Links: create understandable routes through your website

A good link describes its destination clearly. “How SEO support works” says more than “click here”. Visitors can then decide whether the next page advances their question. The linked content should actually meet the expectation created.

Google recommends technically identifiable references with a link element and a destination address. Text that only looks like a link or an action triggered solely by a script is not equivalent. For editorial work, the main priority is an understandable connection between relevant pieces of content.

After renaming pages or relaunching a website, check that destinations are accessible. Replace outdated internal links with the preferred current address. For external sources, content, provenance and freshness should suit the statement they support.

A simple working list includes the source page, link text, destination address and reason. This helps identify overlooked entry routes and isolated content. Our service overview shows the main topics; the glossary helps introduce individual terms.

A backlink leads from another website to your page. Its assessment depends on where it appears, the question addressed by that source and how the link came about. An editorial source, a genuine partnership and a paid placement require different assessments.

The guide to backlinks and link building provides a concrete checklist. It also explains why a link count or an automatically assigned risk score alone does not support a reliable decision.