Internal links — links from one page of your site to another — are the most underrated lever in SEO. You control them completely, they cost nothing, and done well they tell Google exactly which pages matter most. Here is how to do them properly.
Why internal links matter
- They distribute authority from strong pages to weaker ones.
- They help Google discover and index every page.
- They establish topical relevance through descriptive anchor text.
- They keep visitors on your site longer — more pages, more trust, more enquiries.
Strategy 1: The hub-and-spoke model
Pick your most important page — say, your main service page. That is the hub. Every related guide, FAQ and case study is a spoke that links back to the hub with descriptive anchor text. This concentrates authority exactly where you want rankings. Our services page works this way: every package links to a supporting guide, and every guide links back.
Strategy 2: Anchor text that describes, not mumbles
“Click here” tells Google nothing. “Boiler repair in Maidstone” tells Google precisely what the target page is about. Vary the phrasing naturally, keep it honest, and never force exact-match keywords where they read awkwardly.
Strategy 3: Link from high-traffic pages
Your homepage and most-visited pages hold the most authority. Make sure they link directly to your money pages — the services and contact pages that pay the bills. Check your analytics, find your top five pages, and audit their outbound links today.
Strategy 4: Fix orphan pages
An orphan page has no internal links pointing to it. Google may never find it, and visitors certainly will not. Crawl your site, list every page with zero inbound internal links, and either link to them from relevant content or remove them.
How many links per page?
There is no magic number, but two to five contextual links per 500 words is a sensible rhythm. Relevance beats volume: one well-placed link in a paragraph outperforms a footer stuffed with fifty.
Internal linking is the only ranking factor you fully own. Spend one afternoon on it and you will feel the benefit for years.
Prefer it done for you? Our internal linking package maps your entire site and builds a structure that compounds over time.
