What are Footer Links?

Internal linking often goes unnoticed, yet it has a huge impact on how search engines (and users) experience your website. I’ve seen sites greatly improve visibility simply by tidying up their internal links.

So let’s get started. In this post, I’ll share a simple but solid approach to internal linking that keeps the user in mind without ignoring SEO.

Why Internal Links Really Matter

Let’s break down the reasons before we discuss the methods.

• They help visitors quickly find relevant pages.
• They show search engines how pages are connected.
• They pass authority from stronger pages to those that need a boost.
• They lower bounce rates by guiding users to additional content.

A well-organized internal link structure is a key part of site navigation and search engines notice that.

Connecting Pages to Enhance Authority

Search engines use internal links to figure out which pages are most important on your site. A page with no internal links (often called an orphan page) might be overlooked by Google or only found via your sitemap or an external backlink. Either way, it likely isn’t as optimized as it could be.

To give your main pages more prominence:

• Identify your essential content (the main “pillar” pages).
• Make sure they receive more internal links compared to pages of lesser priority.

It isn’t difficult; it just takes some planning.

Types of Internal Links

Most links fall into two basic categories:

1. Navigational:
   • Typically found in menus (header, footer, sidebar).
   • Provide quick access.
   • Appear on every page.
2. Contextual:
   • Located within the body text.
   • Usually, the anchor text is a phrase that describes the linked page.
   • Offer extra SEO benefit by giving more details about a page.

Both kinds are important, but contextual links can offer an extra SEO boost by signaling relevance to search engines.

Quick Reference Table

Here’s a table comparing these types of internal links for clarity:

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My Process for Internal Linking

I use a six-step system to make sure no page gets forgotten.

1. Create (or update) a site map
   • Build a simple hierarchical overview: categories → subcategories → important posts/pages.
2. Examine Your Current Internal Link Setup
   • Use an SEO tool (like a site audit) to find orphan pages, broken links, or overly busy footers.
   • Watch out for having too many links in the footer.
3. Identify Priority Pages
   • Determine which pages you want to rank higher.
   • Consider where you see the best potential for traffic or sales.
4. Use Contextual Linking
   • In some posts, mention a concept that is covered in another post. This is a perfect chance to add a link.
   • Keep your anchor texts descriptive. For example, “learn these advanced SEO tips” works better than “click here.”
5. Review Anchor Text Variation
   • Keep the language natural. Over-optimized anchors can be harmful.
   • For example, if the page is about “blue widgets,” switch between phrases like “best blue widgets,” “blue widgets guide,” or “why choose blue widgets.”
6. Repeat the Process
   • Internal linking isn’t a one-time job.
   • Every time new content is published, check older pieces for linking opportunities.

The best internal links genuinely help users rather than simply adding links solely for SEO purposes.

What About Footer Links?

Looking ahead to 2025 and beyond, footers continue to be a debated topic. They still serve a couple of practical purposes:

• They offer a backup for navigation in case visitors can’t find links in the main menu.
• They provide a spot to include links to important but less frequently used pages (like Privacy Policy, Terms of Service, or a dedicated Media Kit page).

There is no benefit to loading the footer with links stuffed with keywords. Google often treats such pages as manipulative.

Keep the footer straightforward and easy for visitors. A few important internal pages plus contact information are typically sufficient.

Immediate Tips to Improve Your Internal Linking

1. Fix or Replace Broken Links
   Dead ends frustrate users and waste crawl potential.
   If a page no longer exists, link to the closest alternative (or set up a 301 redirect).
2. Find and Update Orphan Pages
   Pages without any links are almost invisible.
   If the content is still useful and current, add links from a related “parent” or “sibling” page.
3. Remember the “Three Clicks” Guideline
   Try to keep every page within three clicks from your homepage.
   If something is five or six clicks away, consider adding intermediate pages or extra links.
4. Stick to Topic Clusters
   Rather than linking posts randomly, group them by subject.
   For example, a main page for “Email Marketing” that links to related pages like “Email Copywriting,” “Tips for Higher Open Rates,” and “Automating Your Email Funnel.”
   Each sub-page then links back to the main page.
5. Choose Descriptive Anchors
   Avoid vague terms like “learn more.”
   Instead, say something like “read more about internal linking best practices.”
   This way, visitors know what to expect, and search engines understand the content better.

Common Pitfalls

Too many links
If a page looks overloaded with links, it can hurt both SEO and user experience.
Focus on what’s really relevant.

Generic anchor text
Phrases like “click here” don’t offer any clues about the linked content.
At best, you miss out on SEO benefits; at worst, you create confusion.

Listing every page in the header
Some sites include every page in the main menu and hamburger icon.
This can overwhelm users and doesn’t provide any anchor text variety.

Using internal nofollow
Internal nofollow links rarely make sense.
If a page isn’t important, consider removing it or noindexing it instead.

My Personal Approach

I follow a short, repeating cycle:

1. Publish new content – Decide if it should be a subpage or a new main page.
2. Search for linking opportunities – See if it fills a gap in an existing group.
3. Add links from relevant older posts – Usually, 2-3 links are sufficient.
4. Watch user behavior – Use heatmaps or analytics to check if the new or existing internal links receive clicks.
5. Tweak as needed – If a link isn’t getting attention or is buried by other navigation, I might adjust the anchor text or its placement.

How I’d Internal Link a “Beginner’s PPC Guide”

• There is already a general “All About PPC” page.
• This new guide is aimed at those who are new to PPC.
• I would add a link from the main “All About PPC” page as part of a relevant paragraph.
• The “Beginner’s PPC Guide” would also have a link back to the main page with a helpful description.
• I might include another link from a post about “Setting up Google Ads” if it fits well.

Frequently Asked Questions

How many internal links do I need per page?

There isn’t a fixed number. In a blog post, aim for a few useful links (2-5) focused solely on what benefits the reader.

Should I link every page to the homepage?

No. The site’s logo or a “home” link in the primary navigation is enough. Over-linking to the homepage is unnecessary.

Do footer links really help with SEO?

They typically won’t break your ranking, but a clean, easy-to-use footer improves navigation. Google does see these links, which can help with crawling even though they usually pass less authority.

What’s the best anchor text?

Anchor text should clearly indicate what readers will find on the linked page. Avoid generic phrases like “click here.”

Is it okay to nofollow internal links?

Generally, it’s best to avoid nofollow on internal links. If a page isn’t important, consider removing it or marking it as noindex rather than adding nofollow attributes.