Internal links are one of the most powerful SEO tools you already have — and most sites use them badly. A strong internal link structure tells Google which pages matter most, distributes ranking authority across your site, and helps users navigate to what they need.
🔗 Analyse Internal Links All Performance Tools →When one page links to another, it passes some of its ranking authority — often called PageRank or link equity — to the destination. Pages with more internal links pointing to them tend to rank better. This is why your homepage almost always ranks for brand searches — every page on your site links to it through the navigation.
The clickable text of a link — the anchor text — tells Google what the destination page is about. "Click here" tells Google nothing. "Internal link guide for SEO beginners" tells Google exactly what the linked page covers. Use 3-6 word descriptive anchor text that matches the topic of the destination page.
Identify your 5-10 most important pages — the ones that generate leads, sales or conversions. Make sure every relevant page on your site has at least one internal link pointing to them. The more internal links a page has, the more authority it accumulates.
Run an internal link audit and look for pages with zero inbound internal links. Add them to your navigation, link to them from related content, or include them in your site footer if they are genuinely important.
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