How to plan an internal linking strategy

Internal links are the only ranking lever you have 100% control over. Backlinks require outreach. Content needs writing. Site speed needs engineering. Internal links require a few hours and a spreadsheet, and they redistribute the authority you already have to the pages that need it most. The teams that take this seriously routinely double the long-tail ranking footprint of a site without acquiring a single new backlink.

This guide skips the basic "what are internal links" framing (the tool below covers that) and goes straight to the planning workflow: the hub-and-spoke architecture, the orphan-page audit, the PageRank-flow rule, and the deep-page link-injection move that produces the fastest measurable lift.

Audit any page's internal links right now

Paste any URL below. The tool extracts every internal link (same-domain only) with its anchor text and destination - useful both for spot-checking key URLs and for building a page-by-page link inventory ahead of a structural rewrite.

The mental model: PageRank is a flow, not a stock

The biggest single conceptual upgrade for thinking about internal linking is moving from a stock model to a flow model. Stock model thinking: "this page has high PageRank, that page has low PageRank." Flow model thinking: "PageRank enters this page from inbound links, divides equally among outbound links, and flows OUT through every link on the page."

Three implications drop out:

• Pages with too many outbound links dilute every link. A page with 200 internal links is passing a tiny share of its authority to each. A page with 20 internal links is passing 10x more to each. Quality over quantity.
• Pages with no outbound links are dead-ends. Any authority they accumulate stops flowing. That's not always wrong (cart pages, thank-you pages don't need to pass authority), but on a well-traveled blog post or hub page it's a missed opportunity.
• The pages with high inbound-link counts ARE your authority distribution layer. They're the only pages with enough flow-through to matter. Every page in your site that needs ranking should be linked from one or more of these "hub" pages, ideally from contextual anchors in the body, not just from the nav.

This is why the first move in any internal-link audit is identifying your hub pages - the URLs with the most inbound authority - and making sure every page that needs ranking gets a body-context link from at least one of them.

The hub-and-spoke architecture (and the alternatives that don't work as well)

For a content site (blog, learn hub, documentation, ecommerce categories), the hub-and-spoke pattern is overwhelmingly the highest-leverage one:

• Hub page = the topic landing page (e.g., this Learn pillar listing for Off-Page SEO). Has high authority because it's linked from the nav, the homepage, and external content directories.
• Spokes = the deep articles that go into detail on the topic (this article on internal linking, the anchor-text playbook, the broken-links workflow).
• Each spoke links back to the hub AND to 1-3 sibling spokes via in-body contextual links. The hub links DOWN to every spoke.
• Cross-pillar linking happens contextually only - "related" widgets that link across topics dilute rather than concentrate.

The patterns that work less well, in roughly descending order:

• Flat linking (every page links to every other page) - the "related posts" widget pattern. Pushes some signal but spreads authority too thin.
• Deep silos (page → subpage → subsubpage chain with little sideways linking) - good for topic depth but starves long-tail pages of inbound flow.
• Nav-and-footer-only - typical small site that only links through the nav. Authority pools at the homepage and never reaches the deep pages where conversions happen.

The audit move: sketch your site as a graph. If your top 5 pages all link to the homepage and to each other but not to the deep pages, your authority is pooling. Fix it by adding contextual body-text links from the high-authority hubs DOWN to the long-tail content.

The orphan-page problem

An orphan page is a URL that's in your sitemap or accessible from search but has zero internal links pointing at it. They get crawled (because the sitemap submitted them), often get indexed (sometimes), and almost never rank, because they're invisible from a PageRank-flow perspective.

The audit move:

1. Pull every URL on your site. Source: your XML sitemap, plus any URLs Google Search Console reports as discovered but not linked.
2. Pull every internal link target. Crawl your site (Screaming Frog, Sitebulb, our internal links checker tool over the top URLs) and build a list of every distinct target URL of an internal link.
3. Subtract: URLs in your sitemap MINUS URLs that are link targets = orphan candidates.
4. For each orphan, decide: (a) link to it from the most contextually appropriate hub or spoke, (b) noindex it if it's intentionally not part of the live site, or (c) remove it from the sitemap and let it 410 if it should be deleted.

Most orphans on real sites fall into category (a) - they're legitimate content that just got missed in the link planning. Adding even one body-context internal link from a relevant hub will bring them into the link graph.

The biggest mistake: relying on "related posts" widgets to do the linking work

The most common shortcut is the auto-generated "Related Posts" or "You may also like" widget that emits 3-5 internal links based on tag overlap or recency. These widgets are not zero-value, but they don't move rankings on their own. Three reasons:

1. The anchor text is the post title. No partial-match keyword targeting, no curation. The link is generic in a way that earns nothing extra from Google.
2. The link is in a sidebar / footer position. Google has been weighting body-context links higher than peripheral links for over a decade. A sidebar widget link counts; a body link counts more.
3. The widget links are templated, not editorial. Same five posts appear on every related-posts widget across the site, dilutes the "expert recommendation" signal that contextual editorial linking has.

The fix: keep the widget for UX, but ALSO write 2-3 contextual body links per article that point at the spokes you most want to rank. Plan these manually during writing - the editor's job is partly to make sure each new article links to its 2-3 most-relevant siblings via in-body anchors with partial-match keyword text.

The audit move: open one of your top-traffic articles. Count the internal links in the body (excluding nav, footer, sidebar widgets). If it's under 3, you're underlinking; if it's over 10, you're overlinking and diluting flow.

What a clean internal-link audit looks like

Run this quarterly, plus after every significant content launch (new pillar, batch of articles, site migration).

1. Identify your top 20 authority pages. Use Search Console (impressions over 90 days) plus Ahrefs / Moz inbound link counts. These are your authority hubs.
2. Identify your top 50 conversion / target pages. Pages where ranking would mean revenue or leads. These are the destinations for redirected authority.
3. Verify each of the top 50 has at least 3 internal links from authority pages. If a target page is linked from zero hubs, it's flow-starved. Add 2-3 contextual body links from relevant hubs.
4. Run an orphan-page check. XML sitemap minus internal-link targets = orphans. Bring each orphan into the link graph or remove it.
5. Audit body-link counts. Top-10 pages should have 5-15 body-context internal links each. Pages with 30+ body links are diluting flow; pages with under 3 are underlinking.
6. Audit anchor variation on your top destination pages. If you link to /learn/anchor-text from 20 places, the anchor text should look like editorial linking (3-4 variants), not templated linking (the same anchor 20 times).
7. Re-test rank movement 4-8 weeks after restructuring. Internal-link changes propagate over the next crawl-and-recrawl cycle; long-tail rankings move first, head terms later.

Quick quiz: are you ready to audit your own internal links?

Five questions, takes two minutes. We'll show you the right answer and a one-line explanation after each one.

Next up in Off-Page SEO

Internal links shape how authority flows inside your site. External links shape how authority leaves it - and what Google reads about your topic relevance from your outbound choices. From here:

• External links and authority - when outbound links help (and when they hurt).
• Nofollow / sponsored / UGC link rels - the right rel for the right link.
• Finding and fixing broken links - the cleanup workflow that recovers lost equity at scale.