Hyperlinks that point back and forth within the same website are known as Internal Links. Internal Linking can take you to a different portion of the same page or to a different web page on the same domain. Good Internal Linking affects search engine ranking (Page Rank). If you have plenty of good, well thought out Internal Linking within your site, this helps make your site’s information architecture SEO-friendly. Search engines will be able to easily crawl and navigate your site, taking Internal Links back and forth on your site to find the kind of information that people are searching for.