What is Internal Linking?

Internal linking is the practice of linking from one page on your website to another page on the same website.

These links help users move around your site and help search engines understand how your content is connected. Internal links are an important part of website structure, user experience, and SEO.

For organisers using ShowOff, you do not need to manage any code or HTML to create internal links. The platform handles the technical setup for you. You simply use the linking functionality within the CMS to connect related pages together.

In Simple Terms

An internal link is any link that points to another page on your own website.

For example:

• linking from your homepage to your visitor information page

• linking from an exhibitor guide to your exhibitor manual

• linking from a blog article to a relevant event page

• linking from a content section to your contact page

These are all internal links because they keep users within the same website.

Internal Links vs External Links

It is useful to understand the difference:

Internal links

These point to another page on the same website.

Example:
A page on your site linking to another page on your site

External links

These point to a page on a different website.

Example:
A page on your site linking to Google, a partner website, or a sponsor website

Both are useful, but internal linking is especially important for helping users and search engines navigate your own content.

Why Internal Linking Matters

Internal linking plays an important role in how a website functions.

It helps users navigate your website

Internal links guide users to related information and help them find the next step naturally.

For example, someone reading a page about visiting your event may also want links to:

• travel information

• opening times

• venue details

• FAQs

• ticket registration

It helps search engines discover pages

Search engines follow internal links to move from one page to another. This helps them find new content and understand how pages relate to each other.

It helps search engines understand page importance

Pages that receive more internal links are often seen as more important within the website structure.

It supports SEO

Good internal linking can help search engines understand page topics, site hierarchy, and content relationships, all of which can support stronger SEO performance.

How Internal Linking Helps SEO

Internal linking is valuable for SEO because it provides search engines with context.

When one page links to another, it helps indicate:

• what the linked page is about

• how it relates to other content

• where it sits within the wider website structure

This can improve:

• crawlability

• indexing

• topical relevance

• user journey

Internal linking does not replace good content, but it helps search engines make better sense of the content you already have.

Internal Linking and Crawling

Search engines use links to discover pages. This means internal links directly support crawling.

If a page is not linked from anywhere else on the website, it may be harder for search engines to find.

Pages with strong internal linking are generally:

• easier to discover

• easier to crawl

• easier to understand in context

This is why internal linking is such an important part of overall website structure.

Internal Linking and Page Hierarchy

Internal links also help define the hierarchy of a website.

For example:

• a homepage may link to key top-level pages

• top-level pages may link to related subpages

• subpages may link to detailed resources or supporting articles

This creates a clear path for both users and search engines.

A strong internal linking structure helps show:

• which pages are most important

• which pages belong together

• how the site is organised

What Makes a Good Internal Link?

A good internal link should be:

Relevant

The linked page should make sense in the context of the content.

Helpful

It should provide users with a logical next step or useful supporting information.

Clear

The wording of the link should tell users what they can expect when they click it.

Natural

Links should fit naturally into the page content and not feel forced.

What is Anchor Text?

The clickable words used in a link are called anchor text.

For example, in the phrase:

View our exhibitor manual

the words exhibitor manual may be the linked anchor text.

Anchor text matters because it helps both users and search engines understand what the linked page is about.

Good anchor text

• View the exhibitor manual

• Read our visitor FAQs

• See venue travel information

Weak anchor text

• Click here

• Read more

• Learn more

Generic anchor text is not always wrong, but more descriptive links are usually more useful.

Internal Linking in ShowOff

In ShowOff, you do not need to add HTML or code to create internal links. The CMS handles the technical setup for you.

Instead, you can add links using the built-in editor and page tools available within the platform.

This means organisers can create strong internal linking structures simply by:

• linking related pages in page content

• connecting users to useful next steps

• using clear and descriptive link text

• keeping important pages accessible through the site structure

ShowOff manages the technical implementation, while you control the content and linking decisions.

Examples of Good Internal Linking

Here are a few examples of how internal linking can be used effectively on a website:

From a homepage

A homepage may link to:

• Register now

• About the event

• Exhibitor information

• Visitor information

• Contact us

From a visitor information page

This may link to:

• venue map

• opening times

• FAQs

• travel and accommodation

From an exhibitor page

This may link to:

• exhibitor manual

• stand build regulations

• order forms

• key deadlines

These links help users find what they need and help search engines understand how these pages connect.

Common Internal Linking Mistakes

Linking with vague wording

Links such as “click here” or “read more” do not give much context.

Adding too many links

Too many links on one page can make content harder to read and reduce the value of each link.

Linking to irrelevant pages

Internal links should support the content, not distract from it.

Leaving important pages isolated

Pages with very few or no internal links may be harder for users and search engines to find.

Linking to inactive or outdated pages

Always make sure links point to live, relevant content.

Internal Linking and User Experience

Internal linking is not just for SEO. It is also an important part of user journey and general usability.

Strong internal linking can help users:

• find related information faster

• stay on the site longer

• complete actions more easily

• move through content logically

For example, someone reading about attending your event may benefit from quick access to ticket information, venue details, and FAQs. Without internal links, they may have to search for that information manually.

Internal Linking and Content Planning

Internal linking works best when content has a clear structure.

Before adding links, it helps to think about:

• which page is the main page on a topic

• which supporting pages should link to it

• what the user is likely to want next

• whether similar pages should be connected together

This makes internal linking more purposeful and more effective.

Best Practices for Internal Linking

Link to related pages

Only add internal links where they genuinely support the topic.

Use descriptive anchor text

Make it clear what the linked page contains.

Support important pages

Make sure key pages receive links from relevant areas of the website.

Keep user journey in mind

Think about what the user is likely to need next.

Review links regularly

Check that links still point to live, relevant pages.

Avoid overloading pages

A few useful links are better than too many unnecessary ones.

Practical Example

Imagine you have a page in ShowOff called Visitor Information.

Within that page, you might add internal links to:

• Opening Times

• How to Get Here

• Frequently Asked Questions

• Register for Tickets

This helps the page act as a central hub for visitors, while also helping search engines understand that all of these pages are related.

Internal Linking and Orphan Pages

An orphan page is a page that has no internal links pointing to it from other pages on the site.

This can be a problem because:

• users may struggle to find it

• search engines may be less likely to discover it

• it may receive less visibility and less traffic

Good internal linking helps prevent important pages from becoming isolated.

Key Takeaways

• Internal linking means linking from one page on your website to another page on the same website.

• It helps users navigate your site and helps search engines crawl and understand your content.

• Internal linking supports SEO, page discovery, content hierarchy, and user experience.

• Good internal links should be relevant, helpful, and clearly labelled.

• In ShowOff, organisers do not need to write any code or HTML to create internal links. The platform handles the technical setup for you.

• Your role is to use the CMS functionality to connect related pages and guide users to useful content.

Used well, internal linking helps create a clearer website structure, a better user journey, and stronger overall SEO performance.