Internal linking is one of the most powerful yet underrated tactics in SEO and user experience. When used strategically, it can have a huge impact on your site’s visibility, crawlability, and engagement. This guide will show you how.

We’ll cover 15 different types of internal links you should be using, along with real-world examples and best practices for each. Whether you’re an SEO pro or just getting started, you’ll walk away with actionable insights to take your internal linking to the next level.

But first, let’s get on the same page about what internal links are and why they matter.

Simply put, internal links are hyperlinks that point from one page on your website to another page on your website. They’re the clickable elements that allow users (and search engine bots) to navigate between your site’s pages.

Here’s an example of an internal link:

Read our latest blog post

In this case, the destination URL is a page within the same domain as the linking page. That’s what makes it an “internal” link, as opposed to an external link to a different website.

Internal links are like the connective tissue of your website. They help both humans and robots understand how your pages relate to each other and discover content they might have missed.

A smart internal linking structure can:

  • Guide users to related resources and next steps
  • Establish your site’s hierarchy and topic clusters
  • Distribute “link equity” to important pages
  • Keep people engaged and moving towards conversion

Think of it this way: You put a ton of effort into creating great content and designing a user-friendly site. But if people can’t find their way around, all that work goes to waste. Internal links are the signposts that guide them on a journey through your site.

Beyond the user experience benefits, internal links are also a key factor in SEO. They help search engines:

  • Discover new pages on your site
  • Understand the relationships between pages
  • Assess the relative importance and context of each page

In fact, Google’s own SEO starter guide says:

“The navigation of a website is important in helping visitors quickly find the content they want. It can also help search engines understand what content the webmaster thinks is important.”

Bottom line: If you want your site to rank well and convert, you need a solid internal linking strategy.

Now that we’re clear on the basics, let’s dive into the different types of internal links you can use to supercharge your site.

In this section, we’ll break down 15 specific link types, along with examples and best practices to help you implement them effectively.

Don’t feel like you need to use all of these on every page. The goal is to mix and match them in a way that makes sense for your unique content and audience.

Contextual links are the most common and natural type of internal link. They’re hyperlinks embedded within the main body content of a page, usually as part of a sentence or paragraph.

The key to contextual links is relevance. The anchor text (clickable words) and surrounding copy should clearly indicate what the user will find on the linked page.

Here are a few examples of contextual linking opportunities:

  • Linking from a blog post to a related post or resource
  • Linking from a product page to a relevant case study or white paper
  • Linking from an educational article to a glossary or definition

Tips for Contextual Links:

  • Use specific, descriptive anchor text that aligns with the linked page (but don’t overdo it with exact match keywords)
  • Link to relevant content that adds value for the user
  • Place links naturally within the flow of the content
  • Include links early on the page to encourage deeper browsing

Navigation links are the persistent links that appear in your site’s header, footer, and sidebar menus. These links provide an overview of your site’s structure and hierarchy.

The purpose of navigation links is to help users quickly access important pages and sections, no matter where they are on your site. They also send signals to search engines about which pages are most valuable.

Common types of navigation links include:

  • Homepage
  • About Us
  • Products/Services
  • Blog
  • Contact Us

Tips for Navigation Links:

  • Keep labels clear and descriptive
  • Organize links logically and hierarchically
  • Put the most important links first (left to right, top to bottom)
  • Use HTML links rather than JavaScript drop-downs when possible
  • Make links visually distinct from non-linked text

Breadcrumbs are a type of secondary navigation that shows the user’s path from the homepage to their current page. They usually appear horizontally near the top of the page.

Here’s an example breadcrumb:

Home > Blog > Category > Post Title

Breadcrumb links serve several purposes:

  • Orient users within the site hierarchy
  • Provide one-click access to higher-level pages
  • Help search engines understand relationships between pages

Tips for Breadcrumb Links:

  • Use breadcrumbs consistently across your site
  • Keep labels concise and match page titles/H1s
  • Put breadcrumbs below the primary navigation and above the H1
  • Use structured data markup to help search engines parse the breadcrumb trail

The footer is the section at the very bottom of your website that appears on every page. While footer links aren’t as prominent as navigation links, they still play an important role in SEO and usability.

