Fixing the internal links of your website

On your site, does each page exist in isolation, or is it connected to the others? Internal links — those links that, from one page of your site, lead to another page of the same site — are an often overlooked but precious element. They help your visitors navigate, discover more content, and delve deeper into a topic; they also guide search engines through your site and boost your SEO. Well thought out, they transform a collection of isolated pages into a coherent site where one moves naturally. Let’s see why internal links matter, how to care for them, and the best practices to get the most out of them — without overdoing it.

Internal links: what are they and why?

Definition: an internal link is a link that, from one page of YOUR site, leads to ANOTHER page of your site; in contrast to EXTERNAL links (which lead to other sites); internal links connect the pages of your site to each other; they form the circulation network of your site. The benefits for visitors: NAVIGATE easily from one page to another; DISCOVER more content (a link to a related article makes you want to read it); DEEPEN a topic (a link to a complementary explanation); STAY longer on your site (by moving from page to page); internal links guide and enrich the experience. The benefits for SEO: internal links help search engines DISCOVER and UNDERSTAND all your pages; they show the relationships between your content; they distribute « popularity » among your pages; a good internal linking structure strengthens your SEO; it’s an often overlooked SEO asset. Creating a coherent site: internal links transform a collection of ISOLATED pages into a COHERENT site, where content responds to each other and where one moves naturally; they weave the network that gives cohesion to your site. Guiding the journey: internal links allow you to GUIDE the visitor in their journey; direct them to relevant content, to an action (contact, product), to deeper exploration; they direct traffic to what matters. A neglected but precious element: many sites neglect internal links, settling for isolated pages; it’s a shame, as they bring a lot for little effort; caring for them is an easy and often underestimated gain. What they ARE NOT: not to be confused with the MENU (the main, structural navigation) or with external links; internal links are the « in-content » links that connect your pages to each other, in addition to the menu. What they SERVE: to help visitors NAVIGATE and DISCOVER; to make them STAY and read more; to GUIDE their journey; to strengthen SEO; to create a COHERENT site; in short, to enhance your site with little effort. The key idea: internal links are the links that, from one page of your site, lead to another page of the same site; they connect your pages to each other. Often overlooked, they are nevertheless precious: they help your visitors navigate, discover more content, deepen a topic, and stay longer; they also guide search engines through your site and strengthen your SEO. Well thought out, they transform a collection of isolated pages into a coherent site where one moves naturally. Caring for them is an easy and often underestimated gain, provided you do so with relevance and without overdoing it: useful, natural, and well-placed internal links enhance your site for your visitors and your visibility.

How to properly care for your internal links

Caring for your internal links relies on a few common-sense principles; here’s how to proceed. Link what is relevant: the basic principle; create links to pages that are REALLY related, that bring something to the reader; a link to an article deepening the subject, complementary content, a useful page; the link must be RELEVANT and useful, not gratuitous; it’s the usefulness that makes the value of an internal link. Natural links in the content: integrate links naturally into your text, where they make sense; for example, when mentioning a topic you’ve covered elsewhere, link to that article; the link fits into the flow of the content; it helps the reader at the right moment. A clear link text: the text you click on (the « anchor text ») must clearly indicate WHERE the link leads; avoid vague « click here » phrases; prefer a descriptive text (« our guide on X »); the visitor (and the search engines) understand where the link goes; it’s clearer and better for SEO. Link related content: between articles or pages covering related topics, create reciprocal or cross-links; thus, the reader interested in a topic finds the related content; you weave the network of your site. Guide toward action: use internal links to guide the visitor toward what matters; toward a product page, a contact page, a call to action; direct the journey toward your goals, naturally. Don’t leave isolated pages: make sure all your important pages are linked (accessible via links from other pages); a page to which nothing leads is « orphaned » and hard to find; link your pages. Don’t overdo it: put links where they are useful, without stuffing every sentence with them; too many links overwhelm the reader and lose their value; relevance outweighs quantity (we’ll come back to this). Check the links (no broken links): make sure your internal links WORK; a link that leads to a deleted or moved page is « broken » and frustrates the visitor; check and fix broken links (we’ll come back to this). Think about the reader’s journey: imagine the journey of your visitor; from which page to which page would they like to go? Place links that help them in this journey; think about their experience. Add links continuously: get into the habit, when publishing new content, of linking it to existing relevant content (and vice versa); thus, your link network enriches itself over time; a good reflex. Stay coherent and useful: keep in mind that internal links serve the READER (helping them navigate and discover); each link must have a reason to exist; usefulness guides. In summary: link what is RELEVANT and useful, in a NATURAL way in the content, with a CLEAR link text (no « click here »); link related content, guide toward action, don’t leave isolated pages, don’t overdo it, check that they work (no broken links), and think about the reader’s journey. Get into the habit of enriching your links with each new content. Relevant, natural, and well-placed internal links guide your visitors and enhance your site; relevance and usefulness are the keys.

