Internal Linking Case Study: Typeform Ranked #2 For "Form Builder"

More SEO Examples

Internal linking helped Typeform shift one of its core landing pages from "not ranking" to "position 2".

Keyword: "Form Builder"

Why is that impressive? They keyword is high-intent and has a traffic potential of over 175K monthly.

internal linking case study example by typeform

To win it?

They had to beat companies like Mailchimp, Zapier, and SurveyMonkey.

Here's the 5-step process:

1. Choose your top value pages

Some pages contain keywords that:

- Bring lots of traffic

- Are proven to convert

Traffic x conversion = customer growth.

List these pages and prioritize them.

It's important to add more internal links for the pages you value most.

2. Add navigation internal links

Before the Typeform team started internal linking actively, their form builder page was only in the footer & menu.

This alone did not help the page rank.

However, including your top pages there is important, it:

- Passes PageRank

- Ensures Google regularly crawls those pages

The biggest impact? Next slide.

3. Add contextual internal links

Contextual links are what moved the needle for Typeform.

internal link example in

To maximize contextual linking for this high-value page, they:

- Went through all their pages

- Found relevant anchor text

- Placed links there

The growth team even bribed customer success to access their Help Centre WordPress.

Top tip

Make sure you add anchor text variations.

Your anchor text should not ALWAYS be "form builder".

Vary it slightly, make it more real so Google doesn't notice what you're doing.

Google understands the text where you placed your links. So, the more relevant (and natural) the better.

4. Build linking into your launch process

You don't want to keep going back through your library and adding links.


- Launch a new page/post

- Add 10 internal links immediately

This will help rank your content significantly faster.

Your process will ensure you don't forget.

5. Make a link party

Internal linking proved so effective for Typeform that they organized link parties:

- Every Tuesday morning

- Whole team

- Go crazy on internal linking

“One time we brought some tacos into the office and just had fun. Internal linking is boring, but it works.”—Jake Stainer, Ex-Head of Growth at Typeform


This example came from my podcast interview with the former Head of Growth at Typeform.

He joined Typeform at €1M ARR.

While there, he:

  • Built their first-ever SEO strategy
  • Grew the channel to $3M yearly lifetime value revenue
  • Oversaw growth from $1M ARR to $13M ARR

Check out the Typeform SEO case study here in this post (it's £8 to access all my case studies—or listen free on the podcast).

Internal linking FAQs

If you're new to internal linking, here's some quick background.

What is internal linking?

Internal links are links that connect pages within your website.

They play an important role in both user navigation and search engine optimization. Users use internal links to easily find the content they are looking for, while search engines use them to discover and index the pages on your website.

There are different types of internal links, including those found on your homepage, menu, post feed, and within the content itself. The latter, known as contextual links, serve to direct users to related and relevant content, as well as signal to search engines the relevance and value of different pages on your site. The more internal links a page receives, the higher its perceived importance by search engines. Therefore, effective internal linking is crucial for optimizing your website for search engines.

What are the 3 types of internal links?

  1. Image links: Found underneath or behind images.
  2. Contextual links: Found within a paragraph of content (these are your most powerful links—if they look natural)
  3. Navigational links: Found in your menu and footer. These indicate the most important and relevant pages of your website.

An Example of Internal Linking in HTML

In HTML, internal links look like this: <a href="">About Us</a>

In this example, the "a" tag is used to create a hyperlink. The "href" attribute specifies the destination URL of the link, which in this case is a page on the same website The text between the opening and closing "a" tags ("About Us") is the clickable text that the user will see and can click on to be taken to the "

Learn all their secrets

Steal the secrets to +30 SEO case studies, including the one that inspired this SEO example. So you can continue to stay at the cutting-edge of search-led growth.

Unlock Case Study
Internal Linking Case Study: Typeform Ranked #2 For "Form Builder"

More SEO Examples

A How the F*ck Project

CN: 13705837 Westbury Court Church Road, Westbury On Trym, Bristol, United Kingdom, BS9 3EF