Internal Linking

Internal Linking is the process of adding hyperlinks between pages on the same domain, creating a structured network that benefits both users and search engines. For users, internal links improve navigation by guiding them to relevant content and related resources. For search engines, they clarify site hierarchy, reveal content relationships, and distribute link equity (often called “link juice”) across a website.

By strategically placing internal links, site owners can boost the authority of important pages, signal topical relevance, and improve overall crawlability. The anchor text used in these links provides context about the target page, helping both visitors and search algorithms understand the content before clicking.

In the context of AI-driven search and GEO, internal linking is critical. AI systems analyze relationships between pieces of content to determine expertise and authority. A well-structured internal linking strategy ensures that related content is grouped logically, making it more likely that AI models reference multiple connected resources together.

Best practices for internal linking include: using descriptive, keyword-rich anchor text; linking only to high-value, relevant pages; organizing content into topic clusters; avoiding excessive or spammy links; auditing internal link health regularly; and ensuring critical pages are easy to reach from multiple paths. A logical hierarchy—where the most important pages receive the most internal links—helps consolidate authority and visibility.