Creating a cohesive website structure is an essential part of any SEO strategy. We asked 15 digital marketers and SEO experts how they build strong internal linking structures on websites. Here is what they shared about constructing a robust linking framework that enhances user experience and bolsters SEO efforts.
- Create Clear Website Hierarchy
- Study User Session Recordings
- Analyze User Behavior Patterns
- Leverage External Links
- Embed Natural Internal Links
- Plan Content Maps
- Conduct Regular Link Audits
- Avoid Over-Linking
- Use Pyramid Structure
- Treat Content Archive Like Inventory
- Focus on Relevance and Hierarchy
- Mix Detailed Pages with Local Content
- Use Automation for Internal Links
- Build Glossary for Internal Linking
- Introduce Visual Links
Create Clear Website Hierarchy
Building a strong internal linking structure starts with creating a clear website hierarchy and focusing on user intent. One strategy that has worked well for me is categorizing content into thematic clusters and strategically linking them.
For instance, I group related blog posts, product pages, and resources under specific categories, such as “beginner guides,” “how-to tutorials,” or “product features.” I then link these pages together using descriptive anchor text that reflects the target keywords and provides context to both users and search engines.
To make the structure even stronger, I ensure every piece of content has at least 2-3 internal links pointing to and from it. This not only helps with navigation but also distributes link equity across the site.
One specific tip is to prioritize linking from high-authority pages, like a popular blog post, to newer or lower-ranking pages. This approach boosts visibility for those pages and ensures your content works cohesively to improve rankings and user engagement.
Regular audits are also important to identify broken links or opportunities for new connections as your site grows. Internal linking is not a set-and-forget task—it’s an ongoing effort that enhances your site’s usability and SEO performance.
Vivek Tank
Senior SEO Specialist, Verz Design
Study User Session Recordings
Internal link optimization isn’t just about connecting pages—it’s about creating intuitive pathways that mirror how users actually explore content.
My perspective on this shifted after closely studying user session recordings. We noticed visitors were bouncing between blog posts and product features in an unexpected way, searching for practical applications of concepts we discussed. By mapping these natural user journeys, we developed an internal linking structure that anticipates and serves these patterns. We started embedding contextual links within our how-to content, naturally guiding readers toward relevant case studies and deeper insights. This organic approach boosted our average session duration by 32% and reduced our bounce rate by 18% in just three months.
What surprised me most was how certain technical pages, which we assumed were mainly for SEO, became significant conversion points once properly integrated into our content flow. I now approach internal linking as creating a choose-your-own-adventure story, where each link serves as a natural next step in the reader’s journey.
Building your site architecture around actual user behavior, rather than just keyword opportunities, transforms casual browsers into engaged visitors who find exactly what they need.
Tristan Harris
Sr. VP of Marketing, Next Net Media
Analyze User Behavior Patterns
We discovered our most effective internal linking strategy by treating blog posts like product features. Instead of just linking related content, we analyze user behavior patterns to identify which posts serve as “gateway” content for different reader segments. When a manufacturing client’s technical guide consistently led readers to conversion pages, we rebuilt our linking structure around these natural user paths.
This behavior-first approach revealed surprising connections. A post about mobile optimization unexpectedly became a major pipeline to our enterprise services because it attracted technical decision-makers. We adjusted our internal links to support these organic user journeys rather than forcing our assumed content hierarchy.
The results challenged common internal linking advice. Instead of linking every related post, we now focus on strengthening paths that users actually follow. By mapping links to real user behavior, our average session depth increased from two to four pages, and our conversion rate from blog traffic doubled because visitors found more relevant content naturally.
Matt Harrison
VP of Global Operations & Marketing, Authority Builders
Leverage External Links
One of my go-to strategies for building a strong internal linking structure is leveraging pages that already have external links pointing to them. I start by analyzing the site in Ahrefs to identify these pages, as they typically carry the most link equity. Then, I go to those pages and add keyword-rich internal links that point to the highest-value pages on the site—like key service or product pages.
This simple strategy helps pass link equity from those externally linked pages to the ones you want to rank higher, boosting their visibility in search results. It’s a quick, effective win for SEO without requiring additional external backlinks.
Michael Costin
Founder, Local Digital
Embed Natural Internal Links
One strategy I’ve used is to embed internal links naturally within the body of content, to related pages that add value or give more insight. But this also helps with navigation and reinforces topical authority for search engines. For instance, in a blog post about choosing the right bed for your child, I included links to articles like “Top Bunk Bed Safety Tips” when talking about bunk beds, and “Space Saving Furniture Ideas for Small Rooms” when discussing compact bed designs. These links allow readers to explore topics that are interesting to them and relevant to their needs.
