One linking strategy that’s often overlooked is internal linking. Internal links are those that lead people from one page to another within your web site. This is different from the navigational structure. Internal links are more natural links that occur in the text on your web pages.
Without a good internal linking strategy, you run the risk of not having your site properly spidered. It’s not enough simply to have a navigational structure or a site map (though site maps help considerably). You should also have links that lead from one element (like a blog post) to other important elements (like an archived article or news clipping on your site), so site visitors find that moving through the information they’re examining on your site is a natural process that takes place without too much difficulty or thought.
The most effective methods of internal linking are text links, links within the footers of your pages, and inline text links. Text links are those with which you can use anchor tags and keywords. These links most often appear in the text of a page, though they can also appear in other places within your page, so long as the text links are relevant to the content of the page.
Links within the footers of pages are a common practice now. Finally, inline links are those links most often contained within the body of some element of your site content, such as articles and blogs. These links can either be proper names or descriptors that are relevant to the pages being linked to.
Internal linking is a practice that most companies use to help ease the navigational structure of their sites, and also to create links based on important or keyword text. Plan to use internal linking on your site, but don’t allow it to have so much power over your SEO strategy that you don’t include other elements of SEO.