What You Need to Know about Internal Links
Links are central for SEO. For search engines, links are means of evaluating the importance of a particular web page. For this reason, Google, Bing, and other search engines are extra scrupulous about the number and the quality of your links. The way you organize linking determines the information architecture of your website.
Information Architecture and Anchor Text
The concept behind internal linking and information architecture is pretty simple: the more links lead to a particular page, the more important it is for search engines. For most e-commerce and content websites, this implies having links that direct the users to the main page. Using links for related products and/or related posts serves a similar purpose. Besides, it helps you improve the user experience and prompt your users to discover new content on your website.
To further aid search engines and site visitors, you need to focus on your anchor texts – the phrases to which the links are attached. For instance, the blue texts with links on Wikipedia in the example below are anchor texts:
While you can include keywords in anchor texts, it’s crucial that you do this in moderation. As a matter of fact, aggressive use of keywords in anchor texts will lead to negative consequences.