Have you ever found yourself falling down a Wikipedia rabbit hole, clicking on link after link that catches your eye?
You could argue that Wikipedia is the king of internal linking.
Internal linking is the practice of creating hyperlinks that connect different web pages within the same website. Since Wikipedia’s domain covers literally everything, internal linking is almost inevitable.
For a standard business website that focuses on a particular niche, however, internal linking should be intentionally incorporated into the overall website and SEO strategy. Effective internal linking can improve user experience (UX) and boost your site’s search engine rankings by guiding users and search engines through your content seamlessly.
Understanding On-Page SEO and Internal Linking
We’ve talked about Search Engine Optimization (SEO) before. Now, let’s focus on on-page SEO and its critical component, internal linking.
On-Page SEO
Remember that SEO can be divided into four general types: On-Page SEO, Off-Page SEO, Technical SEO, and Local SEO.
On-page SEO communicates what your website is all about, ideally making your web page appealing to both users and search engines. It encompasses various elements, including content quality, keyword usage, meta tags, URL structure, and images.
Psst – all those hyperlinks are examples of internal linking!
Internal linking is one component of an on-page SEO strategy. It not only helps in distributing page authority and improving user experience but also plays a crucial role in the overall navigation and structure of the website, making it easier for search engines to understand and index your content.
Internal Linking
Unlike external links (aka backlinks), which direct users to a different domain, internal links keep users within the same website.
A key element of UX design, internal links guide users to related content and encourage prolonged engagement. Internal linking is a pivotal part of a robust on-page SEO strategy, connecting various pieces of content and ensuring a coherent user journey.
And, like with anything, if you’re going to do it, you might as well do it right.
Effective internal linking relies on several key principles: using relevant and descriptive anchor text, linking to valuable and contextually appropriate content, and maintaining a logical site structure to ensure that both users and search engines can easily find and access important information.
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5 Ways Internal Linking Helps UX and SEOs
We’ve established the what – now let’s get to the why.
1. Enhance Website Navigation
Internal links act as a roadmap for users. They make it much easier for them to find relevant content and explore your entire content library logically.
Think back to our Wikipedia example. As you read through a Wiki page, you encounter new topics and concepts that interest you and aid in your discovery. Thanks to internal linking, you can explore those topics and deepen your understanding with just a single click.
2. Boost User Engagement
When you link to related content within your website, you encourage users to spend more time exploring your site and the content you have to offer.
By boosting your page views through internal linking, you showcase your brand’s authority – to users and search engines alike.
3. Reduce Bounce Rates
Attracting users to your website is one thing. Keeping their attention is quite another.
Directing users to additional valuable content and resources within your site reduces the likelihood of them leaving to look elsewhere.
Reduced bounce rates signal to search engines that your site is valuable and engaging, which can positively influence your rankings.
If you can hook them into reading multiple pages on your site, you’ll improve user retention overall.
4. Aid Website Indexing
It’s not just users that rely on internal linking – search engines do, too.
Internal links help search engines discover and index new web pages, improving on-page SEO and ensuring that all important content is visible in search results.
When done well, internal linking can even boost your chances of earning Google Sitelinks, which enhances your search listings and increases click-through rates.
5. Support Site Structure
Internal linking supports logical site structure by creating a clear and logical pathway through the website, connecting related content and defining the hierarchy and relationships between different pages. This helps both users and search engines navigate and understand the site more effectively.
As it does this, it also passes equity from high-authority pages to other pages within your website – it shares the wealth, so to speak. By distributing page authority across a wider range of pages within your site, you strengthen the overall SEO strategy.
Let’s Link Up!
Don’t be fooled—internal linking is much more than shoving hyperlinks into your content willy-nilly. It’s a strategic element of website design that enhances user experience and strengthens SEO efforts.
That’s why it’s an integral piece of our Website Design Experience! Ready to optimize your internal linking strategy and reap the UX and SEO rewards? Book a call with The Brand Brew® today to get started.
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