Internal Linking

Internal linking is the practice of creating hyperlinks that connect different pages within the same website. A strong internal linking structure helps users discover relevant content, helps search engines understand site architecture and page relationships, and distributes link equity (ranking power) across your site.

Internal linking is critical for both SEO and AI optimization. For SEO, strategic internal links pass authority from high-performing pages to important target pages. For AI crawlers, internal links create pathways for discovering all your content and understanding topical relationships between pages.

Best practices include using descriptive anchor text, linking from high-authority pages to important target pages, maintaining a logical hierarchy (hub-and-spoke structure), ensuring every important page is reachable within three clicks from the homepage, and regularly auditing for broken internal links.