There’s one element on your website that quietly shapes how people move from page to page—and how search engines decide what content matters most. Yet it’s often treated as an afterthought.
We’re talking about navigational links.
They rarely get the spotlight during redesigns. They’re barely mentioned in most SEO checklists. But make no mistake—your navigation has a huge impact. It influences how easily users explore your site, how long they stay, and which pages get prioritized by search engines.
If your site feels clunky, difficult to explore, or isn’t ranking the way it should, your navigational structure might be to blame.
In this guide, we’ll break down how to use navigational links more strategically—so you can improve user experience, strengthen your site’s architecture, and help your most important content get seen.
What Are Navigational Links?
Navigational links are internal links that help users move from one page to another within a website.
These links typically appear in menus, headers, footers, sidebars, and breadcrumbs. They help visitors understand your site layout and reach the information they’re looking for without friction.
Unlike contextual links embedded within body content, navigational links are part of the site’s overall framework. They represent the primary pathways a user can take to move between different sections or pages of a website.
Types of Navigational Links
Not all navigational links serve the same purpose. Some guide users at a high level, while others help them drill deeper, explore related content, or understand where they are. Let’s walk through the most common types with examples from well-known websites.
1. Primary Navigation (Main Menu)
This is the top-level navigation bar that typically appears at the top of every page. It highlights the most important pages or categories and stays consistent across the site.
Example: Zapier
Zapier’s main navigation includes clearly labeled categories such as Products, Pricing, Explore, Resources, and Log In. A prominent “Sign Up” call-to-action is positioned on the top right, effectively guiding new users toward conversion.
Why it works:
- Provides clear pathways to main site sections
- Consistent placement enhances user familiarity
- Prominent CTAs drive conversions
2. Secondary Navigation
Secondary navigation supports the primary navigation by offering additional links tailored to specific sections of a website. It’s commonly found in learning hubs, documentation centers, or product pages, helping users drill down into subtopics without cluttering the main menu.
Example : Hubspot
When you visit HubSpot’s products page, you’ll find a secondary horizontal navigation bar just below the main menu. It includes quick-access tabs for Marketing Hub, Sales Hub, Service Hub, Operations Hub, and Commerce Hub, helping users explore different products without leaving the main section.
Each of these links opens a detailed page about the specific hub, acting as subcategories.
Why it works:
- Makes exploring complex products intuitive
- Lets users compare offerings with ease
- Supports deep navigation without overwhelming the top nav
3. Footer Navigation (Global Footer Links)
Footer links appear at the bottom of each page and often repeat critical links from the main menu, along with links to legal, support, and social media pages.
Example: OutreachZ
OutreachZ has a neatly organized footer with columns for:
- Why OutreachZ
- FAQs
- Contact Us
Why it works:
It provides a consistent navigation backup, reinforces credibility and transparency with legal and support links, and guides users toward conversion or support even at the page’s end. Additionally, it boosts SEO by maintaining internal link equity and helping search engines better understand site structure.
4. Sidebar Navigation
Sidebar navigation typically appears on the left or right side of a webpage and offers contextual links related to the current page — especially useful on blogs, documentation pages, and e-commerce stores.
Example: BBC News
BBC News uses a left-hand sidebar (visible after clicking the hamburger menu ☰ on the top-left corner) that reveals structured categories such as Home, News, Sport, Business, Innovation, Arts etc.
This sidebar provides quick access to different news sections, ensuring users can explore a wide range of topics without excessive scrolling or searching.
Why it works:
- Organizes vast content into clear, easy-to-scan categories
- Keeps navigation accessible across all pages via a toggle menu
- Enhances user experience on both desktop and mobile by supporting compact, collapsible design
5. Breadcrumb Links
Breadcrumbs are a secondary navigation system showing a user’s location within a site’s hierarchy. Commonly seen on e-commerce and travel sites, they provide a linear path back to previous categories.
Example: Amazon Product Pages
Amazon uses breadcrumbs like:
Home > Electronics > Headphones, Earbuds & Accessories > Headphones > In-Ear >Product Name
This allows users to go back to broader location pages without using the back button or the main menu.
Why it works:
- Helps users understand where they are
- Encourages exploration of related categories
- Improves crawlability and internal link structure for SEO
Why Navigational Links Matter for User Experience
The user experience starts with clarity. Visitors come to your site looking for something specific — information, a product, a form, or support. Navigational links are their roadmap.
Here’s how good navigation improves UX:
1. Reduces Friction
Users shouldn’t have to guess where to click. Clear navigational links offer direct paths to key pages, making interaction seamless.
2. Encourages Exploration
When users can easily find related topics or products, they stay longer and explore more. That means more pageviews, more time on site, and potentially more conversions.
3. Improves Accessibility
Well-structured navigational links make your site more usable for people with disabilities. When paired with keyboard support and screen reader compatibility, your site becomes inclusive and legally compliant.
4. Builds Trust
A clean and consistent navigation menu signals professionalism. Visitors feel more confident when they know exactly where to go next.
UX isn’t just about design. It’s about guiding people to their goals — and navigation is the compass that points the way.
How Navigational Links Influence SEO
Now let’s shift focus from users to search engines.
