Google is getting smarter and smarter these days.
With the Hummingbird update, they begin to understand the meaning behind voice and other complex queries. With Google Rank Brain, they are using machine learning to continuously tweak their algorithm to understand which search results best understand their customers.
As a result, it is important that you learn to better structure your site for both users and Google. The truth is, internal links should be useful both to your readers (by helping them find related content) and to Google (to help them crawl and better understand your site).
So the question is, how do you actually establish topical authority using internal links? One way is to use thematic groups.
What is topical authority? “A perceived authority on a niche or broad set of ideas, as opposed to authority on a singular idea or term.” – Search Engine Journal
For example, NichePursuits.com might be a perceived authority on niche sites and keyword research software because of all the detailed content I've written on the subject. TalkingComicBooks.com is probably an authority on the subject of comics.
However, MathaStewart.com would not be considered an authority on the subject of automotive mufflers. This is outside of his area of expertise. So even though this site could have a higher domain authority or be considered more "authoritative" in general; It won't rank for things related to car mufflers... even if you write about them.
Sites with lower domain authority will outperform Martha Stewart on car mufflers if they establish subject authority using clusters better than her.
So what does all this have to do with internal linking? Well, this is how you will organize your thematic groups.
Simply put, you should create "groups" of content that are all closely related topics.
A simple graph can explain it:
Link from Your Pillar article to each of your “subtopic” pages.
Link each of your subtopic pages to your pillar article.
External links to the Pillar and Subsequent pages are still useful.
Now here are some examples to drive the point home from the focus groups. At NichePursuits.com, I want to establish my authority in all things keyword research. As a result, I have an article from Pillar Keyword Research. Then I have another Pillar article on the best keyword research tools. And then “under” that article, I have many individual keyword research tool review articles, including my SEMrush Review, Long Tail Pro Review, KWfinder Review, and more.
All these items are linked together in a nice group. As a result, I tend to rank quickly on the first page of Google for these types of keywords.
Google understands that I have a lot of experience in the space because of these topic groups and internal linking structure.
This is how you establish a topic group and topic authority for your site using pillar content and internal linking.
I hope some of this has been helpful in planning your internal linking strategy.
