Purpose
Internal links carry authority and context, yet they decay as pages are added, moved and removed. This SOP keeps the link architecture intentional so priority pages receive the signals they need.
When & who
Procedure
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1
Crawl the link graph
Run a crawl to map internal links and identify orphan pages, dead-end pages and pages with very few inbound links.
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2
Fix broken and redirected links
Replace links pointing to 404s or redirect chains with direct links to the final live URL.
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3
Connect orphans
Add contextual inbound links to every orphaned page from relevant pillars and sibling content.
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4
Strengthen priority pages
Route additional internal links to high-value commercial and pillar pages to concentrate authority.
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5
Improve anchor text
Review anchors for descriptive, varied and relevant wording rather than generic or repetitive phrasing.
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6
Verify cluster integrity
Confirm each topic cluster links up to its pillar and across its supporting pages per the Topic Cluster Framework.
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7
Log the changes
Record the links added and fixed, and schedule the next maintenance pass.
Tools
- Screaming Frog
- SearchScore Tracker
- Google Search Console
Recommended next steps
Where this fits - and what's next
The SearchScore path from a problem you feel to visibility you can measure.