Hyperlinks that point to subpages within a domain are known as "internal links." They help distribute the link power of the main page better across directories. Additionally, both search engines and users can find the content more easily.
Unlike external links, internal links can use single keywords as anchor text. Analyzing and improving the internal link structure is part of on-page optimization within search engine optimization.
Purpose and Purpose of Internal Links
Internal links serve several purposes at once, useful for both for both search engines and users.
- For search engines: If we assume that only a small fraction of the average website's URLs are linked to external links, it becomes clear that the internal link structure plays an important role. When Googlebot or another search bot visits a site, it follows the links it finds according to the instructions in robots.txt. Internal links provide the bot with information and form thematic relationships between subpages within a domain. The frequency of internal links and their text help the bot determine why a particular subpage is more relevant to a given search query, even without an external link to it.
- For users: Internal links are visible to users, for example, as primary navigation or in a breadcrumb structure. They help users navigate and Provide an opportunity to draw attention to other topics or additional content, encouraging long-term engagement. This, in turn, can positively impact a site's ranking by search engines. A classic example of successful internal linking is Wikipedia, where users can easily obtain additional information on a topic of interest.
What Characterizes a Good Link Structure
Internal links can be used to optimize the topical distribution of subpages and user navigation. To ensure a meaningful link structure, webmasters and SEO specialists should pay attention to the following aspects:
- Ideally, internal links should be located at the beginning of the page to ensure quick navigation.
- The anchor text of an internal link should contain the central keyword of the target page or provide a clear indication of the link's purpose.
- Internal links should be distinguished from other text by using italics, bold, and/or underline.
- Internal links should be relevant to the topic of the page and complement or expand on it.
- The number of links on a page should be limited to a reasonable number to optimally distribute link juice.
- The target URL should always be linked to the same keyword within the domain.
The difference between internal, incoming, and outgoing links
Search engines like Google apply spam filters to external links, but this restriction does not apply to internal links. This means that using "hard" keywords in external links should be avoided to avoid a penalty from Google.
When linking internally, it is important to use keywords in the link text so that search engines can better target website.
Unlike outbound links, internal links don't cause bad neighborhoods issues, since it's possible to link any point on a domain to any URL within the domain.
Frequently Asked Questions about Internal Links
How many internal links should a website have?
Previously, it was recommended to have no more than 100 links on a single page, but there is no strict limit. It's important to keep in mind that Googlebot's crawl budget is limited by the number of internal links on a page. The higher the crawl budget, the more internal links can be placed.
Is there a Google penalty for using only keywords in internal links?
No, unlike incoming external links, there are no restrictions on internal links. In fact, keywords are the ones you should use.
Are there enough links in the main navigation?
The main categories of a site are usually accessible through the main navigation.