Link Building
Internal Link
Quick definition
An internal link is a hyperlink from one page on your website to another page on the same domain.
Internal links connect related content, help users navigate, and pass link equity from authoritative pages to commercial or supporting pages.
Why Internal Link matters
A strong internal linking strategy is one of the highest-leverage on-page SEO levers. It dramatically improves crawlability, topical clustering, and rankings of underperforming pages.
How Internal Link works in practice
Use descriptive anchor text, link from high-equity pages to commercial targets, build hub-and-spoke topic clusters, and audit orphan pages quarterly.
Best practices
- Link from your top-traffic pages to your top-revenue pages.
- Use descriptive, keyword-aligned anchor text.
- Avoid orphan pages — every page should be linked at least 1–2 times.
- Build hub-and-spoke topic clusters.
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Related terms
Pillar Page
A pillar page is a long-form, comprehensive resource covering a broad topic, designed to rank for high-value head terms and centralize topical authority.
Content Cluster / Topic Cluster
A content cluster (or topic cluster) is a group of interlinked articles built around a central pillar page covering a broad topic in depth.
SILO Structure
SILO structure is an information architecture approach that organizes a site into tightly themed sections (silos), with internal links staying primarily within each silo.