Footer links are often used for:

  • Important pages that didn’t fit in the main navigation (e.g. Privacy Policy, Terms of Service)
  • Sitewide calls-to-action (e.g. Subscribe, Sign Up, Contact Us)
  • Quick links to popular or recent content
  • Social media profiles and other external links

Tips for Footer Links:

  • Keep the footer simple and uncluttered
  • Organize links into logical groups with clear headings
  • Use footer links to highlight important but less-frequently accessed pages
  • Include alt text for images and icons

Sidebars are the vertical columns on either side of your main content area. While not every page needs a sidebar, they can be useful for providing quick access to related resources.

Some common types of sidebar links:

  • Recent or popular posts
  • Related products or categories
  • Featured resources or lead magnets
  • Calls-to-action

Tips for Sidebar Links:

  • Be selective and strategic with sidebar links (too many can be distracting)
  • Use descriptive anchor text
  • Keep the sidebar consistent across similar page types
  • Consider dynamic sidebars that update based on the page content

Most people think of text when they think of links, but images can also be linked to other pages on your site. Image links can be engaging and visually appealing when used appropriately.

Some use cases for image links:

  • Linking from a product thumbnail to the full product page
  • Linking from a featured image to the full blog post
  • Linking from an infographic preview to the full-size version

Tips for Image Links:

  • Choose high-quality, relevant images
  • Include descriptive alt text for accessibility and SEO
  • Make sure the image looks clickable (e.g. use borders, hover effects, or CTA buttons)
  • Optimize image file size for fast loading

Embedded links are links contained within other types of embedded content, such as videos, slides, podcasts, or social media posts.

For example, you might embed a YouTube video on your page and include links to other relevant videos or playlists in the description. Or you might embed a SlideShare presentation with links to related resources.

While embedded links aren’t a direct ranking factor, they can help keep users engaged with your content and encourage them to explore other pages on your site.

Tips for Embedded Links:

  • Choose embeds that are highly relevant to the page topic
  • Include links back to your own site in the embed description or comments
  • Use keyword-rich anchor text without being spammy
  • Make sure all embeds are mobile-friendly and accessible

Also known as “tag” links, pill links are small, clickable badges that are often used to label or categorize content. They get their name from their rounded, pill-like shape.

Pill links are commonly found on blogs and e-commerce sites, but can be used in a variety of contexts to link related pages.

Some examples of pill link labels:

  • Blog post tags or categories
  • Product attributes or specifications
  • Topic or industry tags
  • Content type labels (e.g. video, infographic, case study)

Tips for Pill Links:

  • Use clear and concise labels that accurately describe the linked content
  • Limit the number of pills per page to avoid clutter
  • Make pill links visually distinct from body text
  • Combine pill links into intuitive groups or filters

The “hamburger” menu (named for its three-line icon that looks like a hamburger bun) is a popular design pattern for mobile navigation. When clicked, it expands to reveal a list of links.

While hamburger menus are primarily a UX tool, they also have SEO implications. The links contained in the hamburger menu contribute to your site’s overall link profile and can help search engines discover important pages.

Tips for Hamburger Links:

  • Only use hamburger menus for mobile; desktop should have full navigation visible
  • Put the most important links first
  • Use descriptive, keyword-rich labels (but avoid keyword stuffing)
  • Make sure all links are crawlable and indexable by search engines

Anchor links, also known as “jump links,” are links that take the user to a specific section of the same page. They’re often used for long-form content like ultimate guides or FAQ pages.

To create an anchor link, you first need to give the target element an id attribute:

Section 1

Then you can link to that section from anywhere else on the page:

Jump to Section 1

Clicking that link will automatically scroll the user down to the corresponding section.

Tips for Anchor Links:

  • Use descriptive anchor text that indicates what the linked section is about
  • Make sure the linked section has a clear heading that matches the anchor text
  • Don’t overdo it with too many anchor links on one page
  • Consider using a “Back to Top” anchor link for very long pages

11. Related Post Links

If you have a blog or resource center, related post links are a must-have. These are links to other articles or pages on your site that are topically related to the current post.

Related post links are usually displayed at the bottom of the post or in the sidebar. They help keep readers engaged and moving through your content.

Tips for Related Post Links:

  • Choose posts that are truly related and valuable for the reader (not just keyword-stuffed for SEO)
  • Use compelling headlines or descriptions to entice clicks
  • Include a thumbnail image for visual appeal
  • Limit the number of related posts to 3-5 to avoid overwhelming the user

Pagination links are the “Next” and “Previous” links that appear on multi-page content like blog archives, search results, or product category pages. They allow users to navigate through large sets of content without having to scroll endlessly.

