What Is Internal Linking?
Definition
Internal linking is the practice of linking from one page on your website to another page on the same website. Internal links help search engines find content, understand site hierarchy, and distribute link equity (PageRank) across your pages.
Why internal linking matters for SEO
Every website earns authority through backlinks from other sites. But that authority doesn't automatically reach every page. Internal links are the channels that carry link equity from your high-authority pages to those that need a ranking lift.
Internal links serve three critical functions:
- Crawlability. Search engine bots find pages by following links. If a page has zero internal links pointing to it (an "orphan page"), crawlers may never find it — one of the key reasons a website might not show up on Google.
- Site hierarchy. Internal links tell Google which pages are most important and how topics relate to each other.
- User experience. Good internal linking guides visitors to related content, keeping them on your site longer and reducing bounce rates — ultimately increasing your organic traffic.
Internal links vs. external links
| Aspect | Internal links | External links (backlinks) |
|---|---|---|
| Direction | Page A to Page B on the same domain | Page on another domain to your domain |
| Control | Full control over placement and anchor text | Determined by external publishers |
| Authority | Redistributes existing authority within your site | Introduces new authority into your site |
| SEO role | Helps crawlers, establishes hierarchy, distributes PageRank | Primary factor for building domain authority |
A page on your site has great content but isn't ranking. You find it has zero internal links pointing to it. What is this called?
Right! An orphan page has no internal links pointing to it, making it nearly invisible to search engine crawlers. Adding internal links from relevant pages is the fix.
A page with no internal links pointing to it is called an orphan page. Crawlers find pages by following links, so orphan pages often go unindexed.
Internal linking best practices
- Use descriptive anchor text. Instead of "click here," use text that tells readers and search engines what the linked page is about.
- Link to important pages often. Your most valuable pages should receive the most internal links, as this signals their importance to search engines.
- Keep links contextual. Links placed naturally within body content carry more weight than links in footers or sidebars.
- Link deep. Don't just link to your homepage. Link to specific blog posts, product pages, and guides that are relevant.
- Fix broken internal links. Broken links waste crawl budget and create dead ends. Regularly audit for 404 errors.
How link equity flows through internal links
When an external site links to your homepage, that page gains authority. Internal links then distribute portions of that authority to other pages on your site.
Link equity is divided among all outgoing links on a page. If a page has 100 internal links, each passes less equity than if it had 10. This is why being deliberate about which pages you link to from your most authoritative content matters — the same principle behind PageRank.
Your homepage has strong authority and links to 5 internal pages. If you add 45 more internal links to the homepage, what happens to the equity each link passes?
Correct! Link equity is divided among all outgoing links. More links means each individual link passes a smaller share. That's why strategic, focused internal linking is more effective than linking to everything.
Link equity doesn't multiply — it splits. When you add more outgoing links, each one receives a smaller share of the page's authority. This is why being selective with internal links matters.
Build the authority that internal links distribute
MentionAgent earns editorial backlinks from relevant blogs, giving your site more authority to distribute through internal links.
Start Getting Mentioned For $99/moFrequently asked questions
How many internal links should a page have?
There's no fixed number. Google can handle hundreds of links per page, but include only links that are genuinely useful to readers. A typical blog post might have 3-10 internal links. Focus on relevance over quantity.
Do internal links pass PageRank like external backlinks?
Yes, internal links pass PageRank between pages on the same site. The difference is that external backlinks introduce new authority, while internal links redistribute authority you already have. Both are important for SEO.
What is an orphan page?
An orphan page has no internal links pointing to it. Since search engines find pages by following links, orphan pages often go unindexed and receive no organic traffic. Fix them by adding internal links from relevant pages.
Are contextual internal links better than navigation links?
Yes. While navigation links (menus, footers) help crawlers find pages, contextual links within body content carry more SEO weight. The surrounding text provides topical context that helps search engines understand the relationship between pages.