Add internal links that help a reader finish the job

An internal link is a small editorial decision. It tells the reader that another page is worth their attention at this point. A few well-placed links can make a website easier to use than a large related-content block with little context.

Start with the next question

Read the page until you reach a point where someone might need another answer. After explaining desk dimensions, a comparison of suitable desk sizes may be useful. After explaining a service, a page showing the actual process or enquiry requirements may help.

Write the next question before selecting a destination. This prevents linking a convenient commercial page that has little to do with what the reader needs.

Make the link text explain the destination

Google recommends crawlable links and descriptive anchor text in its link guidance. In practice, a normal HTML link with a meaningful label works for both people and search engines.

Illustrative weak wording: “For more information, click here.”

A clearer option: “Use the desk-size measuring checklist before choosing a width.” The linked page must actually contain that checklist. Avoid forcing an exact phrase into a sentence where it sounds unnatural.

Inspect the destination before publishing

Open the link on a phone. Confirm that it reaches the intended page, that the page loads and that the promised information is easy to find. Check for a redirect to an unrelated offer or a form that requires unnecessary information before showing a basic answer.

If there are several near-identical destination pages, decide which one best serves the task. Do not add all of them merely to increase the number of links. A reader should be able to understand why each link is there.

Prioritize pages where the next step is missing

Search traffic can help you choose where to look. A frequently visited guide that answers its first question but leaves no route to a relevant comparison may be a good candidate. A page with low traffic can still deserve the link if it is central to a real customer journey.

AbstractMetrics can show the page's activity and recorded outcomes. It does not crawl the site's link graph or automatically identify orphan pages. Open the content yourself and use the metrics to prioritize that inspection.

Keep the edit small and reviewable

Add the link in the sentence or section where the need arises. If useful, include a brief explanation of what the destination covers. Preserve the main answer so the reader does not have to leave before the page has done its job.

Check the finished page using a keyboard as well as a pointer. A link styled as ordinary text should remain identifiable, and its focus should be visible.

Watch behaviour without forcing a story

If the relevant link click is tracked, you can inspect it separately. A rise in destination visits is useful context, but it does not prove a ranking benefit or a completed purchase. Verify the actual next outcome and keep the interpretation proportionate.