internal links · site linking structure
Internal linking is how the pages of your site link to each other. It serves three purposes: guiding the visitor toward the action (an article leads to the page that sells the solution), helping engines discover and understand your pages, and distributing the authority earned by your strongest pages to those that need it.
A concrete example
Your article "How much does a bathroom renovation cost?" links naturally to your "Bathroom renovation" service page, which links to your completed projects: the reader moves forward, and the service page inherits the article's visibility.
Why it matters
It is the most under-used SEO lever because it costs nothing: no budget, no partner, just method. A piece of content with no link to your money pages is a salesperson who never closes; a money page with no incoming links is invisible.
Frequently asked questions
- How many internal links per page?
- No quota: every link must be natural and useful to the reader. The practical rule: every piece of content links to at least one related service page, and every important page receives links from several pieces of content.
- What anchor text should I use?
- Descriptive text ("our bathroom renovation service") rather than "click here": the link text tells engines what the destination page is about. Vary the phrasing, stay natural.