How to Use Internal Linking to Improve SEO - Examples and Results
Internal linking strategies can dramatically improve SEO performance, as demonstrated by real-world examples from industry experts. This article presents sixteen proven techniques that have delivered measurable results across various website types and industries. From link authority clusters to strategic content hubs, these practical approaches show how thoughtful internal linking directly impacts search visibility and user experience.
Link Authority Clusters Lift All Pages
Internal linking is a powerful way to enhance your SEO performance by directing link juice from higher-ranking pages to those with less authority and by adding context to web content by linking relevant pieces together. requires it. We've used internal linking to group our local pages together in a cluster where each page is interlinked by a set of others for the same location. By using this interlinking strategy, it helps lift all pages within the cluster when one page gains significant ranking. It can prove quite cumbersome to build organic links to every single page and subpage. Internal interlinking allows you to spread that SEO success to a wider range of contextual pages.
Targeted Internal Links Boosted Local Page
Absolutely. One example comes from a local service-based client we manage. We had a key landing page targeting "Tree Surgeon Chesterfield" that wasn't breaking past page two on Google.
We created a blog post titled "Do I Need Permission to Cut Down a Tree in Chesterfield?" — an informative, helpful piece based on common local queries.
Within that article, we used keyword-rich internal anchor text like "our Chesterfield tree surgery services" to link back to the main service page. We also updated several older blog posts and service pages to include similar internal links pointing to that target page.
After the changes, the "Tree Surgeon Chesterfield" page saw a 41% uplift in organic traffic over 6 weeks and moved up to position 3 on Google, directly increasing phone enquiries. The combination of contextually relevant internal linking and content refresh made all the difference.
This type of hub-and-spoke technique is old now, but still works really well - especially now that LLMs are looking for topical relevance.
Maximizing Link Juice from Top Pages
At A Plus Insurance, while some of our main pages like our landing page and progressive pages pulled in solid traffic, many of our more, specific search term focused pages like "Motorcycle insurance in Nevada" weren't receiving that same impression rate. As a result, trying to maximize on the link juice equity from those top preforming pages, we began to add links from our larger performing pages into the ones that were not as performative. We also try and capitalize on the high preforming content by creating blog posts across our website and other websites on the same topic with variation like ""How Weather Affects Insurance Prices" and "What Impacts Your Premium the Most" and ensure we link those competitive pages in it, and or to a quote page. We've already seen measurable results with our ctr. Since we're more focused on high intent searches, we are receiving more clicks to impressions. Its a simple but very effective strategy esp with larger sites like ours.
Restructured Navigation Drove Conversion Increases
For a furniture retail website, I improved the internal linking by focusing on a few key areas. The first was the desktop navigation menu. The earlier menu was sub-optimal and confusing. So, I restructured it based on keyword research, client's input and competitor analysis.
Within just a few weeks, sales conversions improved by +110%. The new menu was far better optimised for both users and search engines.
Next, I built an internal linking map, connecting categories with other adjacent sub-categories. I also built a web of contextual links from blog articles to relevant product and category pages.
To track performance more accurately, I rolled out these changes gradually, focusing on 1-3 categories per month. As a result, I saw consistent lifts in impressions and rankings. With these changes, several categories moved from page two to page one. Conversion rates also improved as customers spent more time exploring related products.
Pillar Page Creates Effective Content Hub
One of our best internal linking strategies was when we built a pillar page around to focus on the main 'digital marketing' heading of our website. We designed the page to act as a central hub, with clear links out to more detailed supporting articles, and 'sub' category pages which focus on increasingly niche industries and services. When we started running PPC campaigns, most of the traffic from paid ads landed on this pillar page, meaning that instead of people dropping off quickly, the internal links encouraged them to explore the wider site, moving between related posts and resources.
We noticed two major benefits that we have attributed to this...
Firstly, it kept visitors engaged for longer because they always had a relevant enough, next step in front. Second, it sent strong signals to search engines that the site was well structured and authoritative on the subject. Over time we saw a noticeable lift in organic rankings for not just the pillar page but also the linked articles, as they were getting more visibility and interaction.
