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Links (internal and external)

Working links and meaningful internal linking.

What it is

Internal links connect pages of your site, external ones lead out. Search engines crawl the site via them and pass "authority" (link equity) through them.

Why it matters

Good internal linking helps Google discover and understand the importance of pages and keeps visitors on the site longer. Broken links (404) spoil the experience and the crawl. Links without descriptive text ("click here") don't pass context.

How to do it

1Interlink related content with descriptive anchor text (not "here"/"more").
2Link from important pages to other key pages (distribute authority).
3Find and fix broken links (the broken-links tool).
4Mark external links to untrustworthy/paid targets with rel="nofollow"/"sponsored".

Conclusion

Internal links are an underrated but powerful tool: you use them to steer what Google considers important. Keep them working and descriptive and deliberately interlink your content pillars. Regularly check for broken links so you don't lose authority or visitors.