The good reflex: link what really helps the reader, naturally. The golden rule of internal links boils down to a simple idea: each link must HELP the reader. If you keep this principle in mind, you will naturally make good internal links, useful to your visitors and beneficial to your site. The best internal link is the one that arrives at the RIGHT MOMENT, where the reader might just want to know more or deepen their understanding. Take the example of an article that mentions a topic you have already covered in detail elsewhere: this is the ideal time to slip in a link to that other article (« as we explain in our guide on such a subject »). The interested reader can then deepen their understanding with a single click, without having to search; it’s a service you provide, and they discover another of your contents in the process. This type of link, natural and relevant, enriches the experience and encourages the visitor to stay and explore your site. To do it well, a few reflexes. Integrate links NATURALLY into the flow of your text, where they make sense, rather than forcing them artificially; a link should seem to flow naturally, respond to a desire or need of the reader at that precise moment. Take care of the LINK TEXT (the word or group of words you click on); it must clearly indicate where the link leads. Absolutely avoid vague « click here » phrases, which say nothing; prefer a DESCRIPTIVE text that describes the destination (« our article on X », « how to do Y »). Thus, the reader knows where they are going before clicking, which is more pleasant and reassuring; and it’s also better for SEO, as search engines better understand the content of the linked page thanks to this descriptive text. Think about the reader’s JOURNEY: put yourself in their place and ask yourself, on each page, where they might want to go next — what complementary content might interest them, what action they might want to take —, and place links that help them in this journey. Guide them toward what matters, including your important pages (a contact page, a product, a call to action), naturally. Finally, get into the habit, every time you publish new content, of LINKING it to existing relevant content (and adding, from old content, links to the new when it’s relevant); thus, your internal link network enriches and densifies over time, weaving a more and more coherent site where everything responds to each other. One safeguard for this approach: MODERATION. Don’t stuff your text with links in every sentence, under the pretext of putting in a lot; too many links overwhelm the reader, scatter their attention, and lose their value (when everything is linked, nothing stands out). Put links where they are really USEFUL, and only there; relevance always outweighs quantity. By keeping this guiding principle — each link must help the reader, naturally and at the right moment — you will make internal links that guide your visitors, make them discover and deepen, keep them on your site, and strengthen your SEO, all without effort and without excess. It’s one of the easiest and most underestimated gains for a site: think about your readers, link what helps them, and let your site weave itself naturally.

Pitfalls to avoid and best practices

Internal links are beneficial, but if misused, they can be harmful; here are the pitfalls to avoid. Putting too many: the main pitfall; stuffing your text with links in every sentence overwhelms the reader and loses the value of the links; when everything is linked, nothing stands out; put links where they are useful, in moderation; relevance outweighs quantity. Non-relevant links: linking gratuitously, to unrelated pages, doesn’t help the reader and harms your credibility; each link must be relevant and useful; don’t link just to link. Vague link texts: « click here » or « learn more » without context don’t say where you’re going; prefer descriptive texts; it’s clearer and better for SEO. Broken links: an internal link that leads to a deleted, moved, or renamed page is « broken »; it frustrates the visitor (page not found) and harms SEO; check and fix broken links regularly (we’ll come back to this). Orphaned pages: a page to which NO link leads is « orphaned »; hard to find for visitors and search engines; make sure your important pages are linked from other pages. Distracting links: too many links, or links placed poorly, can DISTRACT the reader from your main content, or lead them away before they finish; dose to help without scattering. Neglecting the journey: links placed without thinking about the reader’s journey (what they’re looking for, where they’d like to go) miss their purpose; think about their experience and logic. Open or not in a new tab: a detail; for internal links, they are often opened in the same tab (the visitor stays in the flow of your site); to be adapted according to cases; consistency helps. Not enriching your links: leaving your content isolated, not linking them together, deprives your site of the benefits of internal links; get into the habit of adding relevant links; a linked site is better than a collection of isolated pages. Over-optimization: be careful not to « over-optimize » links for SEO alone (stuffing with links and keywords); links must first serve the READER; a natural and useful use is also the best for SEO; don’t cheat. Check after changes: when you modify, delete, or move pages, check that the links pointing to them are updated; otherwise, they break; maintain your links. In summary, the pitfalls to avoid: putting too many (the main one), non-relevant links, vague link texts, broken links (check them), orphaned pages, distracting links, neglecting the reader’s journey, and over-optimization for SEO alone. The best practices: link what is relevant and useful, in moderation, with clear link texts, thinking about the reader, linking all your important pages, checking that the links work, and enriching your links over time. Relevant, natural, well-dosed, and functional internal links enhance your site; excess, uselessness, and broken links harm it. Relevance, moderation, and usefulness for the reader are the keys.

