For most businesses, most of your website's traffic will likely be through search engine results, primarily Google. Therefore, optimising your website for visibility on search engines like Google will have a huge impact on your web traffic. As a rule of thumb, providing useful content and a site that captures visitor's interests is recognised by Google and good for SEO. One way to do this is internal linking. Effective internal linking makes sure all the relevant pages within your site link to each other in text or through buttons/images. It helps Google understand the structure of your website, and establish content hierarchies, identifying pillar content to boost search rankings. It also makes the site easier to navigate, and allows users to be exposed to and consume other relevant content, such as blogs articles, guides or products.