We previously provided information on internal link strategies back in 2018 – while our approach hasn’t changed dramatically since then, this post provides an updated overview of how we use internal links in our SEO strategies.
What Are Internal Links
Internal links connect pages within your website, creating pathways for both users and search engines. While navigation menus and footers contain internal links, we’re focusing on the links within your content – the ones that provide context and pass value throughout your site.
These content-based internal links serve two critical functions. First, they help visitors navigate your site and discover relevant information. Second, they distribute SEO authority throughout your website, telling search engines which pages matter most.
At Herdl, we’ve developed a methodical approach to internal linking that drives exceptional results for our clients. Here’s how we do it.
The Content Pyramid Approach
We structure our internal linking strategy around what we call a content pyramid. This hierarchical framework organises content with your main topic at the top, supported by layers of related content beneath it.
The pyramid works because it:
- Creates clear topic relationships
- Establishes content hierarchies
- Controls the flow of link equity
- Provides contextual relevance for users and search engines
Each page within this structure serves a distinct purpose and targets specific keywords. We don’t try to optimise every page for your main topic – that would dilute your SEO signals. Instead, we create unique value on each page while connecting them meaningfully.
Link Equity or Flow
Link equity (sometimes called link juice) represents the SEO value passed between pages through links. When Google first developed its ranking system, it was famous for how external links counted as votes of confidence. The same principle applies to internal links.
When you publish valuable content and link to another page on your site, you pass some authority to that page. This boost helps the linked page rank better in search results.
However, many SEO practitioners focus too narrowly on link equity while missing the bigger picture. Effective internal linking isn’t just about passing authority – it’s about creating contextual relationships between content.
Two Types of Internal Links
Our approach distinguishes between two types of internal links, each serving different purposes:
1. Contextual Support Links
These links provide additional information and context to your content. They enhance the user experience by directing readers to related topics that expand on specific points.
For these links, there’s no strict limit – add as many as needed to make your content valuable and comprehensive for the reader. The key consideration is relevance: each link should genuinely enhance understanding of the topic.
2. Strategic Authority Links
These links are specifically designed to pass authority through your content pyramid. Typically, they point upward toward your main topic pages. Remember, these should still be contextually relevant.
For these links:
- Include one or two per page
- Place it early in the content, ideally in the first paragraph
- Use clear, relevant anchor text
- Ensure the link makes sense in context
Anchor Text
Anchor text – the clickable words in a link – plays a crucial role in effective internal linking. Search engines use this text to understand what the linked page is about.
When creating anchor text:
- Make it descriptive and specific
- Ensure it accurately represents the linked content
- Consider semantic relationships between words
- Vary anchor text but limit generic phrases like “click here” or “learn more”
Good anchor text provides context for both users and search engines. It should flow naturally within your content while signalling what readers will find if they follow the link.
Internal Linking Strategy
Developing an effective internal linking strategy requires:
Understanding your content landscape – know what content exists on your site and identify gaps
Mapping keyword relationships – connect related topics through semantic analysis
Identifying key landing pages – determine which pages should receive the most authority
Creating contextual links – add links that enhance understanding and provide value
Controlling authority flow – direct link equity strategically toward priority pages
We often discover opportunities where content doesn’t yet exist. In these cases, we plan future content development to complete the contextual hierarchy.
Common Mistakes
While some might sound obvious, we’ve seen many examples on websites making these errors:
- Linking to irrelevant content
- Using generic anchor text
- Creating too many links to the same page
- Neglecting deep pages (leaving them as orphans)
- Focusing only on homepage links
- Creating artificial-sounding links
These mistakes diminish both user experience and SEO benefit.
Our Approach
At Herdl, we start with thorough keyword research to identify your main topic and supporting subtopics. We then analyse existing content and map out the current link structure.
From there, we develop a content plan that fills gaps and creates opportunities for strategic linking. As we create or optimise content, we carefully craft internal links that build authority while providing genuine value to visitors.
The result is a website architecture where content works together cohesively, authority flows logically, and users can easily navigate to find what they need.
The Last Word
A strategic approach to internal linking can transform your website’s performance. By thoughtfully connecting your content, you can boost key pages in search rankings while providing a better experience for your visitors.
Contact us to learn how our SEO team can help you develop better internal link strategies or how we can add value through SEO.