Hi Iwan,

Most SEOs spend months chasing links from other sites. They configure their internal links once and never revisit them.

That's a mistake. Internal links pass PageRank between your pages, shape how Google understands your site's structure, and most sites have them set up in a way that actively dilutes rankings.

Here's how to fix your internal link structure:

1. Point links to the pages that need ranking power

Google doesn't treat all internal links equally - placement and context both matter.

  • Map your money pages: the commercial, lead-gen, or high-value content you most need to rank.

  • Use Google Search Console to find which pages already have the most referring domains pointing to them.

  • Send internal links from those high-authority pages directly to your money pages.

  • Prioritize body content links over footer or sidebar links - Google weights contextual placement more heavily.

2. Fix your anchor text

"Click here" and "read more" waste one of the most direct signals you can send to Google.

  • Use descriptive anchor text that tells both the user and Google what the destination page covers.

  • Match the anchor to the primary keyword you want the destination page to rank for.

  • Vary anchors slightly across different pages linking to the same destination - identical anchors across five pages looks unnatural.

  • Audit existing anchors with Screaming Frog, filter for generic text, and update them in batches.

3. Stop burying your best pages

Google discovers and recrawls pages through internal links. Google crawls pages more than 3-4 clicks from your homepage less often and ranks them less aggressively.

  • Keep every important page reachable within 2-3 clicks from your homepage.

  • Add your most valuable content to your navigation or a resources hub if it sits buried deep in your site.

  • Run a Screaming Frog crawl and check the Crawl Depth report - flag anything beyond depth 4.

  • Create category or hub pages that aggregate your best content and link to each piece directly.

4. Fix orphan pages

An orphan page has no internal links pointing to it - Google barely finds it, and it passes no authority to anything else on your site.

  • Run a Screaming Frog crawl and filter for pages with zero inlinks.

  • For each orphan, find 2-3 published pages where a contextual link fits naturally.

  • Never let a page you want to rank be an orphan.

  • Run this check quarterly - every new content push creates new orphan risk.

Most sites I audit have hundreds of ranking opportunities sitting inside their own content, completely untouched.

Click here to get a free audit of your site's internal link structure.

To your continued success,

Matt Diggity