The hub-and-spoke model
Group your content into topic clusters. A pillar page (e.g., /local-seo) covers the topic broadly and links out to spoke pages (e.g., /how-to-rank-in-map-pack, /google-business-profile-optimization). Spoke pages link back to the pillar and to each other when relevant.
This structure tells Google your pillar is the central authority on the topic and concentrates ranking power on the pages most likely to convert.
Anchor text best practices
Use descriptive, keyword-relevant anchor text rather than 'click here' or 'read more'. Vary the anchor text across links to avoid over-optimization (don't link 50 times with the exact same anchor).
Internal anchors carry stronger signal than external ones because you control them entirely. Use them strategically.
Common internal linking mistakes
Orphan pages: pages with no internal links pointing to them rarely rank. Audit your site monthly with Screaming Frog and add at least 3–5 internal links to every important page.
Linking from low-authority pages only: links from your homepage, top blog posts, and service pages carry the most weight. Use them.
Forgetting nav and footer: site-wide navigation is your most powerful internal linking surface. Use it intentionally to push ranking power to your highest-priority pages.