Beyond Keywords: Using Internal Linking to Build Topical Authority
We often talk about backlinks, getting other sites to vouch for us. But there is a massive, often underutilized power sitting right inside your own website: Internal Linking.
I recently shared a presentation on how to move “Beyond Keywords” to build a fortress of Topical Authority. Today, I want to break down those concepts, the data behind them, and the specific strategies (Silos) you can use to dominate your niche.
The Shift: From Keywords to Concepts
In the old days of SEO, we matched keywords. If a user searched for “best running shoes,” Google looked for pages containing that exact phrase.
Today, we live in the era of Semantic Search. Google doesn’t just match strings of text; it tries to understand the intent behind the query and the context of your content.
The “Bank” Problem
To understand why this matters, look at the word “Bank.” It could mean a financial institution, or it could mean the side of a river. Without context, the word is ambiguous.
Semantic SEO uses the relationships between words (vectors) to understand that “money,” “deposit,” and “teller” relate to the first definition, while “water,” “fishing,” and “flow” relate to the second. Internal linking is how we provide that context.
- Create topic clusters with central Pillar pages.
- Link based on topical relevance, not just keywords.
- Connect entities and facts meaningfully.
- Use Hub-page Hybrid Silos for complex topics.
“Semantic SEO involves connecting terms, entities, and facts to each other with relational relevance.”
— Koray Tuğberk GübürWhy Internal Linking Matters (Beyond Navigation)
Most people think internal links are just for letting users click from Page A to Page B. They are actually crucial for three technical reasons:
- Crawlability & Indexation: Google finds new pages by following links from known pages. If a page has no internal links, it’s an “orphan”—and Google might never find it.
- Authority Distribution (Link Juice): Backlinks give your site power. Internal links distribute that power (PageRank) across your site, helping deeper pages rank.
- User Experience (UX): Links guide users to relevant content, increasing their time on site and engagement signals.
- Eliminate orphan pages (ensure 1+ link).
- Avoid dead-ends; include outbound links.
- Use consistent URL formats.
- Avoid JS-based links crawlers can’t parse.
“Some pages are known… Other pages are discovered when Google follows a link.”
— Google Search CentralThe Strategy: Content Silos
Random linking is messy. To build Topical Authority, you need structure. This is where “Silos” come in—grouping content into distinct categories to signal expertise to search engines.
Here are four powerful Silo structures I recommend:
1. The Reverse Silo
In this structure, links move in both directions, but the emphasis is on the child pages supporting the parent. Parent pages link to children, and child pages link back to the closest parent.
2. The Priority Silo
This is a Reverse Silo with a twist, designed for monetization. You deliberately direct more internal links to specific “money pages” or pages with high revenue potential.
3. The Serial Silo
In a Serial Silo, content is linked in a linear, sequential chain. Page A links to Page B, which links to Page C, and so on. This structure is ideal for step-by-step guides, tutorial series, or any content that follows a logical progression. It keeps users engaged in a focused journey through your content.
4. The Circular Silo (The “Circle Jerk”)
This structure creates a closed feedback loop of relevance. A Pillar page links to a support page, which links to the next support page and back to the Pillar.
- Link from high-authority to important content.
- Priority Silo: Boost high-revenue pages.
- Reverse Silo: Use bidirectional linking.
- Serial Silo: Create sequential content chains.
- Circle Silo: Create feedback loops.
“Link juice is very fluid and can be passed in any direction.”
— LinkBoss StrategyThe Art of Anchor Text
One of the biggest questions I get is: “What anchor text should I use?”
Google’s guidelines are clear: Good anchor text is descriptive, concise, and relevant. Avoid generic terms like “click here” or “read more”.
The Variety Factor
A fascinating study by Zyppy analyzed 23 million internal links. The finding? URLs with a higher number of anchor text variations correlated with more Google search traffic.
Pages with 40-44 incoming internal link variations received 4x more clicks than those with fewer variations.
“URLs with diverse anchor text variations correlate with more traffic.”
— 23 Million Links Case StudyActionable Checklist
If you want to build topical authority today, here is your game plan:
- Audit for Orphans: Ensure every important page has at least one internal link.
- The “3-5” Rule: When you publish a new article, build 3 to 5 internal links to it immediately.
- Mix Your Anchors: Use a mix of exact match, partial match, and natural sentence fragments. Aim for that 70/30 split.
- Use Context: Don’t just link for SEO; link where it helps the user understand the topic better.
- Don’t create orphan pages or dead-ends.
- Avoid over-optimizing exact-match anchors.
- Don’t link solely for SEO; prioritize UX.
- Resist forced linking without context.
“Good anchor text is descriptive… and relevant to the page that it’s on.”
— Google Best PracticesInternal linking isn’t just a maintenance task; it’s the architecture of your site’s intelligence. Build it wisely, and the rankings will follow.
