Internal links: what they are and how to optimize internal linking

In the work of optimizing a site, we are in danger of being lured by the promise of rapid ranking improvement thanks “only” to off-page linking techniques, focusing on backlinks and the relevance that link building has to push Google rankings. In reality, SEO internal link management, so-called internal linking, can also lend great support to strengthen the organic visibility of our pages: if managed properly, internal links become a very powerful tool to facilitate Google crawling by boosting SEO performance and ensuring a smooth and intuitive browsing experience for the user. So let’s delve into what exactly internal links are, why well-crafted internal link building can make a difference, and how a careful strategy can bring lasting benefits from both an SEO and usability perspective.

What are internal links

Internal links are links that point from one page to another within the same domain. Unlike external links, which point to resources on other sites, these serve to relate different content within a single website.

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Internal links therefore represent a true digital connective tissue: through them, we can navigate between sections and articles on a site, finding related content or useful insights. In practice, they are an invisible guide that orients the user and search engines.

To summarize (and simplify), we can say that internal links improve site navigability, distribute page authority, and help search engines discover and index new pages.

From a technical point of view, the structure of internal links reveals thearchitecture of the site, signaling to search engines how the various sections and individual articles are connected. It is because of these links that search engine crawlers such as Google can properly explore and index pages. When a page receives many internal links, it is perceived as more relevant within that domain, and consequently may gain more importance than other pages that receive fewer. This makes the work of organizing and distributing internal links a fundamental practice for any SEO activity, directly affecting a website’s visibility and ranking.

What internal linking is used for

Internal links serve to connect the various content within our site, provide support to users and give Google an idea of the structure of the site; thanks to these links, Google can establish a hierarchy and provide more