A website should make sense as a set of connected pages. Visitors need to find important information, understand where they are, and continue to a sensible next step. Internal links support that journey and help search engines discover relationships between pages.
Start with your core offer pages. Group supporting information around the needs those offers address. A guide about preparing bookkeeping records can link to the relevant bookkeeping service when professional help is appropriate. The service page can link back to the preparation guide.
Make each link earn its place
Use descriptive link text that explains the destination in context. “See our bookkeeping preparation checklist” is more useful than an unexplained “click here.” Do not turn every paragraph into a block of repeated commercial anchors.
Navigation, breadcrumbs and contextual links have different jobs. A page linked from the main menu is easy to find, but a link inside a relevant explanation may better answer the reader's immediate question. Check both desktop and mobile navigation.
Apply it
- Draw a simple map with one main service and four supporting pages.
- For each supporting page, write its distinct purpose.
- Add a relevant route to the service and any genuinely related resource.
- Check the destinations work and do not lead through unnecessary redirects.
- Identify useful pages with no intentional internal route and add one.
Your deliverable
A five-page structure map and three specific link improvements. Record the source URL, destination URL, proposed link text and reason. Avoid a numerical “ideal link count”; relevance and usability determine what belongs.
Record your work in the SEO workbook. Your notes and progress save only in this browser; keep a copy of important work.
Further reading: Official guidance ↗
