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The Art of Internal Linking for SEO : Boost Your Photography Website’s Visibility

June 14, 2023

art of internal linking blog banner

Photographers and Creatives, let’s dive into the world of internal linking for SEO, an essential part of your website’s search engine optimization (SEO) strategy. Also one of the more overlooked elements of On-Page SEO Optimization.

As a photographer who also teaches SEO, I often hear some version of “What’s SEO got to do with my photography business?” often. Well, my friends, SEO is vital for seeing your stunning work seen by more people online and freeing you from the rat race of social media. And the good news is you don’t need to be an SEO expert to make a difference. With some simple internal linking techniques, you’ll be well on your way to boosting your website’s visibility.

So, grab your favorite beverage, hug your dog, and let’s explore the art of internal linking together.

What is Internal Linking on a Website?

Internal linking is the process of connecting different pages of your website with hyperlinks. It’s like creating a web within your website, making it easier for visitors and search engines to navigate and discover your content. Think of it as a friendly guide, helping users find their way through your photography portfolio and blog.

Another way I like to explain it is a map you make for your users (and Google) to easily navigate from one page to the next without hitting dead ends of annoying loops

Why Does Internal Linking Matter for SEO?

Internal linking helps search engines like Google understand your website’s structure and the relationship between your pages. It also helps distribute the “link juice” or “link equity” (a term we use to describe the authority and value passed from one page to another) throughout your website.

Link Juice is sort of like the overall quality of the link. Not all internal links for SEO are created equal, but the good ones can have a really positive impact. The better your internal linking strategy, the more likely your website will rank higher in search engine results pages (SERPs).

link juice

Best Practices for Linking on Your Photography Website:

As I mentioned above, the great internal linking for SEO can take a bit of finessing. Here are the top tips I advise clients to remember when building internal links.

Keep it natural

When creating internal links, ensure they feel organic and relevant to the content. For example, if you have a blog post about wedding photography, include a link to your wedding photography portfolio within the text or an invitation to see your Wedding Portfolio at the end.

Going back to the map or web analogy, you want to include internal links that support the page’s theme naturally. I wouldn’t link to my newborn photography page from this internal linking blog post. That would be a pretty odd relationship.

Use descriptive anchor text

Anchor text is the clickable text of a hyperlink. Be sure to use descriptive and relevant words that give your visitors an idea of what they’ll find when they click the link. For instance, instead of “click here,” use something like “check out my stunning wedding photography portfolio.”

But when considering descriptive anchor text, refer to the above number 1 rule, keep it natural. There are times on my website I use “Book Now” or “More info” because it would butcher the flow to use any other anchor text. Remember, SEO should never dilute your brand or website experience.

Don’t overdo the linking on your site

While internal linking is essential, avoid cramming too many links into a single piece of content. A good rule of thumb is to include 2-5 internal links per blog post or page, depending on the length.

If your homepage is pretty content-heavy, you can push that mark of 5, but on your contact form that only has a handful of words, 2 is plenty. You know when you read a recipe online, and EVERY OTHER WORD is a blue hyperlink? Yeah, don’t do that.

Link to both new and old content

Regularly update your internal links to include new content, but don’t forget about your older, evergreen content too. This way, you keep all your content fresh and discoverable for your visitors.

One of my favorite ways to refresh content is having a section on my main pages where I share recommended blogs. However, I do not use an automated plugin to have it randomly choose my blogs. I like to specify which links I want to focus on that month. Again it goes back to keeping it natural. Sometimes when people use automated blog recommendations, it will highlight a post that has nothing to do with that specific page.

Use a logical site structure for links

Organize your website in a way that makes sense for your visitors. A clear and logical site structure will make it easier for search engines to crawl and understand your website. For photographers, this may mean organizing your content by categories like weddings, newborns, families, commercials, and so on.

Internal Linking Best Practices

Internal Link Examples for Photographers:

  • In a blog post about the latest wedding photography trends, link to a relevant gallery showcasing your work.
  • When discussing the importance of high-quality prints, link to a page where visitors can purchase prints of your photographs.
  • In a post about your favorite travel destinations, link to your travel photography portfolio to showcase your adventures.
  • On your services page, link to a What to Expect Blog
  • On your home page, give several links to various areas of your site. For many people, a home page can be structured link to a table of contents (only more content, fewer links).

Great Internal Linking Can Be a Significant Advantage in the Fight For Google’s Favor

Now that you’ve got the basics of internal linking, it’s time to apply these tips to your photography website.

Remember, internal linking is a simple yet powerful way to enhance your website’s SEO, making it easier for potential clients to discover your incredible work. And the best part? You don’t need to be an SEO whiz to get started. Happy linking, and may your photography business continue to flourish online!

This post is part of a larger series of SEO Basics. But if you want to jump right into the deep end, grab my SEO Starter Kit Below.

Have any questions on internal linking? Drop them below or send me an email at

Life’s biggest adventures in modern photos co-crafted with you. Spokane Photographer | Serving the Pacific Northwest

Life’s biggest adventures in modern photos co-crafted with you. Spokane Photographer | Serving the Pacific Northwest

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