Internal linking is one of the easiest SEO techniques for SMEs—and also one of the most ignored. When used properly, internal links help Google understand your website, pass authority between pages, and boost overall rankings. This guide simplifies how to use internal links effectively without overcomplicating the process.
Connect related pages
Strengthen pillar clusters
Use clear anchor text
1. Connect related pages to create structure
Your website should feel like a clear path, not a collection of isolated pages.
Link similar topics together so Google sees how they relate and ranks them as a group.
2. Use pillar pages to strengthen clusters
Your main pillar pages should link to each cluster page, and each cluster page should link back to the pillar.
This creates a loop Google loves and increases visibility for all connected content.
3. Use descriptive and natural anchor text
Instead of saying “click here,” use meaningful phrases like “see our content calendar guide.”
This helps Google understand what the linked page is about and improves ranking for that phrase.
4. Prioritise pages that convert
Internal links help you guide readers toward pages that matter most—service pages, case studies, or booking links.
Use links strategically to improve navigation and conversions.
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