A service article can link to the relevant service page, a case study can link to the work it demonstrates, and a guide can point to a useful next step. This makes your website easier to explore and helps search engines discover related pages.
Choose descriptive anchor text that fits the sentence. For example, WordPress development gives more context than “read more”. Add links where they help the reader, rather than repeating the same keyword across every paragraph.
Link to an original source when you refer to research, a technical standard or official documentation. An outgoing link is different from a backlink, which is a link another website makes to yours. Linking to a well-known site does not by itself guarantee a ranking improvement.
Check important links after a redesign or content consolidation. Update your own links to the final relevant destination so visitors do not have to pass through unnecessary redirects. If a page has been retired, use a genuine equivalent when one exists. Sending unrelated old articles to a general blog index is not a useful substitute.
Start with navigation, popular landing pages and links that lead to enquiries or sales. Check that the destination loads, matches the surrounding text and remains relevant. A broken link is a usability problem to fix; it does not create a universal numerical “SEO score” penalty.
Webheads can review internal linking and URL changes within a technical SEO audit, with recommendations based on the structure and content of your website.
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