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Linking strategy for topical authority

Overview​

Topical authority depends on both content coverage and internal linking. Links show how pages relate to each other and which pages are central to a topic.

Linking Rules​

  • Pillar pages should link to important cluster pages.
  • Cluster pages should link back to the pillar page.
  • Supporting content should link to the most relevant cluster page first.
  • Cluster pages should link to sibling pages only when contextually useful.
  • Use descriptive anchor text.
  • Avoid excessive links that dilute focus or distract readers.

Anchor Text Guidelines​

Weak AnchorBetter Anchor
click herebalance sheet formula guide
read morehow to create a balance sheet
this articlecommon balance sheet mistakes

Common Mistakes​

  • Linking every page to every other page.
  • Creating orphan content.
  • Using generic anchor text.
  • Linking to transactional pages before user intent supports it.
  • Forgetting to update old content with links to new pages.