Internal Linking Strategy: The $0 Alternative to Expensive Backlinks (Checklist for Small Businesses)

Backlinks occupy a grey area in SEO—highly effective, often necessary, but expensive and increasingly risky. A single “good” backlink can cost $200–$400 and take days to secure, with no guarantee the publisher won’t ghost you.

For small businesses and local service providers that aren’t yet generating substantial revenue, that level of ongoing investment is a roadblock. In reality, backlinks are usually the first SEO line item my clients cut when they can’t justify a high monthly spend.

That’s why internal linking is baked into every monthly SEO retainer I quote.

Proper internal linking is:

• Completely free

• Technically safe and future-proof

• Fully under your control

• One of the highest-ROI SEO levers you have

Four to six strong internal links from relevant pages on a similar-authority site can behave like getting one extra backlink from a comparable site—except you can implement it today, in-house, with no outreach and no invoices.

This guide walks you through a practical internal linking strategy and checklist you can implement on any CMS (WordPress, Shopify, Squarespace, etc.), before you ever spend another dollar on backlinks.

Part 1: Set Up Your Internal Linking Strategy

1. Define Your “Money Pages”

Your internal linking should exist to support your money pages—the URLs that actually generate revenue or leads.

For most small businesses, money pages are:

• Collection/category pages

• Core service pages

• High-value product pages

• Location/service-area pages

Action:

• List your main collection/category pages

• List your top product/service pages

• For each money page, assign 1–3 primary keywords you want to rank for

  • Use Google Search Console (GSC) to choose them (see below)

These are the pages you want most internal links pointing towards.

2. Use Google Search Console to Choose Primary Keywords

Instead of guessing keywords, use GSC data to pick realistic targets for each money page.

Step 1: Open GSC Performance report

• Log into Google Search Console

• Click Performance → Search results

• Set date range to Last 3 months

Step 2: Filter by page

• Click + NEW → Page…

• Paste the exact URL of your money page

• Click Apply

You’re now looking at queries (keywords) for this specific URL.

Step 3: Find “striking distance” keywords

In the Queries table:

• Sort by Impressions (high to low)

• Look at Average position and Clicks

Shortlist the queries that:

• Have impressions (people actually search them)

• Sit roughly between positions 5–30 (page 1–3)

• Match the intent of the page (commercial, not informational Q&A if it’s a collection page)

Step 4: Choose 1–3 primary keywords

Pick 1–3 keywords per page that:

• Clearly match page intent

• Have decent impressions

• Are realistically winnable (already ranking, just not at the top)

• Represent slightly different angles (not three identical synonyms)

These become the primary keywords you’ll support with internal links and anchor text variations.

3. Create Your Internal Linking Rules

Set a few non-negotiable rules so internal linking is consistent across your site.

Recommended rules:

• Flow direction

  • Avoid linking from collection pages or service pages back to blog posts in the main body copy.

  • Keep the authority flow primarily one-way: blog posts → money pages.

  • If you want to include “Related Guides” on a collection page, keep them in a small section right at the bottom.

• Minimum links from content

  • Every blog post must link to at least 1–2 money pages.

  • New blog posts should also link to 1–3 older, related blog posts (and vice versa over time).

• Minimum links to money pages

  • Every money page should receive at least 4–6 internal links from relevant content (blogs, guides, FAQs, hubs).

• Anchor text rules (very important)

  • Use natural, descriptive phrases that include parts of your target keyword.

  • Avoid using the exact same anchor text every time. Practice “varied exact match”:

    • Instead of 10 links all saying “SEO services”, mix:

      • “small business SEO services”

      • “local SEO packages for Central Coast businesses”

      • “help with SEO for local service providers”

  • Avoid non-descriptive anchors like “click here” or “learn more” for important internal links.

• Contextual > navigational

  • Links inside your paragraph content (contextual links) usually carry more weight than links in the footer, sidebar or menu.

  • Still use menus/footers, but focus effort on links in the body copy where Google can understand the context.

Part 2: Audit Your Existing Internal Links (Fast Wins)

4. Map Your Current Content

You can do this manually or with a crawler, but keep it simple to start:

• Export or list all key URLs:

  • Blog posts

  • Category/collection pages

  • Service and location pages

  • Important product pages

• Mark each as:

  • Money page

  • Supporting/blog content

  • Other

You now know what should receive links (money pages) and what should mainly give links (blogs, guides).

5. Identify Your “Power Pages”

Power pages are pages that already have authority:

• High organic traffic

• Existing backlinks

• Or both

Action:

• In GSC (or Analytics), find pages with the highest organic traffic.

• In any backlink tool you have, find pages with existing backlinks.

These become your donors. When they link to money pages, those links are especially powerful.

6. Check Internal Links to Each Money Page

You don’t need exact counts; a rough sense is enough:

• For each money page, note how many internal links point to it.

• Identify:

  • High-value pages with very few or no internal links

  • Pages ranking on pages 2–3 of Google (these are your quick wins)

Prioritise money pages that:

• Matter most to revenue, and

• Are already “in the running” (ranking but not yet where you want them)

Part 3: Add High-Impact Internal Links

7. Add 4–6 Strong Internal Links Per Priority Page

Treat each relevant internal link like a free mini-backlink.

