Internal linking distributes PageRank strategically to important pages, signals Google the topical structure of a website, and guides users intuitively through the content. In combination with a topic cluster architecture (hub-and-spoke model), SME websites can generate up to three times more organic traffic than websites with isolated individual pages, according to HubSpot studies. A well-planned internal linking is therefore one of the most effective and simultaneously most underestimated SEO levers.
What Is the Hub-and-Spoke Model?
The hub-and-spoke model (also called the pillar-cluster model) organizes content into thematic groups. A central hub page (pillar page) covers a broad topic comprehensively. From this hub page, so-called spoke pages (cluster content) link to specific subtopics, and each spoke page links back to the hub.
An example: a hub page on "Website Development" links to cluster pages such as "Responsive Design," "Performance Optimization," and "GDPR-Compliant Forms." Each of these subpages links back to the hub page and to one another where thematic overlaps exist.
Studies from HubSpot show that websites with topic cluster architecture generate up to 3x more organic traffic than websites with isolated individual pages. The reason: Google recognizes topical authority and rewards cohesive content structures.
How Internal Links Distribute PageRank
Every page on a website has a certain PageRank value. This value is passed on to other pages via internal links. The more internal links point to a page, the more authority it receives. At the same time: the fewer outgoing links a page has, the more value each individual link carries.
For SMEs, this means: the most important pages (service pages, contact, offers) should be linked from as many internal pages as possible. Unimportant pages like the imprint or privacy policy do not need additional internal links beyond the mandatory links in the navigation.
- Homepage: Distributes the most PageRank. Should strategically link to the 5 to 10 most important subpages.
- Hub pages: Receive authority from the homepage and distribute it to cluster pages.
- Cluster pages: Link back to the hub and horizontally to related clusters.
- Blog articles: Should always link to relevant service pages and hub pages.
- Footer links: Use sparingly. Maximum 5 to 8 important pages, no sitemap in the footer.
Anchor Texts: The Underestimated Ranking Factor
The anchor text (link text) tells Google what the linked page is about. Generic texts like "click here" or "learn more" waste this signal. Instead, the anchor text should contain the target keyword of the linked page or be semantically related.
Important: naturalness. Not every anchor text should be the exact target keyword (Google considers this manipulative). A mix of exact, partial, and natural anchor texts is optimal. Example: instead of always linking "Responsive Design," alternate with "mobile optimization," "responsive layout," or "adapting to mobile devices."
Flat vs. Deep Architecture
Click depth describes how many clicks a user (and Googlebot) needs from the homepage to reach a specific subpage. The rule of thumb: no important page should be more than 3 clicks away from the homepage. Google itself has confirmed that deeper pages are crawled less frequently.
For SME websites with 20 to 100 pages, a flat architecture with 2 to 3 levels is ideal. The structure could look like this: homepage, hub pages (level 1), cluster pages (level 2), specific content (level 3). Breadcrumbs help make this hierarchy visible to both users and search engines.
Practical Implementation in 5 Steps
- Step 1 – Topic Mapping: Group all content into thematic clusters. Define one hub page and 5 to 15 spoke pages per cluster.
- Step 2 – Create a Linking Matrix: Record in a spreadsheet which page links to which other page. Identify gaps and orphan pages.
- Step 3 – Plan Anchor Texts: Define 3 to 5 different anchor text variants for each target page.
- Step 4 – Implement Breadcrumbs: Hierarchical navigation that shows both users and search engines the page structure.
- Step 5 – Audit Regularly: Audit internal linking every 3 months. Integrate new content into existing clusters, fix broken links.
Conclusion: Structure Beats Individual Page Optimization
Internal linking and topic clusters are not advanced SEO tactics, but fundamental architectural decisions. Those who plan their website development with a clear cluster structure from the beginning create the foundation for sustainable rankings and a website that grows with the business.
For SMEs: 30 well-linked pages in 3 to 4 thematic clusters are better than 100 isolated pages without internal cohesion. Google rewards topical depth and structural clarity.
