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SEO7 min read
Internal linking patterns that build topic authority
Topic clusters, hub pages and contextual links — when each pattern wins, when it doesn't, and how to wire them together.
LE
LumenEntity Research
Visibility & AI search team
Backlinks get the attention; internal links do the work. They tell crawlers what your site is about, distribute authority and shape user navigation. They are also free.
The cluster pattern
One hub per topic; spokes link up to the hub and across to siblings. Hub URLs target the head term; spokes target supporting questions.
Anchor text
- Use descriptive anchors, not 'click here'.
- Vary the anchors — exact-match everywhere looks manipulative.
- Match the linked page's primary topic, not its title verbatim.
Orphan pages
Any page reachable only through your sitemap is orphan-grade. Crawl your site monthly and ensure every indexable URL has at least three internal links.
Crawl depth
Keep money pages within three clicks of the home page. Use breadcrumb navigation to reinforce hierarchy.
Frequently asked questions
- Should every blog post link to the home page?
- No. Link to relevant cluster hubs instead.
- Do nofollow links pass authority?
- No, but they pass context. Use rel attributes intentionally.
- How many internal links per page?
- 5–30 is healthy. Beyond 100 you dilute authority.
Internal LinkingInformation ArchitectureSEO
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