For your top 5–10 money pages:

• Find 4–6 relevant supporting pages (blog posts, guides, FAQs) that can naturally mention this page.

• Add contextual links in the body copy, not just in the footer.

• Use descriptive, varied anchor text that naturally includes your target keyword.

Example:

Instead of:

“To see more, click here.”

Use:

“See our full summer dresses collection for more styles.”

…and link “summer dresses collection”.

8. Link from Your Power Pages First

Power pages move the needle fastest.

For each power page:

• Add 2–5 contextual internal links to:

  • Your main collections or service pages

  • Your key “pillar” guides

Place them:

• As early as is natural in the content

• In sections where users are clearly ready to go deeper or take action

9. Use Sidebars Strategically

On blogs and guides, your sidebar is prime real estate:

• Add a “Featured services” or “Popular collections” section.

• Link to 3–5 of your most important money pages.

• Make sure this block appears on most or all blog posts.

This sends a consistent, site-wide signal: “These pages are important.”

10. Fix Orphaned and Buried Pages

Orphan pages = pages with no internal links pointing to them.

For each orphan or “buried” page:

• Find at least 2–3 related URLs that can realistically mention and link to that page.

• Ensure every important page:

  • Is reachable within 3 clicks from the homepage.

  • Is linked from at least one logical category, hub, or pillar page.

Part 4: Improve Site Structure for Ongoing Internal Links

11. Build Topic Clusters with Pillar Pages

Topic clusters make your site easier to understand for both Google and humans.

Steps:

• Identify 3–10 core topics your business cares about (e.g. “local SEO”, “wedding photography”, “emergency plumbing”).

• Create or refine a pillar page for each topic (often a detailed guide or main service page).

• From each pillar:

  • Link out to all related blogs, FAQs, and subpages.

• From each supporting post:

  • Link back to the relevant pillar page and to money pages where appropriate.

This creates clear internal linking structures that reinforce your topical authority.

12. Use Navigation and Breadcrumbs

You don’t need fancy UX redesigns; you just need logical structure:

• Ensure your main nav links to your most important categories and services.

• Use breadcrumbs:

  • Home > Category > Subcategory > Product/Page

• Make sure:

  • Categories link down to products/pages

  • Products/pages link back up to categories

This helps with both user experience and crawlability.

13. Create a Simple SOP for New Content

Internal linking shouldn’t be a one-off project. Turn it into a habit.

For every new blog post:

• Link to:

  • At least one main collection/service page

  • 1–3 older, related blog posts

• Then, go back and:

  • Add 1–3 links from older posts to this new post where relevant

• Check:

  • Anchor text is varied and relevant

  • You’re pointing towards money pages where it makes sense

Part 5: Measure the Impact Before You Pay for Backlinks

14. Track the Results of Your Internal Linking

Give your changes 4–8 weeks, then measure:

• Rankings

  • Track key terms for each money page (before vs after).

  • Look for moves from page 2–3 onto page 1.

• Traffic

  • Compare organic sessions to your money pages before vs after.

• Engagement

  • Check pages per session and time on site.

  • Strong internal linking usually increases both.

If you see solid movement from internal links alone, you’ve proved there’s more low-hanging fruit on-site before you need serious backlink budgets.

Part 6: Free / Low-Cost Backlink Basics (After Internal Links)

Once your internal linking is in good shape, then layer on backlinks—without going straight to paid link buying.

15. Turn Existing Relationships into Backlinks

• List:

  • Suppliers, partners, distributors

  • Agencies, tools, professional associations

• Ask to be included on:

  • “Partners” or “Our clients” pages

  • Case studies or testimonials

• Offer:

  • A testimonial with a link back to your site (great for both of you)

16. Claim Relevant Directories and Profiles

Stick to relevant and reputable placements:

• Local directories (chambers, associations, industry bodies)

• Google Business Profile (for local SEO)

• Niche directories in your industry

• Fully filled-out social profiles that link to your site

17. Create Linkable Assets

You don’t need “viral” content. You just need content that is:

• Genuinely useful

• Clearly better than what already exists for your niche

Ideas:

• “Ultimate guide” to a key topic

• In-depth comparisons and buying guides

• Checklists and calculators

Internally link heavily to these assets. If you ever do outreach, pitch these instead of generic blog posts.

18. Use Light-Touch Outreach

If you do outreach:

• Pick 10–20 genuinely relevant sites with similar authority.

• Offer something concrete:

  • A guest article with a unique angle

  • A data point, quote, or case study for their existing content

• Lead with value, not “Can I get a backlink?”

Part 7: When (and Only When) to Consider Paid Backlinks

Before you spend $200–$400 per link, sanity-check:

• Have all key money pages:

  • At least 4–6 solid internal links from relevant, strong pages?

  • Clear pillar/support structure and topic clusters?

• Are your target keywords already somewhere on page 1–2, just needing extra “juice”?

• Do you have tracking in place to attribute ROI from each backlink?

