What are internal links?

Internal links are links that point from one page on a website to another page on the same website. They are used to help users and search engines navigate the website and understand the relationship between different pages. Internal links can be used to:

  • Provide additional information or context to users
  • Help users find more related content on the website
  • Show search engines the hierarchy and organization of the website
  • Pass link equity (ranking power) to other pages on the website

At Bend marketing, we think it’s a good idea to use descriptive and relevant anchor text for internal links. This can help users and search engines understand the content and context of the linked page. It’s also a good idea to use a mix of different anchor text and link destinations, rather than using the same anchor text and linking to the same page repeatedly. This helps to create a natural and diverse link profile for a website.

How can internal links improve SEO?

Internal links improve SEO by helping crawlers identify important pages on a website and by helping crawlers understanding what keyword those pages are associated with. We’ve found over years of experience that SEO success comes down to two things: Content and Backlinks. Crawlers must have something that crawl and that’s why content (aka words published on the internet) is crucial. Backlinks are important because they are votes of confidence and show search engine algorithms that a page is worthy of ranking.

In SEO, these are two main types of linking:

  • External linking: Links from other websites pointing to your website.
  • Internal linking: The connection between the pages on your website.


A visual of how internal links pass link equity from one page to another


How to find internal link opportunities

There are a few different methods that our team used to find internal link opportunities:

Method 1: Use a site search operator to find pages or blogs on your website that include the desired keyword that you want to internal from. This method is manual and tedious, but extremely effective.

Here’s the trick:

If you’re not familar with search operators, here’s what this does:

  1. Restricts the google search to a specific website
  2. Looks for a specific word or phrase in title, text, etc.

Method 2: Use Screaming Frog or another web crawler. Step by step process here.


Method 3: Use the LinkWhisper wordpress plugin. We use this AI powered, internal linking tool for all of our SEO client’s and it can make internal linking much easier and less manual.


Method 4: Check your website’s navigation and footer: Make sure these global section of the website are organized in a logical and user-friendly way, and that they includes links to important pages on your website. This can create internal links at scale.

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