How to Choose Which Internal Link to Place Where on a Page
Quick Summary
- Start by understanding your page's purpose before placing any links
- Think of internal links as helpful signposts that guide confused, curious, or ready-to-act readers
- Place links where people actually engage with your content, not just at the bottom
- Write anchor text that feels natural and blends into your sentences
- Focus on the reader's journey through your site, not just SEO benefits
When I first started working on my website, I thought internal linking was just about throwing in a few links here and there. As long as they pointed to other pages on my site, I assumed I was doing things right. But over time, I realized something important. Where you place your internal links can have a surprising impact on how users interact with your site, and how search engines understand your content. It is not just about what you link to, but exactly where you do it.
So if you're unsure about which internal link to place where on a page, I want to walk you through what I've learned. This isn't a checklist from a textbook. It is a collection of insights I've gathered from late night experiments, SEO flops, and a few small wins that taught me big lessons.
Start with Intent, Not Structure
The biggest mistake I used to make was focusing on the structure of the page before I understood its intent. Every page has a job. A blog post might be trying to educate. A product page is trying to sell. A category page could be meant to guide. Once you know what the page is trying to do, you can start to think about which links help support that goal.
For example, on a beginner's guide to technical SEO, I might add a link early in the intro to a basic SEO glossary page. This is because someone reading that guide might feel overwhelmed right away and need definitions fast. On the other hand, in the middle of the same post, I might link to a more advanced tutorial for people who want to dig deeper.
The page's purpose should drive your link placement decisions.
Think of Internal Links as Signposts
A good internal link is like a helpful signpost. You don't want to place a signpost in the middle of nowhere, and you definitely don't want to repeat the same one over and over.
When I write, I try to imagine walking through the content like a first-time visitor. I ask myself, where might someone feel confused, curious, or ready to act? Those are perfect spots for links. Confused readers need clarity, so I guide them to foundational content. Curious readers are ready to explore, so I point them to in-depth topics. Readers who are ready to act might be best served by a link to a service page or tool.
One trick I use is to read my content out loud. Wherever I naturally pause or think, "I could explain more here," I consider placing a link.
Don't Just Link for SEO. Link for the Reader.
I used to sprinkle in internal links like SEO seasoning. The more the better, right? Not really. It turns out that users notice when links feel out of place or forced. Worse, search engines are getting better at spotting those awkward connections too.
Now I ask myself one simple question. If the link wasn't blue and underlined, would it still feel like a natural part of the sentence?
If the answer is no, I either rewrite it or remove it entirely.
It's okay to place links in intros, bodies, or conclusions. Just make sure they belong there. And yes, you can absolutely place internal links in image captions, quotes, callout boxes, or even navigation areas of the page. But again, they need to make sense in context.
Match Link Placement with Page Engagement
Let me share a personal example. A few years ago, I wrote a blog post on some topic. It was doing alright in terms of traffic, but bounce rates were higher than I wanted. I went into my analytic tool, looked at scroll depth and heatmaps, and realized something interesting. Most people were dropping off before the halfway point.
I had all my best internal links buried at the bottom.
I went back and moved a few of them higher up, right after the second section. I also rewrote some anchor text to better reflect what people might actually be looking for in that moment. Within a few weeks, I saw more clicks, more time on site, and a small bump in search rankings.
The lesson here is that your links need to show up before people leave. Engagement should guide where your links appear.
Key Engagement Metrics to Consider
Scroll Depth: Most readers don't make it to the bottom of long articles. Place your most important links in the first 50% of your content.
Time on Page: If people are spending time in a particular section, that's a great spot for relevant internal links.
Exit Points: If you notice people leaving at certain sections, consider adding helpful links there to keep them engaged.
Use Anchor Text that Feels Like a Whisper, Not a Shout
Sometimes internal links try too hard. I've been guilty of writing anchor text like "click here for the best guide to on-page SEO you'll ever read." Not only does it feel awkward, it also ruins the flow of the sentence.
The best anchor text feels like a quiet nudge. It blends in, but still invites curiosity. I try to keep it specific, relevant, and close to the natural phrasing of the sentence.
Instead of: "click here to learn about title tags"
Try: "understanding how title tags influence rankings"
That feels smoother, and it gives both the reader and the search engine a clear signal about what the linked page covers.
Consider the Journey, Not Just the Destination
Internal linking is about helping people move through your website in a meaningful way. When I place a link, I try to imagine the next step in their journey. Are they ready for a deeper dive? Are they just starting out? Are they comparing options?
Sometimes the best internal link is not the one that sells the most, but the one that builds trust. I have had people tell me they discovered a service I offer only after reading two or three linked blog posts first. If I had tried to push that service link right away, they probably wouldn't have clicked it.
Let your content unfold naturally, and place links in a way that mirrors how real people learn and decide.
Common User Journey Patterns
1Awareness Stage: Link to educational content that explains concepts without selling
2Consideration Stage: Connect to comparison pages, case studies, or detailed guides
3Decision Stage: Point toward testimonials, pricing pages, or contact forms
Frequently Asked Questions
There's no magic number, but focus on quality over quantity. I typically aim for 3-8 contextual internal links per 1,000 words, depending on the content. The key is that each link should serve a purpose and feel natural in the flow of the content.
It depends on your reader's needs at that moment. If they need foundational knowledge, link to your established authority pages. If they're looking for fresh insights or recent updates, newer content might be more valuable. Always think about what serves the reader best.
Generally, it's better to link to each page only once per article. Multiple links to the same page can look spammy and don't provide additional SEO value. Choose the most contextually relevant spot for each link.
Look at metrics like time on site, pages per session, and bounce rate. Also check which internal links get the most clicks in Google Analytics. If people are following your links and engaging with more content, you're on the right track.
For internal links, it's usually better to keep users in the same tab. Opening new tabs can feel intrusive and make navigation confusing. Save new tabs for external links where you want to keep users on your site while they explore other resources.
Final Thoughts
Choosing where to place internal links is part art, part instinct, and part analysis. There is no perfect formula, but there is a mindset that helps. Serve the reader first. Use data to guide your choices. Make your links feel like gentle helpers rather than pushy salespeople.
And above all, give yourself space to experiment. Some of my most effective link placements came from trying something I hadn't seen before.
Your website is a living, evolving thing. Your links should grow with it.
Your Next Steps
- Pick one of your most important pages and identify its primary purpose
- Review your current internal links - do they support that purpose?
- Review user behavior with tools like Google Analytics, Hotjar, or Microsoft Clarity to see high engagement areas and common exit points.
- Test moving some links to higher-engagement areas of your content
- Rewrite any anchor text that feels forced or overly promotional