Internal linking is a simple website habit that strengthens your nonprofit's entire content strategy

Recently, we were working on a content cheat sheet for a client to help them update their existing content. One item at the top of the list is internal linking. Internal linking can deliver significant value for your community and your online presence in general.

In this article we explore what internal linking is. We also share how making this a regular habit when creating website content can improve your website.

What is internal linking?

Internal linking is the practice of creating links to other relevant pages within the body of the page you're working on. When you mention a topic you've covered elsewhere on your website, you link to that existing content rather than leaving it as plain text.

Let's say you're writing a blog post about your summer programs, and in it you mention your scholarship application process. You have a scholarship page on your site. This is a perfect opportunity to link to more info about scholarships from the new blog.

How do internal links improve user experience for your website visitors?

When you add thoughtful internal links, you create a guided journey for people who want to learn more about your work.

Your website visitors need something. They have a specific question or interest. But as they read, they may develop curiosity about related topics you've written about. Without internal links, they're left to wonder or work through your navigation to find something else of interest. If they can't find anything, they might abandon your site altogether.

Internal links help with this problem by allowing contextual navigation to what your audience might want to know next. When someone reads about your education programs, they might wonder about volunteer opportunities, success stories, or how to apply. By linking to this related content, you're keeping them engaged and providing what they need.

This creates a better user experience. It positions your website as a comprehensive resource. People can dive deep into topics they care about, spending more time learning. And, they'll appreciate you for it.

Why do search engines favor websites with good internal linking?

Search engines like Google try to understand what your website is about and how knowledgeable you are about the topics you cover. Internal links provide valuable signals that help with both.

When you link between related pages, you tell search engines that the topics are connected. You also tell them you are knowledgeable about them. Each internal link serves as a vote of confidence. It shows that your organization has a depth of expertise.

For example, if your nonprofit focuses on environmental education, internal links between your blog posts about climate change, your educational resources, your community programs, and your impact reports create a web of connected knowledge. Search engines see this pattern. They can understand that environmental education is a core area of expertise for your organization.

This connected content structure can improve your search rankings. Search engines favor websites that demonstrate topical authority. When someone searches for information related to your mission, your chances of appearing in results improve when your content is well-connected.

How do you start adding internal links to your nonprofit website?

The most effective internal linking strategy focuses on authenticity and user value. Don't try to game search engines or force connections that don't make sense.

Start by thinking like your audience.

As you're writing or updating content, ask yourself:

• "What related questions might someone have while reading this?"
• "What additional information would be helpful?"

These questions will lead you to relevant pages on your site that deserve links. It may also lead to you finding gaps in your content to add to your content queue. That is a topic for another resource.

The beauty of internal linking is you can start now. All you need is the ability to edit your website's content. It doesn't require a complete website overhaul or significant technical knowledge. You can start incorporating this practice immediately.

Here's how to begin:

How many internal links should you include per page?

Start small with your next blog post, newsletter, or page update. Look for one or two authentic opportunities to link to existing content.

Quality over quantity is essential.

A few well-placed, genuinely helpful internal links are far more valuable than cramming every paragraph with links that create visual clutter and distract from your main message.

Which pages should nonprofits link to most often?

Think strategically about the needs of your key audiences. What are they most looking for? Help make connections in your content that help your audiences with what they want. Then, you can consider how you can share a path for them to further engage with you.

Consider pages you'd like people to visit—your programs, donation page, volunteer opportunities, and contact page. Make sure these priority pages receive internal links from multiple pages on your site.

Create a content inventory by keeping a simple list of your key pages. Having this reference makes it easier to spot linking opportunities as you create new content.

What's the best anchor text for internal links?

Good internal links feel conversational and helpful.

Instead of awkward phrases like "click here", use descriptive anchor text. Tell people exactly what they'll find when they click. For example: "this program is driven by our volunteers" might link to a page with information about volunteers. "last year's community garden project was very well received" might link to a story testimonial from someone in the program.

Descriptive link text is a great tip for all the links your create in your content.

When your content connects, your expertise compounds

Internal linking transforms your website from a collection of individual pages into a rich resource. It helps showcase the full depth of your organization's knowledge and impact.

For your community, this means easier access to information. It also means a more engaging experience that encourages deeper exploration of your work.

For search engines, it means clearer signals about your expertise and authority in your mission area.

Internal linking helps your website become a destination where people see your impact and find multiple ways to get involved.

If you're not incorporating internal links into your content strategy yet, start with your next piece of content. Look for those opportunities to connect your existing resources. Watch as this simple practice strengthens your entire digital presence.

Looking for help with your nonprofit's website strategy, design, and development? Get in touch to explore how we can help you create a more connected and effective online presence.