Internal Linking
Links between pages on your own site. Helps users navigate and distributes ranking strength.
Internal linking is the practice of adding links between pages on your own website. Every link from one page to another passes a portion of that page's ranking strength, often called link equity or PageRank, to the linked page. Besides ranking signals, internal links help search engine crawlers discover new pages, establish the relationship between related content, and signal which pages are most important based on how many other pages link to them.
For a care home website, internal linking exists as one of the most underleveraged SEO tools available. Most care home sites contain very few internal links besides the main navigation. Content pages rarely link to each other, services pages rarely link to relevant resource pages, and glossary or guide content rarely links to the commercial pages it is most closely related to.
A systematic internal linking approach for a specialist care SEO site works through content clusters. The commercial service pages (care home SEO, home care SEO) link to the resource pages that address specific problems those services solve (why is my care home absent from Google search, how does Carehome.co.uk ranking work). The resource pages link to the glossary terms they reference (Map Pack, NAP consistency, review velocity, schema markup). The directory guides link to the relevant commercial landing pages. This network of contextual links clarifies to Google which pages belong together, reinforces topical authority, and ensures that ranking strength earned by one page spreads to related pages.
The links should be contextual, meaning they are embedded within relevant body copy rather than collected in a list at the bottom of a page. Anchor text should describe the destination accurately using natural language.