Internal linking
internal linksInternal linking means the links between a site’s own pages and the structure they form. It guides visitors onward, tells Google which pages matter most and moves authority from page to page.
Good to know
Internal linking is the fastest SEO lever fully under your control: unlike backlinks, you can add your own links immediately. A new page with no internal links pointing to it is an orphan to Google and often never gets indexed.
A link’s anchor text is Google’s hint about the target page’s topic: "read more" says nothing, "short-form video production pricing" says everything. Your most important pages deserve the most links, with descriptive anchors, from around the site.
IN PRACTICE
The principles of working linking
The most important page gets the most links
Google infers the pecking order from link count and placement. Money pages get links from articles, not just the menu.
The anchor describes the target
Link text says what is behind the link. A descriptive anchor serves both the visitor and the engine, "click here" serves neither.
Topic clusters link internally
Articles on the same theme link to each other and to a gathering pillar page. The cluster signals command of the topic to Google.
PITFALLS
Two ways to link badly
"Read more" as the anchor
A generic anchor wastes the link’s most valuable signal. The target page’s topic belongs in the link text.
All links live in the menu
A menu link is identical on every page, so it separates nothing. In-content links tell Google what actually relates to what.
FREQUENTLY ASKED
Frequently asked questions
How many internal links can a page have?+
No strict limit, but every link must serve the reader. A few to ten in-content links in an article is a natural level.
Which pages should be linked most strongly?+
The ones that matter to the business: service pages and the best-converting content. Link volume from across the site signals the priority order.
How do I find orphan pages?+
A crawler or audit lists pages with no internal links pointing to them. They get linked into the structure or removed.
Do breadcrumbs help with linking?+
Yes: breadcrumbs create a consistent link structure and tell both the visitor and Google where the page sits in the hierarchy.
When should internal linking be audited?+
Whenever content volume has grown substantially and after redesigns. Past a hundred pages the structure no longer forms by itself; it needs design.
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Maintained by the VSCY editorial team · Updated 6 Aug 2026 · Part of the marketing glossary (99 terms)
