Best Practices for Internal Linking in Local SEO

Want to improve your local SEO? Start with internal linking.

Internal links connect pages on your website, helping both users and search engines navigate your content. For local businesses, this means better visibility in search results and more traffic from your target area.

Here’s what you need to know:

• What is internal linking? It’s linking between pages on your site to guide users and distribute ranking power.
• Why it matters for local SEO: It helps search engines understand your location-specific content and boosts rankings for local searches.
• Key strategies:
  • Use location-based anchor text naturally.
  • Build a clear site structure (e.g., Homepage → Services → City-specific pages).
  • Link related location pages to show your service areas.
  • Create local topic clusters to group content.
  • Focus on mobile-friendly navigation for local searches.

Core Internal Linking Methods for Local SEO

Building a Simple Site Structure

A well-organised site structure is crucial for local SEO. Your website’s hierarchy should flow logically from general topics to specific local content, making it easy for both users and search engines to navigate.

Think of your homepage as the main hub, branching out to key service or product categories, and then to location-specific pages. For example, a business operating across Western Australia might structure its site like this: Homepage → Services → City-specific service pages.

Using breadcrumb navigation can further clarify this structure. Breadcrumbs not only guide visitors but also provide extra internal linking opportunities (e.g., Home → Services → Perth → Commercial Cleaning). Additionally, ensure your anchor text naturally integrates local keywords to enhance relevance.

Writing Location-Based Anchor Text

Anchor text should strike a balance between local keywords and readability. It needs to clearly show where the link leads while incorporating geographic terms relevant to your target areas.

Tips for effective anchor text:

• Use city or suburb names naturally within the text.
• Reference business districts or landmarks when relevant.
• Avoid overloading anchor text with repetitive location terms to prevent over-optimisation.

Connecting Location Pages

If your business serves multiple areas, linking location pages strategically can strengthen your local SEO. This approach helps both users and search engines understand your geographical reach.

Here’s how to connect location pages effectively:

• Link nearby suburbs or regions that share service areas.
• Cross-link complementary services offered in the same location.
• Establish connections between your location pages and your Google Business Profile. This improves your rankings in the 3-pack!

This interconnected web of location-based links not only improves SEO but also enhances navigation for users seeking specific local information.

Local SEO & Internal Links: The Hidden Power Move

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Advanced Internal Linking Techniques

Once you’ve set up a strong foundational structure, these advanced strategies can take your local SEO efforts to the next level, increasing both relevance and user engagement.

Creating Local Topic Clusters

Topic clusters can showcase your expertise in specific local areas. Start by creating a central pillar page for each main service and then build supporting content pages that link back to it.

For example, a commercial cleaning business in Perth could have a main "Office Cleaning Services" page supported by content about specific suburbs, types of cleaning, and solutions tailored to various industries.

Here’s how to make the most of local topic clusters:

• Write service pages focused on primary keywords.
• Add location-specific blog content that naturally links to related services.
• Include industry-specific pages to highlight your knowledge of local needs.

Additionally, linking to local events can be a powerful way to show your connection to the community.

Linking to Local Events

Creating content around local events can improve your search visibility by showing that your business is active and engaged in the community. This not only strengthens your internal linking structure but also signals local relevance to search engines.

"Our holistic approach to search engine marketing combines technical expertise, strategic content development, and market insights to help your business rank higher and reach your target audience." – Search Scope SEO Agency

Since most local events generate significant interest, ensure your website delivers a smooth experience on mobile devices to capture this traffic.

Mobile-First Link Planning

With the majority of local searches happening on mobile, your internal linking strategy must prioritise mobile usability. This means designing navigation that works well on smaller screens and ensuring links are easy to interact with. Key tips include:

• Use adequate spacing and test links for mobile-friendly interaction.
• Write clear and concise anchor text that’s simple to tap.
• Place important links within the first screen view for quick access.

A well-optimised mobile experience should guide users effortlessly through your local content. For instance, when someone visits a suburb-specific page, they should easily find links to related services and nearby locations through thoughtfully placed internal links.

Tracking Results and Fixing Common Mistakes

Measuring Link Performance

Keep an eye on these key metrics to understand how well your internal links are performing:

• Click-through rates between location-specific pages
• Time spent on service area pages
• Bounce rates from suburb-focused content
• Page depth for visitors entering through local landing pages
• Conversion rates broken down by location

Google Search Console’s Internal Links report is a handy tool for checking how your internal links are distributed. Make sure your location-specific pages are getting enough link attention.

Also, don’t forget to track your Google Business Profile performance. This can help improve your visibility in local search results and on Google Maps.

Once you’ve gathered data, it’s time to address common internal linking mistakes.

Common Internal Linking Errors

After reviewing your performance metrics, tackle these frequent internal linking issues to improve your local SEO:

• Orphaned Location Pages: Make sure every suburb or service area page is linked through your main navigation or location-based clusters.
• Inconsistent Location Names: Avoid confusion by using consistent names, like sticking to "Perth CBD" instead of switching between "Perth CBD" and "Perth metro area".
• Over-Optimised Anchor Text: Use natural-sounding phrases like "plumbing services in Perth’s northern suburbs" instead of stuffing keywords like "Perth plumber services Perth WA".
• Mobile Navigation Issues: Test your links on different devices to ensure they’re easy to tap and navigate on smaller screens.
• Broken Local References: Regularly check and fix broken links between location pages, service areas, and your main service pages.

To stay on top of things, run monthly SEO audits focusing on:

• How links are distributed across location pages
• Mobile usability of navigation elements
• Variety and naturalness of anchor text
• Cross-linking between related service areas

A well-structured internal linking strategy not only improves the user experience but also boosts your visibility in targeted geographic areas.

Long-Term Internal Linking Plan

Key Internal Linking Tips

A well-organised internal linking structure improves local visibility and helps customers find your services more easily. To maintain a strong strategy, you’ll need to revisit and update your links regularly.

Your approach should match how customers in your area search and interact with your site.

Here are some strategies to consider:

• Build topic clusters focused on your main services.
• Use location-based anchor text naturally within your content.
• Optimise your navigation for mobile users.
• Conduct regular audits to ensure your links remain effective.

"SEO helps generate qualified leads by improving your website’s organic visibility, leading to higher engagement, more traffic, and a better conversion rate. It’s an essential long-term strategy to dominate your market and drive more business through your website." – Search Scope

These steps provide a solid starting point to meet the growing demands of local SEO.

What’s Next for Local SEO Links

To stay ahead, it’s important to adapt to new trends and changes in local SEO. With Google frequently updating its algorithm and competition increasing, you’ll need to be proactive.

Google Business Profile Integration
Your internal linking should work hand-in-hand with your Google Business Profile, which now accounts for around 75% of qualified leads for local businesses. By connecting your website content to your business profile, you can boost your local visibility.

Focus on mobile usability to stay competitive:

• Fast page loading times
• Simple tap-based navigation
• Clear and accessible location details
• Smooth transitions between service-related pages

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• Local SEO Content Examples for Australian Businesses