Internal linking
Links between pages on the same site — distribute authority, define site structure, and aid both crawlers and users.
In long form.
Internal links are a powerful, underused SEO lever. They distribute PageRank-style authority across a site, signal which pages are most important (frequently-linked pages get treated as higher-priority), and create the topical clusters search engines use to understand site structure. Best practices: link from high-authority pages (homepage, about) to priority content; use descriptive anchor text; avoid orphan pages (any page with zero internal links); refresh internal linking when publishing new related content.
Most SMB sites have a few cornerstone pages getting all the internal links and a graveyard of orphan blog posts. Building topic-cluster internal linking — pillar pages linking to/from sub-topic pages — is often a 30–50% traffic lift on its own.
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