Link when the next page is genuinely useful
A link should answer the question a reader is likely to have next. From a guide about metadata, that might be a generator, analyzer, or heading review tool. From a calculator, it may be another calculator for the same decision.
Use descriptive anchor text that tells the visitor what they will find. Avoid repeating the same generic phrase everywhere.
Create a simple content hierarchy
Your homepage should link to important categories and tools. Category or guide pages should link to their most useful supporting pages. Supporting pages should link back to the broader context when that helps the reader.
This structure makes it easier to find orphaned pages. If a page matters, it should have a reasoned path from somewhere else on the site.
Audit links as the site grows
Review new pages for links in and links out. Use the Link Analyzer and Broken Links Finder to inspect pasted HTML during an audit, then manually confirm that the link is relevant and the destination is still the best next step.
Quality beats quantity. A small site with a coherent structure is easier to use than a large site filled with unrelated cross-links.
Put this into practice
Use the free Tools v1 toolkit
Run a check, review the result, and make one useful improvement at a time.
Quick answers
Frequently asked questions
How many internal links should a page have?
There is no ideal number. Add the links that genuinely help a visitor complete the task, and keep the page readable.
Do internal links help SEO?
They help users navigate and give search engines context about relationships between pages. They are one part of a broader content and technical strategy.
What is an orphan page?
It is a page with no meaningful internal links pointing to it. Important pages should have a clear path from the homepage, a category, a guide, or another relevant page.