Internal Website Linking: Push Traffic To Key Pages
- Published: [09.30.25]
- 5 min read
- Back to Insights
Internal linking is one of the highest-leverage SEO and UX controls you own. For B2B teams, it guides buyers from discovery to evaluation and informs Google which pages are most deserving of a ranking.
A disciplined system improves crawl discovery, consolidates authority on key pages, and shortens the path to conversion without needing new content or backlinks. If Services, Industries, Pricing, and proof pages are not receiving targeted internal links, you are leaving qualified demand and revenue on the table.
This guide demonstrates how to create a straightforward, scalable internal linking system for B2B sites, including which links actually transfer authority, how to structure hubs and spokes around your sales approach, where to place links, how to craft effective anchors, which metrics to track, and the key pitfalls to avoid.
What is internal linking, and why does it matter?
Internal linking is how your pages reference each other. Google uses links to find new pages as a signal of relevance, and users rely on links to navigate. If your links are crawlable and descriptive, Google can discover and index more of your site and better match queries to the right page. This is foundational for B2B sites where evaluation journeys span Services, Industries, Pricing, and proof.
Which links actually pass authority and aid discovery?
Create links using real HTML anchor tags and the href attribute. Links made only with scripts or without an href are unreliable for crawling. Keep essential pages within a few clicks of the homepage so both users and crawlers can access them quickly. Use descriptive anchor text so people and Google understand the destination. Add these practices to maximize impact: Point to the canonical, final URL. Avoid linking to URLs that redirect via 301 or 302 status codes, have tracking parameters, or alternate casing. Fewer hops preserve authority and reduce crawl waste.
Add these practices to maximize impact:
- Prefer visible, in-content links. Links inside body copy send stronger topical signals than generic “nav only” links.
- Keep depth shallow for money pages. Aim for 3 clicks or fewer from the homepage to Services, Pricing, Industries, and key Proof pages.
- Consolidate to one “best page” per topic. Consistent internal links to a single target prevent diluting signals across duplicates.
- Use meaningful anchors. Replace “learn more” with specific terms like “commercial concrete services” or “pricing” to set expectations and reinforce relevance.
- Do not use rel="nofollow" on internal links you want crawled or ranked. Handle crawl control with information architecture or use the noindex tag where appropriate.
- Ensure links exist in the HTML on initial render. For SPA frameworks, use SSR or hydration patterns that output real elements that crawlers can see.
- Fix redirect chains and orphan pages. Run a crawl, repair chains to 200-status targets, and link any valuable orphan pages from relevant hubs and high-traffic articles.
- Keep URL patterns stable. Standardize trailing slashes, lowercase, and folder structure to ensure internal links remain consistent as your organization grows.
Organize around how you sell. Use hubs for Services, Industries, Use Cases, Integrations, and Proof, then link out to the specific pages that convert. Every money page should receive links from its hub, from related money pages, and from relevant resources. Add breadcrumbs so users always know their location and so Google can understand your hierarchy, and mark them up for search with Breadcrumb structured data.
Where should links be placed to maximize their impact?
Use the top navigation for global discovery, but do not stop there. In-content links within paragraphs convey strong topical signals when the anchor text matches the intent, and related-links modules scale coverage across templates. Keep URL patterns clean and consistent so internal links remain stable as you grow.
How should you write anchor text for B2B pages?
Write anchors that set expectations. Prefer “commercial concrete services” or “pricing” over “learn more.” Keep anchors natural, vary phrasing where sensible, and point to a single best page for each mapped term so signals consolidate rather than compete. Google’s guidance is explicit that descriptive anchor text helps both users and search engines.
What should you measure to prove internal linking is working?
Open the Links report in Search Console and review “Top linked pages” under the Internal links section. Important pages should rank near the top and gain internal links over time. Pair this with path analysis and conversions to determine whether adding internal links increases qualified sessions to money pages and reduces detours. Expect the Links report to be a sample rather than a comprehensive inventory, and supplement it with crawls as needed.
Which pitfalls should you avoid?
Do not rely on JavaScript-only links, clickable elements without an href, or forms for navigation. Do not bury Pricing or Contact several layers deep or isolate Case Studies without links back to the relevant Service or Industry page. Sitemaps help, but they are not a substitute for crawlable link architecture. Avoid using rel="nofollow" on links to pages you want crawled or ranked. Reserve link qualifications for use cases such as paid or user-generated links, and handle crawl control with proper architecture or, if necessary, use the noindex tag.
TL;DR
Internal links help Google find pages and understand their content, and they enable buyers to quickly reach relevant pages. Use crawlable links with descriptive anchors, keep essential pages within a few clicks, add breadcrumbs, and route links from content to key sections such as Services, Industries, Pricing, Compare, Case Studies, and Contact or Demo. Measure internal link coverage and paths in Search Console, and fix JS-only links or buried pages.
