An internal link should have a reason to exist at the point where the reader encounters it. It can supply missing context, provide implementation detail, or move the reader to the next decision.
Start there rather than setting a quota for links per article. A fixed number can encourage connections that do not improve the page.
Identify three useful relationships
Context: a broader guide that explains the system around the current topic.
Depth: a narrower article that handles a specific method or question in detail.
Next action: a template, comparison, or relevant product page that helps the reader proceed.
Not every article needs every relationship, but the framework makes link selection more deliberate.
Write descriptive anchors
The text should tell the reader what the destination contains. “Acquisition-cost calculation” is more informative than “click here.” Keep the wording natural and accurate; repeated forced phrases can make the prose difficult to read.
Google’s official link guidance recommends crawlable links and understandable anchor text. Use normal page links that work without requiring a user to execute a search.
Check the destination
Make sure the linked page exists, supports the promise, and remains current. A link to an article about a neighboring subject may look relevant while failing to answer the question that caused the reader to click.
When changing a URL, update the internal references and preserve an appropriate route from the old address. Do not leave the archive dependent on chains of outdated links.
Avoid repetitive clutter
Several links to the same destination can be appropriate when they serve the reader. They should not be added merely to repeat an anchor phrase. Review whether the additional link helps someone at a different point in the article.
Audit the publication as a whole
Look for useful pages with no meaningful incoming links and for older resources missing from topic hubs. Review whether related-article recommendations actually share a reader need.
The topic architecture supplies the map. Internal links make that map usable while someone reads; they should feel like helpful editorial guidance rather than a separate layer of optimization.
Co-founder and CEO of Stackmatix, startup advisor, and former Head of Sales at MightyHive. Connect with Matt on LinkedIn ↗ · More about Matt →