Boost Your Education Website’s SEO by Levelling Up Your Internal Linking Game

ede1ebac95bb4cdfe3ea914e2d5392af?s=50&d=mm&r=g Kelvin Chan
Chief Marketing Officer

SEO isn’t just about content and keywords. How the pages reference–or link to– one another plays a big factor and internal links are an element that often gets overlooked. If you were to look beyond your website copy and design, would your internal links follow a set structure or would they look like a giant tangle?


A visualisation of’s link structure

Avoid this Common Mistake

From an SEO perspective, overdoing internal linking results in watering down the value of each link.

Many websites fall into the trap of linking too many pages to one another, in an effort to share SEO juice between pages or to be user-friendly.

From a usability angle, too many internal links only serve to overwhelm visitors. Choice overload is real, and it’s deadly! If it’s not easy for them to quickly find the details of the course they’re interested in enrolling in, they’re probably going to exit your website and abandon their mission.

Imagine a page with 50 internal links. Each link only has the capacity to pass on 1/50th of the page’s link authority. And once you hit a certain point, Google will actually stop following links on a page if there are too many – talk about backfire!

Not sure which links are working hardest for you and which links prospective students are ignoring? A tool like Hotjar can show you what links people are NOT clicking on. If the majority of users scroll right past a link, what’s the point in having it there? Every link should earn its place on the page.

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The most used links off the Homepage on

Smarter Internal Linking For SEO

Step one in organising a new website is to select your content topics. After that you can sort these into categories. Here is an example of a classic SEO website architecture:

Chart Classic SEO Website Architecture

You can see that the higher the page level – closer to the home page – the broader the topic. Pages become more specific as you get deeper into the site navigation.

  • The Homepage links to the major content hubs Subject Page A and Subject Page B.
  • The Subject Pages links to its own Subtopics for the subject (i.e. Job Outcomes)
  • The Subtopics then link to further Articles (or pages, i.e. salary expectation)

It’s all about maintaining relevance.

An SEO Boost for New Content

To encourage search engines to index new content on your website more quickly, ensure you’re linking to it from valuable pages like the home page or top-level category pages.

Blog posts, for instance, usually appear on the home page, as well as on category and tag pages. They might also appear in the sidebar as a recent post or a recently commented-on post. However, as fresh posts are published, they will supercede older content – pushing it further down and eventually off these pages altogether.

As those older posts eventually come to stand well on their own, you might remove those high-value cross-links and apply them instead to newer material that hasn’t yet earned any links of its own.

The Role of ‘Hub’ Pages

Your website’s homepage and category pages are Hubpages and are linked to (usually) by every other page. But there are times when it might also make sense to create further content hubs – a page that acts as a jumping off point by bringing together links focused around a particular user need or interest.

In order to decide whether a hub page is warranted, think carefully about the subject matter and how much demand there is for it. Bear in mind that each time you link outside of your architecture you’re taking some authority away from other pages, and breaking the top-down flow of authority flow. If you feel that this new page deserves links from every other page on your website, then it might be a good addition at the category level instead.

If you decide to forge ahead with a new hub, start by linking to it from the body content of pages on similar or related topics. Those internal links should use anchor text relating to the hub page’s most important keyword. Further links from other pages can be gradually introduced where there is a natural opportunity to do so.

Cross-Linking for SEO

Once your website’s internal linking structure is in place it’s time to begin cross-linking. Cross-links can increase the SEO value of a page by sharing the page authority from outside of its position in the internal hierarchy of your website. This should only be done when it’s relevant to cross-link.

Chart Cross Linking for SEO

Passing Page Authority Down the Chain

Quality websites have pages with a solid number of external backlinks, which boost its overall authority and support all its pages to rank higher. If your website boasts key pages that have earned lots of third-party links organically, why not pass some of that authority onto other pages that don’t enjoy any external links yet? Linking internally in this fashion is a great way to capitalise on those hero pages.

But remember, only target a small number of priority pages. Going overboard might cannibalise your internal link equity and have the opposite effect from what you intended.

Get these techniques right and you’ll enjoy the benefits of a well-optimised website that helps to drive business and attract new students.

ede1ebac95bb4cdfe3ea914e2d5392af?s=100&d=mm&r=g Kelvin Chan
Chief Marketing Officer

Kelvin is the Chief Marketing Officer at Candlefox. He is responsible for coordinating and actioning all marketing activities right across the Network to ensure the best possible experience for prospective students and clients alike.

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