Start with the reader’s task
An internal link takes someone from one page of your website to another. Its most useful job is to answer a question that the current page cannot fully address without losing focus. A page explaining a service, for example, might link to a page about the process or to answers to common questions. The link gives interested readers a next step while letting the original page stay clear and concise.
Before adding links, write down the main task each page supports. Is the visitor trying to understand a concept, compare options, or take an action? Then list the questions likely to follow. This makes it easier to distinguish a helpful connection from a merely related one. Two pages can share a topic without serving the same reader at the same moment.
You can practice spotting possible next steps outside your own subject area. Browse Local Heritage · Overlooked Places as an example of a themed destination, and consider what question would prompt you to open another page. The exercise is to notice your own browsing expectations, not to copy another site’s structure.
Choose links that add context, not volume
Review a page one section at a time. Look for a brief explanation that might leave some readers wanting more detail. If you have a page that provides that detail, a link may help. If the destination repeats what the reader has already seen, the link probably adds little. Creating a new destination is only worthwhile when the subject deserves its own focused treatment.
A few well-chosen links are usually easier to use than a dense cluster of options. You do not need to link every mention of a topic. Prioritize links that help readers complete a task, understand an unfamiliar term, or move from a broad overview to a specific answer. Where several destinations could fit, choose the one most relevant to the surrounding sentence.
Links can also work in both directions when each direction serves a purpose. An introductory article might point to a detailed guide; that guide might link back to the introduction for readers who need the basics. Do not add the return link automatically. Ask whether someone arriving directly on the detailed page would benefit from it.
Place each link where the choice makes sense
A contextual link should appear near the idea that makes its destination useful. If a paragraph introduces a process that another page explains step by step, link at that point rather than collecting every related link at the end. Readers can then decide whether to continue or stay with the current explanation.
The surrounding sentence should make the destination clear. For example, “If you are deciding which pages to create first, see our guide to planning a small site” tells readers why they might follow the link. Vague invitations such as “read more” leave them guessing when read out of context. Keep the sentence natural; it should still be useful to someone who chooses not to click.
Avoid making links interrupt every sentence. If a section contains several possible next steps, consider whether one is essential in the paragraph and the others belong in a short, clearly introduced group nearby. The aim is to give readers choices without making the main answer difficult to follow.
Review the paths as your site changes
Internal linking is not a one-time task. When you publish a page, look for existing pages where it answers a likely follow-up question. Also check whether the new page needs a route back to a broader explanation or onward to a practical next step. This review helps new material become part of the site rather than an isolated addition.
Periodically follow the links on important pages as a visitor would. Check that each destination still exists, addresses the expectation set by the linking sentence, and is the best available page for that purpose. A link may need updating if you merge pages, narrow a page’s focus, or replace an older explanation. Fix misleading paths even when the links themselves still work.
Finally, look for pages that are hard to reach from relevant content. A useful page may be listed in navigation yet still deserve a contextual link from an article that raises the same question. Treat this as a usability check, not a target number of links. The strongest plan is a set of sensible paths that helps readers find what they need next.
