A well-organized website is not just good for your readers—it's essential for Google. By creating a smart internal linking structure, you help both users and search engine bots find your most important pages, passing link value (or "page rank") throughout your site.
This guide breaks down a simple yet powerful structure, often called the Pillar & Cluster model, to boost your SEO performance. This strategy shows Google exactly which pages are most important for specific topics.
1. The Foundation: Three Key Page Types
To build this structure, you first need to identify the role of each page on your site:
The Service/Money Page
Goal & Purpose: This is your most valuable page—the one you want to rank and that drives business (e.g., a contact form or service booking). This page is the destination for link value.
Example: Best Dental Clinic in Delhi
The Pillar Page (Content Hub)
Goal & Purpose: A comprehensive, high-level guide covering a broad topic. It's meant to pass link value to your content pages and help Google explore the topic.
Example: Your Handbook for Oral Care in Delhi
The Supporting Content Pages
Goal & Purpose: Specific articles, case studies, reports, or guides that dive deep into sub-topics related to your main keyword. They are the connectors in the system.
Examples: Dental Health Trends in Delhi Report, Success Stories
2. Step-by-Step Internal Linking Strategy
This strategy establishes a clear flow of information and authority on your website.
1Link from the Pillar Page to All Content Pages
The Pillar Page's primary job is to distribute link value to all the related Supporting Content Pages. This speeds up indexing for new pages and gives them an initial SEO boost.
Placement: Place these links near the top of the Pillar Page, in a section like "Helpful Resources".
Best Practice: Do not jump straight to the links; include an introductory paragraph to provide context for real users.
2Link from All Content Pages to the Service/Money Page
This is the most critical step for signaling importance. Every Supporting Content Page must link directly to the Service/Money Page. This tells Google that the Money Page is the definitive resource for that topic.
Placement: Place this link in the highest possible position within the content (e.g., in the first paragraph or top 20% of the page).
Anchor Text: Use an anchor text (the clickable text) that includes your target keyword (e.g., "best dental clinic in Delhi"). However, make sure it sounds natural within the sentence. Don't force a phrase that makes the sentence awkward.
Rule: The link to your Money Page should be the only internal link in that top section to maximize the passed value.
3Connect the Pillar Page to Your Website
A Pillar Page is useless if no one (or no bot) can find it. You must link to it from high-authority pages:
1. From the Home Page:
Include a link to the Pillar Page from your Home Page, likely below the main hero section, in a spot that lists your useful content or guides.
2. From the Main Menu:
Add the Pillar Page (or a category for all your "Handbooks"/Pillar Pages) to your website's main navigation menu. This ensures the link is present on every page and Google Bot finds it immediately.
3. Essential Linking Best Practices
To avoid common mistakes and ensure your structure works perfectly, remember these tips:
Link Naturally
The context matters. Links should flow naturally within the text. If your exact keyword doesn't fit, use a variation that still makes sense.
Don't Open Internal Links in a New Tab
For internal links (links within your own website), do not select "open in a new tab." Keep the user on the same browser tab unless there is a very specific need.
Be Strategic with the Money Page
The Service/Money Page itself should generally not link to any other pages from the top section. You want to keep the user and the link value on that page. If you must link out, do so from the very bottom (the footer).
By consistently following this three-part linking flow, you will create a clear path for both users and Google Bots, making your entire website stronger!
Internal Linking Structure Visualization
Start Building Your Link Structure Today
Internal linking is one of the most powerful yet underutilized SEO techniques. By implementing the pillar-cluster model and following these best practices, you'll create a website structure that both users and search engines love.
Remember: the goal isn't just to rank higher—it's to provide genuine value to your visitors while making it easy for Google to understand your content hierarchy. Start small, audit your existing links, and gradually build out your internal linking strategy.
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