Internal Linking Optimizer

This skill analyzes your site's internal link structure and provides recommendations to improve SEO through strategic internal linking. It helps distribute authority, establish topical relevance, and improve crawlability.

When to Use This Skill

Improving site architecture for SEO
Distributing authority to important pages
Fixing orphan pages with no internal links
Creating topic cluster internal link strategies
Optimizing anchor text for SEO
Recovering pages that have lost rankings
Planning internal links for new content

What This Skill Does

Link Structure Analysis: Maps current internal linking patterns
Authority Flow Mapping: Shows how PageRank flows through site
Orphan Page Detection: Finds pages with no internal links
Anchor Text Optimization: Improves anchor text diversity
Topic Cluster Linking: Creates pillar-cluster link strategies
Link Opportunity Finding: Identifies where to add links
Navigation Optimization: Improves site-wide link elements

How to Use

Analyze Current Structure

Analyze internal linking structure for [domain/sitemap]

Find internal linking opportunities for [URL]

Create Linking Strategy

Create internal linking plan for topic cluster about [topic]

Suggest internal links for this new article: [content/URL]

Fix Issues

Find orphan pages on [domain]

Optimize anchor text across the site

Data Sources

See CONNECTORS.md for tool category placeholders.

With ~~web crawler + ~~analytics connected: Claude can automatically perform a full site crawl via ~~web crawler to map the complete link graph, fetch page performance metrics from ~~analytics to identify high-value pages, and analyze link flow throughout the site. This enables data-driven internal linking strategies.

With manual data only: Ask the user to provide:

Sitemap URL or list of important pages
Key page URLs that need more internal links
Content categories or topic clusters
Any existing link structure documentation

Proceed with the analysis using provided data. Note in the output which findings are from automated crawl vs. manual review.

Instructions

When a user requests internal linking optimization:

Analyze Current Internal Link Structure

## Internal Link Structure Analysis

### Overview

**Domain**: [domain]
**Total Pages Analyzed**: [X]
**Total Internal Links**: [X]
**Average Links per Page**: [X]

### Link Distribution

| Links per Page | Page Count | Percentage |
|----------------|------------|------------|
| 0 (Orphan) | [X] | [X]% |
| 1-5 | [X] | [X]% |
| 6-10 | [X] | [X]% |
| 11-20 | [X] | [X]% |
| 20+ | [X] | [X]% |

### Top Linked Pages

| Page | Internal Links | Authority | Notes |
|------|----------------|-----------|-------|
| [URL 1] | [X] | High | [notes] |
| [URL 2] | [X] | High | [notes] |
| [URL 3] | [X] | Medium | [notes] |

### Under-Linked Important Pages

| Page | Current Links | Traffic | Recommended Links |
|------|---------------|---------|-------------------|
| [URL 1] | [X] | [X]/mo | [X]+ |
| [URL 2] | [X] | [X]/mo | [X]+ |

**Structure Score**: [X]/10

Identify Orphan Pages

## Orphan Page Analysis

### Definition
Orphan pages have no internal links pointing to them, making them 
hard for users and search engines to discover.

### Orphan Pages Found: [X]

| Page | Traffic | Priority | Recommended Action |
|------|---------|----------|-------------------|
| [URL 1] | [X]/mo | High | Link from [pages] |
| [URL 2] | [X]/mo | Medium | Add to navigation |
| [URL 3] | 0 | Low | Consider deleting/redirecting |

### Fix Strategy

**High Priority Orphans** (have traffic/rankings):
1. [URL] - Add links from: [relevant pages]
2. [URL] - Add links from: [relevant pages]

**Medium Priority Orphans** (potentially valuable):
1. [URL] - Add to category/tag page
2. [URL] - Link from related content

**Low Priority Orphans** (consider removing):
1. [URL] - Redirect to [better page]
2. [URL] - Delete or noindex

Analyze Anchor Text Distribution

CORE-EEAT alignment: Internal linking quality maps to R08 (Internal Link Graph) in the CORE-EEAT benchmark -- use descriptive anchors, ensure links support topical authority. See content-quality-auditor for full audit.

