What is Internal Link?
An internal link is a hyperlink connecting one page to another page within the same website, creating navigation paths that help users discover content while distributing authority and relevance signals throughout the site. Strategic internal linking improves crawlability, establishes content hierarchy, passes PageRank to important pages, and helps search engines understand topical relationships and page importance for ranking decisions.
Ecommerce SEO Glossary > On-Page SEO > Internal Link
What You Need to Know about Internal Link
Authority Distribution Through PageRank
Internal links pass authority from high-value pages like the homepage to deeper pages that need ranking power. Strategic linking from authoritative pages to priority product, service, or content pages concentrates ranking potential where it drives the most business value.
Anchor Text Relevance
The clickable link text tells search engines what the destination page is about, with descriptive anchor text providing stronger relevance signals than generic “click here” phrases. Varied, natural anchor text that accurately describes linked content helps pages rank for target keywords without over-optimization.
Crawl Path Creation
Search engine crawlers discover new and updated pages by following internal links from already-known pages. Orphaned pages without internal links remain undiscovered regardless of quality, while well-linked pages get crawled frequently and indexed reliably.
Site Hierarchy Signals
Pages receiving many internal links signal higher importance to search engines, while pages requiring many clicks to reach appear less critical. Flat site structures with strong internal linking to priority pages help distribute authority effectively and clarify which content matters most.
User Experience Navigation
Beyond SEO, internal links guide visitors through logical content journeys, reduce bounce rates, and increase pages per session. Better engagement metrics from thoughtful linking correlate with improved rankings as search engines interpret user behavior as quality signals.
Strategic Link Placement
Links in main content carry more weight than footer or sidebar links because they’re more likely to be clicked and contextually relevant. Priority internal links should appear naturally in body content where they add genuine value for readers navigating related topics.
Frequently Asked Questions about Internal Link
1. How many internal links should pages have?
Include as many internal links as naturally fit while maintaining content quality and user experience. There’s no fixed limit, but focus on quality over quantity—every link should serve user navigation needs or strategic SEO purposes rather than arbitrary link stuffing.
2. Do internal links help SEO as much as backlinks?
Internal links are less powerful than quality backlinks but still essential for distributing authority and establishing relevance. Sites with strong internal linking outperform those with poor linking even when external backlink profiles are similar, making internal optimization a high-ROI activity.
3. Should you nofollow internal links?
Generally no—internal nofollows prevent PageRank flow and can create crawl inefficiencies. Use nofollow only on links to login pages, filtering parameters, or pages you explicitly don’t want to pass authority to, while keeping standard internal links as follow.
4. How do you find internal linking opportunities?
Analyze high-authority pages that could link to priority targets, identify orphaned pages needing links, and look for contextual relevance between related content. Tools like Screaming Frog identify pages with few internal links that need connecting into site architecture.
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