The simple idea
Internal linking is not just a way to pass users from one article to another. It tells search engines and AI retrieval systems how your topics relate, which pages are central, and which pages support a larger answer.
Hermes can help because internal linking is a structured matching problem. It needs a content inventory, a crawl export, topic clusters, page roles, anchor text options, and a QA gate. The output should be an internal link map that a human can approve, not a pile of random "related articles."
The beginner rule: every internal link needs a reader reason. If Hermes cannot explain why the link helps the reader, do not add it.
What you need before planning links
Start with four files:
/hermes-seo-agent
/data
content-inventory.csv
crawl-export.csv
keyword-clusters.csv
top-pages-gsc.csv
/reports
internal-link-map.md
orphan-pages.md
/qa
internal-link-quality-gate.md
/prompts
internal-linking-prompt.md
Minimum fields:
| File | Useful columns |
|---|---|
|
| URL, title, page type, topic cluster, target keyword, last updated, conversion goal |
|
| URL, status code, indexability, inlinks, outlinks, canonical, title, word count |
|
| Cluster, primary keyword, supporting keywords, page type, hub page, supporting pages |
|
| URL, clicks, impressions, CTR, average position, top query |
If you do not have all four files, start with a manual content inventory. Hermes can still help, but it should mark missing data.
Step 1: assign page roles
Before links, define roles. A topic cluster usually has several page types.
| Page role | Job | Example |
|---|---|---|
| Hub page | Explains the broad topic and links to deeper pages | Complete guide to GEO |
| Supporting article | Answers one narrow question | How to build a GEO prompt map |
| Tool page | Converts users who need a product workflow | AI Search Visibility Checker |
| Template page | Gives a reusable asset | Weekly SEO/GEO report template |
| Comparison page | Helps users choose between options | SEO vs GEO vs AEO |
| Refresh page | Existing page that needs updates | Old guide with strong impressions |
Hermes prompt:
Read /data/content-inventory.csv and /data/keyword-clusters.csv.
Assign a page role to every URL:
- Hub page
- Supporting article
- Tool page
- Template page
- Comparison page
- Refresh page
- Other
Return:
1. URL
2. Current title
3. Topic cluster
4. Assigned page role
5. Reason
6. Confidence: low, medium, high
7. Missing information
Do not recommend links yet.
This step makes the site architecture visible. Without roles, Hermes may link everything to everything.
Step 2: find hub-and-spoke gaps
A hub-and-spoke structure is simple:
Hub page -> supporting pages
Supporting pages -> hub page
Related supporting pages -> each other only when useful
Tool or conversion page -> linked when reader intent is close enough
Prompt:
Using the assigned page roles, find hub-and-spoke gaps.
Return:
1. Topic clusters with no hub page
2. Hub pages with too few supporting links
3. Supporting pages that do not link back to a hub
4. Tool pages that should be linked from informational pages
5. Pages that look isolated from their cluster
6. Recommended architecture fix
Do not recommend exact anchors yet.
Output table:
| Cluster | Gap | Evidence | Recommended fix | Risk |
|---|---|---|---|---|
Example:
| Cluster | Gap | Evidence | Recommended fix | Risk |
|---|---|---|---|---|
| AI search visibility | Supporting articles do not link to tool page | Three articles mention checking AI visibility but no link to tool page | Add one contextual link from each article to the tool page | Low |
| GEO basics | No clear hub page | Several articles define GEO separately | Choose one hub and link supporting pages back to it | Medium |
Step 3: identify orphan and weakly linked pages
An orphan page has no internal links pointing to it. A weakly linked page may have one or two links, but not enough context from relevant pages.
Use crawl data:
Analyze /data/crawl-export.csv.
Find:
1. Indexable pages with zero internal inlinks.
2. Important pages with fewer than 3 relevant internal inlinks.
3. Pages with many outlinks but weak inbound links.
4. Pages in a topic cluster that are not linked from the hub.
5. Pages with internal links from irrelevant sections.
For each page, include evidence, topic cluster, likely impact, and recommended next action.
Do not fix orphan pages by adding random footer links. The best link is usually from a relevant hub, guide, template, comparison, or section where the reader naturally needs the next page.
Step 4: generate source-target link candidates
Now ask Hermes for candidate links.
Create internal link candidates for the approved topic clusters.
For each recommendation, include:
1. Source URL
2. Source section, if known
3. Target URL
4. Suggested anchor text
5. Reader reason
6. SEO role
7. GEO role
8. Risk level
9. Approval required
Rules:
- Do not force links.
- Avoid repeated exact-match anchors.
- Prefer links that help a reader take the next step.
- Do not link to a conversion page unless the section has relevant intent.
- Mark uncertain recommendations as "review manually".
Use this table:
| Source URL | Source section | Target URL | Anchor text | Reader reason | SEO role | GEO role | Risk | Approval |
|---|---|---|---|---|---|---|---|---|
A good recommendation explains the reader reason:
| Weak | Strong |
|---|---|
| Link to AI Search Visibility Checker for SEO. | In the section explaining how to test prompt visibility, link to AI Search Visibility Checker because the reader needs a practical way to run the check. |
| Add link to GEO guide. | Link the phrase "what GEO means in practice" to the GEO guide because the current page uses the term before explaining it. |
If the reason is vague, reject the link.
