Content Architecture: Internal Linking as Strategy
Internal linking is not about adding random links between pages. It's about designing the information architecture that distributes topical authority to your most important pages.
The Reasonable Surfer Model
Not all links are equal. A prominent editorial link in the main content passes far more value than a footer or sidebar link. Search engines model how likely a real user is to click each link.
Building Content Silos
Group related content into topical clusters:
- 1Pillar page — comprehensive overview (1500+ words)
- 2Supporting pages — detailed coverage of specific attributes
- 3Contextual bridges — links between related silos
Common Mistakes
- Orphan pages with zero internal links
- Over-linking from navigation (dilutes link value)
- Missing cross-silo connections
- Deep pages (4+ clicks from homepage)
Measuring Link Health
- Average internal links per page (target: 5+)
- Orphan page count (target: 0)
- Maximum click depth (target: 3 or less)
- Cross-silo link percentage (target: 10%+)