Internal Linking

Internal linking is the practice of hyperlinking from one page on a website to another page on the same domain. It serves three purposes: distributing PageRank (link equity) across pages, helping search engine crawlers discover and index content, and guiding users to related information. A well-planned internal linking structure typically follows a hub-and-spoke model where pillar pages accumulate authority and distribute it to supporting cluster pages. Best practices include placing contextual links within the first 25–40% of an article (where link equity weight is highest), using descriptive anchor text that matches the target page's topic, and auditing internal links after redirects to avoid broken chains. Sites with automated publishing workflows benefit from programmatic internal linking rules that insert relevant links as articles are generated.

Internal Linking in practice