Step 5: create anchor text rules
Anchor text should be clear, natural, and varied. Do not ask Hermes to stuff exact-match keywords into every link.
Create qa/anchor-text-rules.md:
# Anchor text rules
Good anchors:
- Describe the target page clearly.
- Fit naturally in the sentence.
- Help the reader understand what happens after clicking.
- Vary across source pages.
Avoid:
- Repeating the same exact-match anchor everywhere.
- Generic anchors like "click here" or "read more" when context is unclear.
- Anchors that promise something the target page does not provide.
- Links inserted only for SEO without reader value.
- Multiple links to the same target in one short section.
Prompt:
Review the suggested anchor text against /qa/anchor-text-rules.md.
Return:
1. Anchors to approve
2. Anchors to rewrite
3. Anchors that overuse exact-match keywords
4. Anchors that misrepresent the target page
5. Safer alternatives
Anchor variation table:
| Target page | Possible anchors |
|---|---|
| GEO prompt map guide | GEO prompt map, AI search prompt library, prompt tracking workflow, map AI search questions |
| Data supervision guide | SEO/GEO data supervision, weekly action queue, GSC and GA4 monitoring workflow |
| Content refresh guide | content refresh workflow, refresh old SEO pages, add GEO answer blocks |
The target page matters. The anchor should match what the page actually delivers.
Step 6: add GEO meaning to internal links
For GEO, links help clarify entity and topic relationships. A link from a prompt map article to a data supervision article tells humans and machines that prompt tracking belongs inside a broader measurement system.
Ask Hermes to label the GEO role of each link:
| GEO link role | Meaning |
|---|---|
| Entity definition | Explains a term, tool, brand, or concept |
| Evidence path | Points to proof, data, source, case, or method |
| Workflow continuation | Sends the reader to the next step in a process |
| Topic hierarchy | Connects a supporting page to the hub |
| Product application | Connects an educational page to a relevant tool or use case |
Prompt:
For each internal link candidate, assign a GEO link role:
- Entity definition
- Evidence path
- Workflow continuation
- Topic hierarchy
- Product application
If no GEO role exists, explain whether the link should still be added for reader value.
This keeps the plan from becoming mechanical. Not every link needs a grand GEO purpose, but the useful ones usually have a clear relationship.
Step 7: build the internal link map
Create reports/internal-link-map.md:
# Internal link map
Date:
Website:
Clusters reviewed:
Data sources:
Reviewer:
## Summary
- Clusters reviewed:
- Orphan pages found:
- High-priority links:
- Links requiring manual review:
- Links rejected:
## Approved link candidates
| Priority | Source URL | Section | Target URL | Anchor | Reader reason | SEO role | GEO role | Risk | Owner |
|---|---|---|---|---|---|---|---|---|---|
## Links needing review
| Source URL | Target URL | Issue | Reviewer needed |
|---|---|---|---|
## Rejected links
| Source URL | Target URL | Reason rejected |
|---|---|---|
## Orphan pages
| URL | Cluster | Recommended source page | Reason |
|---|---|---|---|
Hermes prompt:
Create reports/internal-link-map.md from the approved link candidates.
Prioritize:
1. Links from hubs to important supporting pages.
2. Links from supporting pages back to hubs.
3. Links to high-value converting pages where reader intent is relevant.
4. Links to orphan pages with business or SEO value.
5. Links that clarify GEO entity or workflow relationships.
Do not include rejected links in the approved section.
Step 8: apply links in small batches
Do not apply 200 internal links at once. Start with 10-20 high-confidence links.
Batch template:
# Internal link implementation batch
Batch date:
Owner:
Pages affected:
Number of links:
Risk level:
Rollback needed: yes/no
| Source URL | Section | Target URL | Anchor | Status |
|---|---|---|---|---|
Use approval levels:
| Change | Approval |
|---|---|
| Add link inside existing article body | Editor or SEO owner |
| Add link to tool/product page | Marketing owner if conversion copy changes |
| Add navigation or footer links | Site owner or developer |
| Change breadcrumbs or taxonomy | Technical/SEO owner |
| Remove many links | SEO owner and editor |
Internal links are usually low-risk, but sitewide links, navigation changes, and taxonomy changes are not beginner tasks.
Step 9: run the internal link QA gate
Create qa/internal-link-quality-gate.md:
# Internal link quality gate
- [ ] Every link has a reader reason.
- [ ] Source and target pages are topically related.
- [ ] Anchor text is natural and accurate.
- [ ] Exact-match anchors are not overused.
- [ ] The target page actually satisfies the anchor promise.
- [ ] No page is overloaded with unnecessary links.
- [ ] Conversion links appear only where intent is relevant.
- [ ] Orphan page fixes use contextual links, not random footer links.
- [ ] Technical/navigation changes have the right approval.
- [ ] Changes are logged for future measurement.
Prompt:
Review the internal link implementation batch against qa/internal-link-quality-gate.md.
