Links come in two primary forms: internal links and external links. Internal links are links within your own website, while external links leave your site! Both types of links are important in organic search engine optimization efforts, but let’s start with a discussion of internal links.
Internal links exist to help guide people through your site, connecting your content in a logical manner. For example, we linked “organic search engine optimization” in the first paragraph of this post to our post “Defining Organic SEO.” These links offer an easy way for your site visitors to dig deeper and learn more! In addition to making your site easier for visitors to navigate, internal links help sites like Google crawl and index your site.
Your internal linking structure suggests the order of importance of content as well as indicating which content is most closely related. The more clicks it takes to get to a certain page, the “deeper” that link is within your site.
A solid internal linking structure includes a variety of links, including links within content as well as calls to action. The placement of internal links depends mostly on your content. Sometimes it makes sense to have a landing page of sorts, like a services page, and then link to an additional page or pages explaining those services in greater detail. Other times, you may want to drive people to a particular page, like a contact page or request an appointment page, and it may makes sense to have a “Contact Us” call to action on every page.
Above all else, links must be helpful and logical! Internal link building is designed to guide people through your website and to make it easy to learn more.