Definition

What Is Internal Linking in SEO?

Hyperlinks from one page on a website to another page on the same website — improving navigation, distributing SEO link equity, and helping users discover related content.

Related Terms

SEO

Anchor Text

Backlink

Navigation

Information Architecture

Example

A Reload Mode blog post about Webflow development links to the Webflow development services page — transferring topical authority and creating a conversion path.

Pages with a strong internal linking structure rank for 2x more keywords on average than pages with few internal links — because internal links distribute authority to pages that may not have significant external backlinks, according to Ahrefs' study of internal linking and rankings.

Synonyms:

Internal links, Site linking

Acronyms:

-

What it applies to

Every page on the website. Internal linking is one of the most underutilised, highest-ROI SEO tactics — it costs nothing and can significantly improve rankings for pages that are not receiving external backlinks.

How to build an internal linking strategy

  • Identify your most important pages: Service pages, product pages, and key landing pages that drive the most revenue. These are the destinations that should receive the most internal link equity.
  • Find linking opportunities: Use Ahrefs' Site Audit → Internal Link Opportunities report, or manually search your site for mentions of keywords related to the page you want to strengthen.
  • Add contextual links: Within body content — not just navigation or footers. Links within paragraph text carry more weight than footer links.
  • Use descriptive anchor text: "Webflow development services" rather than "click here" or "this page."
  • Create a pillar-cluster structure: A comprehensive pillar page links to all related cluster articles. Each cluster article links back to the pillar. This creates topical authority that benefits all pages in the cluster.

In Webflow

Add internal links within CMS rich text fields using the link tool — select text and link to another Webflow page or CMS item. For site-wide links (like a "related posts" section on blog posts), use CMS multi-reference fields to create structured connections between collection items that Webflow renders automatically.

Internal Linking: Common Questions Answered

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Answer