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Internal Link Optimisation

Internal link optimisation is a process that ensures your website’s content is structured in such a way that it can be found by search engines.

This process will help you rank higher on Google and Bing for keywords related to your business. It also helps you increase the number of visitors to your site with relevant content. Furthermore, it also provides a nice user experience and logical step in your marketing funnel.

Page Rank

Google’s PageRank system assigns a numerical weighting to each page that determines its importance. The higher the number, the more important it is. This metric was developed by Google founders Larry Page and Sergey Brin in 1998 as a way of determining which pages are most relevant to any given search query.

Internal links aid the flow of Page Rank, by circulating its power to other pages on your website. Lloyds SEO can audit your website and provide recommendations for improving the internal linking structure.

Site Structure & Hierarchy

The way your content is structured plays an important role in long term rankings. We recommend grouping your content into “silos” of related topics so that search engines and users can better understand website layout.

By grouping content this way search engines are better able to understand context. It also allows for a better user experience, since the content is segmented into relevant topics which makes them easier to navigate to.

Internal Link Auditing

Auditing your internal links is an important part of on page SEO, paying attention to the following issues and correcting them can result in better user experience, and most importantly higher rankings.

A tool like screaming frog can help you to understand your site hierarchy, while highlighting many of the issues with your internal link structure:

  • Internal links to 404 pages – Dead links provide a bad user experience but they also prevent link equity from being circulated around the site.
  • Orphaned Pages – Pages that have no inbound or outbound links. These types of pages provide gaps in your link hierarchy, and provide no additional context to search engines.
  • Internal links to re-directed pages – These types of pages while technically valid, create additional re-direct chains. It is much better to link directly to the new page.
  • Uneven link distribution – The more links pointing to a page, the more important that page is considered by search engines. You want to structure your link distribution so that important pages have the most links. Ideally, we want to funnel users to those pages as part of a natural journey, rather than forcing additional links to those pages via menus.

Need an internal link audit?

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