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Internal linking is one of the most underutilised tools in SEO. Done well, it helps search engines understand the structure and hierarchy of your website, distributes authority from your strongest pages to the ones that need it, and guides users towards the content most relevant to their needs.
An internal linking strategy audits your current link structure and identifies the opportunities being missed. It defines the most important pages to prioritise, the relationships between content areas, and the specific links to add or adjust — creating a more coherent, interconnected site that performs better in search and delivers a better experience for users.
An internal linking strategy is a plan for how the pages within a website link to one another. It identifies the most important pages that should receive internal links, maps the most logical and useful connections between related content, and defines the anchor text to be used — improving the flow of authority through the site, helping search engines understand content relationships, and creating a better navigational experience for users.
You need this when video is part of your content strategy and you want those videos to be discoverable on YouTube, when you have existing video content that’s generating fewer views than expected, or when YouTube is a search engine your competitors are visible on and you aren’t. YouTube SEO is often overlooked, which is exactly why it can be a significant opportunity for brands willing to invest in it.
This service includes keyword research for YouTube search terms, optimisation of video titles, descriptions, tags and thumbnails, channel structure review and playlist optimisation. Delivered as a YouTube SEO audit and implementation service, with ongoing optimisation of new video content as part of an ongoing programme if required.
Most marketing companies focus on channels and tactics.
We focus on reaction.
Before selecting platforms, formats, or media spend, we define how your audience thinks, feels, and decides. We use behavioural psychology to understand what will capture attention, build trust, and motivate action — then choose the channels that best support that outcome.
Every channel we use has a clear purpose, a defined role, and a measurable objective. Nothing is done “because it’s popular” or “because it’s expected”.
The result is marketing that feels natural to engage with, works across multiple channels, and is designed to deliver meaningful, long-term results.
Want to see how this approach works in practice?
A planned approach to how pages within a website link to each other — designed to distribute ranking authority from strong pages to weaker ones, help search engines understand the site’s content hierarchy and make important pages more easily discoverable.
Internal links pass PageRank (ranking authority) between pages. Pages with many internal links pointing to them are treated as more important by search engines. Strategic internal linking channels authority to the pages most important for organic rankings.
A structure where a central pillar page (covering a broad topic comprehensively) links to and from multiple supporting pages (covering specific subtopics in depth). This model signals topical authority and allows the pillar page to rank for broader, competitive keywords.
The clickable text of a link. For internal links, descriptive anchor text that includes the keyword the destination page is targeting tells search engines what the destination page is about. Generic anchors (‘click here’, ‘learn more’) miss this opportunity.
There is no fixed limit. The key principle is that links should be natural, contextually relevant and helpful to the reader. Pages with extensive, relevant content naturally accumulate more internal links. Adding links solely for SEO without reader value is not recommended.
A page with no internal links pointing to it. Search engine crawlers may never discover orphan pages because they can’t navigate to them through the link structure. Identifying and linking to orphan pages is a common technical SEO quick win.
A Screaming Frog crawl produces a comprehensive internal link map — showing how many internal links point to each page, which pages have no internal links, and how link authority flows through the site structure.
Yes. If your homepage or a well-established blog post has strong link authority, adding a contextually relevant internal link from it to a service page or new piece of content passes ranking signals to the target page.
When new content is published (new content should link to existing pages and be linked from them), when site structure changes and during quarterly SEO reviews. New content without internal links is one of the most common SEO opportunities missed during ongoing content production.
Navigation (menu, footer links) provides global linking from every page. Internal linking strategy creates contextual in-content links from relevant pages to other relevant pages — these in-content links are typically weighted more heavily as ranking signals than navigation links.