Let’s zoom out for a moment. As an ophthalmologist, your website is more than just an online brochure. It’s often a patient’s first impression of your practice and a powerful tool to bring in new appointments.
One of the simplest ways to improve both your visibility on Google and your site’s overall performance is through smart internal linking. Below are my tips on how to make the most of it.
Create Clear Navigation
Think of your website as a guided tour. Visitors should never feel lost or unsure of where to click next. That’s why a clear and logical navigation structure is essential. Your homepage should link directly to the most important areas: services, patient resources, provider biographies, and a contact page.
Each page should also offer natural pathways to related content, encouraging visitors to keep clicking. Not only does this improve user experience, but it also helps search engines better understand and rank your content.
Internal Linking Best Practices
Make navigation simple and intuitive so users can easily move between pages.
Use clear, keyword-rich anchor text that tells readers what they’re clicking on.
Limit link depth by ensuring important pages are no more than 3 clicks from the homepage.
Add contextual links within blogs and service pages to boost relevance and engagement.
Use Descriptive Anchor Text
You’ve probably seen vague links like “click here” or “read more.” These don’t help anyone. Instead, use anchor text that clearly explains what someone will find when they click.
For example, if you’re linking to your LASIK service page, try something like: Learn more about our LASIK procedures. This small adjustment adds clarity for your visitors and can improve your SEO by highlighting relevant keywords.
Keep Link Depth Shallow
How many clicks does it take to get from your homepage to a specific service page? If it’s more than 3, you may be losing visitors along the way. A shallow link depth helps people reach important content faster and keeps them engaged.
To reduce link depth, connect your blog posts, homepage, and navigation menus to service pages directly. The easier it is to find information, the better the experience for users and search engines alike.
Add Links Within Your Content
Posting blog content is one of your best tools for internal linking. If you write a post about how to recognize cataracts, add a link to your cataract evaluation or surgery page. These contextual links help readers find more information and show search engines how your content is connected.
Even better, they keep visitors on your site longer, increasing the chances they’ll schedule an appointment.
Small Step, Big Returns
Internal linking might sound like a small detail, but it makes a big difference in how your site performs. With a few thoughtful updates—such as clearer navigation, better link text, and more in-content links—you can create a website that’s easier to use, ranks higher in search results, and does a better job of turning visitors into patients. OM
