// Marketing
Internal Linking
Linking between pages on the same site to help both users and search engines navigate related content.
In depth
Internal links pass authority between pages, help crawlers discover new content faster, and keep readers on-site longer. A deliberate internal linking strategy, linking new articles back to relevant existing ones, and updating older articles to link forward, compounds topical authority far more than any single well-optimised page can alone.
Related terms
Topical Authority
The degree to which search engines treat a site as a trusted, comprehensive source on a specific subject area.
Pillar Page
A broad, comprehensive page on a core topic that links out to narrower cluster content covering its subtopics.
SEO
Search Engine Optimisation, earning organic ranking on Google (and increasingly LLM answers) for target queries.