Internal linking is the most underused SEO lever on Wix websites. While most site owners focus on backlinks and content, a strategic internal linking structure silently multiplies the ranking power of every page. This guide shows you exactly how to build an internal linking architecture that Google rewards.
Key Takeaways
- Internal links distribute ranking power (PageRank) across your Wix site — pages with more internal links pointing to them rank higher
- Every Wix page should have at least 3-5 contextual internal links pointing to other relevant pages
- Anchor text for internal links should include target keywords naturally — this is one area where keyword-rich anchors are encouraged
- A hub-and-spoke (silo) structure organises related Wix pages into topical clusters that demonstrate expertise to Google
- Orphan pages (pages with no internal links pointing to them) are nearly invisible to Google regardless of their content quality
Internal linking is the one SEO technique that costs nothing, requires no external permissions, and can be implemented entirely within the Wix editor. Yet it remains the most neglected optimisation on the majority of Wix websites Michael Andrews audits. The typical Wix site has pages linking to the homepage and contact page — and almost nothing else. This creates a flat, disconnected structure where Google cannot understand the relationships between pages, cannot distribute ranking authority effectively, and cannot determine which pages are most important. This guide provides the complete framework for building an internal linking architecture that compounds your Wix SEO results.
In audits of 200 Wix websites, 73% had 5 or fewer internal links per page — well below the 10-20 internal links per page that top-ranking competitors average.
Why Internal Linking Matters More Than Most Wix Owners Realise
Internal links serve three critical functions for Wix SEO: they help Google discover and crawl all pages on your site, they distribute ranking authority (PageRank) from strong pages to weaker ones, and they signal to Google which pages are topically related and which are most important. Without a deliberate internal linking strategy, your Wix site is leaving enormous ranking potential untapped.
How Google Uses Internal Links
- Crawling: Googlebot follows internal links to discover pages. A page with no internal links pointing to it may never be crawled or indexed.
- PageRank Distribution: Every page that has external backlinks passes some of that ranking power through its internal links. Strategic internal linking channels this power to your most important pages.
- Topical Understanding: When multiple pages about related topics link to each other, Google recognises your site as having depth of expertise on that subject — this is the foundation of topical authority.
- Page Importance: Pages with more internal links pointing to them are interpreted as more important by Google. Your most commercially valuable pages should have the most internal links.
The Hub-and-Spoke Model for Wix Sites
The most effective internal linking architecture for Wix websites is the hub-and-spoke (or silo) model. This organises your content into topical clusters where a central "hub" page (typically a service page or comprehensive guide) is supported by multiple "spoke" pages (blog posts, FAQs, case studies) that link back to it and to each other.
For example, a Wix website offering local SEO services would structure its internal links like this:
- Hub Page: /local-seo-services (main service page targeting "local SEO services" keyword)
- Spoke 1: /blog/google-business-profile-guide (links back to hub page)
- Spoke 2: /blog/local-citation-building (links to hub page and Spoke 1)
- Spoke 3: /blog/local-keyword-research (links to hub page, Spoke 1, and Spoke 2)
- Spoke 4: /case-studies/local-seo-plumber-london (links to hub page and relevant spokes)
- All spokes link to the hub. The hub links down to all spokes. Spokes cross-link to each other where contextually relevant.
Expert Tip
Map your hub-and-spoke structure before building it. List your main service/product pages as hubs. Then list every blog post, guide, case study, and FAQ that relates to each hub. This map becomes your internal linking blueprint — refer to it every time you publish new content on Wix.
Anchor Text Strategy for Wix Internal Links
Anchor text — the clickable text of a link — is a powerful ranking signal for internal links. Unlike external backlinks where over-optimised anchor text can trigger penalties, internal link anchor text should be keyword-rich and descriptive. Google explicitly uses internal link anchor text to understand what the linked page is about.
Internal Anchor Text Best Practices
- Use the target page's primary keyword in the anchor text: "our Wix keyword research service" is better than "click here"
- Vary anchor text naturally — do not use identical anchor text for every link to the same page
- Include partial-match and long-tail variations: "technical SEO for Wix", "Wix technical optimisation", "technical SEO audit"
- Make anchor text descriptive enough that users know what they will find on the linked page before clicking
- Avoid generic anchors: "read more", "click here", "learn more" — these waste internal linking power
- Do not force keywords unnaturally — the link should read naturally within the surrounding sentence
Common Mistake to Avoid
Never link the same anchor text to two different pages. This confuses Google about which page should rank for that keyword. If you have two pages that could both be linked with the same keyword, your site likely has keyword cannibalisation — read the guide on fixing Wix keyword cannibalisation.
