Internal Linking Strategy.

An internal linking strategy defines which pages should link to which other pages, with what anchor text, and in what quantity—to deliberately distribute PageRank, signal topic relationships, improve crawl depth, and guide users toward conversion. Unlike editorial internal links that occur naturally in content, a strategy prescribes intentional linking patterns.

Strategic Internal Linking Principles

High-authority pages (those with the most external backlinks) should pass equity to high-priority pages (commercial or cornerstone content) via contextual internal links. Hub pages in a topical cluster link to all supporting articles; supporting articles link back to the hub. Key conversion pages should never be more than 3 clicks from the homepage.

Anchor Text in Internal Links

Unlike external link anchor text (where over-optimisation can trigger penalties), internal anchor text is a legitimate relevance signal that can be keyword-rich without risk. Using descriptive, keyword-relevant anchor text for internal links strengthens topical associations between pages and improves Google's understanding of what each destination page covers.