Internal linking
Definition
Internal linking is the practice of linking from one page of a website to another page on the same site. It shows visitors and search engines which pages exist, how they relate, and which ones the site treats as most important.
Links do three jobs. They let crawlers discover pages, since a page nothing links to is hard to find. They give each target context through the words used to link it. And they signal emphasis, because pages linked from many important pages look important. The practical rule is to link from pages that attract attention to pages that bring in revenue, such as from a popular guide to the service it explains.
The common failures are structural. Links that exist only in menus and footers repeat on every page and carry no context, and links created by scripts without a real address may not be followed. 'Read more' and 'click here' say nothing, and pages that nothing links to, called orphans, are left to the sitemap to find. On a bilingual site, an Arabic page that links to the English version of another page when an Arabic one exists sends both the reader and the crawler to the wrong language.
Audit by crawling the site and sorting pages by how many internal links point to them. If a service page that should be the star has fewer links than a retired blog post, add links from the pages that are relevant to it, placed in the sentence where the reader would want the next step. A few well-placed links in the body usually carry more context than a long list in the sidebar.
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