Internal Linking Skill

Purpose

Outputs internal link structure using content silo architecture. SEO-focused link equity distribution.

Primary Objective

Push link equity to money pages (silo tops) through structured silos.

Not "pretty web" — strategic authority building.

Skill Output

silos: [...]           # Defined content clusters
link_map: [...]        # Per-page outbound links
link_requirements: [...] # Inbound requirements
orphan_check: [...]    # Pages with <minimum inbound

Input

site_structure:
  silos:
    - name: "house-removals"
      top: "/services/house-removals"      # Money page
      areas: ["/areas/bath", "/areas/bristol"]
      articles: ["/blog/moving-costs", "/blog/packing-tips"]
      
    - name: "office-removals"
      top: "/services/office-removals"
      areas: ["/areas/bath-office"]
      articles: ["/blog/office-moving-guide"]
      
  standalone:
    - { url: "/calculator", type: "tool", priority: 1 }
    - { url: "/contact", type: "conversion" }
    - { url: "/about", type: "info" }

Content Silo Rules

Silo Structure

Homepage
    │
    ├── SILO: House Removals
    │   ├── /services/house-removals  ← SILO TOP (money page)
    │   ├── /areas/bath               ← links UP to silo top
    │   ├── /areas/bristol            ← links UP to silo top
    │   └── /blog/moving-costs        ← links UP to silo top
    │
    └── SILO: Office Removals
        ├── /services/office-removals ← SILO TOP (money page)
        └── /blog/office-guide        ← links UP to silo top

Silo Linking Rules

| Rule | Requirement | |------|-------------| | Intra-silo | Encouraged — link freely within silo | | Cross-silo | Limited — max 1-2 per page | | Silo top receives | Links from ALL pages in silo | | Areas/Blog | ALWAYS link to parent silo top | | Homepage | Links to ALL silo tops |

Cross-Silo Linking (Restricted)

| From | To | Allowed | |------|-----|---------| | Service → Service | Different silo | Max 1 "related service" | | Area → Area | Different silo | NO (only nearby same-silo) | | Blog → Blog | Different silo | Max 1 if highly relevant | | Blog → Service | Different silo | NO |

Link Budget Per Page

| Page Type | Max Outbound | Intra-silo | Cross-silo | |-----------|--------------|------------|------------| | Homepage | 25 | N/A | All silo tops | | Service (silo top) | 15 | Unlimited | 2 max | | Area page | 10 | 5+ | 1 max | | Article | 12 | 3+ required | 1 max | | Calculator | 5 | N/A | 2 (results only) |

Inbound Requirements

Minimum Inbound Links

| Page Type | Minimum | Priority Sources | |-----------|---------|------------------| | Silo top (service) | 5 | Homepage, all silo areas, all silo articles | | Area page | 3 | Silo top, nearby areas, 1 article | | Article | 2 | Silo top, related articles | | Calculator | 4 | Homepage, ALL silo tops | | Homepage | 1+ | Nav/logo from all pages |

Inbound Priority Order

For silo tops (money pages), inbound links should come from:

Homepage (highest value)
Same-silo areas (relevance)
Same-silo articles (content support)
Other silo tops (1 max, related service)

Anchor Text Rules

Limits

| Anchor Type | Per Page | Per Target (total inbound) | |-------------|----------|---------------------------| | Exact match keyword | 1 max | 3 max site-wide | | Service name | Unlimited | Unlimited | | Branded | Unlimited | Unlimited | | Generic | 0 in body | Nav/footer only |

Anchor Patterns

| Target Type | Use | |-------------|-----| | Silo top | Service name, "our {service}" | | Area | "{service} in {area}", "{area} removals" | | Article | Topic phrase, question | | Calculator | "get quote", "instant price", "calculate" | | Homepage | Brand name, "home" |

Forbidden Anchors

❌ "click here" in body content
❌ "read more" in body content
❌ "learn more" in body content
❌ Same exact-match anchor 4+ times to one target

Blog as Link Pump

Blog's primary job: push equity to silo tops.

| Rule | Requirement | |------|-------------| | Every article | MUST link to parent silo top | | Link placement | Within first 3 paragraphs | | Anchor | Service-focused, not generic | | Cross-silo | Max 1 link, only if highly relevant | | Blog → Blog | Max 2 "related posts" |

# Good blog linking
article: "/blog/moving-costs"
silo: "house-removals"
required_outbound:
  - target: "/services/house-removals"  # Parent silo top
    anchor: "house removals service"
    placement: "body, paragraph 2"
optional_outbound:
  - target: "/blog/packing-tips"  # Same silo
    anchor: "packing guide"

Calculator Page (Special)

High-priority inbound, minimal outbound.

| Direction | Rule | |-----------|------| | Inbound | From homepage + ALL silo tops | | Outbound | Max 5: logo home + 2 in results | | No nav | Minimal header, no full nav |

Link Map Output

link_map:
  - page: "/services/house-removals"
    silo: "house-removals"
    role: "silo_top"
    outbound:
      - { to: "/", anchor: "Home", section: "breadcrumb" }
      - { to: "/calculator", anchor: "Get your quote", section: "cta" }
      - { to: "/services/packing", anchor: "packing service", section: "related", cross_silo: true }
      - { to: "/areas/bath", anchor: "removals in Bath", section: "areas" }
    inbound_required:
      - { from: "/", min: 1 }
      - { from: "/areas/*", min: 2 }
      - { from: "/blog/*", min: 1 }
    inbound_actual: 4
    status: "healthy"

Orphan Prevention

| Check | Rule | |-------|------| | Orphan | 0 inbound links → BLOCKER | | Weak | Below minimum → WARNING | | Healthy | At/above minimum → OK |

orphan_check:
  orphan_pages: []      # Must be empty
  weak_pages: 
    - { url: "/areas/gloucester", inbound: 1, minimum: 3 }
  healthy_pages: 10

Blocking Conditions (STOP)

| Condition | Result | |-----------|--------| | Orphan page exists | STOP — fix before deploy | | Silo top has <3 inbound | STOP — add links | | No silo definition | STOP — define silos first | | Cross-silo >3 on any page | STOP — reduce |

Non-goals

Does NOT create actual links
Does NOT handle external links
Does NOT track performance
Does NOT analyze competitors
Does NOT audit existing sites

Forbidden

❌ Orphan pages
❌ Generic anchors in body
❌ Exact match anchor >3 times to one target
❌ Blog not linking to silo top
❌ Cross-silo >3 per page
❌ Area linking to different-silo area

References

silo-examples.md — Full silo structures
anchor-patterns.md — Anchor text by type

Definition of Done

[ ] All silos defined with tops
[ ] Every page has silo assignment
[ ] Every silo top has 5+ inbound
[ ] Every article links to silo top
[ ] Zero orphan pages
[ ] Zero weak pages (below minimum)
[ ] Cross-silo max 2 per page
[ ] Calculator has 4+ inbound