Pagination is also important for SEO because it helps search engines understand the relationship between the component pages and crawl them more efficiently.

Tips for Pagination Links:

  • Use descriptive anchor text like “Older Posts” or “Page 2” rather than just “Next”
  • Include the current page number in the URL structure (e.g. “/blog/page/2”)
  • Add rel=”next” and rel=”prev” attributes to indicate the relationship between pages
  • Avoid using infinite scroll or “Load More” buttons as the sole means of pagination

If you allow comments on your blog posts or pages, you have a built-in opportunity for internal linking. Commenters will often include links back to their own websites, but you can also strategically insert links to other relevant pages in your responses.

Just be careful not to overdo it or make the links feel spammy. The goal is to provide value and keep the conversation going, not just score SEO points.

Tips for Comments Links:

  • Respond to comments promptly and thoughtfully
  • Include links to relevant resources that enhance the discussion
  • Use keyword-rich anchor text when appropriate
  • Nofollow links in comments to avoid passing PageRank to low-quality sites

Social share links make it easy for users to share your content on their social media profiles. While these links don’t directly impact SEO, they can help drive more traffic and engagement to your site.

Most social share links are simple icons or buttons that open a pre-populated post on the corresponding platform. But you can also create custom share links with specific campaign parameters for tracking.

Tips for Social Share Links:

  • Place share buttons in prominent locations (e.g. top or bottom of post, floating sidebar)
  • Use recognizable icons for each platform
  • Include share counts to provide social proof
  • Optimize your Open Graph tags for attractive social media previews

Schema markup is a type of structured data that helps search engines better understand the content and context of your pages. While not visible to users, schema markup can enhance your search snippets and make your pages more clickable in the results.

One type of schema markup is SiteNavigationElement, which tells search engines about the key navigation links on your site. By including this markup, you increase the chances of your site links appearing in search results.

Tips for Schema Markup Links:

  • Use JSON-LD format for your schema markup
  • Include markup for your main navigation, footer links, and other important site links
  • Validate your markup with the Google Structured Data Testing Tool
  • Keep your markup up-to-date as your site structure changes

15 Types of Internal Links to Boost SEO & Engagement

Internal Linking Best Practices

We’ve covered a lot of ground with specific types of internal links, but there are also some general best practices to keep in mind as you plan and implement your internal linking strategy.

Every internal link on your site should serve a purpose. It should provide value to the user and/or help search engines understand your content.

Avoid linking just for the sake of linking, or worse, trying to manipulate PageRank. Focus on creating a natural, intuitive link structure that reflects your site’s hierarchy and topic relationships.

2. Use Descriptive Anchor Text

Anchor text is the visible, clickable text in a hyperlink. It gives users and search engines important clues about what to expect on the linked page.

Whenever possible, use descriptive, keyword-rich anchor text that accurately reflects the content of the target page. But don’t go overboard with exact match keywords, which can look spammy and unnatural.

Also, avoid generic phrases like “click here” or “read more,” which don’t communicate anything about the linked page.

3. Prioritize High-Value Pages

Not all pages on your site are created equal. Some, like your homepage or key product pages, are more important than others in terms of driving traffic and conversions.

Make sure your internal linking structure reflects this hierarchy by funneling more links to your highest-value pages. This helps pass authority and ranking power to the pages that matter most.

One way to visualize this is through a “hub and spoke” model, where your most important pages are the hubs and the supporting pages are the spokes linking back to them.

4. Find the Right Balance

Internal linking is not a “more is better” game. You want to have enough links to help users and search engines navigate your site, but not so many that it becomes cluttered or confusing.

A good rule of thumb is to include at least 2-3 internal links per page, with more for longer or more complex pages. But the exact number will depend on your specific content and goals.

Also, be mindful of where you place your links. Links in the main content area tend to carry more weight than those in the footer or sidebar. And links higher up on the page are more likely to be clicked.

By default, all internal links should use the “follow” attribute, which tells search engines to pass PageRank and other signals through the link. This is how you build authority and help your pages rank better. The only time you might use a “nofollow” attribute on an internal link is for pages that are not important for search engines to index, like login pages or thank-you pages. But for the most part, you want your internal links to be followed.

