Internal Linking Skill

Purpose

Outputs internal link structure using content silo architecture. SEO-focused link equity distribution.

Primary Objective

Push link equity to money pages (silo tops) through structured silos.

Not "pretty web" — strategic authority building.

Skill Output

silos: [...]           # Defined content clusters
link_map: [...]        # Per-page outbound links
link_requirements: [...] # Inbound requirements
orphan_check: [...]    # Pages with <minimum inbound

Input

site_structure:
  silos:
    - name: "house-removals"
      top: "/services/house-removals"      # Money page
      areas: ["/areas/bath", "/areas/bristol"]
      articles: ["/blog/moving-costs", "/blog/packing-tips"]
      
    - name: "office-removals"
      top: "/services/office-removals"
      areas: ["/areas/bath-office"]
      articles: ["/blog/office-moving-guide"]
      
  standalone:
    - { url: "/calculator", type: "tool", priority: 1 }
    - { url: "/contact", type: "conversion" }
    - { url: "/about", type: "info" }

Content Silo Rules

Silo Structure

Homepage
    │
    ├── SILO: House Removals
    │   ├── /services/house-removals  ← SILO TOP (money page)
    │   ├── /areas/bath               ← links UP to silo top
    │   ├── /areas/bristol            ← links UP to silo top
    │   └── /blog/moving-costs        ← links UP to silo top
    │
    └── SILO: Office Removals
        ├── /services/office-removals ← SILO TOP (money page)
        └── /blog/office-guide        ← links UP to silo top

Silo Linking Rules

Rule	Requirement
Intra-silo	Encouraged — link freely within silo
Cross-silo	Limited — max 1-2 per page
Silo top receives	Links from ALL pages in silo
Areas/Blog	ALWAYS link to parent silo top
Homepage	Links to ALL silo tops

Cross-Silo Linking (Restricted)

From	To	Allowed
Service → Service	Different silo	Max 1 "related service"
Area → Area	Different silo	NO (only nearby same-silo)
Blog → Blog	Different silo	Max 1 if highly relevant
Blog → Service	Different silo	NO

Link Budget Per Page

Page Type	Max Outbound	Intra-silo	Cross-silo
Homepage	25	N/A	All silo tops
Service (silo top)	15	Unlimited	2 max
Area page	10	5+	1 max
Article	12	3+ required	1 max
Calculator	5	N/A	2 (results only)

Inbound Requirements

Minimum Inbound Links

Page Type	Minimum	Priority Sources
Silo top (service)	5	Homepage, all silo areas, all silo articles
Area page	3	Silo top, nearby areas, 1 article
Article	2	Silo top, related articles
Calculator	4	Homepage, ALL silo tops
Homepage	1+	Nav/logo from all pages

Inbound Priority Order

For silo tops (money pages), inbound links should come from:

1. Homepage (highest value)
2. Same-silo areas (relevance)
3. Same-silo articles (content support)
4. Other silo tops (1 max, related service)

Anchor Text Rules

Limits

Anchor Type	Per Page	Per Target (total inbound)
Exact match keyword	1 max	3 max site-wide
Service name	Unlimited	Unlimited
Branded	Unlimited	Unlimited
Generic	0 in body	Nav/footer only

Anchor Patterns

Target Type	Use
Silo top	Service name, "our {service}"
Area	"{service} in {area}", "{area} removals"
Article	Topic phrase, question
Calculator	"get quote", "instant price", "calculate"
Homepage	Brand name, "home"

Forbidden Anchors

• ❌ "click here" in body content
• ❌ "read more" in body content
• ❌ "learn more" in body content
• ❌ Same exact-match anchor 4+ times to one target

Blog as Link Pump

Blog's primary job: push equity to silo tops.

Rule	Requirement
Every article	MUST link to parent silo top
Link placement	Within first 3 paragraphs
Anchor	Service-focused, not generic
Cross-silo	Max 1 link, only if highly relevant
Blog → Blog	Max 2 "related posts"

# Good blog linking
article: "/blog/moving-costs"
silo: "house-removals"
required_outbound:
  - target: "/services/house-removals"  # Parent silo top
    anchor: "house removals service"
    placement: "body, paragraph 2"
optional_outbound:
  - target: "/blog/packing-tips"  # Same silo
    anchor: "packing guide"

Calculator Page (Special)

High-priority inbound, minimal outbound.

Direction	Rule
Inbound	From homepage + ALL silo tops
Outbound	Max 5: logo home + 2 in results
No nav	Minimal header, no full nav

Link Map Output

link_map:
  - page: "/services/house-removals"
    silo: "house-removals"
    role: "silo_top"
    outbound:
      - { to: "/", anchor: "Home", section: "breadcrumb" }
      - { to: "/calculator", anchor: "Get your quote", section: "cta" }
      - { to: "/services/packing", anchor: "packing service", section: "related", cross_silo: true }
      - { to: "/areas/bath", anchor: "removals in Bath", section: "areas" }
    inbound_required:
      - { from: "/", min: 1 }
      - { from: "/areas/*", min: 2 }
      - { from: "/blog/*", min: 1 }
    inbound_actual: 4
    status: "healthy"

Orphan Prevention

Check	Rule
Orphan	0 inbound links → BLOCKER
Weak	Below minimum → WARNING
Healthy	At/above minimum → OK

orphan_check:
  orphan_pages: []      # Must be empty
  weak_pages: 
    - { url: "/areas/gloucester", inbound: 1, minimum: 3 }
  healthy_pages: 10

Blocking Conditions (STOP)

Condition	Result
Orphan page exists	STOP — fix before deploy
Silo top has <3 inbound	STOP — add links
No silo definition	STOP — define silos first
Cross-silo >3 on any page	STOP — reduce

Non-goals

• Does NOT create actual links
• Does NOT handle external links
• Does NOT track performance
• Does NOT analyze competitors
• Does NOT audit existing sites

Forbidden

• ❌ Orphan pages
• ❌ Generic anchors in body
• ❌ Exact match anchor >3 times to one target
• ❌ Blog not linking to silo top
• ❌ Cross-silo >3 per page
• ❌ Area linking to different-silo area

References

• silo-examples.md — Full silo structures
• anchor-patterns.md — Anchor text by type

Definition of Done

• All silos defined with tops
• Every page has silo assignment
• Every silo top has 5+ inbound
• Every article links to silo top
• Zero orphan pages
• Zero weak pages (below minimum)
• Cross-silo max 2 per page
• Calculator has 4+ inbound