Warning: don’t stuff your content with links (too many links lose their value), avoid vague texts like « click here », and watch out for broken links. Three pitfalls lurk in the use of internal links, and it’s easy to avoid them by paying attention. The first, the most common: putting too many. Once you’ve understood the usefulness of internal links, the temptation is to multiply them, stuffing your text with links in almost every sentence, under the pretext that « the more there are, the better. » This is a mistake. Too many links produce the opposite effect of what is sought: they OVERWHELM the reader, scatter their attention (each link is an invitation to go elsewhere), and above all, they lose their VALUE — when everything is linked, nothing stands out, and the reader no longer knows which links really deserve their click. A text bristling with links is also unpleasant to read and gives an impression of clutter. The right approach is MODERATION: put links only where they are really USEFUL and relevant to the reader, and only there. A few well-chosen links, which really bring something (deepening a subject, discovering complementary content, guiding toward an action), are infinitely better than a multitude of gratuitous links. Relevance always outweighs quantity: each link must have a reason to exist. The second pitfall: vague link texts. The text you click on (the underlined word or group of words) must clearly indicate where the link leads. Yet many use hollow formulas like « click here », « learn more », « link », which say absolutely nothing about the destination. This is problematic for two reasons: for the READER, who doesn’t know where they’re going before clicking (less practical, less reassuring); and for SEO, as search engines use the link text to understand what the linked page is about, and a « click here » tells them nothing. So always prefer a DESCRIPTIVE text that clearly describes the destination: instead of « to learn more, click here », write « consult our guide on such a subject »; the link is then clear for everyone. The third pitfall, more technical but important: broken links. An internal link that leads to a page that no longer exists (deleted), has been moved or renamed, becomes a « broken » link: clicking on it leads to an error page (« page not found »), which frustrates the visitor, gives an impression of neglect, and harms your SEO. These broken links appear over time, often when you modify the structure of your site (you delete an old page, rename a URL) without thinking to update the links pointing to it. So get into the habit, every time you delete, move, or rename a page, of CHECKING and updating the internal links that pointed to it. And from time to time, check all your internal links to spot and correct any broken links (tools can help detect them); a site with all functional links is more professional and better referenced. Two additional points of vigilance, in the same spirit. Don’t create ORPHANED PAGES: make sure your important pages are linked from other pages (a link leads to them); a page to which nothing points is hard to find, for visitors and search engines alike. And don’t OVER-OPTIMIZE your links for SEO alone (artificially stuffing with links and keywords): links must first serve the READER, and a natural and useful use is in any case the best for SEO; don’t try to cheat. In short, internal links are a precious asset, provided you use them with discernment: moderation (not too many links, only the useful ones), clarity (descriptive link texts, never « click here »), and maintenance (monitoring and correcting broken links, linking important pages). Well-dosed, clear, and functional, they guide your visitors and enhance your site; in excess, vague, or broken, they harm it. Relevance and usefulness for the reader remain your compass: a link that really helps is a good link; a link too many, vague, or broken, harms. A few well-cared-for links are better than many neglected ones.

Frequently asked questions

How many internal links should you put?

