Internal link
A hyperlink connecting one page on your site to another page on the same domain.
Why internal linking matters
Internal links distribute link equity throughout your site. Pages receiving more internal links signal greater importance to search engines. Strategic linking channels authority from high-traffic pages to important conversion pages.
They also help search engines discover content. Crawlers follow links between pages—orphan pages with no internal links pointing to them may never get found. Strong internal linking ensures all important pages get crawled and indexed.
Internal linking best practices
Use descriptive anchor text that accurately describes the destination. "Read our guide to Core Web Vitals" is better than "click here". This helps both users and search engines understand what linked pages cover.
Link from relevant context. A passing mention of performance in a blog post linking to your performance services page makes sense. Forcing unrelated links confuses visitors and looks manipulative to search engines.
Prioritise important pages by linking to them more frequently. Your core service pages, pillar content, and conversion pages should receive more internal links than supplementary content.
Content clusters and internal linking
Content clusters use strategic internal linking to build topical authority. A pillar page links to related cluster pages, and clusters link back to the pillar. This interconnected structure signals comprehensive coverage of a topic.
Navigation, breadcrumbs, and footer links create baseline internal linking structure. Contextual links within content add additional connections based on relevance rather than hierarchy.
Planning internal link architecture
We plan internal linking structure before building sites. Which pages are most important? What logical paths should visitors follow? How do topics relate? This strategic approach ensures link equity flows to pages that matter most.
Every Fernside site includes thoughtful internal linking that supports both SEO and user experience. Links serve visitor needs first, search engine benefits follow naturally.
Related terms
Why it matters
Understanding “Internal link” helps you speak the same language as our design and development team. If you need help applying it to your project, book a Fernside call.