Why Is Internal Linking Important?

Written by Nick Stamoulis

Link BuildingThe search engines don’t rank websites as a whole in the SERPs – they rank individual pages. For most websites, the homepage is going to get most of the traffic and inbound links, but that doesn’t mean that deeper internal pages can’t also be useful from an SEO standpoint. However, in order for those internal pages to effectively compete in the search results they need their own (albeit smaller) link portfolio and search engine trust.

That’s where internal linking comes into play – but there’s a right way and a wrong way to do it. You don’t need to have every link on every page of your site. Here are some strategies that will help you understand why internal linking is important, and also the right way to go about doing it:

What Internal Links Are

When one site links to another, it passes along “link juice,” or a little bit of that first site’s trust factor. The more external pages linking to a page on your website, the more valuable it becomes in the eyes of the search engines (that’s why a strong link building strategy is so important). But internal pages of a website can also pass some of their link juice along to another internal page. For instance, when you put a link on your homepage to a product page, your homepage is lending some of its search engine trust factor to that product page. This helps build the authority of some of the deeper pages on your site that might not receive as many external links.

Website Usability Matters

usability word cloud

Internal linking is also important from a user perspective. Since the search engines will index and rank each page of your site, you have to treat each page as a potential landing page for your visitors. You never want to leave your traffic trapped on a random page of your site! Internal linking helps move traffic through your site, driving them down a pre-determined path of conversion. It minimizes confusion for the visitor, because they know what the next logical step to navigate through your site is. Internal linking also makes for happier user because they don’t have to always navigate back to your homepage to travel to another section of your site. That’s why a top-level navigation and footer are so useful for creating a great user experience—it allows your visitors to click to any page on your site, no matter where they are.

Don’t Need to Link to Every Page

One of the most important things to understand about your internal linking structure is that every link doesn’t need to be found on every page of the website. Basically, you want to direct people to the most important links on each page. If every link is on every page, this negatively impacts the usability of your website. Usability is first in line, the search engines are second. By focusing on usability, you show Google which of the links are the most important, which can help boost your company’s website performance over the long term.

Think About Your Linking Structure

There are several parts of the website where you really need to think about your internal links:

  • Navigation. You’ll need to make decisions about both the top level and side level navigation bars. How can your users best retrieve the information that they need? The link structure itself isn’t as important as meeting their needs.
  • Breadcrumb Navigation. This is another strategy you can employ for directing users to various pages on your website. It is considered a secondary navigation strategy because it shouldn’t take the place of your main website organizational structure. Overall, it helps with internal linking because it makes it easier for the search engines to craw the website. It also helps increase the overall usability of the website.
  • Footer. Don’t make the mistake of ignoring the footer! It’s a very important part of your website’s usability, and it’s also important for the search engines. You don’t need to mirror the main navigation bars. However, the most important links on your website should make an appearance here. In other words, you’ll want to focus on all the key areas of your website.

user experienceInternal linking on your company blog is also important for both SEO and the user experience. You want to link related posts together to help further educate a reader and show off your industry knowledge. Linking between posts will also help keep a reader engaged for longer, since they can just jump from one post to another to find more information about a certain topic. Having a good internal linking system between your company blog and website will also help drive more targeted traffic over to your website and increase your chance of conversion.

Categorized in:

Like what you've read? Please share this article

Read What Full Service SEO Clients Say About SEO Firm Brick Marketing

"highly recommend Brick Marketing to all of my clients"

“After working with many other SEO firms and not being satisfied I finally was introduced to the Brick Marketing President and Founder, Nick Stamoulis. Nick Stamoulis has educated me about SEO and has provided me with a well rounded SEO package, not only does he offer top quality services he also educates his clients and spends the time to explain everything and their SEO pricing is competitive. I will highly recommend Brick Marketing to all of my clients. Brick Marketing is an A+ for SEO services.”

– Mike Cardella, Integrated Computer Services

"superior knowledge of marketing on the internet"

“I have had the good fortune to work with SEO expert Nick Stamoulis and his team at Brick Marketing and it was clear form the get go that Nick had superior knowledge of marketing on the internet. The SEO campaign and technical writing that Brick Marketing provides has been impressive, where in the past we struggled to find the high levels of competence in these two skill sets. Were only just beginning with Brick Marketing and look forward to growing with their expert guidance. Thank you Nick Stamoulis and the Brick Marketing team!”

– Craig Raubenheimer, President, Roan Solutions, Inc.

