Internal linking for SEO without over-optimisation

Internal links distribute PageRank-shaped signals and help users discover depth. The failure modes are keyword-stuffed footers, every blog post pointing to the same money page with identical anchor text, and important pages orphaned below the main nav.

Editorial links in body copy carry the most intent

• Use natural language anchors most of the time; exact-match sparingly where it reads well.
• Link where the reader would plausibly want the next step — not every paragraph.
• Audit orphan commercial pages quarterly from a crawl export.