There is no fixed number: put links where they are really useful to the reader, in moderation; a few relevant links are better than a multitude of gratuitous ones. Quality and relevance outweigh quantity. Let’s clarify. No magic number: there is no universal rule about the number of internal links per page; it depends on the content, its length, and the relevant opportunities to link; don’t look for a number to reach; it’s the RELEVANCE that counts, not the quantity. The principle: put an internal link every time it is USEFUL to the reader — when you mention a topic covered elsewhere, when complementary content would help them, when you want to guide them toward a relevant action; each link must have a reason to exist, serve the reader; if a link brings nothing, don’t put it. Moderation: avoid stuffing your text with links in every sentence; too many links overwhelm the reader, scatter their attention, and lose their value (when everything is linked, nothing stands out); a few well-placed and relevant links are much more effective than an abundance of gratuitous links; sobriety serves better than excess. The right dosage: on an article, a few links to really relevant content usually suffice; the longer and richer the content, the more natural linking opportunities there can be, but always with relevance; let the content and usefulness guide the number, not a quest for quantity. Quality comes first: better to have FEW excellent links (relevant, well-placed, with a clear text) than MANY mediocre links (gratiutous, poorly placed, vague); focus on the quality and usefulness of each link; that’s what counts. The utility test: for each link considered, ask yourself: « does this link really help the reader? »; if yes, put it; if no, abstain; this simple question guides you toward the right number. Don’t UNDER-link either: conversely, don’t leave your content completely isolated without any links; internal links bring real benefits; the goal is the right balance — enough relevant links to connect and guide, without excess. The advice: don’t count the links; at each relevant opportunity to help the reader (mentioning a related content, guiding toward the useful), put a clear link; otherwise, abstain; relevance and usefulness naturally determine the right number. In summary, there is no fixed number of internal links to put: put them where they are really USEFUL to the reader (mentioning a topic covered elsewhere, guiding toward complementary content or an action), in MODERATION. A few relevant and well-placed links are infinitely better than a multitude of gratuitous links that overwhelm the reader. QUALITY and relevance outweigh quantity: for each link, ask yourself if it really helps the reader. Avoid both excess (stuffing with links) and total absence of links; aim for the right balance, guided by usefulness. The right number is not a figure, it’s « as many links as there are opportunities to help the reader, and not one more. »

Do internal links really help SEO?

Yes, internal links are a real asset for SEO: they help search engines discover and understand your pages, show their relationships, and distribute popularity among them; it’s an often overlooked SEO lever. Let’s explain. Help search engines discover your pages: search engines crawl your site by following links; internal links allow them to DISCOVER all your pages (by following links from page to page); a well-linked page is easily found by search engines, while an orphaned page (without links) is hard to discover; internal links ensure your pages are seen. Show the relationships between your content: internal links indicate to search engines the RELATIONSHIPS between your pages (which content is linked, on which topics); this helps them UNDERSTAND the structure and themes of your site; a good linking structure clarifies your site for search engines; they better grasp what you’re talking about. Distribute popularity: links transmit a form of « value » or popularity between pages; internal links distribute this popularity within your site, potentially strengthening your important pages; it’s a real SEO mechanism; linking your pages well helps their visibility. The role of the link text: the descriptive text of an internal link also helps search engines understand what the linked page is about; hence the importance of clear and descriptive link texts (no « click here »); the link text contributes to the SEO of the targeted page. A neglected lever: many sites neglect internal links, depriving themselves of this easy SEO lever; caring for them is an often underestimated SEO gain, within everyone’s reach; a good internal mesh is an asset. Natural use is the best: be careful, the goal is not to « cheat » by stuffing with artificial links for SEO alone; links must first SERVE the reader; yet a natural and useful use of links (relevant, well-placed, with a good text) is also the BEST for SEO; serving the reader and serving SEO go hand in hand. Complementary to the rest: internal links are one FACTOR among others in SEO (quality content, speed, etc. also count); they contribute, without being the only thing; integrate them into good overall practice. The advice: care for your internal links (relevant, natural, with descriptive texts, linking your important pages) — it’s beneficial both for your readers and for your SEO; don’t neglect this easy lever. In summary, yes, internal links really help SEO: they allow search engines to discover all your pages (by following links), understand the relationships and themes of your site (its structure), and distribute popularity among your pages (strengthening the important ones); the descriptive text of links also contributes. It’s a real and often overlooked SEO lever, easy to activate. But the goal is not to cheat by stuffing with artificial links: a NATURAL and useful use (relevant links, well-placed, clear texts, serving the reader) is also the best for SEO; serving the reader and serving SEO go hand in hand. So care for your internal links for your visitors, and you’ll also reap the benefits in visibility: it’s one of the easiest and most underestimated SEO gains.

How to spot and fix broken links?