The combination of PPC driving volume and the internal linking keeping people on the site worked really well. Traffic grew steadily, bounce rates dropped, and engagement metrics improved across the board, but most importantly, the pillar page climbed higher in search results, which meant we were less reliant on paid ads in the long run.
Strategic Links Connect Information with Conversion
One of the most effective internal linking strategies we've implemented was for a B2B SaaS client looking to improve visibility for a key product feature page. The page targeted a high-intent keyword tied to their core software solution but had plateaued on the second page of search results despite no glaring errors with technical SEO and having solid wider brand authority.
Our audit, using Screaming Frog and Google Search Console, showed that while the page was linked from the main navigation, it lacked contextual support from relevant content elsewhere on the site. High-performing blog posts and help centre articles covered related topics but weren't linking back to the feature page, leaving it isolated within the site's structure.
We introduced a targeted internal linking strategy to strengthen topical relevance and bolster authority within their niche. High-traffic informational pages - such as comparison articles, integrational guides, and troubleshooting resources - were updated with natural, relevant internal links placed within the main body copy. At the same time, we added reciprocal links from the product page to relevant educational content to create a clear hierarchy and support both discovery and conversion.
Gradually, the target page rose from page 2 to the top 3 ranking positions on page 1 for its primary keyword and entered the top 10 for several secondary terms. Organic sessions increased significantly, and demo conversions from organic traffic rose even more so, suggesting that we weren't just broadening our reach, we were also reaching the right target market.
This campaign highlighted how strategic internal linking can act as a powerful, low-cost lever for organic success. By connecting informational and commercial intent through contextually relevant links, we improved crawl efficiency, reinforced topical authority, and guided users towards higher-value conversion points - without the need for spending large amounts of time on building additional backlinks.
City Page Network Boosts Real Estate
One of the best examples of how internal linking improved SEO came from a real estate website we optimized that had great content but very little structure connecting its pages. Each city page existed on its own, and Google wasn't seeing how they related to each other.
We started by connecting popular blog posts to key city and neighborhood search pages. For instance, a blog about "Best Neighborhoods for Families" linked directly to each of the neighborhood pages it mentioned. Those neighborhood pages then linked back to the blog using natural anchor text like "family-friendly homes in Franklin." We also added links between nearby city pages, such as "Explore Homes in Hendersonville" pointing to "Gallatin Homes for Sale."
After about two months, those internal links made a noticeable difference. The city pages that had little to no traffic before started getting consistent visits, and the main blog post began ranking for several new keywords. One city page went from almost zero visibility to over 300 organic pageviews a month.
At Real Estate Rankers, we use this same strategy for our clients because it helps Google understand the site's structure while keeping visitors on the website longer. When done right, internal linking boosts both authority and user engagement, which ultimately leads to stronger rankings and more qualified leads.
Breadcrumbs Spread Link Equity Across Content
BREADCRUMB NAVIGATION AND INTERNAL LINKING are strong, yet widely underused method of optimizing for search and users. They serve as landmarks to visitors, clearly delineating their location within the site structure and allowing them to navigate back up a level or two with ease, without having to click the back button repeatedly. Search engines similarly utilize these structures to infer the link hierarchy of a site, which might facilitate the way pages are added and listed in search results. When executed effectively, breadcrumbs don't just declutter navigation, they spread link equity across (mostly) the right content levels, which can provide some of your key pages with a significant ranking boost.
For example, we once had a highly comprehensive resource page that wasn't ranking, even though it was full of valuable information about our industry. With the addition of breadcrumb navigation and internal linking to related posts, the page's organic traffic climbed by approximately 35% in two months. Engagement jumped, too: Users spent nearly twice as long on the page. And it wasn't the extra links that did the trick, it was HOW those links added context for where the page fits in the site's ecosystem. If you concentrate on strengthening a few really good pages like this, the effect on visibility, and user journey, can be huge.
WordPress Tools Automate Keyword-Based Interlinking
Internal linking has played a key role in improving the SEO performance of our website. Since our site is built on WordPress, we make use of tools and plugins that help us manage "link juice" across different pages.
