What internal linking is
An internal link is any hyperlink that points from one page on your site to another page on the same site. The navigation menu, footer links, breadcrumb trails, and links inside the body of an article are all internal links. They are different from backlinks, which come from other websites.
It is one of the few SEO levers you control entirely. You do not need anyone else's permission to link your own pages well, which makes internal linking one of the highest return-on-effort tactics available.
How internal links help rankings
Links pass ranking signals, sometimes called link equity, between pages. When a strong page links to a weaker one, it shares some of that strength. A page with no internal links pointing to it is an orphan, and it struggles to rank no matter how good the content is.
Anchor text matters here too. The words you use in an internal link tell Google what the destination page is about. Linking to a service page with descriptive anchor text reinforces that page's topic more effectively than a vague click here.
How internal links help crawling and people
Search engines discover pages by following links. A clear internal linking structure helps crawlers find every important page efficiently and understand how your content fits together. Pages buried many clicks deep, with nothing linking to them, may be crawled rarely or missed.
Visitors benefit just as much. Relevant links to related articles and the next logical step keep people moving through the site, which lifts time on site and gives more chances to convert. Good internal linking serves the reader and the algorithm at the same time.
Practical rules for internal linking
Link from high-authority pages to the pages you most want to rank. Use descriptive, varied anchor text instead of repeating the same phrase everywhere. Keep important pages within a few clicks of the home page. Add contextual links inside body content, not just in the menu. Audit periodically for orphan pages and broken links, both of which leak value quietly.