Internal linking: how to connect your website's pages

Internal links — links from one page of your site to another — are one of the most underused SEO tools. They help visitors discover more, and they help search engines understand which pages matter and how they relate.

How to link well

• •Link related pages to each other (a service to its city page, a blog post to the relevant service).
• •Use clear, descriptive link text (not 'click here').
• •Point links from your content to the pages you most want to rank.

Build a hub-and-spoke structure

Group content around 'hub' pages for each main topic, with 'spoke' pages linking back. This concentrates relevance and makes both navigation and SEO stronger — it's the structure behind good topical authority.