Internal links are simply links from one page on your website to another page on your website. When you write a blog post and link to your pricing page, that is an internal link.
This might seem too basic to matter, but internal linking is one of the most underrated things you can do for search rankings. Google uses links to discover new pages, understand what your site is about, and decide which pages are most important.
Most websites are pretty bad at this. Pages get published and then forgotten, with no links pointing to them from anywhere else on the site.
Why internal links matter
When Google crawls your website, they follow links from page to page. If a page has no links pointing to it, Google might never find it. Even if they do find it, they will assume it is not very important since nothing else on your site references it.
Internal links also pass what people sometimes call "link equity" or "authority" from one page to another. If your homepage is your most authoritative page (it usually is), and it links to your pricing page, some of that authority flows to the pricing page.
For visitors, internal links help them find related content they might be interested in. Someone reading a blog post about project management might also want to read your guide about team communication. A link at the right moment keeps them on your site instead of going back to Google.
How to do it well
Every page on your site should link to at least two or three other relevant pages. When you mention a topic that you have covered elsewhere, link to it. This sounds obvious, but people forget to do it constantly.
Every important page should have links pointing to it from multiple other pages. Your homepage probably has plenty of links already, but what about your pricing page? Your main product page? Check if these important pages have links from your blog posts, your about page, and anywhere else that makes sense.
Think about what someone reading a page might want to see next. At the end of a blog post about getting more website traffic, you might link to your post about converting that traffic into customers. This is helpful for readers and good for search engines.
Use descriptive link text
When you add a link, the clickable text matters. Google uses this text to understand what the linked page is about.
Do not write things like "click here to learn more" with "here" as the link. Instead, write "learn more about our pricing plans" with "pricing plans" as the link. This tells both readers and Google exactly what they will find if they click.
Compare these two approaches:
Bad: "For more information, click here."
Good: "See our complete guide to email marketing."
The second version tells Google that the linked page is a guide about email marketing. The first version tells Google nothing.
A quick way to improve your internal linking
Pick the five most important pages on your website. These are probably your homepage, your main product or service page, your pricing page, and maybe one or two key blog posts or guides.
Now search your own website for related topics. If you have a blog post that mentions pricing but does not link to your pricing page, add a link. If your about page mentions your product but does not link to the product page, add a link.
This simple exercise usually finds a dozen or more opportunities in about fifteen minutes.
Do not overdo it
You can link too much. If every other sentence has a link, it becomes hard to read and looks spammy. A good rule of thumb is two to five internal links per page, depending on how long the page is.
Only link when it makes sense in context. The link should feel helpful to someone reading the page, not like you are trying to manipulate search engines.