INTERNAL LINKING

What is internal linking?

Help people reach the next useful page.

Internal links connect pages on the same website. I review them as routes people and crawlers can follow: what the link promises, where it leads and whether the destination helps with the next question.

See the worked example Read the practical checks

Himanshu SwarajPractical guidance and implementation

18 years in search marketingWorking in search since 2008

Meet Himanshu

START HERE

Start with the reader’s next question.

Navigation establishes the broad structure of the website. Links inside the content can make a more specific connection. A buying guide might link to a product category; a service guide might lead to the service itself or an explanation of the process.

I check where important pages are linked, how the link is described and whether the destination works. A menu, breadcrumb and contextual link do different jobs. Repeating the same block of links everywhere is not a substitute for a useful structure.

KEY CHECKS

Check the route, not just the link count.

Important pages are reachable

Give pages you want people to use a sensible route from relevant parts of the site. Look for valuable pages with no useful incoming links.

The wording sets an expectation

Use descriptive anchor text that makes sense in its sentence. Avoid vague labels and forced keyword repetition.

The link can be followed

Use standard anchor links with a real href. A script-only click action is not a dependable substitute for a crawlable link.

The destination still fits

Check for broken pages, unnecessary redirect chains and links that now lead somewhere different from the original promise.

WORKED EXAMPLE

A furniture guide can lead naturally to the right category.

Imagine a furniture shop publishing a guide to choosing a dining table. After explaining room measurements and seating needs, the guide can link to the relevant category. Delivery questions can lead to the real delivery-information page.

Starting page	Next question	Useful destination
Choosing a dining table	Compare suitable sizes and styles	Dining-table category
Product or category page	Check delivery arrangements	Delivery information
Delivery information	Ask about a specific order	Relevant contact route

Keep each link near the relevant explanation. The next page should answer the question the link promises.

THE PROCESS

How I work through the review.

List the important destinations

Start with real services, categories, guides and other pages that help people complete a task.

Find relevant starting points

Review related pages where a destination would answer a natural follow-up question.

Check the link and destination

Use descriptive text, a standard href and a working, appropriate destination. Fix stale links at their source.

Review after template changes

Recheck menus, breadcrumbs and contextual links when URLs or page structures change.

KEEP THE DISTINCTION CLEAR

A sitemap does not replace useful links.

A sitemap can help expose URLs to search engines, but it does not create a path a visitor can follow through the website. Important pages still need sensible links in the site structure.

Internal links are different from links earned on other websites. Both can be relevant to SEO, but an internal-link review focuses on the routes and relationships you control within your own site.

COMMON MISTAKES

What I would avoid.

Linking every repeated term

A link should help at that point in the page. Repetition can make the page harder to read.

Using one exact phrase everywhere

Choose wording that accurately describes the destination and fits the surrounding sentence.

Fixing only the redirect

If a menu still points to an old address, update that link where appropriate. A working redirect does not make every stale link ideal.

USEFUL NEXT STEPS

Continue with a focused check.

Broken Links FinderCheck links from a public page, then verify important failures.Open the resource Understand crawl pathsSee how link discovery relates to crawling and indexing.Open the resource Review site structurePrioritise important destinations and stale routes.Open the resource

KEEP LEARNING

Read the next guide you need.

ABOUT THE AUTHOR

Himanshu Swaraj

I have worked in search marketing since 2008. I review the website, explain what needs attention and stay involved as agreed improvements are implemented.

If you need help applying this to your site, I can review the issue with you and agree the scope, responsibilities and follow-up checks.

About Himanshu

QUESTIONS

Questions about internal linking.

What is an internal link?

It is a link from one page to another page on the same website.

How many internal links should a page have?

There is no universal number. Include the links needed for useful navigation and relevant next steps without cluttering the page.

What is anchor text?

It is the visible linked wording. It should help the reader understand what the destination contains.

Can a page in the XML sitemap still be poorly linked?

Yes. Sitemap inclusion does not mean visitors have a useful route to it from the website’s pages.

Should every internal link use exact-match keywords?

No. Write clear, natural descriptions. Forced repetition makes links less useful and can make the content read poorly.

What should I check after moving a page?

Review links that point to the old URL, the redirect, the destination and relevant navigation or breadcrumbs. Update links you control where appropriate.

PRIMARY GUIDANCE

Check the source material.

Google: crawlable links and anchor text

GET PRACTICAL HELP

Need help applying this to your website?

Share the page and the issue you want to solve. I will help you work out the next step.

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