## Anchor Text Analysis

### Current Anchor Text Patterns

**Most Used Anchors**:

| Anchor Text | Count | Target Pages | Assessment |
|-------------|-------|--------------|------------|
| "click here" | [X] | [X] pages | ❌ Not descriptive |
| "read more" | [X] | [X] pages | ❌ Not descriptive |
| "[exact keyword]" | [X] | [page] | ⚠️ May be over-optimized |
| "[descriptive phrase]" | [X] | [page] | ✅ Good |

### Anchor Text Distribution by Page

**Page: [Important URL]**

| Anchor Text | Source Page | Status |
|-------------|-------------|--------|
| "[anchor 1]" | [source URL] | ✅/⚠️/❌ |
| "[anchor 2]" | [source URL] | ✅/⚠️/❌ |

**Issues Found**:
- Over-optimized anchors: [X] instances
- Generic anchors: [X] instances
- Same anchor to multiple pages: [X] instances

### Anchor Text Recommendations

**For Page: [URL]**

Current: "[current anchor]" used [X] times

Recommended variety:
- "[variation 1]" - Use from [page type]
- "[variation 2]" - Use from [page type]
- "[variation 3]" - Use from [page type]

**Anchor Score**: [X]/10

Create Topic Cluster Link Strategy
```
## Topic Cluster Internal Linking

### Cluster: [Main Topic]

**Pillar Page**: [URL]
**Cluster Articles**: [X]

### Current Link Map
```
[Pillar Page] ├── [Cluster Article 1] ←→ [linked?] ├── [Cluster Article 2] ←→ [linked?] ├── [Cluster Article 3] ←→ [linked?] └── [Cluster Article 4] ←→ [linked?]
```
### Recommended Link Structure
```
[Pillar Page] ├── Links TO all cluster articles ✅ │ ├── [Cluster Article 1] │ ├── Link TO pillar ✅ │ └── Link TO related cluster articles │ ├── [Cluster Article 2] │ ├── Link TO pillar ✅ │ └── Link TO related cluster articles │ └── [etc.]
```
### Links to Add

| From Page | To Page | Anchor Text | Location |
|-----------|---------|-------------|----------|
| [URL 1] | [URL 2] | "[anchor]" | [paragraph/section] |
| [URL 2] | [URL 3] | "[anchor]" | [paragraph/section] |
| [Pillar] | [Cluster 1] | "[anchor]" | [section] |
```

Find Contextual Link Opportunities

## Contextual Link Opportunities

### Link Opportunity Analysis

For each page, find relevant pages to link to based on:
- Topic relevance
- Keyword overlap
- User journey logic
- Authority distribution needs

### Opportunities Found

**Page: [URL 1]**
**Topic**: [topic]
**Current internal links**: [X]

| Opportunity | Target Page | Anchor Text | Why Link |
|-------------|-------------|-------------|----------|
| Paragraph 2 mentions "[topic]" | [URL] | "[topic phrase]" | Topic match |
| Section on "[subject]" | [URL] | "[anchor]" | Related guide |
| CTA at end | [URL] | "[anchor]" | User journey |

**Page: [URL 2]**
[Continue for each page...]

### Priority Link Additions

**High Impact Links** (add these first):

1. **From**: [Source URL]
   **To**: [Target URL]
   **Anchor**: "[anchor text]"
   **Why**: [reason - e.g., "Target page needs authority boost"]
   **Where to add**: [specific location in content]

2. **From**: [Source URL]
   **To**: [Target URL]
   [etc.]

Optimize Navigation and Footer Links

## Site-Wide Link Optimization

### Current Navigation Analysis

**Main Navigation**:
- Links present: [list]
- Missing important pages: [list]
- Too many links: [Yes/No]

**Footer Navigation**:
- Links present: [list]
- SEO value: [assessment]

### Navigation Recommendations

| Element | Current | Recommended | Reason |
|---------|---------|-------------|--------|
| Main nav | [X] links | [Y] links | [reason] |
| Footer | [X] links | [Y] links | [reason] |
| Sidebar | [status] | [recommendation] | [reason] |
| Breadcrumbs | [status] | [recommendation] | [reason] |

