Give each page a clear job
A service hub explains the overall offer and links to specialist services. A specialist page explains the particular work. A guide answers a buying or implementation question. A case study shows a real example with evidence appropriate to the claim.
When several pages do the same job, links become confusing. Decide which page is the main answer for each intent before adding more content. Merge or redirect unnecessary duplicates where a relevant replacement exists.
Link in the context of the decision
Use descriptive anchor text that names the destination. In a section about tracking enquiries, a link labelled conversion tracking is clearer than learn more. Vary wording naturally when the surrounding sentence calls for it.
Service pages can link to a supporting guide on cost, a related project and a complementary service. Guides can link back to the service that helps implement the advice. Location pages should connect to the national service and relevant regional information.
- Keep important services reachable through navigation
- Add contextual links where they help the reader
- Use breadcrumbs for hierarchy
- Check for orphaned pages after publishing
- Remove links to deleted pages and redirect chains
Review links as part of content maintenance
A sitemap helps discovery but does not replace website navigation. Readers need a browseable route into important pages, and old articles may need links when a new service or guide is published.
Crawl the public site after a release and check status codes, anchor text and canonical destinations. A link graph should reflect the real structure of the business rather than a large collection of disconnected SEO pages.
Common questions
How many internal links should a page have?
There is no useful universal quota. Include the links necessary to help readers understand the topic and move to relevant next steps.
Should every location page link to every other city?
Usually not. Use a service-area directory and genuinely relevant regional connections instead of long blocks of city keywords on every page.