Use tools that detect broken links, check after each change in your site’s structure, and correct by updating or removing links to deleted or moved pages. Here’s the method. What a broken link is: a broken link leads to a page that no longer exists (deleted), has been moved, or renamed; clicking on it leads to an error page (« page not found »); it’s frustrating for the visitor, gives an impression of neglect, and harms SEO; you need to spot and fix them. When they appear: broken links occur mainly when you MODIFY the structure of your site — delete an old page, change the URL of a page, rename it, move it; the links pointing to the old page then no longer work; hence the importance of checking after each change. Check after changes: the first reflex; every time you delete, move, or rename a page, think to UPDATE the internal links pointing to it (correct them to the new address, or remove them); thus, you avoid creating broken links; prevention is the best remedy. Use detection tools: to spot existing broken links on your site, there are TOOLS (online or extensions) that crawl your site and report broken links; they give you the list of links to correct; it’s the effective way to detect those you might have missed; use them from time to time. Check regularly: check your links from time to time (with a tool), especially if your site evolves often; broken links can appear over time; regular checking spots them; a site with all functional links is more professional. Correct broken links: once spotted, correct them; either by MODIFYING the link to the correct address (if the page has been moved/renamed); or by REMOVING the link (if the page has been permanently deleted); or by redirecting it to a relevant replacement content; adapt according to the case. External links too: links to OTHER sites can also break (if the external site deletes the page); tools detect them too; check them as well, even if you control them less. Prevention: to limit broken links; think before deleting or moving pages; update links at the same time; consider redirects for moved pages; good structure management avoids many broken links. The advice: prevent by updating links with each structural change; and detect existing broken links with a tool, regularly, then correct them (update, removal, or redirect); simple maintenance for a clean site. In summary, to spot and fix broken links: prevent by updating internal links every time you delete, move, or rename a page; detect existing broken links with dedicated TOOLS (that crawl your site and report them), to be used regularly especially if your site evolves; then correct them by modifying the link to the correct address, removing it, or redirecting it to relevant content. Also check external links (which can break if the other site changes). Simple but important maintenance: all functional links make your site more professional, more pleasant for visitors, and better referenced. Prevention (updating with each change) and regular checking (with a tool) keep your site clean and without broken links.

What to remember

Internal links are the links that, from one page of your site, lead to another page of the same site; they connect your pages to each other. Often overlooked, they are nevertheless precious and bring a lot for little effort: they help your visitors navigate, discover more content, deepen a topic, and stay longer; they also guide search engines through your site (by allowing them to discover and understand your pages, and by distributing popularity) and thus strengthen your SEO. Well thought out, they transform a collection of isolated pages into a coherent site where one moves naturally. The golden rule boils down to a simple idea: each link must HELP the reader. The best internal link is the one that arrives at the right moment, where the reader might want to know more — for example, when you mention a topic covered elsewhere, a link to that article allows deepening with a single click. To do it well: link what is really relevant and useful, integrate links naturally into the flow of your text, and take care of the link text (the word you click on) so that it clearly indicates the destination — absolutely avoid vague « click here » phrases, prefer a descriptive text (« our guide on X »), clearer for the reader and better for SEO. Think about the reader’s journey (where would they like to go next?), link your important pages (don’t leave orphaned pages to which nothing leads), guide toward useful action, and get into the habit of enriching your link network with each new content. But beware of three pitfalls. First, don’t stuff your content with links: too many links overwhelm the reader, scatter their attention, and lose their value (when everything is linked, nothing stands out); put links only where they are useful — MODERATION and relevance outweigh quantity, and a few well-chosen links are better than a multitude of gratuitous ones. Then, avoid vague link texts. Finally, watch out for broken links: a link leading to a deleted, moved, or renamed page frustrates the visitor and harms SEO; get into the habit of updating links with each change in your site’s structure, and detect existing broken links with dedicated tools, regularly, to correct them (update, removal, or redirect). Don’t over-optimize links for SEO alone by artificially stuffing them: links must first serve the READER, and a natural and useful use is in any case the best for SEO — serving the reader and serving SEO go hand in hand. In short, internal links are one of the easiest and most underestimated gains for a site: well-dosed (in moderation), relevant (link what really helps), clear (descriptive texts), thought for the reader, linking all your important pages, and functional (no broken links), they guide your visitors, make them discover and deepen, keep them on your site, and strengthen your SEO — all with little effort. Think about your readers, link what helps them naturally and at the right moment, maintain your links, and let your site weave itself into a coherent whole where one moves with pleasure. A few well-cared-for links are better than many neglected ones: relevance, moderation, and usefulness for the reader are your best compasses.