Link at the point of need
Identify what the reader must understand before following the article and what they are likely to need afterward. Add links where those needs arise, using wording that describes the destination. Prefer a specific guide over a broad category when the reader has a precise question. A link should reduce the effort of continuing the task, not merely increase the number of connections on the page.
Worked example
Illustrative scenario; not a claim of measured client results.
An article on paid-search evaluation may refer to duplicate conversion events. Link that phrase to the diagnostic guide when explaining why apparent performance may be unreliable. Later, link to qualified-lead definitions before discussing sales outcomes. These connections follow the reasoning. Repeating the same service link in every paragraph interrupts it.
Checks, limitations and next decisions
Check the destination content after adding each link. Similar titles do not guarantee that the target answers the intended question. Test links after URL changes and remove outdated references. For long guides, distinguish navigation within the page from links that leave it. Review the whole journey from entry page to next useful action rather than assessing link quantity in isolation.
A practical starting point
Work through these checks in order. Use the results to decide what needs to change in your own workflow.
- Identify prerequisite knowledge and likely follow-up tasks.
- Link to the most specific relevant page using descriptive wording.
- Check that the destination remains accurate and available.
A mistake to avoid
Do not link every mention of a service or repeat the same destination unnecessarily.
How to check progress
Test the article as a journey and remove links that interrupt rather than support it.
Your action checklist
Use this checklist while reviewing your own setup. Checkmarks are temporary and stay in this open page.
For the wider decision process, read Turning customer questions into an editorial backlog.
Further reading
Official background resources for this topic. The workflow above is general guidance, not a guarantee of a particular result.
AI-assisted editorial content. Examples are illustrative, not client case studies. Read our editorial policy or report a correction.