Internal linking is an acquisition decision

Start with the structure already on the site

The default response to a content gap is often another brief. My first question is different: do we need another page, or do we need a better connection to something that already exists?

A useful product explanation, comparison or implementation guide can sit several steps away from the page where a buyer needs it. That is a journey problem as much as a search problem. Internal links should make the relationship between those pages explicit.

A link graph, not a handful of recommendations

At Quattr, customer implementation work connected related content using platform capabilities and delivery APIs. Browse modules and relevant phrases can help connect a page family, but the recommendation still needs customer review and a workable deployment path.

The important distinction is between recommending links and maintaining a useful linking system. The latter needs a defined page population, sensible destinations, appropriate anchor language and a repeatable implementation path. AI can help propose those connections; the source data and publishing rules keep the work grounded.

Make the measurement part of the implementation

Define the affected page population, implementation date, observation window and comparison before interpreting a change.

Review cohort coverage and comparable pages, then use the findings to prioritize the next improvement.

Where I would start

Choose one commercially useful page family. Work outward from the questions a buyer is trying to resolve, then examine whether the site makes the relevant answers easy to reach.

1. Map existing pages to demand and the next useful buyer action.
2. Identify missing connections and test whether each destination genuinely helps.
3. Implement a bounded set of changes with named owners and acceptance checks.
4. Review search, referral and conversion measures separately, against their own baselines.