The process is simple. We start by identifying relevant keywords from each product or service page. Then, we map these keywords to their corresponding page links. Whenever we publish a new blog or update existing content, we naturally include these keywords, which automatically interlink with the right product or service page.
For example, if a blog mentions a keyword that matches one of our service pages, the plugin ensures that keyword links back to that specific page. This way, the authority from the blog post flows to the related service page, strengthening its visibility in search engines.
The results have been very positive. Internal linking not only improved rankings for lower-performing pages but also gave our website a more logical structure. Visitors can easily navigate between related content, while search engines understand the relationships between our pages more clearly. This approach has helped us distribute SEO value evenly and boost overall website performance.
Topical Maps Reduce Need for Offpage
Dear Marketer Team,
my name is Joachim Rodriguez y Romero, I am a seasoned and multi-awards winning Arts and Interior Design Entrepreneur, Publisher & owner of Kunstplaza.de. I have almost 20 years of experience in SEO as we are doing all SEO inhouse.
With web projects like Kunstplaza.de, I put more emphasize on internal linking efforts, as offpage SEO got more and more expensive and competitive in the course of the last years. One more time in 2024, I analyzed multiple case studies where strategic internal linking significantly improved SEO performance. The data revealed impressive results ranging from 23% to 1300% traffic increases, with improvements visible in as little as 3-4 months. The most successful approaches combined contextual linking with topic clustering strategies.
During 2025, this approach was demonstrating to me that internal linking remains one of the most powerful yet underutilized SEO tactics available. As you can see from my SEMrush screenshot (https://drive.google.com/file/d/12gVyMemsAoku9ZroG-YmLWXKCReI2OB0/view?usp=sharing), I have put my website on a growth track almost without any investment in offpage SEO.
Here is a sum-up of my approach:
a) Created topical maps centered around core themes like "kunstepochen" for https://www.kunstplaza.de/kunstgeschichte/uebersicht-kunstepochen/ and "banksy identitat" for https://www.kunstplaza.de/street-art/banksy-identitaet/.
b) Developed pillar and supporting article structure
c) Implemented internal linking across clusters to improve crawlability
d) Enhanced existing content with strategic internal links
e) Expanded the site with additional relevant pages (2-3 articles monthly with consistent internal linking to these pages)
For this whole process, we used keyword-rich anchor texts when contextually appropriate and varied anchor texts to maintain natural linking patterns.
It took us 2-3 months to see rankings for the pillar articles climbing Google's SERPs. Currently, we are planning to expand this strategy to a growing number of pages.
We have implemented the whole process manually without any automated internal linking tools. Further, we placed links gradually in an organic way.
Despite a challenging SERPs landscape this year due to the rollout of Google AI mode and the traffic loss many sites have experienced, we managed to grow our organic traffic by more than 75 % since Jan 2025.
If you would like to know more, please help yourself here: https://www.kunstplaza.de/en/
Cornerstone Content Drives AI Topic Authority
Internal linking has been one of the most effective strategies we've used to improve the SEO performance of our content, and a prime example of this is our blog post "Top AI Algorithms You Should Know" [https://citrusbug.com/blog/top-ai-algorithms/].
From the start, we treated this post as a cornerstone piece within our AI content cluster. Recognizing its potential to drive both traffic and authority, we deliberately built a robust internal linking structure around it.
Here's the breakdown:
1. Identifying the cornerstone post
-We treated this blog as a key resource within our AI content cluster.
-The goal was to make it a central hub for AI-related topics on our website.
2. Strategic internal linking
- Linked from multiple relevant blogs and resource pages covering AI, machine learning, and software development.
- Ensured the links were contextual and useful for readers, not just SEO-focused.
- This helped distribute link equity and highlighted the post's relevance to search engines.
3. Boosting rankings and visibility
- The internal linking structure helped Google understand the topical relevance of the post.
- The blog started ranking for multiple AI-related keywords over time.
- Result: It became one of the top-performing pages in our blog.
4. Driving traffic and engagement
- Visitors from other linked blogs spent more time on the page and explored related content.