### Pages to Add to Navigation

1. [Page] - Add to [location] because [reason]
2. [Page] - Add to [location] because [reason]

### Pages to Remove from Navigation

1. [Page] - Move to [footer/remove] because [reason]

Generate Link Implementation Plan

# Internal Linking Optimization Plan

**Site**: [domain]
**Analysis Date**: [date]

## Executive Summary

- Total link opportunities found: [X]
- Orphan pages to fix: [X]
- Estimated traffic impact: [+X%]
- Priority actions: [X]

## Current State

| Metric | Current | Target | Gap |
|--------|---------|--------|-----|
| Avg links per page | [X] | [X] | [X] |
| Orphan pages | [X] | 0 | [X] |
| Over-optimized anchors | [X]% | <10% | [X]% |
| Topic cluster coverage | [X]% | 100% | [X]% |

## Priority Actions

### Phase 1: Critical Fixes (Week 1)

**Fix Orphan Pages**:
- [ ] [URL] - Add links from [X] pages
- [ ] [URL] - Add links from [X] pages

**High-Value Link Additions**:
- [ ] Link [Page A] to [Page B] with "[anchor]"
- [ ] Link [Page A] to [Page C] with "[anchor]"

### Phase 2: Topic Clusters (Week 2-3)

**Cluster 1: [Topic]**
- [ ] Ensure pillar links to all [X] cluster articles
- [ ] Add [X] cross-links between cluster articles

**Cluster 2: [Topic]**
- [ ] [Tasks]

### Phase 3: Optimization (Week 4+)

**Anchor Text Diversity**:
- [ ] Vary anchors for [Page] - currently [X]% exact match
- [ ] [Additional tasks]

**Navigation Updates**:
- [ ] Add [Page] to main navigation
- [ ] Update footer links

## Implementation Guide

### Adding Internal Links

Best practices:
1. Add links contextually within content
2. Use descriptive anchor text (not "click here")
3. Link to relevant, helpful pages
4. Aim for 3-10 internal links per 1,000 words
5. Vary anchor text for the same target

### Anchor Text Guidelines

| Type | Example | Usage |
|------|---------|-------|
| Exact match | "keyword research" | 10-20% |
| Partial match | "tips for keyword research" | 30-40% |
| Branded | "Brand's guide to..." | 10-20% |
| Natural | "this article", "learn more" | 20-30% |

## Tracking Success

Monitor these metrics weekly:
- [ ] Rankings for target keywords
- [ ] Traffic to previously orphan pages
- [ ] Crawl stats in ~~search console
- [ ] Internal link distribution changes

Validation Checkpoints

Input Validation

Site structure or sitemap provided (URL or file)
Target pages or topic clusters clearly defined
If optimizing specific page, page URL or content provided

Output Validation

Every recommendation cites specific data points (not generic advice)
All link suggestions include source page, target page, and recommended anchor text
Orphan page lists include URLs and recommended actions
Source of each data point clearly stated (~~web crawler data, ~~analytics, user-provided, or manual analysis)

Example

User: "Find internal linking opportunities for my blog post about 'email marketing best practices'"

Output:

## Internal Linking Opportunities

**Page**: /blog/email-marketing-best-practices/
**Current Internal Links**: 2

### Recommended Links to Add

| Section | Text to Link | Target Page | Anchor |
|---------|--------------|-------------|--------|
| Para 2 | "building your email list" | /blog/grow-email-list/ | "building your email list" |
| Para 5 | "subject lines" | /blog/email-subject-lines/ | "write compelling subject lines" |
| Section on segmentation | "audience segments" | /blog/email-segmentation-guide/ | "segment your audience" |
| CTA section | "marketing automation" | /services/email-automation/ | "email automation services" |
| Conclusion | "email marketing tools" | /blog/best-email-tools/ | "top email marketing tools" |

### Pages That Should Link TO This Article

| Source Page | Location | Anchor Text |
|-------------|----------|-------------|
| /blog/digital-marketing-guide/ | Email section | "email marketing best practices" |
| /services/marketing-services/ | Related content | "email marketing strategies" |
| /blog/lead-generation-tips/ | Email mention | "email marketing techniques" |

