Internal linking is the practice of linking from one page on your own website to another, helping both visitors and search engines navigate and understand how your content relates together.
Internal links serve two purposes at once: they help visitors discover related content and move through a site naturally, and they help search engines discover new pages and understand which pages you consider most important, based partly on how many internal links point to them and what anchor text those links use. A well-linked site tends to have a clear structure — important pages receiving links from multiple places, related content cross-linked together, and few or no genuinely orphaned pages that nothing else on the site links to. Orphan pages are harder for both visitors and crawlers to find, even if the page itself is otherwise well-optimised.
Internal linking is one of the few SEO levers entirely within your own control — no outreach, no waiting on other sites, no algorithm guesswork. A thoughtful internal linking structure helps search engines find and prioritise your best content, and helps visitors find related information, which can improve both crawling efficiency and how long people stay engaged with your site.
A page on your site that no other page links to, making it hard for both visitors and search engine crawlers to discover it except through a direct URL, a sitemap, or an external link.
There's no fixed number — the right amount depends on the page and how much genuinely relevant related content exists. The goal is helpful, relevant links for a reader, not a specific count.
Most guidance suggests keeping visitors in the same tab for internal navigation, reserving new tabs for external links, so people don't lose their place or end up with a cluttered set of open tabs.
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