Start with a crawl using Screaming Frog or Sitebulb to map your current link structure. You need two priorities: get link equity flowing to your money pages, and eliminate orphan pages that sit unlinked in your site architecture. Your highest-authority pages (usually homepage, popular blog posts, pages with existing backlinks) should link to conversion pages like service pages or product categories. Most sites waste link equity by having blog posts only link to other blog posts. We route authority deliberately at Ottawa SEO Inc. by adding contextual links from our best-performing content to client-facing service pages. Anchor text matters more than most SEOs admit. Use descriptive phrases that include your target keyword naturally, not generic "click here" or "read more". If you're linking to a page about Ottawa web design, the anchor should say "Ottawa web design services" or "our web design approach", not "this page". Exact-match anchors work fine for internal links, unlike backlinks where they trigger over-optimization filters. Structural fixes to prioritize: - Every page should be reachable within 3 clicks from homepage, 4 maximum for large sites - Add related posts or services modules to reduce dead ends - Link from high-traffic pages even if the topic connection is loose - Use breadcrumbs with proper schema markup - Create topic clusters where a pillar page links to 8-12 supporting articles, and those all link back Orphan pages kill rankings. Any page with zero internal links pointing to it won't rank no matter how good the content is. Your crawl will flag these, and you need to either delete them or build pathways from relevant existing pages. We typically see a 15-25% traffic lift within 60 days when fixing internal linking on sites that previously had weak architecture. The wins come from better crawl efficiency and PageRank distribution, not magic. Focus on making your most important pages the most linked-to pages, and search engines will follow your hierarchy.