Internal links send people to other pages on your website. They’re important to SEO and user experience while providing a way to guide potential clientele through your sales funnel.
Search engine bots follow internal links when they crawl your pages. These links help search engine AI understand what your pages are about and how they relate to each other, so logical internal linking structures help SEO.
People also follow internal links. They may click to find out more about a specific topic or follow a link in your CTA because they want to take the action you suggest. Implement these guidelines to help drive more SEO and conversion success with internal links:
- Link on relevant keywords when possible. The phrases that show up as the clickable link in your content are called “anchor text.” When possible, use keywords relevant to the page you’re linking to as the anchor text. This helps search engine AI best catalog your content. For example, in a blog post on preplanning, you might want to link to another post about average funeral costs. “Average funeral costs” is an ideal anchor text for that link.
- Include informative and actionable links. Some links in your blog posts and other content should offer the chance for a reader to find more information on your pages. The example about funeral costs above is this type of link. Someone considering preplanning might wonder how much funerals cost; by providing the link, you let them research further without leaving your page.
Other links are actionable; you want the reader to click on them and do something. These are typically best reserved for your calls to action (CTAs). For example, you might say “If you want to start preplanning, make an appointment today,” and link to your appointment contact form.
- Check for broken links regularly. Links that go to the wrong page or don’t work at all hurt SEO because they stop search engine bots in their tracks. They also hurt the trust you’re building with consumers and may cause people to navigate away from your site. Use a broken link checking tool regularly to find links that don’t work on your site so you can remove them or redirect them to new pages.