What is Internal Linking?
Links between pages on your own site. The cheapest, highest-leverage SEO move available — and the one most sites underuse.
Also known as: site architecture, internal link structure
Internal links connect one page on your site to another. They serve three purposes: they help users navigate, they distribute PageRank between your own pages, and they signal to Google which pages are most important (the ones with the most internal links pointing at them).
Most local-business sites have sparse internal linking — the navbar, the footer, and maybe a few contextual links inside content. That's leaving meaningful ranking signal on the floor.
The pattern that works: every blog post links to 2-3 related service or case-study pages with descriptive anchor text. Every service page links to relevant case studies and at least one related blog post. Every case study links back to the services that were used. The graph compounds — pages with more internal links pointing at them rank higher.
Internal linking is the cheapest SEO improvement most sites can make. It costs nothing, takes one editing sweep, and the ranking benefit compounds for years.
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