Internal linking is the process of adding links within one web page that drive to another web page on the same website.
In general, linking is a critical part of any search engine optimization (SEO) strategy. They help a brand build authority within search, which can cause their web page or entire website to move up in search rankings, ultimately driving more consumers to the brand.
Internal linking involves specific hyperlinks that lead site visitors to other pages on the same site domain. These kinds of links enable Google to access and organize pages within a site, which makes it easier for the search engine to rank each page for search queries.
Brands can boost their SEO traction by using internal linking strategically. Placing links on anchor text that includes keywords that resonate with search queries is one way to compound the SEO benefits of internal linking.
Emphasizing the most critical pages of a site through internal links that lead there is another way to signal page importance and hierarchy to Google.