This is because it improves relevance for search engines, keeps users on the site longer, and helps pass authority across pages in order to increase visibility. To implement it, use natural, keyword-rich anchor text such as “ergonomic kids desks” or “durable bunk beds” and only include 2-3 links per 500 words to keep your readers from getting overwhelmed. Based on my experience, it boosted session duration by 30% and brought more traffic to the product pages, like “Best Bunk Beds for Kids’” by linking them with relevant content.
Mei Ping Mak
Director of SEO and Web, SEO Singapore Agency
Plan Content Maps
The only internal linking strategy I feel truly has its merit is planning out what I like to call “Content Maps.” This means planning out the inter-connectivity of all pages on a site before ever creating the content.
I start by clustering topics I wish the website to be known for and gathering content ideas to fill the individual clusters. Each piece of content within the same cluster will be linked contextually.
Some pieces of content within one cluster will have topical overlap with some pieces of another cluster. For strong internal linking, it’s important to make sure to create content that makes bridging the gap between clusters easy.
Here’s an example:
Site topic: Fashion
Clusters: Men’s Fashion Trends, Women’s Fashion Trends, Color Theory, Patterns, Accessories, etc.
A blog post on the topic of “Trendy Colors for Men’s Spring Clothing 2025” could easily be interlinked with the same blog post for “Women’s Spring Clothing Trends” and “The Psychology Behind Spring Colors” or maybe even one from the “Accessories” cluster.
Typically, when consulting for a fairly new business that’s only recently created a new website, I suggest mapping out ideas for blog posts, short and long form videos, and even podcast episodes to fill up topic clusters.
In a later step (after ideation), I make sure the titles and content match searches and search intent more closely (for SEO purposes), and make a publishing schedule for all the mapped-out pieces of content.
Failing to plan is planning to fail, I guess. And creating Content Maps is planning on steroids.
Sure, you can always add or remove pieces of “mapped-out” content. As long as the clusters stay intact and some pages don’t lose too many internal links, it’s completely fine.
Patrick T. Gimmi
Founder, PTG Marketing
Conduct Regular Link Audits
I can tell you that building a robust internal linking structure is crucial for SEO and user experience. One personalized tip I swear by is conducting regular internal link audits. By reviewing your website’s existing links, you can identify opportunities to add relevant links to high-traffic pages or update broken links. This not only helps search engines better understand your site’s hierarchy but also keeps visitors engaged by guiding them to other valuable content.
Additionally, make sure to use descriptive anchor text that includes keywords related to the linked page for maximum SEO impact. Consistency and relevancy are key to creating a seamless internal linking strategy that drives traffic and enhances your site’s authority.
Nitish Kumar
CEO/Owner, VIPTRO
Avoid Over-Linking
One thing that often goes unnoticed when creating a strong internal linking structure is the risk of over-linking. Too many links on a page can dilute the value of each link and confuse search engines about which pages are truly important. Instead of linking every possible keyword to related pages, focus on strategic connections that clearly guide visitors and search engines to high-priority content.
A practical tip is the use of a “priority map” for your pages. Begin by identifying the top pages you want to highlight—think of them as your VIPs. For each new piece of content, aim to link naturally to these priority pages where it makes sense. This creates a targeted flow that enhances the visibility of your key content and supports a more streamlined and effective internal linking strategy without overwhelming either users or SEO algorithms.
Casey Meraz
Owner & Digital Marketing Expert, CaseyMeraz.com
Use Pyramid Structure
Building a strong internal linking structure on your website is essential for both SEO and user experience. A good strategy starts with planning your internal links. One effective method is the pyramid structure, where you link from a few key pages at the top down to more detailed pages below. This helps search engines understand the hierarchy of your content.
It’s important to link to pages that are crucial for your site, such as high-value content or key products. For example, if you have a blog post that relates to an important service, make sure to link back to that service page. This not only helps visitors find what they need but also boosts the SEO of those important pages.
Another tip is to use descriptive anchor text for your links. Instead of generic phrases like “click here,” use text that describes what the linked page is about. This practice improves user experience and helps search engines understand the context of your links.
Finally, regularly audit your internal links to ensure they are still relevant and working correctly. Check for broken links and update any outdated references. By following these strategies, you can create a robust internal linking structure that enhances both SEO performance and user navigation on your site.
Devendra Yadav
SEO Executive, ControlF5
Treat Content Archive Like Inventory
We transformed our internal linking by treating our content archive like a product inventory system. Instead of creating links during content creation, we built a quarterly content audit process where we identify pages losing traffic and analyze which other posts could send relevant visitors their way.
