Internal Linking: An Underrated SEO Power Tool for Clinics and Health Businesses

When it comes to improving your website’s visibility on Google, most clinic owners focus on keywords, blog content, and backlinks. But there’s one simple and often underutilized strategy that can amplify all of those efforts—internal linking.

If you’re not using internal links strategically on your website, you’re missing a major opportunity to boost your site’s SEO, improve user experience, and guide potential patients to the pages that matter most.

In this post, we’ll break down what internal linking is, why it’s important, and how your clinic can use it to drive more traffic and conversions.

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 both users and search engines navigate your content. For example, on our site, you’ll notice how our post about fixing thin content links to related service and strategy pages. That’s internal linking in action—and it strengthens the entire SEO structure of the site.

Internal links can appear in your:

• Main navigation menu
• Homepage
• Blog posts
• Service and location pages
• Footers or sidebars

It’s a simple concept that, when applied consistently, can dramatically improve your site’s performance.

Why Internal Linking Matters for SEO

Internal linking serves two essential purposes:

1. It Keeps Visitors Engaged

Strategic links help visitors find related content and services on your site. This keeps them browsing longer, which improves time-on-site and reduces bounce rate—both of which can contribute to better SEO.

For instance, if someone lands on your blog post about “natural headache remedies,” you can link them to your chiropractic care service page or another article on “how posture affects headaches.”

2. It Helps Search Engines Understand Your Site

Google uses internal links to crawl your site and discover how pages relate to each other. Proper linking signals which pages are most important and helps pass authority (link equity) between them.

This is especially critical for clinics working on local SEO and "near me" searches—internal links help Google understand the relevance of your services and location to nearby searchers.

Benefits of Internal Linking for Health and Wellness Websites

When implemented well, internal linking can:

• Improve keyword rankings for multiple pages
• Give underperforming content a visibility boost
• Help Google index more pages on your site
• Create a better, more helpful experience for website visitors
• Support your larger SEO and content strategy

It also allows you to guide patients toward action, like visiting your contact page, reading reviews, or booking an appointment.

Common Internal Linking Mistakes (and How to Avoid Them)

Even sites that use internal links can run into trouble. Here are some common missteps—and how to fix them:

1. Only Linking to the Homepage

Your homepage is important, but you should also direct traffic to your service, blog, and location pages. These are the pages answering patient questions and driving conversions.

2. Using Generic Anchor Text

Avoid vague phrases like “click here” or “learn more.” Use anchor text that tells users and Google what the linked page is about, such as “sciatica treatment options” or “Fort Lauderdale massage therapy.”

3. Missing Links from Blogs to Services

Every blog post should link back to a relevant service or contact page. This not only supports SEO but also nudges potential patients toward booking.

4. Creating Orphaned Pages

Pages that aren’t linked to from anywhere else on your site are hard for search engines to find. Every page you want to rank should have at least one internal link pointing to it.

How to Build a Smart Internal Linking Strategy

A great internal linking strategy is organized, intentional, and scalable. 

Here’s a five-step process to guide you:

Step 1: Identify Your High-Value Pages

Start with your core service, location, and contact pages. Use tools like Google Analytics or Search Console to find which pages drive the most traffic or conversions.

Step 2: Organize Supporting Content

Blog posts, FAQs, and patient education content should support your high-value pages. For example, a post on “neck pain during sleep” should link to your “chiropractic adjustments” page.

Need help improving your supporting pages? See our post on how to fix thin content.

Step 3: Use Descriptive Anchor Text

Make sure each internal link uses relevant keywords that clearly describe the linked page’s topic. This improves SEO and helps the user know what to expect.

Example: “Explore our acupuncture services for stress relief”

Avoid: “Click here to learn more”

Step 4: Link New Content to Old (and Vice Versa)

Every time you publish something new, link to it from older, related content—and link from the new content back to your core pages. This builds a network of pages that support each other.

Step 5: Audit Your Links Regularly

Review your internal links every few months to make sure they’re still relevant and functioning. Use tools like Screaming Frog, or build a spreadsheet to track pages and internal links.

Bonus Tip: Combine Internal Linking with Local SEO

If you want to show up in “near me” searches, link your services to content that includes geographic keywords. For example:

Link your “sciatica treatment” page to a blog titled “Best Stretches for Sciatica Relief in Fort Lauderdale.”

This helps reinforce your location relevance in the eyes of Google. Want more on this? Don’t miss our guide on ranking for “near me” searches.

Internal Linking: The Silent Hero of Your SEO Strategy

Internal linking may not be the flashiest SEO tactic—but it’s one of the most powerful tools in your toolbox.

It helps users navigate your website, improves rankings, boosts content visibility, and keeps potential patients engaged longer. When combined with local SEO, content strategy, and technical optimization, internal linking supports a strong, scalable web presence.

Want to get more from your content without publishing more? Start linking smarter.

Need help putting this strategy into action? 

Explore our SEO programs, services, or book a discovery call to talk about a custom website audit for your clinic.