Most Important Factors to Consider for Internal Linking for SEO  

Navneet Singh, Founder

Ecommerce SEO

It is imperative to follow a top-class internal linking strategy to get the best results. However, internal linking is a highly underrated technique for SEO. It helps improve user experience and makes several aspects of SEO give you greater productivity. But, you must consider all the factors which give you a solid internal linking strategy. Reviewing the various internal links can provide you with highly significant outcomes. The right internal linking strategy can increase the visibility of your pages. 

What’s an External Link?

An external link is a hyperlink from one website to another. When you get links from the other sites, it gives you referral traffic to your site. However, as you get links on other sites, you also need to manage the website’s internal links. It is easy to form internal links. And when they get done rightly, it helps search engines and visitors find the right results.

external link

What is an Internal Link?

An internal link is a hyperlink on a web page that goes to another page or resource, such as an image or document, on the same website or domain. Internal links are helpful as they let Google find, index, and understand all of your site’s pages. When used strategically, internal links assist in sending page authority or PageRank to vital pages of the site.

internal links

Having an internal link from one page to another on the same domain is highly significant for your website. Hyperlinks from one page to another that facilitate website navigation are essential for internal linking. However, ensure that you take care of the best quality links on your site’s page and content. If you do not have the time to do it in the most effective manner, go for an E-commerce SEO Agency to help you.

What Are the Benefits of Internal Linking?

Internal linking is helpful for three reasons: Internal linking is related to the three parts of the funnel.

  • Internal links help direct authority from one page to another for search optimization.
  • They guide visitors to high-value and relevant content (for improving the usability  or user experience.)
  • They help in conversion optimization with calls-to-action.

In What Ways Do Internal Links Affect SEO?

Hyperlinks pass authority on the internet. Links have a high ranking potential as they pass authority from one website to another and from page to page.

As one website page links to another, it will also pass a part of its credibility to the same page and increases the chances of the second page to rank well. Such credibility is also called “link juice” and appears to be gross. Search engine optimizers refer to link juice as “authority.”

Links from high authority websites pass “Domain Authority” due to the higher ranking potential of all the pages on your website. Internal links do not help you with that.

Internal links pass link juice between the website pages. They don’t enhance the Domain Authority but pass a higher “page authority” from one page to another. Through internal links, pages help rank each other in the search engines.

Internal Link #1: Links Affecting Search Engine Rankings (SEO)

Here’s how you can get a high SEO value from your internal links:

  • Link a few pages with a higher authority than others. Such pages would already be linked to other sites. Your home page is an important example. Links from such pages give your page a higher authority and SEO value.
  • Links from pages with a higher authority benefit you more than links from the other pages. The ordinary authority pages may help you rank, but only high authority pages help you rank well. Most high authority pages get ranked on page number one or two. These pages give you a greater authority which goes a long way.

Internal linking, when rightly done can lead to a great difference in the ranking and traffic. A three-step process can give you the right kinds of pages to make the most of the right internal linking opportunities.

1. What are the Pages having the Higher Authority?

Go for the best SEO tools such as Moz, or choose a free tool such as Google Search Console. Moz offers you the “Top Pages” report showing you all the pages which get ranked for their Page Authority. Links from pages with a higher authority pass you the most high-ranking potential. It is best to rather like to link from the pages. 

Use Google Search Console to check in this way- Links > External Links / Top Linked Pages report. It gives you pages having the most external links and thus having the highest Authority. 

2. Which Pages are the Highest-Ranking?

Google Analytics is a helpful and “low hanging fruit.” SEO analysis of the Analytics helps you find the pages with the highest ranking in the search results. They also help you go past the number two page tipping point.

Now, go to Acquisition > Search Engine Optimization > Queries report. If you aren’t getting much traffic from search, set a longer date range to get more data.

Also, if you do not get any data in this report, you will need to connect to Google Analytics to Google Search Console. You can get it directly by logging onto your GSC.

An advanced filter can help see the phrases which help you rank higher than ten positions. When your “average position” is more significant than ten, you can rank on the top of the page in the number two position on Google). 

Sort a  list of phrases using average position, which will allow you to rank high. You can search for each phrase on Google to confirm its ranking alongside the ranking of the corresponding page. But, it may be hard to find such terms. When you have trouble finding a phrase in the queries report in the search results, make sure you don’t go for the same. SEMrush helps get this data, but you may go for a paid subscription to get valuable data. Go to Domain Analytics > Organic Research > Organic Search Positions. As you use the drop-down, it will quickly filter these rankings and show you phrases on the first two pages.

