Internal Linking: The Secret To A Great Structure

Building links is an essential part of your SEO strategy. How can internal linking be the fuel for your business’ fire?

It can be quite the challenge to acquire high-quality links. You can’t just wave a magic wand or push that big, link building button to automatically grab yourself hundreds of reliable backlinks. If only! We have to do our research and decipher which sites will give us a trustworthy link. We need to think about which sites we need to avoid to save our sites from a sometimes harsh and negative effect. Internal linking can be the catalyst for a great back-link profile. Here’s how.

Perhaps internal linking was the last thing you’d think of to give your external links more power. Creating the right internal linking structure can make the difference between gaining high-quality backlinks alone, and high-quality backlinks that boost your pages further. We know which we’d prefer! We’ll be honest; having the right internal linking structure won’t suddenly make the task of external link building easier. It will, however, power the pages your links point to.

Internal linking can help many pages on site that can be rather difficult to build external links to. Think about your pages of products perhaps, or different categories. External sites definitely don’t value these types of pages as much as you wish. How can you expect them to get noticed or rank highly in the SERPs? For an external link, your pages need to include certain information. Pages that are informative, entertaining or newsworthy are favourably linkable.

Internal links and an internal linking structure.

Links and linking structure refer to different things but are similar in the way they work. Internal links are links embedded into text on your pages linking to other pages. Whereas an internal linking structure is how you link these pages up. When writing up business blog posts or updating the content, including internal links pointing to extra information will give search engines a better idea of the structure of your site. When Google follows your links, it can work out what your site and content are all about and what the value of it is. Internal linking provides a relationship between all these links and your pages and better still, it will boost the relevancy of your site.

Links symbolising an internal linking strategy

How is internal linking beneficial?

Convincing a user to visit a link that is going to direct them away from the original site is not easy. Now, an external site will not be very happy linking to a product page for example, so here’s where things get a little more interesting. Through an internal linking structure, you’re pointing a user to the pages that will convert most, mainly your product and service pages. This internal structure linking the pages you want to boost, combined with the external link to an informative page all work together to get you ranking. It may sound complicated, but once you get your head around it, you’ll see great results.

Your link value is divided between the links of your site by Google. However, the page with the most backlinks, usually a homepage or main service page, will naturally attract the most value. All the links on your homepage are the next in line, with the main page link value being shared amongst these links. The value of these each individual pages will be shared between the links on those pages, creating a spider web of links and value.

The more links you have internally means more value. In fact, any new pages you post that link to your homepage, your biggest and most linked to page, will be found quicker by Google.

How to link your content.

Having a good internal linking plan is an important part of your SEO strategy. As Google is clever enough to know about the value of links and their relevance on your pages, keeping up with this regularly is essential. The overall rule in internal linking is to link from the top. That way, your biggest page will hold a lot of this value, passing it onto to supporting pages in the process.

Giving new content or pages links to your homepage or your page with the most backlinks will give those pages more authority. When writing a blog post for example, you should link to any pages that are relevant.

Keep anchor text in mind.

Anchor texts are clickable links that are included in a paragraph of text that your visitors will see and use. Deciding what content and pages you’ll link to is the first step but you need to consider your link text. Stay away from text such as “click here” or “read more here”. These really won’t give Google the right impression. Using this sort of text can affect your site negatively.

The same goes for over optimisation. Using your keywords more than necessary on one page is called keyword stuffing. This is another way in which Google and other search engines may penalise you. Vary your keywords and anchor texts and keep it natural.

Our London SEO Agency knows a thing or two about SEO.

In fact, our lives revolve around it! Let’s face it; without the right links, your site can’t rank. An internal linking strategy enables your site to show what is relevant, valuable and what potential visitors could take information from. At our digital agency, we’re filled to the brim with knowledgeable professionals who thrive on all things SEO. In the past, we’ve created successful SEO strategies for our clients and implemented them to perfection.

Need a hand with a specific area of digital marketing? Want more information about starting an effective internal linking strategy? Get in touch with our digital marketing experts! We can be reached by phone on 020 3105 0804 or by email at

2018-07-16T12:49:26+00:00 Linking, SEO|