CS-301d · Module 1

Internal Linking Strategy

3 min read

Internal links are the plumbing of SEO. They distribute authority from high-performing pages to new content. They signal to search engines which pages are most important. They guide readers deeper into the site. And most organizations do them poorly — random links inserted wherever convenient, no strategy, no architecture. Strategic internal linking follows three rules. First: every new article links to its pillar and to two to three related articles. Second: high-authority pages link to the pages you most want to rank. Third: anchor text is descriptive, not generic — "AI-powered discovery framework" not "click here." The linking strategy is documented, followed consistently, and audited quarterly.

Do This

  • Document an internal linking strategy that maps which pages link to which
  • Use descriptive anchor text that signals the topic of the linked page
  • Audit internal links quarterly to fix broken links and add connections to new content

Avoid This

  • Link randomly without a strategy — random links produce random authority distribution
  • Use "click here" or "read more" as anchor text — search engines use anchor text to understand link context
  • Publish new content without linking it to existing related content — orphan pages do not rank