Internal links should answer the reader’s next question.

Map a real reading journey.

Take a guide that explains a content audit. A reader may next need a worksheet, an explanation of content strategy, or information about getting help. Those are distinct needs. Link where a relevant next step naturally appears in the explanation.

For a small site, sketch the journey on paper: introductory guide, deeper explanation, service page. If you cannot explain why a reader would follow a link, consider leaving it out.

Make the destination understandable.

Google recommends crawlable links and descriptive anchor text. A phrase such as “how to plan a content audit” tells a reader more than “click here.” Keep the wording natural and accurate to the destination.

Avoid adding the same keyword-heavy link to every paragraph. Give the reader enough surrounding context to decide whether to leave the current page. When linking a service, be clear that the destination describes an offer rather than an independent guide.

Maintain both ends of the connection.

When publishing an article, review older relevant pages for a sensible place to introduce it. When retiring a page, check the links that point to it. Our suggested monthly review is modest: inspect the paths to your most important services and repair confusing or broken steps.