What Internal Linking Is And Why We Spend Time On It

What internal linking is

Internal linking is the practice of linking from one page on your website to another page on your website. It sounds basic, but it's one of the most underused SEO levers available.

Why it matters

Internal links do two important things. First, they help Google discover and crawl your pages — a page with no internal links is much harder for Google to find. Second, they pass authority between pages. When an established page links to a newer one, it shares some credibility.

Think of it like a recommendation system within your own site. A page that lots of other pages point to signals to Google that it's important.

What good internal linking looks like

• Key service pages are linked from multiple places across the site
• Blog posts link to relevant service pages using descriptive anchor text
• No pages are "orphaned" — existing but linked from nowhere