Internal links connect one page of your website to another. A useful linking plan helps a visitor move from a question to a service, an example and a next step. It also makes important pages easier for search engines to discover.
Google recommends crawlable links and descriptive link text, and says each important page should have a link from another page on the site. See its link best practices. The practical goal is a coherent website, not a quota of links in every paragraph.
Map the customer journey before adding links
Consider an Oakland County business owner researching a redesign. They may first read an article about when to replace a website, then review design services, inspect a portfolio example and request an estimate. Each page should make the next relevant step easy to find.
A separate reader interested in ongoing SEO may need a different path. Sending everyone to the homepage forces them to start again. Link to the specific page that answers the next question.
Give each main service a small group of supporting pages
Start with the services that matter most to the business. List the service page, a useful explanatory article and a real project example where one exists. Check whether those pages connect naturally.
- A service page can link to a guide explaining a complicated decision.
- The guide can link back to the relevant service when the reader is ready for help.
- A portfolio description can link to the service responsible for that work.
- A contact page can remain easy to reach without becoming the only destination.
This does not require a new page for every keyword. If two articles answer the same question, improving one may be more useful than linking a collection of overlapping pages together.
Write link text that explains the destination
“Explore our website design services” gives a reader more context than “click here.” Keep the phrase natural and connected to the surrounding sentence. Avoid loading it with a string of cities or repeating exactly the same long keyword phrase everywhere.
For example, an article for Birmingham retailers might link to an ecommerce service explanation at the point where online selling is discussed. A Troy professional services article might link to a portfolio example showing a clear service structure. These are editorial choices based on the reader’s need, not separate city-link formulas.
Check the destination, not just the link text
Open each added link. Confirm it reaches the intended public page and does not lead to an editor, preview, old domain or empty section. If a page has moved, update the link to the current destination instead of relying indefinitely on a redirect.
Check menus, prominent buttons and article links on mobile. A visually subtle link may be hard to notice even when it works technically. Useful navigation combines a correct destination with clear presentation.
Maintain the plan as the website grows
Whenever you publish an article, identify at least one existing page where it belongs. Then review the article’s own next steps. A sitemap is helpful for discovery, but it is not a substitute for links that visitors can follow.
Once a quarter, review the pages supporting your most important services. Remove irrelevant links, correct moved destinations and look for pages that are difficult to reach. Keep the review focused on actual customer decisions.
Read about service page structure and refreshing older content, or discuss your website structure with DH Digital Design.