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Most sites link from important pages to unimportant pages. Homepage → about page → privacy policy. That's backwards. Link equity should flow TO money pages, not away from them. Client had 10,000 internal links. 95% were pointing the wrong direction. Fixed it. Rankings jumped 40% in 6 weeks: 🧵👇
1/ How internal linking should work Link equity = ranking power. Every page has it. Links pass it to other pages. The rule: Link FROM less important pages TO more important pages. Not: Homepage → Privacy Policy But: Product pages → Homepage Blog posts → Product pages Support docs → Product pages Flow equity upward to money pages.
2/ The hub and spoke model Create content hubs that feed main pages. Example for "running shoes" category: Hub (money page): /running-shoes/ Spokes (supporting content): - /blog/best-running-shoes-for-marathons/ → links to hub - /blog/running-shoe-sizing-guide/ → links to hub - /blog/running-shoe-care-tips/ → links to hub - /blog/trail-vs-road-running-shoes/ → links to hub 10 spokes = 10 internal links pointing to your money page. Client implemented for 20 categories. All categories ranked page 1 within 8 weeks.
3/ The orphan page problem Pages with ZERO internal links pointing to them. Google finds them through: - Sitemap - External backlinks - Direct crawl But they have no internal link equity. They struggle to rank. Found 847 orphan pages on client site. Added 3-5 internal links to each. 67% saw ranking improvements. Tool: Screaming Frog Filter: Inlinks = 0
4/ Link equity distribution errors Common mistakes: ❌ Every page links to every other page (footer links) ❌ Homepage links to 500 pages ❌ Important pages get 1-2 internal links ❌ Unimportant pages get 50+ links Fix: - Remove sitewide footer links (except legal) - Limit homepage links to 50-100 - Give important pages 20+ internal links - Give unimportant pages 2-5 links Audit with Screaming Frog: Export Inlinks report. Sort by Link Score.
5/ Anchor text strategy Most sites use: - "Click here" - "Read more" - "Learn more" Worthless for SEO. Use descriptive anchor text: - "best running shoes for flat feet" - "complete guide to keyword research" - "how to fix crawl budget issues" Target keyword in anchor text = ranking signal. But: Don't over-optimize. Vary your anchors: - 40% exact match - 40% partial match - 20% branded/generic
6/ The contextual linking opportunity Links in content > links in navigation. Why? - Surrounded by relevant context - Google understands relationship - More natural - Better user experience Implementation: When writing blog post, link to: - 3-5 related blog posts - 1-2 product/service pages - 1 category page Every piece of content = link building opportunity. Client published 200 blog posts. Each linked to 5 internal pages. = 1,000 new contextual internal links.
7/ Monitoring internal link health Check monthly: □ Screaming Frog: Inlinks report □ Which pages have most internal links? □ Should be: Money pages □ Google Search Console: Links report □ Top linked pages from your site □ Are they the right pages? □ Broken internal links □ Fix all 404 internal links □ Update links to redirects Client had 2,400 broken internal links. Wasting link equity.
Internal linking checklist: ✅ Important pages get 20+ internal links ✅ Blog posts link to product pages ✅ No orphan pages (all have 3+ links) ✅ Use descriptive anchor text ✅ Remove excessive footer links ✅ Contextual links in body content ✅ Fix all broken internal links ✅ Link deeper (not just homepage) Internal linking = free SEO boost. Most sites completely ignore it.