Also, find out what will happen in the far right column. This report tells you about the page which ranks. But, Google Search Console > Queries report won’t do the same. Find phrases that rank at the top of page two. Using such phrases, a page becomes ready for a higher authority and visibility. As you know the phrase, you know what you must link to.

 “Source Domains.” Possibly, your homepage is at the top, but you also require scanning the interior pages. Authoritative blogs have the highest-ranking potential.

Google Search Console report also shows the pages with the most internal links. Have a look at the best thing. Go to Links > Internal Links / Top Linked Pages and other things.

Internal linking, when rightly done can lead to a great difference in the ranking and traffic. A three-step process can give you the right kinds of pages to make the most of the right internal linking opportunities.

3. Link from the First Page to the Second

You need to create just a link at some point in the target page’s body, selecting the correct text from a high-authority page or a high-ranking page. Here are a few tips:

Use a key phrase in the link’s anchor text that makes perfect sense. For example, if you choose anchor text  “cable installation tips” to create a link, it shows that the page is related to cable installation. You also require a keyword-focused anchor text. This should be better than “read more” or “click here.”

John Mueller suggests that Google cares a lot about anchor text. Anchor text must lead to the right page and not appear as enforced. Create a link keeping the reader in mind and not just the rankings. Things that you do just for SEO without considering people will prove spam.

A search marketing expert tells you why the internal linking structure for SEO is important. If you need to outsource the task of internal linking or need expert advice, make sure that you reach out to the right expert. 

Please note that internal links work very similarly to external backlinks regarding relevance and Authority. You’ll notice a great effect as you link a page on your site to give you strong backlinks or sometimes also a weak one. Anchor text must offer the proper context about the link target to the search engines. Optimize an idea or scale it by adjusting the pattern of your internal link module or other logic related to internal links.

Anchor text is a powerful tool for improving Google’s understanding of the target page content, increasing your chances to rank well. Also, the proper selection of the anchor text helps you take an idea at a higher level for managing your audience’s expectations.

A simple link can sometimes be enough to improve your rank on the page. However, if this doesn’t work, don’t give up. There are many other ways to improve your page rankings.

Internal Link #2: Links Can Guide Visitors to High Converting Pages

Certain pages can attract several visitors. It can happen if they are ranking very high to achieve a lot of shares. It will make them traffic champions, bringing you many visitors to take action. Moreover, content marketing can help you accomplish a great job to convert visitors into subscribers, who will be your conversion champions.

A single link can help you find the best bait for the best mouse. You can find the best cheese for your mousetrap to get an internal link.

1. Find out the Pages Attracting the Most Traffic

You can quickly check this using your Analytics. Check for Behavior > Site Content > Landing Pages report. Use a long date range of three to six months to sort the pages in the right order to understand the most viewed ones. It helps you know the traffic champions.

Scan it and understand the pages with traffic spikes with PR hits for your email campaigns if you have a lits. Also, understand that those events do not repeat themselves.

2. Which Pages Inspire the Highest Amount of Action?

Find the landing pages report, which provides you with a high conversion rate on the right to set up your goals in Google Analytics. For example, if you have set up a newsletter signup goal in the drop-down menu. Now, sort the same. It gives a quick idea about the posts which have to lead to the growth of your email list at the fastest pace.

To sort the outliers with ultra-low numbers, add a filter. Here are certain things you must check in your landing pages to drive at least five conversions.

Things you can understand about your conversion champs

If you want to share a highly accurate and detailed analysis, connect with Google Analytics in your Google Sheets. Make sure that you always follow the detailed instructions. As you share the chart with the other content marketing team, you can bring your social media team into action.

3. Your Links from Traffic Champions will go to Conversion Champions

In the end, add internal links. Your high-traffic pages need to be linked to high-converting pages at some point or the other in the body text. As users click on this link, it also gives you a great way to grow your email list. You also need to make it compelling using an appropriate call to action. In other words, connect your best cheese to your best mousetrap.

Internal Link #3: Links Promoting Your Visitors to Act (Calls-to-Action)

A digital marketer needs to attract visitors by presenting them with solid marketing claims with adequate supporting evidence to gently guide them to take the right action.

