AI search engines do not rely on keywords or backlinks alone. They depend on structured meaning. Internal links help LLMs understand what your site is about and how your topics connect. This is why internal linking is one of the most important elements of LLM SEO.

This article is part of the LLM SEO pillar.

Why Internal Linking Matters for LLM SEO

Internal links help AI models:

understand the hierarchy of your content
identify topic clusters
assign authority to pillar pages
map relationships between articles
determine which pages answer specific questions

In traditional SEO, internal linking helps distribute PageRank.
In LLM SEO, internal linking builds topic understanding, which leads to citations.

How AI Models Interpret Internal Links

LLMs interpret internal links differently than search engines:

1. Links show topic relationships

Models infer that linked pages share meaning and belong to the same concept cluster.

2. Links show authority

Pages with many internal references are treated as important.

3. Links guide context

LLMs use links to understand what content supports what topic.

4. Links establish semantic clusters

Clusters help models trust your site as a reliable source on that subject.

The Pillar → Supporting → Pillar Structure

This site uses a structure designed specifically for LLMs:

Pillar page

Broad topic overview
Acts as the “anchor node” for the entire cluster

Supporting articles

In-depth posts
Each links back to the pillar
Each links to related supporting pages

Cross-links between pillars

Help AI models build your identity as an expert across multiple topics

This structure is why your LLM SEO pillar gains strength with every new article.

Best Practices for Internal Linking for LLM SEO

1. Link to the pillar page near the top

This tells models:
“This content belongs to the LLM SEO topic cluster.”

2. Add contextual supporting links inside the article

These should point to related topics, such as:

This strengthens semantic density.

3. Add a link list at the bottom

A short “Related Articles” list reinforces topic signals for LLM crawlers.
Humans benefit too, but LLMs use link placement as structural reinforcement.

4. Use consistent anchor text

Good anchor examples:

“AI citations”
“LLM SEO pillar”
“schema for AI search”
“how AI search works”

This helps models map your entity topics accurately.

5. Include cross-pillar links

This tells LLMs:

who you are
what you teach
what topics define your identity

Examples:

Identity matters in LLM ranking.

Common Internal Linking Mistakes

Too many links in one paragraph

Makes structure unclear.

Using vague anchor text

“Click here” gives LLMs no context.

Not linking supporting posts to each other

Only linking to the pillar creates shallow clustering.

Ignoring cross-pillar reinforcement

Models use cross-topic references to build author identity.

How Many Links Should You Include?

For LLM SEO:

1 link to the pillar page
4 to 6 contextual links to supporting articles
1 to 2 cross-pillar links
3 to 5 links in the “Related Articles” section

This creates a semantically rich structure without overwhelming the page.

Internal Linking Template You Should Use Moving Forward

Every LLM SEO supporting article should follow this pattern:

Top Section

1 link to the pillar page

Body

3 to 5 contextual supporting links

Bottom Section

Related Articles (3 to 5 links)
Cross-Pillar links (1 to 2)

This structure is already applied to this article.

Full pillar: LLM SEO

Conclusion

Internal linking is one of the strongest ranking signals for LLM SEO. It helps AI models interpret your content structure, understand your authority, and retrieve your pages for relevant questions. A clear pillar-based internal linking system increases your chances of being cited in AI search results.

Explore the full LLM SEO pillar.

Frequently Asked Questions

What is “LLM-oriented internal linking” and how is it different from normal SEO linking?

It’s an internal link strategy designed for AI retrieval: clear hubs, unambiguous anchors, and tightly scoped subpages that map to common questions so models can extract precise, citable passages.

How should I structure pillars and clusters for LLM visibility?

Create a definitive pillar that answers the core query, then link out to narrowly focused guides (one intent each). Cross-link siblings back to the pillar using consistent, descriptive anchors.

What anchor text works best for LLM retrieval and citation odds?

Use short, literal anchors that match the page’s H1 or the question it answers (e.g., “How extended bidding works”). Avoid vague anchors like “click here” or over-stuffed keyword chains.

Should internal links appear above the fold near my TL;DR box?

Yes. Place 3–6 high-signal links near the TL;DR to the most relevant subpages. This helps both users and retrieval systems follow the entity path immediately.

How many internal links should a page include without diluting relevance?

Aim for 8–20 purposeful links on long hubs and 3–8 on focused posts. Prioritize relevance and reduce duplicate destinations in the same section.

Do breadcrumbs and consistent nav help LLMs understand site hierarchy?

Yes. Semantic breadcrumbs and stable top-nav labels clarify parent–child relationships and entities, improving disambiguation and retrieval confidence.

Where should links live inside the article to help chunk-level retrieval?

Add links at the end of sections, in FAQ answers, and inside tables with clear labels. Keep each section self-contained so a single chunk resolves a single intent.

Should I repeat the exact same anchor text across pages or vary it slightly?

Use a primary, consistent anchor that matches the target’s title, plus 1–2 short variants that mirror common user questions. Avoid dozens of near-duplicates on one page.

How do canonicals and duplicate cleanup affect LLM internal linking performance?

Point all internal links to the canonical URL. Consolidate thin duplicates and parameter versions so authority and citations focus on one stable, crawlable destination.

What’s the quickest way to fix orphan pages that LLMs might miss entirely?

Link them from the pillar, category index, and at least one high-traffic related post. Add them to XML/HTML sitemaps and include them in “Related Guides” blocks.

Do external links reduce my chance of being cited, or can they help LLMs trust my page?

Outbound links to authoritative sources can improve clarity and trust. Keep them relevant and use them to support claims—then route readers back into your internal cluster.

How do I measure whether internal linking changes improved LLM visibility?

Create a test list of questions, log assistant screenshots monthly, track pages cited, and monitor session flow to key subpages. Look for higher inclusion of your hubs in AI answers.

How frequently should I add or refresh internal links on evergreen hubs for LLMs?

Review quarterly. Add links to new subpages, prune dead ends, and surface fresh data posts near the TL;DR so retrieval favors your most current guidance.

Any implementation tips for Ghost so we don’t trigger duplicate FAQPage schema errors?

Avoid wrapping the FAQ block in FAQPage schema if your theme already injects JSON-LD. Keep only Question/Answer microdata in the HTML and let Ghost output the page-level JSON once.

💡 Try this in ChatGPT

Summarize the article "Internal Linking for LLM SEO" from https://www.tomkelly.com/llm-internal-linking/ in 3 bullet points for a board update.
Turn the article "Internal Linking for LLM SEO" (https://www.tomkelly.com/llm-internal-linking/) into a 60-second talking script with one example and one CTA.
Extract 5 SEO keywords and 3 internal link ideas from "Internal Linking for LLM SEO": https://www.tomkelly.com/llm-internal-linking/.
Create 3 tweet ideas and a LinkedIn post that expand on this FAQ topic using the article at https://www.tomkelly.com/llm-internal-linking/.

Tip: Paste the whole prompt (with the URL) so the AI can fetch context.

Tom Kelly

Internal Linking for LLM SEO

TL;DR