### Priority Actions

1. Add 5 outbound internal links (listed above)
2. Request 3 inbound links from related pages
3. Add to "Marketing" category page

Tips for Success

Quality over quantity - Add relevant links, not random ones
User-first thinking - Links should help users navigate
Vary anchor text - Avoid over-optimization
Link to important pages - Distribute authority strategically
Regular audits - Internal links need maintenance as content grows

Link Architecture Patterns

Common Architecture Models

Model	Description	Best For	Limitations
Hub-and-Spoke	Central pillar links to/from cluster pages	Topic authority, content hubs	Can isolate topic clusters
Silo Structure	Strict category hierarchies, vertical linking	Large e-commerce, strict taxonomy	Limits cross-topic discovery
Flat Architecture	All pages 2-3 clicks from homepage	Small sites (<100 pages)	Doesn't scale to large sites
Pyramid	Homepage → Categories → Subcategories → Pages	News sites, large blogs	Deep pages get less authority
Mesh/Matrix	Cross-links between related content freely	Knowledge bases, wikis	Can become chaotic without rules

Hub-and-Spoke Implementation

Homepage
  └── Topic Hub A (pillar page)
  │     ├── Cluster Article A1 ←→ A2
  │     ├── Cluster Article A2 ←→ A3
  │     └── Cluster Article A3 ←→ A1
  └── Topic Hub B (pillar page)
        ├── Cluster Article B1 ←→ B2
        └── Cluster Article B2 ←→ B1

Cross-links: A2 → B1 (related subtopics)

Anchor Text Diversity Framework

Anchor Text Types

Type	Example	Target Distribution	Risk Level
Exact match	"keyword research tools"	10-15%	Over-optimization risk if higher
Partial match	"best tools for keyword research"	20-30%	Safe, natural variation
Branded	"Ahrefs keyword explorer"	15-25%	Always safe
Generic	"click here", "learn more", "read this"	5-10%	Low SEO value
Descriptive/natural	"this comprehensive guide covers..."	20-30%	Most natural, recommended
Naked URL	"example.com/page"	5-10%	Natural for citations

Anchor Text Best Practices

Vary anchor text for the same target page
Use descriptive text that tells users AND search engines what to expect
Never use identical anchor text for different target pages
Monitor for accidental over-optimization of commercial keywords

Link Equity Flow Model

Link Equity Distribution

Page Position	Equity Received	Action to Increase
Homepage	Highest (all external links flow here)	Distribute to key pages via prominent links
Category pages	High (linked from homepage + child pages)	Link to from blog posts, not just nav
Top content	Medium-High (if well-linked internally)	Increase internal links from other strong pages
Deep pages	Low (few internal links)	Add contextual links from related pages
Orphan pages	Zero (no internal links!)	Critical: add at least 3 internal links

Link Equity Optimization Rules

Link from strong pages to weak pages — pages with high authority should link to priority pages
Reduce click depth — important pages should be within 3 clicks of homepage
Fix orphan pages — every page needs at least one internal link
Use contextual links — links within body content pass more value than navigation/footer links
Limit links per page — diminishing returns above 100 internal links per page

Internal Link Audit Checklist

Check	Tool/Method	Pass Criteria
Orphan pages	Crawl report	Zero orphan pages
Click depth	Crawl report	All priority pages ≤3 clicks from home
Broken internal links	Crawl report	Zero 404 internal links
Redirect chains	Crawl report	No chain >2 redirects
Anchor text diversity	Manual audit	No anchor text >30% exact match
Bidirectional links	Manual audit	Related pages link to each other
Navigation consistency	Manual audit	Key pages in main nav
Contextual links per page	Manual audit	3-5 contextual links per 1000 words

Reference Materials

Link Architecture Patterns — Architecture models, implementation guides, and link equity optimization strategies

Related Skills

content-gap-analysis — Find content to link to
seo-content-writer — Create linkable content
on-page-seo-auditor — Audit overall on-page SEO
technical-seo-checker — Check crawlability
content-quality-auditor — Full 80-item CORE-EEAT audit
schema-markup-generator — Breadcrumb and navigation schema

internal-linking-optimizer