6. Audit and Update Regularly

Your internal linking strategy is not a set-it-and-forget-it thing. As your site grows and changes, your link structure needs to evolve with it.

Schedule regular audits of your internal links to:

  • Fix broken links
  • Update outdated anchor text
  • Add links to new pages
  • Remove links to deleted or low-value pages
  • Optimize for user experience and flow

Tools like Screaming Frog, Ahrefs, and Google Search Console can help you identify and fix internal linking issues at scale.

Measuring the Impact of Internal Linking

As with any SEO tactic, it’s important to measure the results of your internal linking efforts to see what’s working and what’s not. Here are a few key metrics to track:

  • Organic traffic: Look for increases in organic search traffic to the pages you’ve optimized with internal links. Use Google Analytics or your preferred web analytics tool to monitor pageviews, unique visitors, and other engagement metrics over time.
  • Rankings: Use a rank tracking tool to monitor your keyword rankings for the pages you’ve targeted with internal links. Look for improvements in average position, search visibility, and SERP features like sitelinks.
  • Conversions: Ultimate, the goal of internal linking is to drive more conversions, whether that’s product sales, lead form submissions, or email signups. Set up goals and conversion tracking in your analytics platform to see how your internal linking changes impact the bottom line.
  • User engagement: In addition to conversions, keep an eye on user engagement metrics like bounce rate, time on page, and pages per session. If your internal linking is effective, you should see improvements in these areas as users explore more of your site.

Don’t expect overnight results from your internal linking efforts. But with consistent optimization and measurement, you should start to see positive trends over time.

While it’s possible to do internal linking manually, there are many tools available to make the process faster and more efficient. Here are a few to check out:

  • Screaming Frog: A powerful website crawler that helps you analyze your site structure, find broken links, and optimize your internal linking. Offers both free and paid versions.
  • Ahrefs: An all-in-one SEO toolset that includes site auditing, backlink analysis, and internal link mapping features. Paid plans start at $99/month.
  • Google Search Console: A free tool from Google that helps you monitor your site’s search performance and identify internal linking opportunities. Provides data on your top linked pages, broken links, and more.
  • Yoast SEO: A popular WordPress plugin that includes an internal linking suggestion tool as part of its content optimization features. Offers both free and paid versions.
  • Link Whisper: Another WordPress plugin that uses AI to suggest relevant internal linking opportunities as you create content. Offers a 7-day free trial and paid plans starting at $77/year.

Of course, these are just a few examples. There are many other internal linking tools out there, both free and paid. The key is to find the ones that work best for your specific needs and workflow.

Conclusion

Internal linking may not be the flashiest SEO tactic, but it’s one of the most important. Benefits of internal linking includes:

The key is to approach internal linking with a purpose. Every link should serve a specific goal, whether that’s guiding users to related content, passing authority to high-priority pages, or helping search engines understand your site’s hierarchy.

Follow these best practices and examples outlined in this guide, and create an internal linking strategy that works for your unique site and audience. Remember to:

  • Use a variety of link types and placements
  • Focus on relevance and context
  • Prioritize your most important pages
  • Monitor and adjust your approach over time=

FAQs

Before we wrap up, let’s address a few common questions about internal linking:

Internal links point to pages within the same domain, while external links point to pages on a different domain. Internal links help with navigation and SEO within your own site, while external links can drive referral traffic and build relationships with other sites.

How many internal links should I have on each page?

There’s no hard and fast rule, but a general guideline is to include 2-3 internal links per 500 words of content. More important than the number of links is the relevance and context of those links. Quality over quantity!

Can I use the same anchor text for multiple internal links?

It’s best to vary your anchor text to avoid looking spammy or overly optimized. Use a mix of exact match keywords, partial match phrases, branded terms, and generic phrases. The key is to make the anchor text relevant and descriptive for users.

In most cases, no. You want search engines to follow your internal links and pass link equity (ranking power) through them. The only exception is for pages you don’t want indexed, like login or admin pages. But for the most part, let your internal links flow freely!

Can I automate internal linking with plugins or tools?

Yes, there are many tools and plugins that can help with internal linking, especially for large sites. Some popular options include Yoast SEO, Ahrefs, and Link Whisper. Just be sure to use them as a supplement to, not a replacement for, manual review and optimization.