You link from old posts to new ones and call it a strategy. You've got the arrow backwards.

You link from old posts to new ones and call it a strategy. You've got the arrow backwards.

Controversial but: most internal linking flows the wrong direction. New post goes live, you sprinkle links to it from a few old articles, done. But your old posts are the ones with aged authority and accumulated equity. Pointing only upstream to fresh thin pages drains your strongest assets to feed your weakest.

The fix: link both ways, deliberately. New cornerstone content should also receive links from your highest-equity URLs, and those URLs should be chosen by authority, not by whatever's topically closest by accident.

Do you know which five pages hold the most internal equity on your site? If not, you're linking blind.