Internal linking is one of the most powerful – yet often underestimated – tactics in SEO. These are the links between pages on your own site. When done right, internal links can significantly boost your WordPress site's search rankings. A case study showed a 33% organic traffic growth after prioritizing internal linking. Read our practical guide on internal linking for WordPress to get started.
Why Internal Linking Matters for SEO
- Guides users: Helps people navigate to related content and keeps them engaged longer
- Guides search engines: Indicates which pages are related and important
- Distributes PageRank: Shares authority throughout your site
- Prevents orphan pages: Ensures all content gets crawled and indexed
Best Practice 1: Use Descriptive Anchor Text
Don't use "click here" or "read more". Use keyword-rich, descriptive anchors like "WordPress security tips" or "email marketing best practices". Keep them 1-5 words and ensure they relate to the destination page content. This is a key part of your on-page SEO checklist.
Best Practice 2: Link Strategically to Important Pages
- Put key pages in main navigation or footer
- Add contextual in-content links when writing posts
- Link from homepage to most important pages
- Create topic clusters where child pages link back to pillar content
Best Practice 3: Use a Logical, Shallow Link Structure
"Shallow" means users can reach any page within 3 clicks from homepage. Use categories wisely, add sitemap pages or comprehensive footers, eliminate orphan pages, and implement breadcrumbs navigation.
Best Practice 4: Link Contextually and Naturally
Contextual body links carry more weight than sidebar/footer links. Link when mentioning related concepts naturally. Avoid stuffing too many links back-to-back. Vary anchor text naturally. Never nofollow internal links. Many site owners make this one of the common WordPress SEO mistakes.
Best Practice 5: Regular Audits and Updates
Review your top pages quarterly for new linking opportunities. Fix broken internal links promptly. Update old posts to link to newer, related content. Use tools like Link Whisper or Rank Math for suggestions.
Tools to Help
- Link Whisper: Automates finding internal linking opportunities ($77/year)
- Rank Math: Offers internal link suggestions in free version
- Yoast Premium: Includes internal linking features
- Rankeli: AI-powered internal linking suggestions (see our WordPress SEO tools comparison)
- Google Analytics: Behavior Flow shows how users navigate
Conclusion
Internal linking is a "small hinge that swings big doors" in SEO. It's not flashy but yields significant improvements in rankings and user engagement. Start by identifying one priority page and add 5-10 relevant internal links to it from other content. Then expand systematically. Don't forget to rescue underperforming content with better internal linking. With solid internal linking, you build a stronger foundation for sustainable organic traffic growth.
