Site structure · Practice
Internal linking
What is Internal linking?
Internal linking is the set of links between pages on the same site, and it is how crawlers discover pages, infer importance and understand which topics relate.
Anchor text is a relationship label. A link that says "entity graph" from an article about schema tells both crawlers and retrieval systems that the two concepts are connected and which page owns the term.
Orphan pages — pages with no internal links pointing to them — are the most common failure of AI-generated content programs.
Related entities
- Search Engine OptimizationSearch Engine Optimization (SEO) is the practice of making a website crawlable, relevant and trusted so it earns positions in organic search results.
- Knowledge GraphA knowledge graph stores facts as entities connected by typed relationships, so a machine can answer questions by traversing connections instead of matching text.
- Topical authorityTopical authority is the degree to which a site demonstrably covers a subject in depth, with connected pages that answer the questions a subject actually raises.
- Entity hub pageAn entity hub page is the single canonical page a site maintains for one entity, defining it, listing its relationships and linking to every article that discusses it.
Field notes covering Internal linking
- AI Pages vs. AI Architecture: Why Volume LostCreating pages with AI multiplies documents. Having AI build entity hubs, internal links and wiki structure multiplies relationships — and that is what answer engines quote.
- How to Build a Site-Wide Entity GraphStable @ids, hub pages, about and mentions, sameAs, and one registry that keeps markup, links and llms.txt from drifting — a seven-step build guide.
- Topical Authority: 30 Connected Pages Beat 300Authority is the shape of your knowledge, not the size of your archive. How to map a topic, assign one owner per question, and link hub, spoke and sideways.
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