Internal linking that works

Turning pages into a structure, not a collection

Internal linking isn't "dropping links everywhere".
It's how you turn separate pages into a coherent structure that:

• guides users to the next logical step
• signals to Google which pages matter most

"Strong internal linking means your best pages are never left alone."

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1) Pillar pages and supporting content

Think in terms of:

• Pillar pages → core services / main categories
• Supporting content → articles, guides, FAQs around the same topic

In practice:

• Every article links back to its relevant service or category page
• Pillar pages link out to their strongest supporting pieces
• Related articles link to each other where it naturally makes sense

This creates topical clusters instead of isolated posts.

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2) Navigation alone is not enough

Header and footer menus are just the starting point.

You also need:

• contextual links inside the copy
• "related reading" or "next step" suggestions at the end of pages
• links from service pages to case studies, examples, or deep-dives

The user should always feel: "I get this — now here's where I go next."

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3) Anchor text that actually tells a story

Avoid:

• "click here"
• linking random words with no meaning

Prefer:

• descriptive anchors ("full local SEO guide", "detailed SEO service page")
• a few well-placed links instead of every sentence turning blue

Good anchor text helps both the reader and the algorithm understand context.

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4) Simple patterns you can repeat

For each new page or article:

• Link up → to the main category or service page
• Link sideways → to 1–2 closely related pieces
• Link down (when relevant) → to deeper resources, examples, or tools

That's enough to keep your internal linking consistent without overthinking it.

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5) Crawl efficiency and avoiding "orphan" pages

For crawl and authority:

• No important page should be orphaned (zero internal links)
• From your key pages, users and crawlers should reach most areas in 2–3 clicks
• Avoid endless filter combinations or thin pages that fragment your structure

A clear internal linking pattern makes it easier for search engines to understand what deserves attention.

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Bottom Line:

Internal linking that works is intentional, not random.
You define pillar pages, build clusters around them, use meaningful anchor text and avoid orphan pages.
That's how you strengthen authority and crawl efficiency — without turning it into a technical obsession.