Internal links are links from one page on your site to another. They help visitors move on and show Google how your site fits together — indispensable for good SEO.

How to do it well

• Link relevant pages to each other, for example from a blog article to a service or product page.
• Use descriptive anchor texts (the clickable words), not 'click here'.
• Link from new content to existing, important pages.
• Make sure no page dead-ends on a 404 — use redirects when pages move.

This whole SEO hub is an example of it: every tip links through to the related tips.