"Brick Marketing has been a tremendous resource for our business"

“Brick Marketing has been a tremendous resource for our business. Through their expertise with the ever changing world of SEO, our web presence is as strong as ever. Our working relationship with Nick Stamoulis and Danielle Bachini has been outstanding. In collaboration with web designer Chris Roberts, we were also able to develop the perfect responsive website that truly reflects our business. Thank you Brick Marketing!​”

– Ellen Parlee, Parlee Farms

"Brick Marketing is rock solid and essential in building a strong marketing foundation."

“Brick Marketing is extremely valuable for feedback and advice in many aspects of marketing, not just SEO and I look forward to continuing to work with them over the long term to continually improve our business and increase sales. That’s what it’s all about. Just like their name implies, Brick Marketing is rock solid and essential in building a strong marketing foundation.”

– Jeff Nicholson, President Freely Creative, Inc. / Websticker.com

"Our keyword rankings have improved and traffic has increased"

“The Brick Marketing team, was critical to ensuring that our new Web site is optimized to drive maximum traffic. Our keyword rankings have improved and traffic has increased thanks to her assistance and advice. In addition, they executed a strategic link building program that helped further increase Web traffic.”

– Lauren LaFronz, Director of Marketing, enChoice, Inc.

"dependable, professional SEO company"

“Brick Marketing has been a dependable, professional SEO company that has helped us get results. In the last 6 months of using their services, visits to our website have increased by almost 30%. Our dedicated SEO Specialist was pleasant to deal with. Her suggestions for articles and press releases were industry specific. Brick Marketing always answered our phone calls and emails within an hour which made us feel valued as a client. I would recommend Brick Marketing to all businesses to handle their SEO needs.”

– JoAnne Loftus, Archival Designs, Inc.

"Brick Marketing is levels above all others...an integral part of my team"

“I have formed an invaluable marketing partnership with Brick Marketing. Nick Stamoulis and the rest of the Brick Marketing team are professional, timely, thorough and take time to, not only succeed at the tasks, but also educate myself and my team on the strategies in the process. Since my first encounter working with Brick, I’ve changed organizations and have taken them along with me…they are that good! In my experience in working with many outside agencies who over-promise and under-communicate, I can truly state that Brick Marketing is levels above all others and vested in our relationship. They are not just an SEO consultant, but an integral part of my team. I highly recommend Brick Marketing for any company looking to significantly increase search engine competitiveness and internet presence.​”

– Jodi Murphy, Marketing Director EUXmedia

"traffic has increased over 80% year-over-year"

“When we started working with Brick Marketing, we had just been subjected to a Google algorithm update and our websites both took substantial hits to traffic. Within a few months, Brick has taken both of our websites to pre-algorithm traffic and conversion levels, and for the CallFinder site, the traffic has increased over 80% year-over-year. Their expertise in SEO, responsive design, and content marketing helped us turn the situation around, and we could not be happier with the results we’ve seen in just our first four months of working with them. The team we work with at Brick Marketing is always available for off-the-cuff consultations and are at the ready to provide recommendations and suggestions to improve our site’s appearance and performance. They are truly a hands-on partner, which is immensely valuable to our business.​”

– Jeanne Landau, Director of Marketing www.800response.com | www.mycallfinder.com

"went above and beyond to help us with any SEO issues"

“We hired Brick Marketing to manage our SEO, but they ended up also managing our company blog, social media marketing, helped us launch a pay per click advertising campaign, migrated our website to a new domain and so much more! Our SEO Specialist is always quick to respond whenever we had a question and went above and beyond to help us with any SEO issues.”

– Mory Creighton, CEO, Pinpoint Laser Systems

"Brick Marketing is "solid" when it comes to support for SEO marketing advice"

“I had been impressed for a long time with the content that Brick Marketing was sharing in their informative blog posts and articles. I chatted with Nick Stamoulis a couple times and decided that he was the expert I wanted to work with. I have worked with Brick Marketing for about six months and they have helped us resolve several SEO related issues pertaining to our website. Our account rep is always just an email away with answers to any questions I have and suggestions for how we can improve what we’re doing. Brick Marketing is “solid” when it comes to support for SEO marketing advice. I definitely recommend them if you want to feel more secure about how your website is performing in searches and have the confidence that everything being done to improve your rank is white hat and legit.”

– Paul Rarick, Debbiegrattan.com

Contact Us about brick marketing Industries We Serve Case Studies

Need Assistance? Please Contact Us Below: