Practical internal linking basics for small sites: a step-by-step tutorial on internal linking basics for small sites

Practical internal linking basics for small sites: a step-by-step tutorial on internal linking basics for small sites

Internal links are the connective tissue of a small website, helping users and search engines move between related pages in a sensible way. For sites with fewer pages, each link carries proportionally more weight than on very large sites, so a simple, deliberate approach pays off. This tutorial walks through a compact, repeatable process you can apply without expensive tools or a large team. By following the steps you will improve navigation, distribute page authority more effectively, and create clearer signals for indexation and ranking.

Start with an audit and a plan to decide which pages deserve the most internal link equity. List your core pages such as home, category or service pages, and a handful of high-value articles or product pages. For each core page, note the main topic and the related supporting pages that could link to it. Keep a spreadsheet with columns for source page, target page, suggested anchor text and reason for the link. This small planning step prevents ad hoc links that confuse readers and dilute value.

• Identify your top 5–10 pages that must be found easily from across the site for users and search engines.
• Create a shortlist of supporting pages that naturally reference those core pages.
• Choose concise, descriptive anchor text that describes the target page rather than copying exact keywords slavishly.
• Add links within the main body of content rather than only in sidebars or footers for better context.
• Review and prune links from thin or irrelevant pages to avoid noise.

When you implement linking, favour contextual links within paragraphs because they carry clearer relevance signals than repeated links in lists or the footer. Use natural language anchors that tell a reader what to expect on the other page, for example "see the troubleshooting guide" rather than only using the exact keyword phrase. Where possible, add one or two internal links per page that point to your priority pages, and avoid placing dozens of site-wide links which can appear spammy. For a small site it is often better to link with intention and clarity than to attempt exhaustive coverage with weak anchors.

Once implemented, perform a few technical checks to make sure links are working as expected and that important pages remain crawlable by search engines. Check for broken links and correct any redirects so link equity flows to current URLs. If you want further examples and context on growth and search strategy, see the selection of posts under the Build & Automate SEO & Growth label for related guidance and case notes. Also keep an eye on pages you have marked noindex, since links to those pages will not help indexing and can misdirect internal equity.

Measure and maintain your internal linking over time by reviewing analytics and search console data where available, paying attention to which links receive clicks and which target pages gain impressions or improved rankings. Make internal linking part of the content workflow so every new article or page includes at least one link to a core page and at least one relevant link from an existing page to the new content. Revisit your spreadsheet quarterly to add new opportunities and remove links from pages that are no longer helpful.

Small-site internal linking is a low-cost activity that compounds as content grows, so adopt a simple habit of planning, implementing, checking and measuring. Keep links contextual, avoid excessive site-wide repetition, and make internal linking part of routine content publishing rather than an occasional clean-up task. With deliberate links and a short maintenance schedule you will make the most of a small site’s structure and improve both usability and search relevance. For more builds and experiments, visit my main RC projects page.