Internal Linking

Help visitors move from a question to the right next step.

A good link system clarifies the relationship between services, audience pages and supporting explanations. It distributes context without repeating the same anchor on every page.

Start with the right evidence.

Map important pages by topic and audience. Check whether useful guides lead to the relevant service and whether commercial pages answer likely follow-up questions.

A detail worth getting right.

Sitewide keyword-heavy link blocks can be noisy and unhelpful. Choose links that advance the current reader’s task.

What we measure.

Re-crawl navigation depth and check representative journeys manually. Measure useful downstream visits and enquiries rather than raw link counts.

How the engagement takes shape.

We first confirm the business model, market and information available for review. Then we agree a written scope that names the work, the people responsible for approvals and any implementation dependencies.

Research suppliers receive a procurement-focused plan. Licensed practices receive a plan centered on real providers, service eligibility and appropriate enquiries. Scientific, clinical and legal statements go to the relevant reviewers before publication.

Every material recommendation should be inspectable: the affected page, the evidence behind the change and the condition that shows it was implemented correctly. Where access or data is missing, the scope will say so.

Questions about internal linking.