Internal links are the links between pages on your own website. They are easy to overlook, yet they do a lot of quiet work. They help readers find related information, and they help search engines understand which pages matter and how topics connect. A little structure goes a long way.
Why internal links matter
When you publish a new article, search engines discover it partly by following links from other pages. If nothing links to it, it can sit unnoticed. For readers, a well-placed link answers the next question before they have to go looking. That keeps them on your site and moves them closer to taking action.
Build around topic hubs
Pick your most important topics and create a strong main page for each one. Then link related, more detailed articles back to that main page, and from the main page out to them. This creates a clear cluster that is easy to navigate.
- Choose a handful of core topics linked to your services.
- Create or improve one main page for each topic.
- List supporting articles that cover parts of that topic.
- Link supporting articles to the main page, and back again.
- Link between supporting articles where it genuinely helps.
Write helpful link text
The words you link should describe what the reader will find. “Our guide to content briefs” is better than “click here”. Avoid stuffing the same exact phrase into every link. Write naturally, as you would if you were pointing a colleague to a useful page.
Common mistakes to avoid
- Adding so many links that the page becomes hard to read.
- Linking to pages that redirect or no longer exist.
- Forgetting to add links to older articles when you publish something new.
- Hiding important pages several clicks deep.
Make internal linking part of your publishing checklist, and review it when you update older content. If you would like help mapping your topics and links, have a word with the Northpeak team.
