In the SEO industry, when you hear the term “link building,” you probably assume the person is talking about external links or backlinks.
This makes sense. After all, backlinks from other websites are a strong signal to search engines and a driving force behind organic search rankings.
But there is another type of link building that is also important: internal link building.
These are the links you build on your website that point to other relevant pages on your site.
While internal links aren’t necessarily what we think of first when we discuss link building, they are an integral part of successful SEO. They even play an important role in deliver-ing ROI from external link acquisition.
Directing Link Equity with Internal Links
The most significant benefit of internal links – in terms of SEO – is their ability to direct link equity throughout your website.
External links bring equity and trust to your website, and specifically, to the page they point to.
The page that is directly linked will benefit the most from a backlink, but through internal linking, you can pass along some of that equity to other pages.
While the SEO value is slightly diminished the further you get away from the externally linked page, internal links can provide an option for growing the authority and trust of your lower-funnel, less linkable pages.