Internal linking is not an afterthought.
It’s not a “while we’re here” move.
It’s not sprinkling hyperlinks for SEO vibes.
Internal links are how you tell search engines:
“This page matters.”
“These topics are related.”
“This is the center of gravity.”
If your site structure is the blueprint, internal linking is the electrical system.
Invisible when done right.
Disastrous when ignored.
What Internal Linking Actually Does
Internal links do three things:
- Distribute authority across your site
- Clarify relationships between topics
- Guide users forward intentionally
Search engines don’t just read content.
They read connections.
If Page A links to Page B, Google assumes:
- Page B is important
- Page B is related
- Page B deserves attention
If no one links to Page B, Google assumes:
- Page B is optional
- Or forgotten
And forgotten pages don’t rank.
The Core Rule
Every important page should have:
Multiple links pointing to it
Logical links pointing from it
A clear parent page
If you can’t describe how a page fits into the system, it probably doesn’t.
Step-by-Step: How to Internally Link Strategically
Step 1: Identify Your Authority Pages
Before you add links, decide what deserves authority.
These are usually:
- Pillar pages
- Core service pages
- Core product pages
- High-converting resources
Write them down. These are your “destinations”. Everything else should support them.
Step 2: Audit What Already Links to Them
Open your pillar page.
Ask:
- How many internal links point here?
- From which pages?
- Are they contextual or just in a footer?
If your most important page only has 1–2 internal links, that’s a structural problem.
Authority should not be accidental.
Step 3: Add Contextual Links (Not Just Nav Links)
This is the difference between amateur and intentional linking.
Navigation links are baseline. Contextual links are authority signals for the robots.
Contextual link example:
Instead of:
“Learn more about SEO here.”
Use:
“Here’s our full guide to Technical SEO for Drupal, including duplicate URL fixes and sitemap structure.”
Be descriptive.
Anchor text tells search engines what the destination page is about.
Step 4: Link From Strong Pages to Important Pages
Pages that already rank well have authority. Use that… you’d be crazy not too.
If a blog post gets traffic, ask:
- Does it link to a relevant pillar?
- Does it link to a relevant service?
- Does it move readers deeper?
Strong pages should reinforce strategic pages.
Don’t waste that leverage.
Step 5: Build Parent → Child → Parent Loops
This is the structure most people miss.
Every cluster should look like this:
- Pillar links to child pages
- Child pages link back to the pillar
- Child pages link to sibling pages when relevant
That loop creates gravity.
Without it, your cluster is just scattered content.
Step 6: Avoid Over-Optimization
Do not:
- Use the exact same anchor text every time
- Stuff links unnaturally
- Add links where they don’t belong
- Link to irrelevant pages just because they exist
Internal linking should feel helpful.
If it feels forced, it probably is.
Step 7: Kill Dead Links and Weak Links
Internal linking is maintenance, not set-it-and-forget-it.
Regularly check:
- Pages that no longer exist
- Redirect chains
- Links to outdated resources
Broken internal links waste authority.
My Personal Recommendations
Here’s how I (Hayden Gene Baillio) approach internal linking strategically.
1. Think in Gravity, Not Volume
You don’t need 500 internal links.
You need:
- Strong clusters
- Clear hierarchy
- Intentional flow
2. Build “Authority Pipelines”
If you publish a new blog post:
Before you hit publish, ask:
- Which pillar does this support?
- Where does it link?
- Who should link back to it?
No page gets published without a home.
That alone eliminates most orphan pages.
3. Update Old Content With New Links
This is one of the fastest wins in SEO.
When you publish something new:
- Go back to 3–5 related old posts
- Add contextual links to the new page
This accelerates indexing and authority transfer.
It also signals freshness.
4. Don’t Link for Ego
Do not link to:
- Every service
- Every blog
- Every feature
Link where it helps the reader.
Search engines reward clarity, people reward not getting pitch slapped every section of every page.
How to Mentally Wrap Your Massive Brain About Internal Linking
A lot of companies treat content like isolated articles. That’s a problem.
Your website should behave like a system. If someone reads one article, they should naturally discover:
- The deeper guide
- The related resource
- The next logical step
Internal linking is not about SEO tricks. It’s about controlling the narrative (for once in your life… unless you are a top .00001% reading this and then this feeling won’t be new to you)
You decide the journey.
Not the user.
Not Google.
The Hounder Litmus Test
If someone lands on one of your blog posts and leaves without discovering:
- A pillar page
- A service page
- Or another related resource
Your internal linking isn’t working.
Your content should create momentum.
If you’re building pillar pages but not reinforcing them with internal links, you’re building cities without roads. Search engines can’t understand hierarchy without signals. Users can’t navigate without guidance. Authority doesn’t happen by accident. It’s got to be reinforced.