You know that moment when you land on a website, find a helpful article, and then… hit a dead end? No next step, no “here’s what to do now,” just a back button and a distracted scroll.
Internal linking is how you prevent that.
It is the part of your site that quietly guides someone from “I am researching” to “this is the product I need” to “let’s talk.” It also helps search engines discover your pages and understand what each one is about, especially when the anchor text is clear and descriptive.
In this guide, the marketing experts at SteadyRain discuss the importance of internal links, and how they can drive conversions.
Why Are Internal Links So Important?
Internal links are not just for navigation menus. They are the in-between nudges that help people keep moving, without feeling pushed.
When they are done well, they do three things:
- They reduce friction; visitors do not have to hunt for the “right” page.
- They build confidence; the next click answers the next question.
- They spotlight priorities; your best products and services show up at the right time.
Search engines benefit, too. Google recommends using crawlable links, and it emphasizes that good anchor text helps people navigate and helps Google understand what the linked page is about.
How Should You Use Internal Linking?
Most visitors are not ready to request a quote on their first click. They are trying to answer one question at a time, and your internal links should match that reality by helping them take the next logical step. Instead of treating internal linking like a checklist, use it to guide people through a learning path that builds confidence and momentum toward a decision.
The Beginning of the User Journey
In early-stage content, link to pages that help readers orient themselves and understand what you do without pressure. Link to solution overviews, “how it works” pages, and use-case pages that help them self-qualify based on their situation. The goal is to reduce uncertainty and make it easy for someone to keep learning, so each link should come with a clear reason to click, not just a standalone hyperlink.
The Middle of the User Journey
Mid-stage content should feel like an honest guide that helps visitors evaluate their options. This is where internal links can point to comparisons that clarify what is different between approaches, checklists that explain what to look for, and proof pages like case studies, results, or testimonials. Once the reader has enough context to make sense of the decision, internal linking becomes the natural bridge to the next step rather than a sales push.
The End of the User Journey
On product and service pages, internal linking still plays an important role because it can address the last-mile objections that keep someone from converting. Links to pricing guidance, implementation details and timelines, frequently asked questions, and related services or add-ons can remove friction and answer the questions people hesitate to ask. Done well, these links support the decision-making process and help visitors feel confident taking action.
Why Anchor Text is Important
Anchor text is the clickable text in a link, and it plays a big role in setting expectations for both users and search engines. Google’s guidance is clear: anchor text should be descriptive, reasonably concise, and relevant to both the page you are linking from and the page you are linking to. In practice, strong anchor text helps readers understand exactly what they will get if they click, and it also provides clearer context about the destination page.
Make Anchor Text Match What Users Want Next
Anchor text works best when it reflects the next question a reader is likely to have. Generic phrases like “click here,” “learn more,” or “read this” do not tell anyone what the link is about, and they miss an opportunity to guide the journey. Instead, use language that describes the outcome or topic of the next page, such as “explore commercial maintenance plans,” “see examples of website redesign results,” or “compare options for a specific use case,” so the link feels like a natural next step rather than a vague direction.
Avoid Repetitive Anchor Text
If every link uses the same keyword-heavy anchor, it reads like a template, not like help. Aim for variety that still stays clear and on-topic. Many internal linking best-practice guides recommend keeping links natural and avoiding over-optimized repetition.
How to Develop Internal Linking Strategies That Convert
You do not need a complicated strategy for internal links, you need a consistent one that reliably moves readers to the next step. Start by adding “next step” links inside the body content. Contextual links placed immediately after you answer a question often outperform generic related-post lists because the visitor is already engaged and ready to keep going.
For example, in a blog about choosing the right solution, the next step might be a comparison page, a relevant service page, or even a “talk to an expert” page if the article has already covered the basics and built enough trust. You can also create simple on-page modules that do the heavy lifting, especially on longer pages. This can be a “recommended next” section with two to four links, a “popular use cases” block, a “related services” block, or a “common questions” section where each answer links to a deeper resource.
The key is restraint. This means keeping it curated and intentional so it feels helpful and not cluttered.
Measuring the Success of Your Internal Links
Internal linking is one of the rare website improvements you can treat like a performance channel. You can watch it, test it, and improve it.
The Links report in Google Search Console shows a sample of internal and external links, and it can help you understand which pages are most internally linked. If you want to know which links are actually clicked, set up event tracking for internal link clicks. A common approach is using Google Tag Manager click tracking and sending those clicks into Google Analytics 4 as events.
Finally, optimize links based on real user behavior:
- Identify top landing pages and high-exit pages
- Add or refine two to three “next step” links
- Track click-through to priority pages and downstream conversions
- Roll winners into templates so improvements scale
Partner with SteadyRain for Your Internal Linking Strategy
At SteadyRain, search engine optimization and content marketing are not just about publishing. They include technical structure, strategy, and ongoing updates to ensure the site performs better for both people and search engines.
In practice, an internal linking strategy that sells usually includes:
- A prioritized list of product and service pages that should win
- A content map that supports each priority page
- Specific anchor text recommendations that sound natural and guide the next step
- Template improvements that make “good linking” the default across the site
- Reporting that connects content and navigation changes to outcomes
Putting your best products forward is not just about redesigns, new copy, or more ads. Sometimes, it is about making the next click obvious, guiding visitors to what they actually need and making it easy for them to convert.
Ready to start guiding your customers to your core conversion pages? SteadyRain is here to help. Get in touch with one of our marketing experts today!
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