Internal Linking in 2025: Best Practices to Boost Your SEO

Best Practices for Internal Linking in 2025

Now, I’ll cover 10 internal linking best practices that will make your site more user- and search-engine-friendly. 

1. Mix Up Your Anchor Text

Anchor text tells search engines what the linked page is about. Using the same anchor repeatedly looks unnatural and may hurt your SEO.

Exact match

An exact match means your anchor text matches the target keyword perfectly. For example, if you’re linking to a page about “internal linking best practices,” your anchor text would be exactly that phrase.

This type is powerful for reinforcing relevance but use it sparingly. Over-optimization can raise red flags. The rule I use? Keep exact-match anchors under 20% of your total internal links.

Partial Match

Partial match includes part of your target keyword, but with extra words for context. For instance, “best practices for internal linking in 2025” instead of just “internal linking best practices.”

This approach feels more natural to readers and still gives search engines the right signals.

Branded

Branded anchors use your business or site name. For example, “Learn more on [YourBrand].”

While this doesn’t target a keyword directly, it builds brand authority and trust. Google values natural link profiles, and branded anchors help create that balance.

Compound

Compound anchors combine your brand name with a keyword. For example: “YourBrand’s internal linking strategies.”

This is excellent for promoting both your brand and your topic authority.

Related

Related anchors use synonyms or related phrases instead of the exact keyword. For example: “site structure tips” or “how to organize your pages.”

This signals to Google that your content covers the topic broadly, which is crucial for semantic SEO in 2025.

2. Build Pillar Pages

A pillar page is the backbone of your topic cluster. It’s a comprehensive guide that links to related subtopics and receives links back from them. This matters because search engines love organized, hierarchical structures that clearly show expertise and coverage.

Start by identifying your core topics (those broad themes your audience cares about most). Create a detailed pillar page for each topic, then write supporting articles that link back to it. This creates a topical authority hub, making it easier for search engines to understand your site’s hierarchy and context.

Take these steps to start building pillar pages:

• Choose 3-5 core topics for your site.
• Write in-depth pillar pages covering those topics.
• Link all related blog posts to the pillar page, and vice versa.

This strategy not only improves SEO but also helps users navigate your content easily.

3. Fix Your Orphan Pages (Pages Without Links)

An orphan page is a webpage on your site that isn’t linked to from any other page, making it inaccessible to users and search engine crawlers through internal navigation.

In SEO terms, if a page has no internal links, search engines struggle to find and rank it. Users also miss valuable content because they can’t navigate to it easily.

In 2025, solving this is easier than ever, but it still requires attention. Start by auditing your website to find orphan pages. You can use tools like Screaming Frog, Sitebulb, or Google Search Console. Look for pages with zero internal links pointing to them.

4. Connect Related Content

Your content should never live in isolation. If two articles cover similar or complementary topics, link them together. This approach signals topical relevance to Google and provides readers with a smoother journey through your site.

Here’s how to do it effectively:

• Start with categories: Group your articles by topic clusters.
• Add contextual links: When you mention a concept covered in another post, link to it naturally.
• Use descriptive anchors: Avoid “click here.” Instead, use phrases that explain what readers will find.

Example: If you’re writing about on-page SEO and mention internal linking, link to your dedicated internal linking article/blog.

This practice not only helps your SEO but also keeps users engaged longer, reducing bounce rates and increasing conversions.

5. Link From High-Authority Pages to New or Low-Authority Pages

Not all your pages have equal power. Some earn strong authority from backlinks or high engagement, while new pages start with zero. Linking from an established, high-performing page to a new or weaker one passes authority and helps it rank faster.

Here are some steps you can take right now:

• Identify your top 10 highest-authority pages using tools like Ahrefs or SEMrush.
• Find natural anchor text opportunities within these pages to link to new or important content.
• Keep it relevant

6. Update Old Content With New Links

Your older posts might still attract traffic, but if they don’t link to your newer content, you’re missing out on both SEO and user engagement opportunities. Refreshing old content with new internal links is one of the quickest wins for SEO goals.

7. Use Do-Follow Links for Internal Navigation

Internal links should almost always be do-follow, allowing search engines to pass authority and discover new pages. Adding “nofollow” to internal links can cut off important pages from receiving link equity.

The only time you might use nofollow internally is for login pages, admin sections, or tracking links.

8. Link to Pages That Are Just One Step Deeper

When linking internally, aim to keep users as close to the homepage as possible in terms of click depth. Pages buried four or five clicks away from the homepage often struggle to rank.

Search engines consider site architecture and click depth a ranking factor. Your internal links can help flatten the structure.

9. Use Internal Linking to Support Topical Relevance

Internal linking in 2025 is all about context. When your links connect related content, you send strong signals about your topical authority. This is essential in an era where semantic SEO and entity-based search dominate.

Don’t just throw random links into your content. Each link should serve a purpose:

• Guide users to related resources.
• Reinforce your content clusters.
• Build depth on your primary topics.

Done right, this creates a web of relevance that both users and search engines love.

10. Limit the Number of Internal Links Per Page

Too many internal links on a page can hurt your SEO. It looks spammy and dilutes link equity. Aim for quality, not quantity.

It’s difficult to pinpoint a “perfect” number, but here’s what works for me:

• Blog posts: 5-10 internal links depending on length or around 1-2 internal links per 300 words.
• Pillar pages: 15-20 internal links, if the structure is well organized.

If a link genuinely helps the reader, you want to include it.