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Internal linking emerges as a powerful yet often underutilized strategy for improving website search visibility. While many content creators focus on external backlinks, a thoughtful internal linking approach can significantly boost content performance and help search engines understand site structure.
Strategic approach to internal links
“We’ve created a bunch of different pillar pages around particular strategic topic areas, and then we’re putting as many internal links on those pages as we can that link out to like high performing strategic content that we have up on our website,” said Brian Piper during an episode of “The Business Storytelling Podcast.” This approach signals to Google that an organization has depth of content in specific topic areas.
Internal linking isn’t about random connections. Instead, focus comes from creating what Brian describes as “a good environment that kind of all tightly knit together.” This means thoughtfully connecting related content pieces that support each other and provide value to readers.
The strategy works particularly well when combined with consistently creating high-quality content. As Brian noted, the focus should be on “putting the best content out there that we can” while ensuring it’s properly connected through internal links.
Creating an effective internal linking strategy requires a methodical approach. The process begins with identifying key strategic topic areas – these become the foundation for content architecture. Once mapped out, comprehensive pillar pages serve as authoritative resources for each topic. These pages should naturally link to relevant high-performing content across the site, creating meaningful connections between related pieces.
Each link should provide value and context rather than existing simply for the sake of having links. The connection between pieces works best when it feels natural and helpful. The core consideration becomes how readers of one piece might benefit from the additional context or information provided in the linked content.
Regular review and updates of internal linking structure keeps content fresh and relevant. New content creates opportunities for connections with existing pieces while reviewing older content ensures links remain current and valuable.
By focusing on creating a well-structured internal linking strategy, sites can improve overall performance without relying solely on external factors. This approach creates a stronger foundation for content strategy while providing clear pathways for both search engines and visitors to discover content.
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Building pillar pages
The key to effective internal linking starts with creating strong pillar pages. These pages serve as content hubs around strategic topics important to the business. Rather than creating isolated content pieces, organizations benefit from connecting content that supports broader themes.
The impact extends beyond just the pillar pages themselves. As Brian explained, this strategy “increases the rankings, not only for our pillar pages, but also for all the pages that we’re linking off of it.”
Finding orphaned content
Orphaned content – pages with no internal links pointing to them – presents an opportunity to strengthen internal linking structure. Premium WordPress plugins like Yoast SEO help identify orphaned content directly in the posts area, making it easier to track articles that need internal links.
The key lies in finding relevant connections. When writing new content, use the search functionality to find related orphaned content that could naturally connect to the current topic. For example, when writing about social media strategy, searching “social” within orphaned content might reveal forgotten articles perfect for linking.
Streamlining the linking process
While creating a robust internal linking strategy takes planning, tools can help streamline the process. Premium SEO tools now offer internal linking suggestions right within the content editor, making it easier to maintain that tightly knit environment that Brian described.
These automated suggestions work by analyzing the most prominent words in the current article and comparing them to existing content. The system identifies content relationships based on overlapping topics and key terms, then presents linking opportunities organized by relevance. A green checkmark helps track which suggested pages already have connections, preventing duplicate links while maintaining a natural flow between related pieces.
When implemented effectively, sites see improved rankings for both pillar pages and the content linked from them. Search engines develop a clearer understanding of site structure, which often leads to better visibility in search results. Strategic content areas gain more prominence as search engines recognize the depth and breadth of expertise. Perhaps most importantly, visitors find it easier to navigate through related content, leading to longer engagement and better user experience.
The key lies in remembering that internal linking serves both search engines and audiences. When done thoughtfully, this strategy not only improves search visibility but also creates a better experience for visitors – helping them discover more valuable content while establishing expertise in key topic areas.