If internal linking still feels like “just adding links between blog posts,” this post is going to clear a lot of fog.
Because in modern SEO, internal linking isn’t about:
- stuffing as many links as possible into a post, or
- hoping Google magically figures out how everything connects
It’s about helping Google understand what your site is actually about — and how your content fits together.
Once I stopped forcing 15-20 random internal links inside a single post (I had some sort of internal linking FOMO lol 💀) and started using them as structure, things clicked. For Google. For readers. For me.
Let’s break it down, simply and without SEO-flavored headaches.
What Internal Linking Actually Does in Modern SEO
At a basic level, internal linking means linking from one page on your site to another page on your site.
“Duh, Andréane, of course!”
Yeah, yeah, I know it sounds ridiculously obvious. But for Google?
Internal links are context clues.
They help Google answer questions like:
- What topics does this site focus on?
- Which pages are the most important?
- How are these pieces of content related?
Google doesn’t just crawl pages individually. It looks at relationships between pages — and internal links are how you define those relationships.
Think of your site less like a pile of blog posts…
and more like a CITY MAP. 🗺️
Internal links are the roads.
How Google Uses Internal Links to Understand Your Website
Google isn’t confused by a lack of content.
It’s confused by an unclear structure.
It’s a machine after all, so you have to speak its language. 🤖
When you internally link with intention, you help Google understand:
1. What Your Main Topics Are
If many related posts link back to a single central page, Google considers that page important.
That’s not manipulation, don’t accuse me lol — that’s just clarity.
2. How Pages Relate to Each Other
Links tell Google:
“This page expands on that idea,”
“These two topics belong in the same conversation,”
“This post supports a bigger theme.”
Without those signals, Google has to guess.
And guessing isn’t great for rankings.
3. Your Site Hierarchy
Internal links create hierarchy:
- Core topics
- Subtopics
- Supporting content
When that hierarchy is clear, Google can confidently position your content in search results.
Why Topic Clusters Make Internal Linking So Powerful
This is where internal linking stops being “SEO busywork” and starts making sense.
A topic cluster is a group of related posts that revolve around one main topic:
→ One pillar or sub-pillar page (the big idea)
→ Several support posts (specific angles)
Internal links are what turn those posts into a cluster instead of sad, lonely, isolated articles.
Inside a Topic Cluster:
- Support posts link up to the pillar
- Related support posts link across (only when it makes sense)
- The pillar links down to its supporting content
This tells Google:
“Hey, this isn’t random. This site has depth.”
And that depth matters a lot in modern SEO.
Internal Linking Isn’t About Quantity — It’s About Signals
Here’s a quiet truth most SEO advice skips:
Google doesn’t need more internal links.
It needs clearer ones.
When internal links are:
- contextually relevant
- topically aligned
- placed naturally
they send stronger signals than a dozen forced links ever could.
That’s why internal linking works best inside a clear topic structure.
You’re not guessing where to link — the structure tells you.
A Quick Real-Life Note (Without the Long Rant)
When I rebuilt my site around topic clusters and intentional internal linking, Google began to understand my content much more quickly.
Not because I added more links (although I did add some) —
but because the links finally had a job.
The result?
Better indexing, clearer rankings, and momentum that didn’t feel fragile.
But this only works if you avoid common internal linking mistakes.
(We’ll talk about what not to do with internal links in this post above — because yes, that matters too.)
Internal Linking Helps Readers, Too (Not Just Google)
While this post is mainly about how Google understands your site, it’s worth saying:
Good internal linking improves user experience.
When links are:
- relevant to the current topic
- placed where a reader might actually want more info
- not overwhelming
Readers naturally click.
That leads to:
- more pages per session
- longer time on site
- clearer engagement signals
Which, conveniently, aligns perfectly with modern SEO goals.
Funny how that works.
How This Fits Into Modern SEO for Bloggers
Internal linking isn’t a “growth hack.”
It’s infrastructure.
In modern SEO — especially for bloggers — Google rewards:
- topical authority
- clear site structure
- content that feels intentionally connected
Internal linking is how you show all three.
This is why internal linking works best when it’s:
- part of a broader SEO strategy
- aligned with topic clusters
- designed before you start stuffing links into old posts
It’s not about doing more.
It’s about making your site easier to understand.
For Google.
And for humans.
Read next:
→ 2026 Guide to Have an Updated, Healthy & Growing Blog
The Questions I Know You’re Asking (AKA THE FAQ)
Yes. Internal linking helps SEO by showing Google how your pages relate to each other, which topics matter most, and how your content is structured. Clear internal links improve crawlability, indexing, and topical understanding.
Internal links act as context signals. They tell Google which pages support a topic, which pages are central, and how different pieces of content connect within your site’s structure.
An internal linking strategy is a planned way of connecting related content using contextual links, usually within a topic cluster. Instead of linking randomly, each link has a purpose within the site hierarchy.
There’s no fixed number, but modern SEO favors relevance over quantity. A small number of well-placed, contextual internal links is more effective than linking to many unrelated pages.
Absolutely. Internal linking is a core part of modern SEO because it supports topical authority, improves user experience, and helps search engines understand content relationships — especially in large or growing blogs.
