An internal link connects one web page to another within your website or blog. This provides your web visitors with an additional way to navigate through your site. From a search engine optimization (SEO) perspective, the most important aspect of a link is the “anchor text”.
What is anchor text?
The word(s) displayed in a link is known as anchored text.
For example: What is a snippet?
Search engines (such as Google) view anchor text as a way to learn what a web page is about. Ensure that your anchored text is concise and uses relevant keyword(s) that reflect the landing page that you are linked to.
Avoid:
1) Navigation instructions
i.e. “Click Here”
Unless you want to rank high for these keywords, don’t use them. Use the more relevant words that describes the keyword/topic of the web page.
2) Keyword stuffing
Be careful not to use too many keywords as it can appear as keyword stuffing – which is something that search engines frown upon.
3) Same anchored text
Don’t use the exact same anchor text everywhere throughout your website. This too can be regarded as spam to a search engine.
The beauty of internal links (versus external links) is that you have complete control over the anchored text. This allows you to use keyword rich linking text. So… take advantage! Keywords matter.