Internal linking in HTML uses the anchor element with a relative or absolute path to another page on your domain. The basic syntax is <a href="/page-url">descriptive anchor text</a>. For deeper pages, use paths like <a href="/category/subcategory/page">anchor text</a>. Absolute URLs work too (https://yourdomain.com/page) but relative paths are cleaner and survive domain migrations. Anchor text matters significantly for SEO. Use descriptive phrases that indicate what the target page covers, not generic "click here" or "read more" links. If you're linking to a page about Ottawa web design services, write something like <a href="/services/web-design-ottawa">our Ottawa web design services</a> instead of <a href="/services/web-design-ottawa">this page</a>. Search engines use anchor text as a relevance signal. For attribute best practices: - Never add rel="nofollow" to internal links unless you have a specific reason to withhold PageRank flow - Use title attributes sparingly; they're mostly redundant if your anchor text is already descriptive - Add target="_blank" only for PDFs or special cases; keeping users on the same tab is usually better for engagement - Avoid JavaScript-dependent links (onclick handlers) for primary navigation; search engines can struggle with them At Ottawa SEO, we typically build internal link clusters around pillar content. If you have a comprehensive page on on-page SEO, you'd link related subtopics like title tags, meta descriptions, and header optimization back to that pillar using varied but relevant anchor text. Aim for 2-5 contextual internal links per 1000 words of content, placed where they genuinely help users navigate to related information. Links embedded naturally in paragraphs pass more value than footer link dumps. Check your site's crawl depth in Screaming Frog; important pages should be reachable within 3-4 clicks from the homepage through your internal link structure.