SEO for Solicitors: What Is Internal Linking and Why Is It Important?
Internal linking is a powerful but often overlooked part of SEO for solicitors. It helps search engines understand your website, improves how users move between your pages, and can help your law firm increase organic traffic.
If your law firm’s website is not using internal links properly, you may be missing out on better Google rankings, more visibility and more enquiries.
What Is Internal Linking?
Internal linking refers to hyperlinks that connect one page on your website to another page on the same site. These links help users find related content and help search engines discover and understand your site’s structure.
For example, a blog about divorce might include a link to your family law service page. Or, a page about UK visas could link to your Skilled Worker Visa information.
Used correctly, internal links guide potential clients to the pages where they can learn more about your services or make an enquiry. At the same time, they show Google which pages are important, which helps your rankings and supports your law firm’s wider SEO strategy.
Internal Linking: A Core Element of Legal SEO
Internal linking is a key part of SEO for law firms. Google uses internal links to crawl your site. If your pages are not linked together, search engines may not find them.
Without an effective internal linking strategy, even your most important service pages might fail to appear in search results. This limits your visibility and can weaken your online legal marketing efforts.
Does Google Reward Strong Internal Linking?
Internal links help Google identify the most important content on your site. When one page links to another, it passes on value, known as “link equity.” This tells search engines that the linked page is important.
The more quality internal links a page receives, the stronger its chances of ranking well. For this reason, internal linking plays a crucial role in improving your law firm’s position in search results.
What Types of Pages Should Be Linked?
Start by linking to the pages that are most valuable to your firm. These are usually the pages that generate enquiries or demonstrate your expertise. Examples include:
Key service pages, such as Divorce Solicitors, Spouse Visa Applications, or Accident at Work Claims
Location-specific pages, like Conveyancing in Manchester or Family Law Services in Leeds
Your contact or enquiry page, especially where users can call or request a consultation
Educational blog posts or FAQs that answer common client questions, such as “How Is Fault Proven in a Car Accident Claim?” or “Do I Need a Solicitor to Apply for British Citizenship?”
Linking to these pages within your content helps users find answers quickly and move toward enquiring. For example, a blog explaining child custody laws should link directly to your Family Law page and your contact form. This not only encourages engagement but also signals to Google that those pages are important, which can help improve their position in search results and increase organic traffic to the pages that matter most to your legal practice.
Does Relevance Matter When Linking Pages?
Yes. Page relevance is critical to your internal linking strategy. Every link should feel natural and helpful to the reader.
If you’re writing about tenant rights, link to your housing law services. Don’t send readers to unrelated areas like commercial law. If your blog covers asylum options, link to your immigration team, not your divorce services.
Relevant links keep users engaged and help search engines better understand your website.
What if Your Law Firm’s Website Has No Internal Links?
Pages with no internal links are known as “orphan pages”. These pages are difficult for both users and search engines to find. As a result, they often receive no traffic and may not be indexed by Google.
Orphan pages represent missed opportunities. Without internal links pointing to them, these pages are often overlooked by both users and search engines. This weakens the overall structure of your law firm’s website and can undermine your wider online legal marketing strategy. Clear and consistent internal linking ensures that each page contributes to your SEO objectives and guides potential clients toward meaningful action.
How Many Internal Links Should You Include on a Page?
There is no fixed number, but most pages benefit from 2 to 5 relevant internal links. These should point to pages that support the reader’s next steps.
Avoid overloading your content with links. Instead, focus on adding links that are useful and relevant. For example, if someone is reading about child custody laws, you might link to your services for divorce and mediation.
This approach follows best practices for internal linking.
Tips for Your Law Firm’s Internal Linking Strategy
Here are a few simple ways to build a strong internal linking strategy:
Link service pages to related blog posts and FAQs
Add links from blog posts back to key services
Use anchor text that clearly describes the linked page (e.g. see our family law team rather than click here)
Audit your site regularly to remove broken links or add missing ones
Plan your content with internal linking in mind
For law firms focused on SEO, these small changes can help you gain an advantage.
Internal Linking Is a Worthwhile Investment
Internal linking supports a more organised and effective approach to SEO for solicitors. It connects your content, highlights key services and helps both users and search engines navigate your law firm’s website with ease.
When planned carefully, it strengthens your online presence and improves long-term search performance.
Make Every Page on Your Law Firm’s Site Count
Internal linking is a simple but strategic tool that can enhance your law firm’s website performance and guide potential clients to the right pages.
At Legal Content Solutions, we help law firms build structured, search-friendly websites with clear internal links, engaging content and effective SEO strategies. If you're looking to improve your rankings and attract more enquiries, we’re here to support you.
Get in touch to find out how we can help your firm get the most from its content and digital marketing.
