Internal linking strategy that actually works

Why internal links matter

Internal links tell both people and crawlers what lives where and why it matters. They pass context. They pass page signals. They help new posts get found fast. A clean plan for links can lift impressions in weeks, not months. You do not need tricks. You need a small set of rules you follow on every page.

The simple model: up, across, down

• Up links: From a post to its hub. They tell the crawler “this belongs to that topic.”
• Across links: From a post to two peer posts in the same cluster. They build depth and keep readers moving.
• Down links: From a post or hub to a product or service page. They turn learning into action.

Every new post should add all three. This pattern builds a map that is easy to crawl, easy to read, and easy to grow.

Build clusters before you publish

Pick four core topics that map to your offer. For each topic, create one hub page and eight to ten posts. The hub is a guide that links to every post. Each post links back to the hub and across to two peers. The result is a tight loop of paths that reinforce the topic.

What a hub page looks like

• Intro: Two to three lines that define the topic and who it helps.
• Sections: Short blocks that group posts by angle (how to, tools, mistakes, examples).
• Links: A list of all posts with honest anchor text. No keyword soup.
• CTA: One clear step to your service or product that matches the topic.

Anchors that help, not harm

Good anchors set the right expectation and match the target page. Keep them short and natural.

• Good: “internal links checklist” → links to a checklist
• Good: “how to build hubs” → links to a hub guide
• Weak: “click here,” “learn more,” or stuffed phrases

Where to place links on a post

• Up link: Place one near the top after the answer block. It helps crawlers map the topic early.
• Across links: Place one in the body where the reader needs more detail. Place the second near the end as a “next read.”
• Down link: Place one near the end as a next step. Add a soft, relevant line above it.

How many internal links per post?

You do not need a big count. Quality beats volume. A good default for a 1,200–1,500 word post is:

• 1 up link to the hub
• 2 across links to peers
• 1 down link to a service or product page

Add one more across link if it truly helps the reader at a specific step. Stop there.

Write the answer first, then link

Your answer block should come first under the main heading. Keep it two or three lines. Add links after the answer, not inside it. This keeps the answer clean so it can earn quick answers and keeps the flow natural.

Make new posts findable on day one

When you publish a new post, do this right away:

1. Add the post to the hub’s list with a clean anchor.
2. Edit two older posts in the same cluster to add across links to the new post.
3. From one strong post in the cluster, add a link to the new post high up in the copy.
4. Fetch and submit the URL in Search Console if needed.

This seeding step gives the new page context and helps it get crawled.

Down links that do not feel pushy

Down links work when they feel like the next logical step. Use one line that bridges from the topic to the offer.

• “Need a plan like this built for you? See our monthly packages.”
• “Ready to add this to your site? Book a quick call.”

Place the link near the end. Do not add five buttons. One is enough.

Navigation, footer, and breadcrumbs

Site chrome links help too, but keep them tidy.

• Navigation: Keep top-level links lean. Use one clear call to action.
• Breadcrumbs: Use simple breadcrumbs on posts. They add an extra up link and help users jump a level.
• Footer: Add hub links and your key service pages. Avoid long, dense link walls.

When to use a table of contents

Long posts benefit from a small table of contents near the top. Keep it short and scannable. Limit it to main H2 sections. Each item should be a clean anchor link, not a paragraph. This helps users and gives crawlers one more path through your page.

Internal links and AEO

Answer Engine Optimization works best when your pages are easy to parse and your answers are supported by nearby links. Place your up link right after the answer block so the system can see where the post belongs. Place across links next to the section they support. Keep anchors literal. This helps your answers show up with the right context.

Measure the impact

Track simple signals each week. You will see movement fast.

• Impressions: Watch the cluster’s total impressions. They should trend up as links grow.
• Top pages: New posts should gain impressions within two weeks.
• Queries: Look for more long-tail terms as peers link to each other.
• Click-through rate: Improve titles on posts that get views but few clicks.

Fix weak pages with links and edits

Some posts will lag. Do a small pass instead of a rewrite.

1. Check if the post links up, across, and down. Add what is missing.
2. Sharpen the answer block and the first H2. Cut the intro if it rambles.
3. Add one new example or a small FAQ with real questions.
4. Add one internal link from a stronger peer back to this post.

Give it two weeks and check the trend again.

Internal links during site updates

When you merge or remove pages, protect your map.

• Redirect merged posts to the strongest surviving page.
• Update hubs so they never list dead links.
• Search for anchors pointing to the old URL and swap them.

Local sites: add a light location layer

If you serve a city or region, use a location hub and link to it from local posts. From the location hub, link to your key services. From each service, link back to the location hub. This keeps local context close to the content that needs it.

Common mistakes

• Linking only to top pages and ignoring weaker posts.
• Using vague anchors that hide what is behind the link.
• Publishing posts that never get added to the hub.
• Creating orphan pages with no links in or out.
• Overloading the footer with a wall of links no one uses.

A quick checklist for every new post

- Up link to the hub near the top- Two across links to peer posts- One down link to a service page- Anchors that match the target pages- Post added to the hub list- Two older posts updated to link here

Example flow for a cluster

Say your topic is “local SEO for restaurants.” Your hub covers the basics. Your posts include how to set up the site, how to write a menu page, how to earn reviews, how to post reels that drive bookings, and a checklist. Each post links up to the hub, across to two related posts, and down to your service page for monthly plans. A new post enters the web and gets context right away.

Keep it simple and steady

Internal linking works when you do it the same way every time. Use the up, across, down model. Add links when you publish. Seed new posts from strong peers. Keep anchors honest. Over a few months, the map will get rich, impressions will grow, and readers will move through your site with less friction.