If your internal linking strategy is just “add a few ‘click here’ buttons and hope for the best”… we need to talk.
One of the questions I get asked all the time is: “Is internal linking really that important?”
And the answer? A big, fat, YES — especially if you care about SEO, user experience, and making sure your content actually gets seen.
Internal links aren’t just there for decoration. They help Google understand your site structure, guide visitors to the right pages, and pass that all-important page authority around like a well-oiled content machine. But here’s the thing — most websites either:
- Underdo it (hello, orphan pages 👻), or
- Completely overcook it (linking every blog post to the homepage like it’s the only page that exists)
Luckily, Google Search Console has a super underrated feature that lets you see exactly what’s going on behind the scenes — and use real data to make smart, strategic changes.
In this blog, I’ll show you how to:
- Find your most (and least) internally linked pages
- Spot quick wins hiding in your site structure
- Clean up your linking habits for better SEO performance
Let’s get into it shall we…
Why Internal Linking Matters for SEO
Internal linking isn’t hard. You can do it yourself. You should be doing it yourself. And if you care about showing up in search? You need to stop ignoring it.
- It’s one of the simplest ways to boost your site’s SEO without touching a single line of code
- Helps distribute page authority so your key pages don’t get buried
- Makes it easier for Google to crawl and index your content
- Improves user experience by guiding people to the next best thing (aka keeping them on your site longer)
- Gives search engines more context about how your content fits together — which = better rankings
Understanding the Google Search Console Links Report
You don’t need fancy tools or a premium SEO subscription to get started with internal linking. In fact, you can do a hell of a lot with just Google Search Console — and it’s free.
The Links Report inside GSC shows you how your site is stitched together — both from the inside (your own internal links) and the outside (links from other websites). It’s simple, it’s powerful, and it gives you real data you can actually act on.
Here’s what it tracks:
- Internal links — links between pages on your own site. For example, a blog post linking to your services page.
- External links — links from other websites pointing to yours. Not what we’re focusing on here, but still good to keep an eye on.
If you want to know which pages are doing the heavy lifting and which ones are floating around with zero support, this is where you start.
How to Access the Links Report in Google Search Console
If you’ve never touched the Links Report before, don’t worry — it’s buried a little bit, but it only takes a few clicks to get there.
Here’s how to find it:
- Log into Google Search Console.
- Select your website property (aka your domain — make sure you’re in the right one if you’ve got multiple).
- In the left-hand menu, scroll down to Links.
- Boom — you’re in.
Once you’re there, you’ll see four main sections:
- Top linked pages – internally: Shows which of your pages are getting the most internal links from other pages on your site.
- Top linked pages – externally: Shows which of your pages other websites are linking to.
- Top linking sites: Lists the external domains that link to your site the most.
- Top linking text: Tells you what anchor text is being used — both internally and externally.
For now, we’re focusing on the internal side of things — this is where the gold is if you want to improve your site structure and boost SEO from the inside out.
How to Make Sense of Your Link Data and What to Look For
Alright, you’re in the links report — now what?
This is where you start digging. GSC doesn’t spell it all out for you, but it does hand over the clues. Here’s how to make sense of what you’re seeing:
Top linked pages (internally)
These are the pages that are getting the most internal links from other pages on your site. That might sound like a good thing — but are the right pages showing up here?
For example:
- Is your About page hogging the internal links, while your service pages are nowhere to be found?
- Are old blog posts still getting all the love, while newer, more relevant content gets ignored?
This is your chance to rebalance the attention and point more links toward the pages that actually drive conversions.
Top linking text
This one’s easy to overlook, but it’s so important.
GSC shows you the anchor text that’s most commonly used across your internal and external links.
So ask yourself:
- Are you repeating the same vague phrases over and over?
- Are you using keywords that actually match what the linked page is about?
- Or… is your top anchor text still “learn more” and “click here”? (Honestly, if I see one more “click here”, I’m going to go full Regina George and scream, “Stop trying to make ‘click here’ happen. It’s not going to happen”.)
Top linking sites
Yeah yeah, this one’s more about backlinks — but it’s still worth a look. It shows which content is getting noticed off-site.
If a blog post is getting loads of external links, it’s probably worth giving it more internal links too. That way, you’re building on the momentum and helping search engines understand it’s a valuable piece of content.
How do you link data to optimise internal linking?
Right, so now you’ve got the data — what do you actually do with it?
