INTERNAL LINKING IS one of the most overlooked yet important SEO strategies. Think of internal linking as the quiet superstar of your digital marketing, working behind the scenes to guide customers, improve rankings, and keep your website running like a well-oiled machine. Every internal link you place acts as a road sign. For search engines, it’s a way to map your website’s structure and understand which pages hold the most value. For your customers, it’s a guided tour of your best content, turning casual browsing into deeper engagement.
Your internal linking strategy should have a well-defined structure. For your menu, at the top are your main categories, and below those are subcategories, product pages and blog posts that add depth to the original category. For example, a “custom design” page could link to a blog about design inspiration, your process for creating heirloom pieces, and a contact form to book a complimentary consultation at your store.
Next, improve your anchor text, which is the clickable text on individual pages. Instead of using a generic “click here,” make it descriptive, like “browse our diamond engagement rings.” It is subtle but powerful, showing both users and search engines exactly what they’ll find when they click.
Another important form of internal linking is your breadcrumb navigation. These tiny navigational links found at the top of your site (like: “home > engagement rings > halo engagement rings”) give customers a clear sense of where they are within your site. If someone gets lost, they simply click the breadcrumb to go back. For search engines, breadcrumbs are even more critical because they send a clear signal of your site’s structure and the relationships between pages.
Now let’s talk about broken links, which are the equivalent of showing a customer an empty showcase and expecting them to buy. To uncover your broken links, you’ll need to regularly audit your site with a tool like Google Search Console to make sure every link leads not only to a “live” page, but the best page for each link. Do this at least quarterly, and you’ll not only increase your search engine results but save your reputation with customers.
Finally, use your blog to attract readers to other key areas of your site. For example, if you’re writing about “jewelry trends for 2025,” link to your most popular collections, related articles about jewelry, or even your contact page to encourage questions and feedback.
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Internal linking isn’t a set-it-and-forget-it strategy. Regularly review your analytics to spot opportunities for improvement. Got a high-traffic page? Link it to underperforming pages to give them an easy boost. This keeps everything fresh and brings the best parts of your website into the spotlight.