If not, you’re paying backlinks to solve a problem your internal linking strategy could fix for free.

TL;DR Internal Linking Checklist

• Identify your money pages and assign 1–3 primary keywords using GSC.

• Set rules: internal links should mostly flow blog → money pages.

• Audit current internal links and find orphaned/buried pages.

• Give each money page at least 4–6 internal links from relevant content.

• Link from your power pages first.

• Use sidebars to feature key services/collections site-wide.

• Build topic clusters with pillar pages.

• Bake internal linking into your content SOP.

• Only invest in backlinks after you’ve done all of the above.

Ready to Fix Your Internal Linking (Without Touching Your Ad Budget)?

Most small businesses on the Central Coast and in Sydney are sitting on easy internal linking wins—but are being sold backlinks and “PR packages” instead.

If you suspect your SEO foundations (like internal linking) are holding you back, that’s exactly the kind of practical, budget-conscious work I do with local businesses.

Learn more about my Small Business SEO services for Central Coast businesses:
https://www.roxanepinault.com.au/local-seo-strategy-central-coast

Or, if you’d rather talk it through:

Book your free 15-minute local SEO strategy call (no pitch, no pressure):
https://www.roxanepinault.com.au/contact

Frequently Asked Questions About Internal Linking & SEO

Q: What is internal linking in SEO?

Internal linking is the practice of linking from one page on your website to another page on the same domain. It helps search engines understand your site structure, discover new pages, and decide which pages are most important. It’s one of the core on-page SEO fundamentals.

Q: How does internal linking help SEO? / Why are internal links important for SEO? / Do internal links help SEO?

Internal links help SEO by:

• Giving Google clear crawl paths through your site

• Passing authority from strong pages (like your homepage or popular blogs) to pages that need a boost (like collections and services)

• Reinforcing your topical authority by connecting related content

• Improving user journeys, which often increases time on site and pages per session

For small businesses, internal links are one of the fastest ways to improve rankings without increasing spend.

Q: What are the benefits of internal linking for SEO?

Key benefits:

• Better rankings for money pages without buying more backlinks

• Faster indexing and re-indexing of pages

• Stronger topical authority (Google understands what you’re “about”)

• Fewer orphan pages that never get traction

• Better UX, which indirectly supports your SEO

Q: How many internal links should a page have? / How many internal links per page for SEO? / How many internal links is too many?

There is no magic number, but:

• Aim for 3–5 relevant internal links in a shorter article and 5–10 in a longer guide.

• Ensure every important money page has at least 4–6 good internal links pointing to it.

• Focus on relevance and usefulness rather than hitting a quota.

If every link is there to help the user and logically guide them, you’re unlikely to overdo it.

Q: What is an internal linking strategy or internal link audit?

An internal linking strategy is your plan for how pages should link together—what gives links, what receives them, and why.

An internal link audit checks:

• Which pages are money pages vs supporting content

• Which key pages are under-linked

• Which pages are orphaned

• Whether anchor text is varied and natural

• Whether your internal links support your main keyword and topic priorities

This guide essentially gives you a DIY internal link audit and strategy you can follow step by step.

Q: What are some internal linking best practices?

Best practices include:

• Make internal links flow primarily towards money pages.

• Avoid linking from collection/service pages back to blog posts in the main copy.

• Use varied, descriptive anchor text (not just “click here”).

• Prefer contextual links in the body over just footer or nav links.

• Keep your structure relatively flat—important pages within three clicks of the homepage.

• Regularly audit your site for orphaned or under-linked pages.

Q: What is the difference between internal and external links (internal links vs external links)?

• Internal links: from one page on your site to another page on your site.

• External links: from your site to a different domain, or from other domains back to you (backlinks).

External links (backlinks) are powerful but harder and more expensive to earn. Internal links are completely under your control—which is why they should be perfected first.

Q: Are internal links good for SEO even if I’m not building backlinks yet?

Yes. Internal links are one of the best ways to squeeze more value out of the traffic and authority you already have. They won’t replace backlinks at the very top end of competitive markets, but they often get small businesses onto page one for important local and commercial terms without any link-building budget.

Q: What if I don’t have many blog posts to link from?

Then your first SEO content priority is to build out supporting content:

• FAQs and how-to guides answering customer questions

• Buying guides and comparisons

• “What to expect” style posts around your services

Each of these can link to your money pages and pillar pages, strengthening your internal link structure over time.

Q: Do I need expensive SEO tools for internal linking?

No. For most small businesses, you can create a strong internal linking strategy with:

• Your CMS (WordPress, Shopify, Squarespace, etc.)

• Google Search Console for performance data

• A simple URL spreadsheet or site map

Crawlers and advanced tools are nice to have but not required to get meaningful results.

Q: Are sidebar links as good as contextual links for internal linking SEO?

Contextual links in the main body of your content often carry more weight because they’re surrounded by relevant text. Sidebar links are still valuable, especially when you use them consistently to highlight 3–5 key services or collections across your blog. The ideal setup uses both: contextual links for relevance, sidebar links for a strong, repeated signal about which pages matter most.