Internal Linking
Guide for SEO

Why internal linking matters

Building a topic cluster strategy

1. 1
   Identify a pillar topic

   Choose a broad topic your site should be known for, and create one comprehensive page on it.
2. 2
   Create supporting content

   Write more specific articles on related subtopics that naturally link back to the pillar.
3. 3
   Link the cluster together

   Link from the pillar to each supporting article, and from each article back to the pillar and to each other where relevant.
4. 4
   Use descriptive anchor text

   Link text should describe the destination page's topic, not say 'click here' or 'read more.'
5. 5
   Audit for orphaned pages

   Regularly check that no important page is missing internal links pointing to it.

Good anchor text vs weak anchor text

Avoiding over-optimisation

While descriptive anchor text helps, repeating the exact same keyword-heavy anchor text across many links can look manipulative to search engines. Vary your anchor text naturally, and prioritise genuinely helpful links for readers over links placed purely for SEO effect.

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