How to Use Internal Links to Improve SEO and Navigation

How to use internal links to improve SEO and navigation

What internal links are, why they matter, and best practices for using them on your website.

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Overview

Internal links are hyperlinks that connect one page of your website to another page on the same domain. They help visitors navigate your site and help search engines discover, crawl, and understand your content — making them one of the simplest and most effective SEO tools available.

Why internal links matter

Navigation — internal links help visitors find related content, keeping them engaged on your site longer and reducing bounce rate.

SEO and crawlability — search engines follow internal links to discover and index your pages. A well-structured internal linking strategy helps ensure all your pages are found and understood.

Link equity distribution — authority from high-performing pages can pass to less prominent pages through internal links, improving their visibility in search results.

Conversions — linking visitors to high-value pages — property listings, contact forms, neighborhood guides — guides them toward taking action.

Best practices for internal linking

Use descriptive anchor text — The clickable text of a link should describe where it leads. Exact match anchor text — where the link text matches the target page's keyword — can strengthen that page's relevance for that term in search results. Avoid generic text like "click here."

Link to relevant content — Only link to pages that are contextually related to the content around the link. Irrelevant links confuse visitors and dilute the link's SEO value.

Follow user intent — Place links where they add value to the reader's journey — consider what a visitor would naturally want to explore next and guide them there.

Build a logical hierarchy — Structure links to flow from higher-level pages (category or topic pages) to more specific pages (individual blog posts or listing pages). This reinforces your site's architecture for both visitors and search engines.

Avoid orphan pages — Every page on your site should have at least one internal link pointing to it. Pages with no inbound links are harder for search engines to discover and index.

Don't overload pages with links — Aim for fewer than 100 links per page to avoid overwhelming visitors and diluting link equity.

Update older content — Periodically revisit older pages and add links to newer, relevant content. This keeps your site interconnected and signals to search engines that your content is actively maintained.

How to add internal links on your website

Internal links can be added to your website in several ways:

• In content fields — use the Insert/edit link button in any text editor to add a link directly into body copy
• CTA modules — link buttons and calls to action to specific pages on your site
• Navigation menus — add links to your header, footer, or side menu through Global Elements
• Built-in element links — many elements in the Website Builder already include internal links that can be edited to point to your preferred page

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