Return:
1. Pass/fail for each item
2. Links to approve
3. Links to revise
4. Links to reject
5. Anchor text alternatives
6. Any approval concerns
If Hermes cannot explain a link's reader reason, remove it.
Step 10: measure the internal link update
Internal linking does not always produce an immediate ranking change. Measure several signals.
| Window | What to check |
|---|---|
| 7 days | Broken links, page rendering, link placement, accidental duplicate links |
| 14-28 days | Crawl behavior, GSC impressions, page discovery, early query changes |
| 30-60 days | Clicks, average position, engagement, conversion path movement |
| 90 days | Cluster-level growth, hub/supporting page performance, orphan page recovery |
Measurement prompt:
Create a measurement plan for this internal link batch.
Use the implementation log, GSC data, GA4 data, and crawl export.
Return:
1. Baseline metrics
2. Pages to monitor
3. Metrics to check after 7, 28, 60, and 90 days
4. Expected positive signals
5. Possible negative signals
6. Follow-up actions
Do not over-credit internal links. They are one part of a larger content and technical system.
Beginner example: a Hermes SEO/GEO cluster
Cluster: Hermes SEO/GEO tutorials
| Page | Role | Link behavior |
|---|---|---|
| Hermes SEO/GEO operator guide | Hub/intro | Links to setup, data supervision, keyword clustering, prompt map, refresh |
| Set up Hermes SEO Agent | Supporting how-to | Links back to operator guide and forward to data supervision |
| Data monitoring with GSC/Bing/GA4 | Measurement guide | Links to prompt map and content refresh when discussing action queues |
| Keyword clustering calendar | Planning guide | Links to prompt map and content refresh |
| GEO prompt map | GEO planning guide | Links to data supervision and content refresh |
| Content refresh | Execution guide | Links back to data supervision, prompt map, and website score checker |
Example link candidate:
| Source URL | Section | Target URL | Anchor | Reader reason | SEO role | GEO role | Risk |
|---|---|---|---|---|---|---|---|
| /blog/hermes-geo-prompt-map | Step 7: run manual AI visibility checks | /blog/hermes-seo-geo-data-monitoring-gsc-bing-ga | weekly SEO/GEO action queue | Reader needs a way to turn prompt checks into recurring actions | Connects planning to measurement | Workflow continuation | Low |
This is a good link because the next page continues the workflow.
Common mistakes
| Mistake | Why it hurts | Better approach |
|---|---|---|
| Linking every article to every other article | Creates noise and weakens reader flow | Link by role, intent, and next step |
| Using the same exact anchor everywhere | Looks forced and may mislead users | Vary anchors naturally |
| Adding links with no reader reason | Distracts from the page | Require a reader reason for every link |
| Only linking from new pages | Leaves old strong pages unused | Use high-authority existing pages as sources |
| Ignoring orphan pages | Good pages stay hidden | Find and fix valuable orphan pages |
| Sending informational readers to product pages too early | Hurts trust and conversions | Link to product pages when intent is relevant |
Auspia take
Hermes is useful for internal linking because the job is structured but tedious. It can read a content inventory, assign roles, find orphan pages, suggest anchors, and flag risky links. The human still decides whether the link belongs in the sentence.
The best internal link map is not the one with the most links. It is the one where a reader can move through the topic naturally: definition, how-to, measurement, tool, next action.
If a link does not help that journey, leave it out.
FAQ
Can Hermes automatically add internal links to my site?
It can prepare link recommendations, but beginners should not let Hermes edit live pages automatically. Review source page, target page, anchor text, and reader reason before adding links.
How many internal links should I add to one article?
There is no fixed number. Add links where they help the reader. A short article may need only 2-3 links. A long hub page may need more. Avoid link stuffing.
What is an orphan page?
An orphan page is a page with no internal links pointing to it. Search engines and users may have trouble discovering it, especially if it is not well represented in navigation, sitemap, or related pages.
Should every supporting page link back to the hub page?
Usually yes, if the hub page is useful and relevant. Supporting pages should help readers understand where the narrow topic fits in the larger topic.
How does internal linking help GEO?
Internal links clarify entity relationships, topic hierarchy, evidence paths, and workflow steps. That can make your site easier to understand when AI systems retrieve and summarize content.
Is exact-match anchor text bad?
Exact-match anchor text is not automatically bad, but repeating the same anchor across many pages looks unnatural and can reduce clarity. Use descriptive, natural variation.
What should Hermes include in an internal link recommendation?
Each recommendation should include source URL, source section, target URL, anchor text, reader reason, SEO role, GEO role, risk level, and approval requirement.
Continue the Hermes SEO/GEO series
- Start here: Hermes SEO/GEO operator guide .
- Previous guide: How to refresh old content for SEO and GEO .
- Next guide: How to use Hermes for a technical SEO/GEO audit .
- Closely related: How to use Hermes for keyword clustering and a 90-day content calendar , How to refresh old content for SEO and GEO .
Author: David Sinclair, Topical Authority Strategist Across 500+ Topic Clusters at Auspia. David writes about topic clusters, authority building, coverage planning, and internal architecture for organic growth teams.
