Backlinks determine a site’s overall authority; internal links determine how that authority is distributed inside it. The same 100 backlinks pointed at a category page versus at a pile of unrelated blog posts produce completely different inquiry results. This lesson covers using internal links to move authority to the pages that actually generate inquiries.
Pyramid internal link model
Direct answer: a three-layer pyramid of Home → category page → product page, with blogs/guides acting as a feeding layer that passes authority to category pages from the flank. Internal link direction must be consistent: content pages point to conversion pages, not conversion pages linking back to a pile of blogs.
| Hierarchy | Pages | Internal link actions |
|---|---|---|
| Top layer | Home | Links to all category pages plus core content |
| Middle layer | Category pages | Links to product pages in this category plus related category pages; linked from the homepage, blog and breadcrumbs |
| Bottom layer | Product pages | Links back to its category page plus related products; linked from category pages and the blog |
| Feeding layer | Blog / guides / case studies | 2–4 internal links per article pointing to relevant category pages |
How to write anchor text
Direct answer: use concrete phrases that describe the target page (e.g. “flexible solar panel OEM customisation”), avoid empty anchor text like “click here”, and avoid using the same exact-match phrase site-wide — natural variations are fine.
- Good anchor text: A concrete phrase containing the target page’s core keyword, so readers know where it leads without reading the context.
- Bad anchor text: “Click here”, “more”, “details” — every one of them wastes an opportunity to pass equity.
- Do not overdo it: Do not use the same exact-match phrase dozens of times site-wide pointing at the same page — that is an over-optimisation signal. Mix phrase variants with your brand name.
- The first link counts most: When a page links to the same target several times, the first anchor text carries the most weight.
How blogs pass authority to category pages
Direct answer: embed 2–4 natural in-body links on every content page pointing to relevant category pages (not just a “related reading” block at the end), using relevant words as anchor text. Treat end-of-article recommendations as a supplement.
Practical point: decide at the topic stage which category page this piece will feed — for example, “Export Certification Guide for Outdoor Energy Storage” should link to the “Portable Energy Storage” category page and core product pages. Before publishing, check that at least one in-body link uses the target category page’s core keyword as anchor text.
Orphan pages and click depth
Direct answer: orphan pages (zero internal links) are hard to get indexed, so important pages must be reachable within 3 clicks from the homepage. To audit, compare the URLs GSC has indexed against the internal links a crawler finds, and add 1–2 links to any page with no internal entry point.
- The 3-click rule: Category pages reachable in 2 clicks, product pages in 3; if deeper, restructure the navigation.
- Breadcrumb: Add breadcrumb navigation site-wide (with schema) — it helps users orient themselves and helps Google understand hierarchy.
- Speeding up new content: After publishing a new article, add internal links from 1–2 high-authority older articles to speed up indexing.
- Avoid dead links: All internal link targets must return 200; always 301 deleted pages and leave no 404 entry points.
⚠️ Note: more internal links is not better. 5–10 in-body links per page is enough; a page stuffed with links looks like the classic “SEO football boots page” — it splits equity and hurts readability. There is only one test: is this link useful to the reader?
FAQ
- Where should internal links point on an export site?
- Point links at category pages and core product pages. Content pages are the traffic entry point; their internal links should consistently target the category pages that convert inquiries, and category pages then link to product pages — a pyramid structure.
- How should anchor text be written?
- Use concrete phrases that describe the target page; avoid “click here” and avoid using the same exact-match phrase site-wide. Natural variations are fine, and the first link carries the most weight.
- What is an orphan page and how do I find one?
- Pages with zero internal links, reachable only by URL. Compare the URLs GSC has indexed against the internal links a crawler finds, and add 1–2 links to pages with no entry point.
Keep Learning (by Track)
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