. In the content about search engine optimization, you can add a link to the link building page. 

With an internal link in the content, it’s important that the page you link to is relevant to the page on which you insert the internal link. In addition, the anchor text should be recognized by the reader. Over-optimization is also an aspect you need to be careful of. We will come back to this later. The example given below shows the use of anchor text.


  • Add internal links from the main page to the main services pages and category pages. The fewer the searcher has to click, the more successful it is!
  • Avoid over-optimization of internal links on the page. So do not add numerous and irrelevant internal links. An internal link should improve the user experience on the web page!
  • Keep the internal link structure superficial. That is, the pages should be accessible from the homepage within a few clicks!
  • Make the anchor text recognizable to the reader. 
  • Make sure the anchor text is a keyword that people are looking for! This essentially indicates that the page you are linking to is about that keyword.
  • Use unique internal links on one page/messages. So do not reference the same page twice on one page. 

Genevieve is a Corporate Content Marketer at Seeders Group, bringing a creative flair to the world of digital marketing. With a knack for storytelling and a keen eye for detail, she excels at crafting compelling content that resonates with audiences. Her expertise spans SEO, SEA, Digital PR, and Link Building, and she's passionate about sharing her knowledge to help businesses grow.