When someone visits your website, what do they do next? Do they leave after reading one page? Or do they click around and explore more? That second choice is what every website owner wants—and that’s where internal linking comes in.
Internal linking isn’t about pointing to another page. It helps your visitors stay longer, learn more, and find what they need. And for search engines like Google, internal links are a clue to what’s important on your site.
Let’s explain internal linking. We’ll cover how it works, why it’s important for on-page SEO, and how it boosts website rankings. This is especially useful if you need on-page SEO Chicago services.
What is internal linking?
Internal linking means adding links on one page that go to another page on the same website. For example, if your homepage links to your blog, that’s an internal link.
These links help:
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People find more information.
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Search engines crawl your site.
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Boost important pages in search results.
Think of it like a map. If your site has no signs or paths, people (and search bots) get lost. Internal links show them where to go.
Why Internal Links Matter in On-Page SEO
Search engines use links to find pages and understand how they connect. When you link from one page to another, it passes something called “link value” or “link juice.” That value tells Google, “Hey, this page is important.”
Let’s say you have a blog post that’s ranking well. If you link from that post to a product page, you’re sharing some of that ranking power. Over time, that can help your product page show up higher in search.
This is a key part of on-page SEO, and it is something smart businesses in South Loop focus on all the time.
Build a clear site structure.
A strong site structure helps visitors navigate from one section to another with ease. Internal links help shape that structure.
For example:
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The homepage links to the main category pages.
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Category pages link to product or service pages.
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Blog posts link to related topics or service pages.
This kind of setup keeps everything neat. Google observes how pages link to each other, identifies the important ones, and analyzes the site’s organization.
The Best On-Page SEO Providers in Chicago will likely review your current structure first. They may suggest changes to your internal links to improve your rankings.
Increased Time on Site
When people click from one page to another, they stay longer. More time on site means they’re more likely to trust you, buy from you, or contact you for help.
Imagine someone lands on your blog post about home automation tips. At the end, you link to your “Smart Thermostat” product page. They click, read more, and then decide to buy. That’s the power of one smart internal link.
Good freelance on-page SEO Chicago experts know how to place these links in the right spots. It’s not about adding links everywhere. It’s like guiding people, as a friendly shopkeeper would.
Helps search engines to index your pages.
Some pages on your site might be hidden deep down. If no other pages link to them, Google may not even find them. That means they won’t show up in search results.
Internal links act like bridges. They connect your deeper pages to the rest of your site. That ensures everything gets seen, crawled, and ranked.
If your site has 100 pages but only 20 are getting traffic, internal linking could be the fix. A simple link from a popular blog to a low-traffic service page can make a big difference.
Adds context to your content.
When you link certain words to another page, you give both readers and search engines more clues. We call these words anchor text.
For instance, in a post on website design, you could link “SEO-friendly layout” to a guide that explains it.
This anchor text tells Google what the linked page is about. Over time, it helps the page rank better for those words.
When seeking on-page SEO services in Chicago, choose a team that employs anchor text with careful consideration. They shouldn’t cram it with keywords.
How to Use Internal Linking the Right Way
Internal linking is powerful, but only when done correctly. Here are a few tips that even a beginner can follow:
1. Link to Relevant Pages Only
Don’t link for the sake of it. Make sure the page you’re linking to matches the topic. That way, people actually want to click it.
2. Use clear anchor text.
Instead of saying “click here,” use words that tell people where they are going. For example: “Learn more about our Chicago SEO services.”
3. Don’t overdo it
Too many links on one page can confuse readers. Stick to a handful of useful links that help people learn more or take action.
4. Keep important pages close to the home page.
The fewer clicks it takes to reach a page, the more important it looks to Google. If a page matters, make sure it’s linked often from other pages.
Common Mistakes to Avoid
Even though internal linking sounds easy, many site owners make the same mistakes:
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Using the same anchor text over and over again.
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Linking to pages that no longer exist.
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Forgetting to update links after changing URLs.
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Not linking to deep pages that need traffic.
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Putting all the links in one spot instead of spreading them out.
Working with the best on-page SEO providers in Chicago can help you spot and fix these problems quickly. If you’re handling it yourself or hiring an on-page SEO expert in Chicago, avoid these common mistakes from the start.
Internal Linking and Local SEO
If your business is in a specific area—like South Loop on-page SEO—internal linking can also help boost local rankings. Here’s how:
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Link to your location pages from your blog and homepage.
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Use location-based anchor text, like “Chicago SEO tips.”
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Add links to customer reviews, service areas, or team bios.
These small steps help Google connect your site with your city. That’s a big win for businesses trying to be found in local searches.
Final Thoughts
Internal linking might look simple, but it plays a big role in how your site performs in search results. It helps users find what they need. It also keeps them on your site longer and shows search engines which pages should rank.
If you want to boost your traffic and get more out of your website, this is one area you shouldn’t skip. Whether you’re doing it yourself or hiring help, make sure internal linking is part of your on-page SEO Chicago strategy.
Ready to Improve Your SEO?
Want to get more clicks, better rankings, and a smarter website structure? Let’s talk.
We help businesses all over the city, from small shops to growing startups. Whether you need help from the best on-page SEO providers in Chicago or you’re looking for a freelance on-page SEO Chicago expert who gets results—we’re here for you.
👉 Contact us and see how smart internal linking can help your site grow!
