What is internal linking?

How it works

Crawlers find pages by following links. A page with no internal links pointing to it, called an orphan page, may never be found, even if it is in the sitemap. Links also pass signals: pages that many other pages link to are treated as more important.

The clickable text of a link, the anchor text, tells both people and search engines what the target page is about. “Read our Webflow migration guide” says far more than “click here”.

Why it matters for B2B websites

B2B sites are often built in pieces: the main site by one team, the blog by another, landing pages by a campaign tool. The pieces rarely link to each other. Case studies sit unlinked from the services they prove, and guides never point to the service that solves the problem they describe.

Good internal linking turns those pieces into paths. A buyer reading about website cost finds the pricing page; a buyer on a service page finds the case study that proves it.

Good practice

• Link from every service page to its case studies, and back
• Link guides and glossary terms to the service that applies
• Use descriptive anchor text that names the topic
• Keep important pages within three clicks of the home page
• Point links at final URLs, not ones that redirect
• Check regularly for orphan pages and broken links

Example

This glossary is an example: every term links to related terms and to the Pentaclay page where we do that work, and the glossary index links every term. No term depends on the sitemap alone to be found.

How we handle it

We plan links as part of the information architecture, not after launch. Related links are generated from data, links to pages that do not exist yet are hidden automatically, and before launch we crawl the site to confirm there are no orphan pages or broken links.

Last updated 15 November 2026