Internal linking
Links between a site's own pages; they help visitors and search engines find their way around the site and recognise the important pages.
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Why it matters
Search engines find pages largely by following links; a page that receives no links from anywhere is found late or never. Well-built internal links connect related content and also make it easier for visitors to stay longer and find what they are looking for.
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Example
An agency adds a link to the related service page and two related guides at the end of every guide, and glossary terms link to their own pages where they first appear in the text. New guides start appearing in search faster.
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Common mistake
Leaving links only to the menu and footer, or stuffing a page with dozens of links. A few meaningful links within the text are more valuable for both readers and search engines.
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Related terms
Related services and guides
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