How To Structure Content and Use Internal Linking

Whether you’re writing content for a landing page or a blog post, your content should follow a logical order and it needs to link to other pages across the website that might connect to what you’re writing about.

A simple way of thinking about it may be by using an outline such as the one below:

• Summary of what the page is about.
• Background of the topic.
• Subheadings structuring the content into themes or questions (this is where you can link to related content or landing pages on your website).
• A conclusion tying it all together.
• A call to action linking to your contact page or another related page (for blog posts, we recommend your link to your specialism page that relates to the topic driving more converting traffic and Google authority to these pages).

Whilst how you structure your content is key to organising your copy, it’s also important that you make your content easy to skim read and easy for users and Google to pick out key information. This is often how Google finds content to put in “also answers” and featured snippets sections of search results. It will also be used in to help generate AI Overviews, where AI will use content found on the internet to answer questions and incorporate them into the search results, with your site receiving a citation.

Some things to keep in mind to make your copy digestible:

• Don’t use chunky paragraphs, try to make them no more than 5-6 lines long.
• Use listicles and bullet points to organise key ideas, tips, and stats.
• Use bolded text to highlight key phrases and takeaways.

Within your content be sure to link to internal pages that cover the same topic as well. Google likes to link ideas together, and users are more likely to stay on your website longer if you’ve shown them a journey they can follow.

Most importantly, for blog posts, conversion usually doesn’t happen on that page and “contact us” is too generic of a conversion point - linking to related service or specialism/sector pages allows users to go to a page where they can get more targeted information and potentially convert!