Internal linking is a part of on-page SEO (search engine optimization) that many people don’t understand.
Internal links are links between the various pages of your website.
They are important for the human visitors to your website, who use them to navigate from one page to the next.
But they are also important to search engine crawlers.
These crawlers use internal links to discover the most important pages of your site and index them so that they come up in relevant searches.
It is important to strike a balance between not linking enough and including too many internal links on your site.
This article will teach you best practices for your internal linking and offer suggestions for how to improve the link architecture of your WordPress site.
Internal Linking Basics
To do better internal linking on your site, it is important to understand the basics.
Here are some of the most important things to remember as you set out to improve your approach to internal linking.
Internal Linking Spreads Value Around Your Site
You can think of the links pointed at your domain from other websites as passing a signal of trust to your website.
The link tells Google and other search engines that they are vouching for the quality of your website because you earned that link from them.
This flow of trust from those sites that link to you is then distributed around the rest of your website through your internal links.
However, if you only ever link to pages at the top level of your site (say, the links in your navigation), that flow of value is stuck being concentrated at those top level pages.
Good internal linking spreads that value around more by pointing deeper into your site.
Internal Linking is Important for People, Too
It is important not to think of internal linking as something you do just for the benefit of search engine optimization.
Good internal linking benefits people, too, because it helps them find information that is useful to them, and it keeps them engaged with your site.
This, in turn, increases your time on site and lowers your bounce rate.
How many times have you fallen down a Wikipedia rabbit hole, clicking from one wiki to the next?
Perhaps two hours later you found yourself on a topic entirely different from the one you started on.
That happens because Wikipedia is great at internal linking.