TL;DR: Internal linking = links between pages in your site. Helps: Google understand structure, distribute authority, improve user navigation. Models: hub-and-spoke (pillar → clusters), siloing (topical grouping).
Why Internal Links Matter
- Google's crawler follows links to discover pages.
- PageRank flows through links. pages with more internal links rank higher.
- Context. anchor text tells Google topic.
- User navigation. reduce bounce.
- Topic clusters. reinforce topical authority.
Models
Hub-and-Spoke
One pillar page (hub). Many cluster pages (spokes). Hub links to all spokes. Spokes link back to hub.
Best for: blog content, topic clusters.
Siloing
Group pages by topic. Pages in same silo link to each other, not across silos.
Best for: e-commerce, large sites with clear categories.
Flat structure
Every page links to every page. Best for small sites (<50 pages).
Anchor Text
- Descriptive, not generic.
- Vary it (not always exact match).
- Natural (reading flow).
- Avoid spammy over-optimization.
Bad
"Click here", "read more", same anchor text 20 times.
Good
"For details on Core Web Vitals, see my guide", "SSR vs SSG comparison".
Common Mistakes
- Orphan pages (no internal links to them).
- Too many links on one page (overload).
- Footer with 100+ links (diminishes each).
- Only homepage links, nothing else.
How Many Links Per Page
Google supports 100+ per page. Practical: 20-50. Too many dilutes.
Tools
- Screaming Frog. shows internal links per URL.
- Ahrefs Site Audit. orphan pages, link gaps.
- Link Whisper (WordPress plugin). suggests internal links.
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