For example, we spotted that our technical SEO guides were losing rankings. Looking through our analytics, we found several high-performing pages about site speed optimization that attracted similar audiences. By adding contextual links from these stronger pages, we revived traffic to the declining content within weeks.
What makes this approach different is focusing on performance trends rather than topic relevance alone. We prioritize linking from pages with stable or growing traffic to support content that needs a boost. This systematic approach helps us maintain the value of our entire content library rather than just focusing on new posts. Our older content now maintains consistent traffic levels because we’re constantly adjusting internal links based on performance data.
Marc Hardgrove
CEO, The Hoth
Focus on Relevance and Hierarchy
My strategy for building a strong internal linking structure focuses on relevance, hierarchy, content distribution, and incorporating a pillar page strategy.
I ensure that internal links are naturally integrated and relevant to the content. For example, when I write blog posts, I always link to related articles, case studies, or service pages to keep both users and search engines engaged with related topics.
A well-defined content hierarchy is crucial. I prioritize key pages like cornerstone content or high-converting landing pages and link to these pages more frequently from other areas of the site. This helps search engines recognize these pages as the most important, boosting their SEO performance.
I regularly link older content to newer blog posts, product pages, or service offerings. This helps distribute link equity and ensures that older content continues to drive traffic.
A key part of my internal linking strategy is using pillar pages. These are comprehensive pages that cover broad topics in-depth. Each pillar page serves as a hub for related content, with links to cluster pages that target more specific subtopics. This structure not only helps search engines understand the relationship between different pieces of content but also keeps users engaged with well-organized, comprehensive information.
Nicole McCullum
Founder, Captivate Designs, Inc.
Mix Detailed Pages with Local Content
What’s really worked for us is mixing two key website strategies. We build detailed pages around our cleaning services. Then we connect them with neighborhood-specific content. I’ve found this creates an ecosystem where everything works together naturally. For each cleaning package, we write helpful content like cleaning tips. We also share success stories from real clients. Each article connects back to the main service page. It’s simple but effective. Our booking numbers have jumped since making it easier for clients to find what they need.
We put real thought into creating unique pages for every New York neighborhood we work in. Take our Queens page as an example. It’s not just about listing our services. We talk about specific challenges like keeping pre-war apartments spotless. Then we link that to our specialized cleaning approaches. Everything ties together organically. Our clients love how easy it is to find local information. They can start by looking up local services or general cleaning tips. Then they can smoothly navigate to booking the right service.
The beauty of this setup is how well it’s performed for us. By connecting local expertise with service information, we’ve become a trusted voice in each neighborhood. Our website traffic shows it’s working. People find us when they search for cleaning services in their area. They stick around and book with us because they see we understand their needs. It’s been rewarding to watch our business grow. This thoughtful approach to organizing our website has helped both our company and our clients succeed.
Joseph Passalacqua
Owner & CEO, Maid Sailors
Use Automation for Internal Links
Our strategy for building a strong internal linking structure focuses on both automation and thoughtful content placement. We use a WordPress plugin called Link Whisper, which suggests relevant internal links while drafting pages or articles. This ensures our content is interlinked effectively, helping both users and search engines navigate our site.
Additionally, when an article starts receiving significant traffic, we enhance its value by adding product snippets or links to relevant bootcamp pages. This not only boosts engagement but also directs potential students to key conversion points on our site. By combining automation with strategic updates, we’ve created a dynamic internal linking system that supports both user experience and SEO performance.
Harsha Abegunasekara
CEO, Metana | Tech Bootcamps
Build Glossary for Internal Linking
One strategy we’ve found incredibly effective is building a glossary with terms specific to our industry and using it as the backbone of our internal linking. We’ve developed a dynamic, automated approach where, whenever a new blog post is published or an existing one is updated, the system scans for matching keywords or phrases from the glossary and automatically creates internal links. This ensures that we’re constantly reinforcing key topics across our site while saving time and maintaining a rich, well-connected web of content.
Benjamin Dell
Founder & CEO, HeySummit
Introduce Visual Links
Depending on the niche and when applicable, introducing a visual link (like a map or image) instead of text link worked for me. Users like to move their attention or toggle between what is visual and what is written on the screen. In my example, I changed from a text link to the page with a map in the first paragraph, to a small linked image in the same section of the screen (page content top). Since then visits to the map page increased by about 300%.
Marin Crnic
Host/Owner at Holiday Rental, Villa Agata Rab
