5 tips for building internal links for On-page SEO

Internal linking is one of the key elements that determines the success of an On-Page SEO strategy. But why is it necessary to build internal links? How should they be structured? Let’s explore some useful tips to help you create the most optimized internal link system in the article below.

1. What Are Internal Links and Why Are They Important?

In the world of SEO, many people focus solely on building backlinks—links from reputable websites to their own—in an effort to improve their search rankings. However, they often overlook the inherent power within their own websites: internal links.

Basically, internal links act as bridges between pages on your site. They serve three main purposes:

• Navigation: Helping users move between different pages.

• Site Structure: Clarifying the website’s hierarchy and layout.

• SEO Benefit: Increasing the authority and ranking of the linked page.

The first two purposes mainly enhance user experience, while the third is particularly valuable for SEO. A well-constructed internal linking system will give you the benefits of all three.

Additionally, internal links act like signposts for search engines like Google, helping them crawl and index your website more effectively.

Imagine each page on your website as a house. Internal links are the small roads connecting one house to another. Google uses these paths to explore your content.

They also increase user time on site and reduce bounce rates, as visitors are more likely to click through to other pages instead of exiting your site.

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2. Tips for Building Internal Links for On-Page SEO

Now that you understand the importance of internal linking for On-Page SEO, here are 5 practical tips to help you build a strong internal link system:

2.1 Create Quality Content

You can’t build a robust internal linking system if your content is shallow or unrelated. Some people try to boost the authority of a target page by stuffing unrelated links into other pages, but this is ineffective and can even hurt your SEO.

Before building your internal linking strategy, plan your content in a way that allows logical connections between pages. This makes internal navigation easier and more meaningful.

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2.2 Don’t Fixate on a Specific Number of Internal Links

Many believe that overloading a page with internal links can be messy and ineffective. While that’s partially true, it’s not a hard rule.

A typical page should have 2–3 internal links, but you can add more if they genuinely benefit the user. What matters most is how the links are placed and whether they’re helpful.

For instance, if you’re writing a roundup post compiling all your past SEO tips, it’s fine to double the number of links—as long as they are well-integrated. Your readers might even appreciate your thoroughness.

2.3 Use Relevant Anchor Text

Anchor text is the clickable text of a hyperlink. It helps both users and search engines understand what the linked page is about.

SEO experts often use keywords as anchor text to boost rankings. However, don’t overdo it—excessive use can be flagged as spam. Ensure the anchor text is relevant to the context and clearly understandable.

2.4 Follow the “Three-Click Rule”

There’s an unofficial rule in SEO that any page on your site should be accessible within three clicks from the homepage.

While it’s not a strict requirement, it helps streamline your site’s structure and enhances the On-Page SEO process.

Your internal links should either lead directly to the target page or, at most, pass through one intermediary page. Don’t create a maze of links that confuses users and search engines alike.

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2.5 Use Deep Links and Set Them as Dofollow

Deep links direct users to specific content (like a blog post or product page) rather than a general section of the website. These links should be contextually relevant to the surrounding text.

Also, make sure these links are set to Dofollow, so search engines can follow them to index more of your content.

2.6 Use Screaming Frog Tool

Screaming Frog is a popular SEO tool used to analyze and optimize websites. One of its standout features is checking internal links, helping you audit and plan a more logical internal link structure.

To use it, just enable “Crawl all subdomains”—the system will instantly collect all internal link data across your website. Based on this data, you can audit or restructure your internal links for better SEO performance.

Above, we’ve shared the importance of internal linking and several useful tips for building an effective internal link strategy for On-Page SEO. We hope this helps your website climb the rankings on Google!

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