Navigational links have a big impact on SEO, even though many site owners overlook them. Here’s why they matter:
1. Help Search Engines Crawl Your Site
Google’s bots use internal links to discover and index pages. A well-organized navigation structure ensures that all your important pages get crawled and ranked.
Pages buried too deep without navigational links are often missed or undervalued by search engines.
2. Distribute Link Equity
Internal links pass authority from one page to another. When your homepage links to a blog post, it shares some of its SEO strength. Navigational links help distribute that authority evenly.
3. Clarify Site Hierarchy
Navigational links reveal the structure and importance of different sections. Google uses this structure to determine which pages are core to your site and which ones are supporting content.
4. Improve Keyword Relevance
Using keyword-rich anchor text in your navigational links can signal the relevance of linked pages. Just don’t over-optimize — keep it natural and useful for the reader.
5. Support Featured Snippets and Sitelinks
When your navigation is clean, Google may reward your site by displaying sitelinks under your main listing in search results — boosting visibility and CTR.
Key Strategies for Effective Navigational Linking
Designing navigational links isn’t about cramming every possible page into your menu. It’s about guiding people — helping them get where they want to go with as little effort as possible. And when that’s done well, your site doesn’t just look better. It performs better.
Here’s how to get navigation right from the start.
1. Start with Simplicity
Simplicity is the golden rule of navigation. You don’t need 15 top-level items. In fact, too many options often cause decision fatigue and overwhelm users.
Best practice:
Stick to 5–7 primary menu items. That’s usually enough to cover your most important pages while keeping things clean.
Use dropdowns or submenus to organize additional content, but always aim to reduce the number of clicks it takes to reach key destinations.
2. Be Clear with Your Labels
Avoid clever or vague link titles. “What We Do” might sound stylish — but “Digital Marketing Services” is clearer, both for your visitors and for search engines.
Good navigation is direct. Each link should tell users exactly what they’re about to see. And if you can naturally include keywords without sounding robotic, even better.
Think of your labels as mini promises. When someone clicks, they should feel like they got exactly what they expected.
3. Keep It Consistent Across the Site
Users rely on familiar patterns. If your menu changes from one page to the next — or if key links disappear — you’re breaking that pattern. And that breaks trust.
Make sure your primary navigation stays in the same spot, with the same structure, no matter where someone is on your site. Consistency helps people feel oriented and in control.
That goes for your mobile menus too — more on that next.
4. Think Mobile First (Seriously)
We all know mobile traffic is huge. But it’s amazing how many sites still treat mobile navigation like an afterthought.
Your links should be easy to tap. Your menus should be collapsible, not crammed. And all the core pages — the ones that drive traffic or conversions — should be just one or two taps away.
Before launch, navigate your site on a phone like a real visitor would. If something feels clunky or confusing, fix it. Because if you frustrate someone on mobile, you probably won’t get a second chance.
5. Highlight the Actions That Matter
Not every link in your menu is equal. Some links are just helpful — others drive business. Whether it’s “Book a Demo,” “Start Free Trial,” or “Get a Quote,” your navigation should clearly support your goals.
That doesn’t mean turning your header into a sales pitch. It means giving users a clear next step wherever they are. Your navigation can — and should — lead them there.
Place your most important actions where they’re easy to find. Style them like buttons if needed. Make them stand out without screaming.
6. Prioritize Your User’s Journey
Always think from the user’s perspective. Your navigation should match the path a visitor is most likely to take.
Ask yourself:
- What does a new visitor want to see first?
- What pages lead to conversions?
- Is there a logical flow between sections?
Use tools like Hotjar or Google Analytics to study user behavior and adjust your navigation to reflect what’s actually working.
Conclusion
Navigational links are more than just a way to get around a website. They shape the experience your visitors have, guide search engines through your content, and influence your SEO rankings in powerful ways.
When used thoughtfully, navigational links:
- Make your site easier to use
- Keep users engaged
- Help Google understand your site structure
- Pass link equity to important pages
- Increase conversions by guiding visitors to take action
If your current navigation feels cluttered, outdated, or hard to use — it’s time for an upgrade.
Start by simplifying. Test your menu. Review your analytics. And always think like your visitor. Ask yourself: Can they find what they’re looking for without thinking too hard?
That’s the ultimate goal of good navigation.
FAQs About Navigational Links
1. What’s the difference between navigational links and internal links?
All navigational links are internal links, but not all internal links are part of navigation. Navigational links guide site structure (menus, footers), while internal links often appear within content to provide context.
2. How many items should be in my main navigation menu?
Stick to 5–7 top-level links. Use dropdowns or secondary menus for additional options.
3. Are dropdown menus bad for SEO?
Not necessarily. If they’re built with clean HTML and aren’t hidden behind JavaScript, they’re fine. Just make sure the links are crawlable and accessible.
4. What is breadcrumb navigation?
Breadcrumbs are a secondary navigation tool that shows users their path within the site. They help users backtrack easily and help search engines understand page hierarchy.
5. Should I use the same navigational links on every page?
Yes, keep core navigation consistent across your entire site. This improves UX and helps crawlers follow your structure more efficiently.