SEO · June 2025
Internal links should guide people too
Link related pages with language that explains why the next page matters. Navigation and search relevance can improve together.
By Micheal Baptiste · Published · Updated · 5 min read
Internal linking gets treated as a technical chore, so it produces pages sprinkled with "learn more" that nobody clicks. Written for humans, the same work improves both navigation and relevance. This is one of the simpler wins available inside Google SEO services work, and one of the most frequently skipped.
Say why the next page is useful
"See how we phase a bathroom renovation over two weeks" gives a reason to click. "Learn more" does not. Descriptive link text also tells search engines what the destination is about, so you get both benefits from one edit, which is a rare case of a small change paying off twice.
Link from strength to importance
Find the pages that already attract attention and link from them to the pages you need people to reach. Most sites have a handful of popular pages that are dead ends, which is free traffic being wasted. A website design Ottawa team reviewing a site's analytics should look specifically for this pattern.
Keep it sparse
A few well chosen links per page beat twenty. If everything is linked, nothing is emphasised, and the reader defaults to ignoring all of it, which defeats the purpose of linking at all.
Review links as content changes
As new pages are published, older pages should be revisited and linked to them where relevant, rather than leaving internal linking as a one time setup task. This habit is easy to fold into a broader content marketing strategy, and it keeps a site's structure reflecting what is actually useful today rather than what was useful when the site first launched, which also supports local SEO Canada goals as a business adds new service areas.