You've probably heard that internal linking helps SEO. But what exactly is it? And why does Google care?
This guide explains internal linking in plain English: what it is, why it matters, and how to start doing it right.
What Is Internal Linking?
Internal linking is simply linking from one page on your website to another page on the same website. For WordPress users, an internal linking plugin can automate this process.
When you're reading a blog post and see a link to "our complete guide to email marketing," that's an internal link. It keeps you on the same site while connecting you to related content.
Compare this to external links, which point to different websites entirely.
Internal link example:
Read our [complete SEO guide](/seo-guide/) for more details.
This links from one page on yoursite.com to another page on yoursite.com.
External link example:
According to [Google's documentation](https://developers.google.com/search)...
This links from yoursite.com to google.com, a different website.
Internal Links vs. External Links
| Aspect | Internal Links | External Links |
|---|---|---|
| Destination | Same website | Different website |
| Control | You control both pages | You don't control the destination |
| SEO benefit | Distributes authority within your site | Can pass authority to others (or receive it via backlinks) |
| User benefit | Keeps readers exploring your content | Provides external resources/citations |
Both types matter for SEO. Internal links help Google understand and navigate your site. External links (especially incoming ones, called backlinks) help establish credibility.
Why Internal Linking Matters for SEO
Google has confirmed that internal links serve important functions. Here's what they actually do:
1. Help Google Discover Your Pages
Google finds pages by following links. When you publish a new post, Google might not know it exists unless other pages link to it.
Think of internal links as roads connecting your content. No roads leading somewhere? That destination is invisible.
Pages with zero internal links pointing to them are called "orphan pages." Google struggles to find them, which means they rarely rank for anything.
2. Help Google Understand What Pages Are About
The text you use in a link (called "anchor text") provides context. When your "running shoes" page links to your "marathon training" guide, Google understands these topics are related.
This relationship-building helps Google categorize your content and understand your expertise.
3. Distribute Authority Across Your Site
Some pages naturally attract backlinks. Maybe you wrote something that got shared widely. That page has accumulated authority.
Internal links pass some of that authority to other pages. Strategic linking pushes authority from your strongest pages to pages you want to rank better.
4. Improve User Experience
Beyond SEO, internal links help readers. Someone reading about marathon training might want to know about nutrition or injury prevention. Links let them explore without hunting through your navigation.
Better user experience signals (time on site, pages per session) can indirectly help SEO.
Types of Internal Links
Not all internal links are the same. Understanding the types helps you use them strategically.
Navigational Links
Links in your menu, header, footer, or sidebar. These appear on every page and help users navigate your site structure.
Examples:
- Main menu links (Home, About, Services, Blog)
- Footer links (Privacy Policy, Contact)
- Sidebar category links
SEO impact: Important for site structure, but every page has them. They're expected, not exceptional.
Contextual Links
Links within your content that connect to related pages. These appear naturally within paragraphs.
Example: "If you're new to running, start with our couch to 5K guide before tackling marathon training."
SEO impact: Most valuable type. Contextual links are specific, relevant, and help Google understand content relationships.
Image Links
When an image links to another page. Common in portfolios, product galleries, and featured post sections.
SEO impact: Moderate. The image's alt text becomes the anchor text.
Breadcrumb Links
Navigation showing your location in site hierarchy: Home > Blog > Running > Marathon Training
SEO impact: Helpful for structure and user orientation. Supports site architecture understanding.
Internal Linking Best Practices
Ready to start? Here's how to do it right. For a comprehensive list, see our internal linking best practices.
Use Descriptive Anchor Text
The clickable text should describe what readers will find.
Good: "Check out our marathon training schedule for a week-by-week breakdown."
Bad: "Check out our marathon training schedule here."
"Here" tells Google nothing. "Marathon training schedule" tells Google exactly what the linked page covers.
Link to Relevant Content
Only link when it genuinely helps readers. A link from your coffee brewing guide to your marathon training article makes no sense, even if you want that article to rank better.
Relevance matters. Irrelevant links confuse both readers and search engines.
Don't Overdo It
More isn't always better. A paragraph stuffed with links is hard to read and looks spammy.
General guideline: 3-5 internal links for shorter content, 5-10 for longer articles. But quality matters more than hitting a number.
Link Deep
Your homepage and main category pages probably get plenty of links already. Focus on linking to deeper content: individual posts and pages that need help getting discovered.
Update Old Content
When you publish something new, find related older posts and add links to the new content. This helps new pages get discovered faster and keeps old content relevant.
Keep Links Dofollow
By default, links pass authority. Some people add "nofollow" to links, which tells Google not to pass authority.
For internal links, this rarely makes sense. You want authority flowing through your site. Keep internal links as standard dofollow links.
Common Beginner Mistakes
Mistake 1: Orphan Pages
Publishing content without any internal links pointing to it. Google can't find it, readers can't discover it.
Fix: Every new post should have at least 2-3 internal links pointing to it from relevant existing content.
Mistake 2: Vague Anchor Text
Using "click here," "read more," or "this article" as anchor text.
Fix: Use descriptive text that tells readers (and Google) what they'll find.
Mistake 3: Linking Only to the Homepage
Your homepage probably ranks fine. It doesn't need extra help.
Fix: Link to deeper pages: specific posts and guides that could use the ranking boost.
Mistake 4: Random Linking
Adding links without considering relevance just to "do internal linking."
Fix: Only link when it genuinely helps readers explore related topics.
Mistake 5: Never Looking Back
Publishing and forgetting. Your older content has linking opportunities you're missing.
Fix: When publishing new content, update 2-3 related older posts with links to it.
How to Get Started
Here's a simple process to begin internal linking:
Step 1: Audit what you have
List your existing content. Group related posts together. Identify any orphan pages (those with no internal links pointing to them).
Step 2: Create a simple structure
Identify your main topics. For each topic, designate a "pillar" page (your most comprehensive content) and supporting posts. Plan how they should link together.
Step 3: Fix orphan pages
Find related content and add links to your orphan pages. Every page should have at least one internal link pointing to it.
Step 4: Build linking into your workflow
When publishing new content:
- Add 3-5 internal links within the new post
- Update 2-3 older related posts with links to the new content
Step 5: Use tools if you have many pages
Manual linking works for small sites. Once you have 100+ posts, finding opportunities becomes difficult. Internal linking tools can scan your content and suggest connections you'd miss manually.
What's Next?
You now understand what internal linking is and why it matters. The basics are simple:
- Link from one page to related pages
- Use descriptive anchor text
- Help readers explore your content
- Do it consistently
For a deeper dive into strategy, including content clusters, authority distribution, and advanced tactics, read our complete internal linking strategy guide.
Ready to automate your internal linking?
Once you have more than a few dozen posts, finding linking opportunities manually becomes tedious. WPLink uses AI to scan your WordPress content and suggest relevant connections.
Last updated: January 2026