Add Internal Links Where They’re Missing
Find the pages that are barely linked to — the ones hiding in the digital basement — and start weaving them into your content.
- Link to them from relevant blog posts, especially ones that already rank well or get good traffic
- Don’t just drop them in randomly — give people a reason to click
- Prioritise pages that drive enquiries, bookings, or sales
Even one or two internal links can lift a page that’s been stuck in the shadows.
Use Proper Anchor Text (No More “Click Here”)
Anchor text tells search engines what the linked page is about — so make it count.
❌ “Click here”
✅ “View my web design packages”
✅ “Learn more about setting up Dubsado workflows”
Use relevant, descriptive phrases that match the page you’re linking to. Bonus points if it includes a keyword or two (naturally, of course — no keyword stuffing nonsense).
Fix Broken or Redirecting Links
404 errors (aka: broken links) are the ghosted texts of your website. They lead nowhere, they confuse everyone, and they leave Google wondering what it did wrong
You can check for 404 errors in Google Search Console. Just go to the “Pages” option under “Indexing”. Click the “Not indexed” tab. Scroll down to the “Why pages aren’t indexed” section and choose “Not found (404)” reason.
- Check for any internal links that lead to 404s, old URLs, or endless redirect loops
- Update them to point directly to the correct, most current version of the page
- And while you’re at it — make sure your nav and footer links aren’t out of date either
This is such a quick win, but most people skip it.
Balance Your Link Distribution
Some pages get linked everywhere (like your homepage), while others get completely forgotten.
That’s a problem.
Start spreading the love by:
- Linking more often to high-value pages (services, lead magnets, key blogs)
- Linking less to pages that don’t need the attention (like your privacy policy or generic contact page)
- Reviewing older posts — could they point people toward newer, more relevant content?
Monitoring Progress & Refining Your Strategy
Internal linking isn’t a one-and-done job — it’s something you should keep an eye on as your content grows and your site evolves. The more intentional you are about checking in, the stronger your SEO results over time.
Here’s how to stay on top of it:
- Check the Links Report regularly (once a month or two is plenty for most small sites). Look for shifts — are the right pages getting more links now? Any new orphan pages appearing?
- Use GSC alongside other SEO tools (like SEMRush, Screaming Frog, or even a simple site audit spreadsheet). These can give you deeper insights, like link depth, crawl issues, or missed keyword opportunities
- Keep refining your internal linking strategy based on what’s working. If certain anchor text is performing well, use more of it. If key pages still aren’t ranking, look at how you can support them better through internal links
Can you use Google Search Console to analyse internal links on your website?
Yep — the Links Report shows you exactly which pages are getting internal links, how many, and what anchor text is being used. It’s one of the easiest ways to spot gaps, missed opportunities, or overused links.
How do you optimise internal linking?
Start by making sure your key pages are linked often and from relevant places. Use anchor text that actually describes what people are clicking on. And fix any broken or outdated links while you’re at it — SEO doesn’t love dead ends.
How can you improve SEO using Google Search Console?
Ohhh where to begin? GSC helps you:
- Track keyword performance
- Monitor indexing and crawling issues
- Analyse internal and external links
- Submit sitemaps
- See which pages are getting traffic (and which aren’t)
And the best part? It’s all free.
Do internal links affect SEO?
Massively. They help Google understand your site structure, pass page authority between pages, and guide users through your content. More relevant links = better crawlability, better UX, better rankings.
How do you audit internal links?
Use the Links Report in GSC to:
- Identify your most and least linked pages
- Check for orphan pages (pages with no links to them)
- Review anchor text usage (make sure it doesn’t say “click here”)
- Spot any broken or redirected links (find these in the indexing tab)
Then take that insight and actually do something with it — link strategically, fix what’s broken, and make sure your top pages are properly supported.
Internal Linking Might Be Boring, But It Works
Look, I get it — internal linking doesn’t sound exciting. It’s not the sexy side of SEO. But if you care about your content being found, your site performing well, and your leads actually converting… this stuff matters.
And the best part? You don’t need to spend hours deep-diving into expensive SEO tools. Google Search Console gives you the data, you just need to use it.
If this all feels a bit much to keep on top of (or you’d rather hand it off to someone who lives and breathes this stuff), I’ve got you. My Full-Service SEO package is designed to take the whole thing off your plate — strategy, optimisation, technical audits, content planning… the lot.
