A link connecting pages within the same website.
An internal link gives someone a route from one page of your site to another. It might appear in the main menu, a product description, a related guide or a sentence explaining your services. The destination address and the visible label do different jobs: the address determines where the visitor goes, while the label helps them decide whether to follow it.
For search discovery, use an actual HTML link with a usable destination. Google recommends an anchor element with an href attribute rather than relying on an element that only responds to a script click. A button-shaped design can still be a proper link; its appearance alone does not reveal how it is implemented.
The most useful link answers a question the current page raises. A reader comparing options may need specifications, while someone ready to act may need booking information. Sending both people to the homepage simply because it is prominent can make the next step harder. Evaluate the destination in the context of the surrounding paragraph.
Takeaway: Give important information a direct, understandable route from the pages where customers need it. Treat each link as a navigation decision, not a keyword placement opportunity.
Example
A bicycle repair shop explains that some wheel repairs require a replacement part. The phrase “replacement wheel options” links to its actual wheel-selection page. A separate “book a repair assessment” link reaches its appointment page. Each label sets a different expectation and delivers the appropriate information.
What to check
Click the link on a phone and with a keyboard. Confirm that it reaches the intended working page, not a deleted route or unrelated category. If a destination moves, update the link rather than leaving avoidable detours.
For more detail, see Google link best practices.