Choose the destination before the anchor
Ask what the reader needs next. A paragraph about comparing website quotes may link to a cost guide; a paragraph about implementing the selected scope may link to a service page. A glossary link can help with an unfamiliar term, but should not displace the main explanation.
Google's link guidance recommends crawlable links with useful anchor text. The editorial decision remains whether the destination belongs in this context.
Use a simple link review
| Check | Question |
|---|---|
| Relevance | Does the destination resolve the implied question? |
| Wording | Can the reader predict what opens? |
| Placement | Is this where the extra detail becomes useful? |
| Destination | Is it the intended canonical page? |
| Repetition | Has the same route already been linked sufficiently? |
The internal-linking guide and linking service cover the wider site structure.
Replace awkward automatic links
A link on a vague fragment such as “does not” tells the reader little about the destination. Rewrite the sentence around a descriptive phrase, or remove the link when no natural connection exists.
For a hypothetical article on redesign planning, “use the website migration checklist” is clearer than linking an arbitrary mention of “change.” Do not distort the sentence to accommodate an exact keyword.
Make important paths available elsewhere
Contextual links complement navigation and topic hubs. A crucial service should not depend on a single incidental mention in an old article. Review whether the main overview and relevant supporting pages make it discoverable.
SEO content strategy and the information-architecture guide help assign those page roles.
FAQ
How many internal links should an article contain?
Use enough to support the reader's task without overwhelming the explanation. There is no useful universal quota that makes every article better simply by reaching it.
Should we link the same phrase every time it appears?
Usually not. Repeated links to the same destination can distract readers. Prioritise the first or most useful context and add another only when it serves a clear purpose.
Should links open in a new tab?
For ordinary internal navigation, keeping the same tab is generally predictable. Consider the actual task before changing that behaviour, and avoid making the reader manage unnecessary tabs.
If your business's pages contain awkward or irrelevant automatic links, get in touch with examples and the intended destinations.