Calls to Action are Internal Links

Look at any of your marketing pages. Consider the last line of text. Does this suggest that your visitors take the desired action? Also, understand you need to offer help for the same. Now, also begin a conversation on the same. Find out how long it goes, or does it end abruptly?

Also, you must look at a few examples of internal links that you can place at the bottom of the marketing page. This serves you as your call to action.

What else?

No page on your website should become a dead end. Take care to remove every dead link on your website. It keeps the visitors flowing to your website.

More Information: 10 Internal Linking Best Practices

As you put the things together with the best practices for internal linking, check what the links look like? Understand how many can you add? Find out where you can add them?

1. Add Internal Links to Helps Your Readers

Understand who are your visitors. Now, think, would your links improve user experience? If this is the situation, ensure that you go forward with the linking. Also, your links should feel natural. Whenever you create a link for your visitor, keep the SEO and the clicks in mind. Never sight of the same. You can facilitate the same by adding internal links in your CTA boxes.

2. Link on the Text on Pages in the Article’s Body

Ensure that you have the right context for each link. SEOs believe that links present in the copy of the body are weighted more heavily than the links in the footer.

3. Link From New to Old and From Old to New

Just add a link when you have a new post related to an older or high-value post or page. Add a link when you get an older post that still gets traffic from search engines and social sharing. Simply publishing a new page won’t get it a high ranking. You also need to link to it from an old page. Using a Google search operator to find your site for related pages such as “ [keyword]” provides you with a quick way to get all the mentions of the target phrase on your site’s pages. All of these pages featuring the target phrase are important for internal linking.

Example: If you have just published an article about bounce rates, use Google to get a hold on every mention of the phrase “bounce rates” on your site. All these results featuring the phrase provide you with an opportunity to link to every new article.

4. Link from High Authority Pages to High Traffic Pages:

Link from pages with high Authority to pages that rank high. In this way, internal links help SEO. 

5. Link Pages With High Traffic to Pages With High Conversions:

It is important to link from pages with high traffic to pages with high conversion rates. This helps internal links to grow your buyers’ list. Also, check about the things which will work to increase the traffic.

6. Use Descriptive or Keyword-Focused Anchor Text:

Choose an anchor text which targets the keyword or the keyphrase of the page you’re linking to. A link text should include a target keyphrase to indicate the relevance of Google pages. Get creative and find ways to use longer phrases in the form of links.

For example -” Learn about cable installation safety tips.” You will find that the text within the link also has a target phrase of the page it is linking to.

7. Other Creative Ways to Use Keywords in the Anchor Text:

Adding “Related Links” on a page is another healthy practice. A “Related link” post with a relevant paragraph means that you are linking to your articles through their headlines, including the target keyphrase and acting as links.

8. Add the Right Call to Action to Every Sales Page:

A call to action is the most crucial aspect of internal links that guide visitors towards conversions. You must have a CTA for every sale page on the website.

Choose the right verbs to guide your customers to take the right action. Remember, “Click here” and “Contact Us” are not right calls-to-action while “Buy Now,” “Shop Now,” “Add to Cart,” “Book Now” are more effective options.

9. Don’t Overdo it:

You need not go for a higher number of links on a page for your navigation. Just a high-quality link from a page of  DA value of more than 75 can help you immensely.

Consider getting only a few links to give you a high authority passed through each link. It is necessary to use a simple Web Page Analyzer to cover several links and buttons on a page.

10. Find and Fix Broken Internal Links:

Broken links are detrimental to user experience and SEO. Use a broken link checker such as the Screaming Frog (which is not free) or use Google Analytics.

Go to Behavior > Site Content and select “Page Title” as your dimension. Filter the report for “Page Not Found” (or the title of your 404 page).

The report you get includes a list of bad URLs. Click on them to get the Navigation Summary above the reports. This lets you check the “Previous Page Path” list. You get pages showing broken internal links. Analytics also helps you find bugs on your website.


Have top-notch control over your website to make internal links. CMS like WordPress Drupal allows you to do this easily. The best internal links help you to polish and improvise the user experience. Always hire a reputable E-commerce SEO Agency to help you internal link your website’s pages if you want to outsource this task.

This job requires time and effort to think about the crucial aspects. You will also need to go for a site check-up a few times a year before going for other activities that improve your traffic quality and conversions!