When Sarah, the owner of a local plumbing company, first approached us, about a year prior she had a nice website made and had written a monthly blog, but just didn’t know what to do next on her website and blog – it didn’t seem like her blog was really doing anything. Her blog was a collection of disconnected articles floating in digital space. Potential customers would land on a single post and then… disappear. Her content was pretty decent, but it lacked the connective tissue that transforms individual blog posts into a comprehensive resource.
See if you just post a blog post just for the sake of posting a blog post and hoping that adds something to your website… well, you’re probably going to be disappointed. So what can you do to avoid wasting your time and make sure that your blog posts are helping your users and, maybe equally importantly; helping search engines and AI discover your content as well.
That’s where the magic of a sustained internal linking strategy comes into play.
Understanding Internal Linking: More Than Just Connecting Pages
Internal linking is far more than randomly connecting web pages. It’s a strategic approach to guiding both your readers and search engines through the rich landscape of your website’s content. Think of it like creating a roadmap that helps visitors navigate the expertise you’ve carefully built.
In the small business or home service space it’s an upsell. Someone wants their windows cleaned and you say, “hey, would you also like your gutters cleaned while I’ve got my ladders out?” The customer says, “Oh, you do gutters too? Yes, let’s do it!”
See, the customer didn’t know, or didn’t think about, your other services until you told them about your other services. This is essentially the same idea between interlinking pages on your blog posts and website.
For local businesses, this approach is particularly powerful. Your blog isn’t just a space to fill with random content—it’s a strategic tool that demonstrates your industry knowledge, answers customer questions, and ultimately drives business: both to customers and search engines.
The Real-World Impact of Strategic Linking
Consider how a potential customer might interact with your content. They might start by reading a blog post about “10 Benefits of Pressure Washing Your Wilmington, NC Home or Business” and through thoughtful internal linking, they can easily discover your comprehensive guide to your home exterior cleaning maintenance packages, your service pages, and other relevant resources.
Search engines appreciate this approach just as much as human readers. Each internal link serves as a signal, telling search algorithms about the relationships between your content and the depth of your expertise.
Read that again, cause that’s huge! Search engines appreciate this approach just as much as human readers. Each internal link serves as a signal, telling search algorithms about the relationships between your content and the depth of your expertise.
Blog posts are usually just written and then left to languish on their island of obscurity. Interlinking is the bridge that allows that island to connect to other islands and to the mainland; it’s what allows Google and other search engines to find your blog post, index it, and make sure it’s adding to building your site’s authority and reach.
Crafting a Smart Internal Linking Strategy
The key is balance and intentionality. You’re not trying to cram as many links as possible into a single post, but rather create a natural, intuitive flow of information. Most blog posts should include 3-5 internal links per 1,000 words—enough to guide readers without overwhelming them.
These links should serve multiple purposes:
- Connect related blog content
- Direct readers to your core service pages
- Demonstrate the breadth of your knowledge
- Help search engines understand your content’s context
Anchor Text: The Subtle Art of Linking
The words you use for your links matter tremendously. “Click here” tells search engines nothing. Instead, use descriptive, natural-sounding phrases that give context. Instead of “click here for more information,” you might write “learn about emergency pipe repair techniques.”
Beyond the Basics: Advanced Linking Techniques
As you develop your content strategy, think about creating “cornerstone” content—comprehensive guides that serve as central resources. Then, link to and from these pages strategically. A roofing company might have a definitive guide to residential roof maintenance, with dozens of related blog posts linking back to this central resource. One of the benefits of our local business website design services is we build a foundation of interlinking in to every website we make.
Measuring Your Success
Don’t just implement internal linking and forget about it. Watch your metrics:
- Are people spending more time on your site?
- Are you seeing increased organic search traffic?
- Are visitors exploring multiple pages during their session?
- Are your pages starting to rank better?
These are signs that your internal linking strategy is working.
A Living, Breathing Content Strategy
Internal linking isn’t a one-time task. It’s an ongoing process of connecting, refining, and improving your content. As you add new blog posts, look for opportunities to link back to older content. As your business evolves, update your links to reflect your current services and expertise.
The Goal: Creating a Web of Value
At its core, internal linking is about creating value. You’re not just trying to game search engine algorithms —you’re building a resource that genuinely helps your potential customers understand their needs and how your business can meet them.
Ready to transform your blog from a collection of posts into a powerful marketing tool?
Let’s chat about powering up your content strategy.
