# Internal links: give your best answers a way to be found

By Tamara Karmiczewska
AI-assisted article.


A useful article can still be difficult to find. If the only route to it is a search box, or an old social post, a visitor may never reach it from the rest of your website. Start by giving every important answer a sensible place in the site.

Start with a customer journey

Imagine a Dubai business owner comparing office locations. They might begin with an area guide, then look for transport information, rental conditions and a way to book a viewing. Those are different questions. A helpful internal link connects the question someone has just answered to the question they are likely to ask next.

Write down one journey for your own business. Pick a service page, one supporting explanation and one useful next action. If you cannot connect them naturally, the pages may overlap or need clearer purposes.

Use links that work outside your interface

Google recommends ordinary HTML links with an href destination. It also recommends descriptive link text and ensuring that important pages have links from elsewhere on the site. See its link best practices (https://developers.google.com/search/docs/crawling-indexing/links-crawlable).

In practical terms, a visitor should be able to open your article in a new tab and copy its address. A clickable card that only runs a script deserves a closer look. Navigation should continue to make sense when an image does not load.

Choose words that explain the destination

“Read our office viewing checklist” tells someone more than “click here”. The wording need not contain every keyword you want to rank for. It should simply make the destination predictable.

For example, in a guide to setting up a company, link a sentence about preparing documents to your document checklist. Avoid inserting a link to an unrelated sales page just because it is commercially important. Readers notice when a link does not help.

Make a small connection map

PageUseful next destinationReader’s reason

Area guideOffice viewing checklistPrepare for a visit

Service overviewScope and exclusionsUnderstand what is included

Comparison guideDetailed method or sourceCheck the evidence

This is an example planning table, not a recommended number of links. Use it to spot missing connections. Then remove any links that repeat the same destination without adding anything.

Check the result as a reader

Open the page on a phone and follow each important link.

Check that the destination answers the question suggested by the link text.

Look for old redirects, missing pages and links that unexpectedly change language.

Ask whether a person arriving directly from search has enough context to continue.

Good linking makes the website easier to explore. It does not guarantee an AI citation. For a broader access check, use our website access checklist (/article/can-ai-search-access-your-website-a-practical-checklist/).