- Increased engagement signaled value to search engines, further improving rankings.
- Today, this single post drives a significant portion of our organic traffic.
Even without heavy external backlinks, a smart internal linking strategy can turn a high-quality blog into a traffic magnet.
The "Top AI Algorithms" blog is a perfect example of how internal linking supports SEO, user engagement, and overall content authority.
Contextual Phrases Transform Underperforming Post
Recently, I implemented an internal linking strategy that transformed the performance of an underperforming blog post for one of our e-commerce clients in the gift industry.
We had a well-written article on "Best Personalized Anniversary Gifts" that was stuck on page 3 of search results despite its quality. After analyzing the situation, I identified insufficient internal linking as the primary issue.
Our approach was systematic. First, I identified relevant product and category pages like "Personalized Mugs," "Engraved Jewelry," and "Gift for Couples" that naturally connected with the blog content. Instead of using generic anchor text, we implemented contextual phrases such as "see our full collection of personalized mugs" and "explore best couple gifts" when linking to the article. Additionally, we placed the blog in "Related Articles" sections across 10 high-traffic category pages to increase its visibility.
The results were remarkable. Within just 6 weeks, the post climbed from page 3 to page 1 for the target keyword "personalized anniversary gifts," and organic traffic increased by 140%. More importantly for our e-commerce client, we tracked revenue as a key performance indicator and found that the blog directly contributed to 12 sales in the first quarter following our internal linking improvements.
This case demonstrates how strategic internal linking can significantly boost both visibility and revenue when properly executed.
Breadcrumbs Make Pages Visible to Google
What I love about internal linking is that it feels like leaving breadcrumbs for Google. When you consistently point back to a page, it's as if you're telling the algorithm: this matters, pay attention. And Google does notice. That recognition isn't just about rankings. It shows search engines and people that your key pages deserve the spotlight.
The results we saw were simple but powerful: the page stopped feeling invisible. After we improved its internal connections, it started getting more traffic, longer visits. And most importantly, more real inquiries. It was a reminder that when Google notices a page is valued within your own site, the audience starts to value it too.
Strategic Support Loop Reduces Customer Friction
The goal of using "internal linking to improve SEO performance" is not digital trickery; it is to use operational knowledge to guide the customer—and the algorithm—to the most critical OEM Cummins solutions. We use links to eliminate friction points.
The specific example involved optimizing a high-value product page for an X15 Turbocharger assembly. We noticed the page was getting traffic but wasn't converting because customers immediately had a technical question about the actuator. The flaw was a lack of immediate, authoritative answers.
Our solution was a Strategic Support Loop. We added internal links from the product page to our dedicated, ultra-specific expert fitment support articles on the ISX actuator, the 6.7L installation sequence, and the 12-month warranty terms. We treated the links not as SEO juice, but as non-negotiable navigational steps for the mechanic's research.
The results were a significant, immediate increase in the conversion rate for that heavy duty trucks part. The search engine rewarded us for providing a complete, trustworthy operational solution, and the customer bought the part because we eliminated their technical doubt. The ultimate lesson is: You don't optimize links for the algorithm; you optimize them for the customer's operational need, and the search engine rewards the clarity.
Hub Structure Improves Product Catalog Position
Once, I used internal linking to strengthen several product catalog pages. The idea was to create a hub: brand pages linked to promo pages, and the promo pages linked back to the catalog.
It took around three months to see the impact which I monitored through Google Search Console. The page's average position improved by about 2-3 spots and became more stable over time.
Supporting Articles Drive Course Page Success
For one of our clients, a UK university, we used an internal linking strategy to connect optimised supporting articles directly to a key course page, ensuring the content worked together rather than in isolation. While the supporting content performed strongly on its own, the real win was the uplift it drove for the course page.
By improving navigation, passing link equity, and strengthening keyword relevance, we saw year-on-year gains across core metrics: impressions more than doubled, average position improved, active users rose by 11%, and clicks grew at a time when many SEOs are lamenting declines. Internal linking turned standalone articles into a growth engine for the core page - proof that getting the fundamentals right still drives results, even as SEO evolves in the AI era.