How to Add Internal Links on Wix
Wix provides several methods for adding internal links, each suited to different contexts:
In-Content Text Links
The most valuable type of internal link. Select text within a paragraph, click the link icon in the Wix text editor, choose "Page" to link to another Wix page. These contextual links within body content carry the most SEO weight because they are surrounded by topically relevant text that helps Google understand the relationship between pages.
Navigation Links
Your main navigation menu creates internal links to every page listed. While navigation links carry less individual weight than contextual links (because they appear on every page), they establish your site's hierarchy and ensure important pages are always accessible within one click of any page.
Footer Links
Footer links are site-wide internal links that appear on every page. Use them for important pages that do not fit in the main navigation: privacy policy, terms, FAQ, sitemap, and secondary service pages. Avoid stuffing the footer with dozens of keyword-rich links — Google devalues footer links that appear manipulative.
Related Content Sections
Add "Related Services", "Related Articles", or "You Might Also Like" sections to the bottom of Wix pages. These create contextual internal links that improve user engagement and distribute ranking authority to related content.
Internal Linking Audit: Finding and Fixing Issues
Before building new internal links, audit your existing Wix site to identify problems. Use the free internal link analyser to scan your site, or manually check these common issues:
Orphan Pages
Pages with zero internal links pointing to them. These are nearly invisible to Google because Googlebot has no path to discover them through crawling. Common orphan pages on Wix sites include old blog posts, thank-you pages that should be noindexed anyway, and service pages that were added but never linked from existing content.
Link Hoarding Pages
Pages that receive many internal links but do not link out to other pages. These hoard PageRank instead of distributing it. Your homepage is typically the biggest link hoarder — it receives the most internal (and external) links but often only links to top-level navigation pages. Add contextual links from your homepage to key service pages, recent blog posts, and case studies.
Broken Internal Links
Links to pages that no longer exist (404 errors) waste crawl budget and break the internal linking chain. These commonly occur after renaming Wix pages without setting up redirects. Check for broken internal links monthly using Google Search Console or a crawl tool like Screaming Frog.
Advanced Internal Linking Techniques for Wix
The PageRank Sculpting Technique
Your most important commercial pages (service pages, pricing pages, contact page) should receive the most internal links. Count the internal links to each page on your site and compare against your revenue priorities. If your highest-revenue service page has fewer internal links than a blog post about industry news, your internal linking is misaligned with your business goals.
Contextual Relevance Linking
Every time you mention a topic that you have a dedicated page for, link to it. Writing about keyword research in a blog post? Link to your keyword research service page. Mentioning technical SEO improvements? Link to your technical SEO page. This creates a dense web of topically relevant internal links that reinforces your authority on each subject.
Reverse Silo Linking
When you publish a new blog post on Wix, do not just link from it to existing pages — go back and add links from existing pages to the new post. If you publish a new case study about a plumber's SEO results, update your plumber SEO service page, your local SEO blog posts, and your case studies page to link to the new content. This two-way linking is what builds genuine topical clusters.
Wix websites with 15+ internal links per page rank 2.4x higher on average than those with fewer than 5 internal links per page for the same target keywords.
Internal Linking Checklist for Wix Websites
- 1Audit existing internal links using a crawl tool or the free internal link analyser — identify orphan pages and link hoarding pages
- 2Map your hub-and-spoke structure: list service pages as hubs and all related content as spokes
- 3Ensure every page has at least 3-5 contextual internal links within its body content
- 4Use keyword-rich anchor text that describes the linked page — avoid "click here" and "read more"
- 5Link new content to existing relevant pages AND update existing pages to link to new content
- 6Ensure your most commercially important pages have the highest number of internal links
- 7Check for and fix broken internal links monthly using Google Search Console
- 8Add "Related Content" sections to service pages and blog posts for additional contextual links
- 9Review navigation and footer links — ensure important pages are accessible within 3 clicks of the homepage
- 10Re-audit internal links quarterly as your Wix site grows and new content is published
Frequently Asked Questions
Need a professional internal linking audit for your Wix website? [Contact Michael Andrews](/wix-seo-expert-uk-contact) for a comprehensive site architecture review and internal linking strategy.
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