An internal link is a link from one page on your web site to another page on your web site. Contrast this with external links (links to a completely different web site). Internal links can help raise the page rank of your individual content pages. Among the most effective places to used internal links is in the body of your page text, especially on the home page. For instance, if you have a Testimonials page, and your home page mentions how you generate success stories, you might link [success stories] to your Testimonials page.
You get search engine value by raising the page rank of one of your secondary pages, and so you get more search engine value out of the content on that secondary page.
If the link contains search terms, you get even more value out of it. For example, if you are listing your products or services on your home page, and you mention [refinance loans] as service or that you help people buy [luxury condominiums], you get the value of the text link, and also the value of the search terms as part of that link.
You should also use text links on secondary pages to point to other secondary pages, or even back to your home page, depending on where the information might be relevant. For example, if you have a Frequently Asked Questions (F.A.Q.) page, and one of the most common questions you get is “What areas do you cover?” The answer might be, we cover all of Fulton County GA and DeKalb County GA. The links might point to content pages that list the major cities in those counties, with original information on key buying concerns in each area.
If you know how to add a Title tag to your links, you can get a nice SEO (Search Engine Optimization) boost from content you place in the tag, if you don’t “stuff” it with far too many repeated search terms. The Title tag is what causes, in most browsers, some additional text to be displayed when you hover over a [link]. Be moderate in how much text you put in the Title tag, but do use it if you know how to do it for your particular web site platform (the method differs slightly, depending on the platform you are using to update your web site).
Internal links also provide an additional layer of navigation, so that visitors don’t have to scroll to reach your buttons and break their focus on what you’re saying. Visitors with small handheld devices can find this especially useful. It’s also a good back up navigation system in case something goes wrong with presenting your main navigation buttons in the visitor’s browser – always link to all of your original core content pages somewhere within the text of your site or, at a minimum, those necessary to do business with you.