What is it?
An internal link is any hyperlink that points to the same domain, i.e., to another page of the same website. It’s an essential part of building a website that’s easy to navigate, and defines the hierarchy and page authority throughout your site.
It can also be one of the easiest ways to improve your SEO performance (assuming you don’t have any cannibalized content confusing the algorithm).
Why does it matter?
Search engine crawlers benefit greatly from the clear path networks internal links create, and a well-linked website also helps syndicate your website’s authority.
By creating an internal hierarchy of interlinked content, you will also build semantic SEO authority and relation, whereby Google promotes pages that are the most relevant across a topic as a whole.
By providing relevant, useful internal links at appropriate moments throughout your content, you’ll also improve the user experience and increase the time they spend on your website, increasing your brand's reputation and conversions while also pleasing search algorithms.
How to fix?
When building your internal links structure, think about:
1. The hierarchy of your content – create links between parent and child pages, and also between sibling pages
2. Linking deep within your site, rather than repeatedly hitting top-level URLs like your homepage or contact page
3. Following a natural flow that makes sense for the reader – for example by linking to an article that provides more context on a topic
4. Making sure your most useful pages (such as a sizing guide) are linked to from multiple places
5. Avoiding link stuffing, as this reads as spammy
6. Completing the alt text if you’re using image links
7. The anchor text you’re using – this is critical for helping to establish relevance, so take care to leverage and not abuse this
Find out more about creating a robust internal linking strategy here.