You’ve heard it before: link building helps SEO (Search Engine Optimization). But most people think of backlinks. What about links inside your own site? Can internal linking alone improve your rankings in 2025?
Let’s break it down.

What Is Internal Linking?

Internal links connect one page on your site to another. For example, a blog post links to your services page. Or your homepage links to your contact page.

They help users move around. But they also help search engines understand your site.

Google Still Cares About Internal Links
Yes, even in 2025.

Internal links tell Google which pages are important. They help Google crawl your site and find new pages. If done right, they can improve your rankings without needing outside links.

This matters more now that Google uses smarter systems to understand content.

Why Internal Links Matter

They pass link authority.
When one page links to another, it passes some “power.” More links = more weight.

They help Google find pages.
If a page has no links pointing to it, Google might not index it.

They show structure.
A clear link structure shows how topics connect across your site.

They improve time on site.
Users stay longer when they have links to follow. That’s good for user signals.

Internal Linking vs. Backlinking

Backlinks are links from other websites. These are harder to get. They carry more weight, but they’re not in your control.

Internal links are fully under your control. You can add them anytime. You can improve them today.

While backlinks still help, internal linking has a bigger role now—especially on large sites.

Can Internal Linking Alone Improve Rankings?

Short answer: Yes, but with limits.

You can’t rank a brand-new page with no traffic and no backlinks just by linking to it once.

But you can:

Get a low-ranking page to move up

Help search engines find and index more pages

Highlight your most valuable pages

Internal linking is not a magic fix. But it can push good content higher—if done right.

How to Do It Right in 2025

1. Use Clear Anchor Text

The words you use in the link matter. Make them clear and specific.

Bad:
Click here

Good:
Learn how to optimize for voice search

Don’t stuff keywords. Just be natural and descriptive.

2. Link to Relevant Pages

Don’t link just to link. Link where it makes sense. If you write about mobile apps, link to your app development service page—not your contact page.

Google can tell when links feel random. So can readers.

3. Update Old Posts With New Links

Got new content? Go back and add links to it from older, related pages. This gives new pages a boost right away.

Don’t rely on automatic plugins. Do it manually so it feels natural.

4. Create Content Hubs

Pick a key topic. Create a strong, long-form “hub” page. Then link related blog posts to it. And link from that page back to them.

This structure shows Google that you cover the topic in depth.

It also helps readers dive deeper, which keeps them on your site longer.

5. Use Breadcrumbs

Breadcrumb links show where a page fits into your site. For example:

Home > Blog > SEO Tips > Internal Linking

These links help Google see your site’s structure. They also help users know where they are.

Most modern sites can add breadcrumbs with a simple setting or plugin.

6. Don’t Overdo It

Too many links on a page can confuse both users and search engines. Stick to what’s helpful.

A good rule: Add 3 to 5 internal links per 1000 words. But always prioritize usefulness over numbers.

What Happens If You Don’t Link Well?
Some pages may not get indexed

Google may not understand which pages are most important

Traffic might stay stuck on a few pages

Users may bounce faster because they hit dead ends

Bad internal linking = lost opportunity.

Tools That Can Help

You don’t have to do it all manually. These tools can help:

Screaming Frog – Find orphan pages (no links)

Google Search Console – See internal link counts

Yoast or RankMath (for WordPress) – Suggest related posts

Ahrefs / SEMrush – Analyze internal link flow

Use tools to check your work, not to replace judgment.

Internal Linking and Google’s AI

Google’s ranking systems now use AI to understand content. But they still rely on signals.

Internal links help reinforce context. They show what a page is about based on what links to it—and what it links to.

As AI systems scan your site, clear internal links help build trust in the meaning of your content.

What About AI Overviews?

Google’s AI Overviews pull answers from trusted sources. Internal links can help your pages build authority in a topic cluster. If your site is structured well, you’re more likely to get pulled into these summaries.

Good internal linking = better topical clarity.

Is It Enough On Its Own?

If your site already has some traffic and trust, yes—internal linking can move the needle.

For new sites with no authority, it won’t be enough by itself. But it’s still the first thing you should focus on. It sets the stage for everything else.

Even with no backlinks, strong internal structure gives you a fighting chance.

Final Tips

Make sure every page has at least one internal link

Use clear, helpful anchor text

Link both up and down—pages should support each other

Update your internal links regularly

Think about the user journey, not just SEO

Final Thought

Internal linking won’t fix bad content. It won’t replace backlinks. But it’s one of the strongest tools you already have—and it’s free.

Use it well, and you’ll see better rankings, more engagement, and stronger signals to Google.

Not bad for something you can do today.