Internal linking strategy

An internal link should answer a simple question: where can the reader usefully go next? It also helps crawlers discover a page and understand its relationship with other material. The number of links is not the goal.

Start with information architecture

We identify the main service and topic pages and their supporting material. Each important page has a logical route from navigation or related content, beyond its sitemap entry.

Write descriptive links

Link text explains its destination in context. We avoid repeated generic invitations such as ‘click here’. Keywords should not make a sentence harder to read.

Documentation: Google Search Central.

Connect content according to need

An article can lead to a definition, guide, service or next stage. We do not add every possible link to every page. The purpose is to help with the reader's current task.

Find orphaned pages and errors

We check important pages without incoming links, links to redirects and missing pages, and outdated anchors. After a migration, we update the original link rather than retaining an unnecessary redirect chain.

Review templates

Menus, footers, related-content modules and body text form one system. An automated module change can add thousands of links, so we test representative page types and mobile views.