Internal linking used to be simple. Link a few words to another page on your site, and boom — you’re done. But welcome to the world of Search Generative Experience (SGE), where things are changing fast. Google’s AI is in the driver’s seat now, and it’s looking at your site in new ways. If you want to stay relevant, pick up your seatbelt. We’re diving into the new rules of internal linking in SGE.
What Is SGE Anyway?
SGE stands for Search Generative Experience. It’s Google’s AI-powered search tech that’s built to give users more direct, smarter answers. Instead of just spitting out search results, SGE tries to understand intent. It wants to deliver helpful, bite-sized content — sometimes without sending users to a website at all.
So what does that mean for internal links?
Internal Linking in Old SEO vs. SGE SEO
Let’s break it down in simple terms:
- Old SEO: Link keywords to other pages to help Google understand your site’s structure.
- SGE SEO: Create meaningful, contextual links that help AI summarize your site better.
This means your internal links need to do more than just exist. They need to make sense, add value, and be pattern-rich without overdoing it.
Rule #1: Intent is Everything
In the SGE era, Google wants to know: Why is this link here? So before adding a link, ask:
- Does this link help the user?
- Is it part of a topic cluster?
- Does it give more context to the topic?
No more random internal links. You need to guide users like a friendly tour guide — not shove them down every hallway.
Rule #2: Anchor Text Needs a Makeover
In the past, anchors like “click here” or “read more” were fine (not great, but fine). Today? Nope.
SGE loves descriptive anchor texts. The more context you give it, the better AI can understand how topics connect.
Try this:
- Instead of: click here
- Use: learn more about optimizing chatbot content
This boosts SGE’s ability to process your site’s content structure and meaning.
Rule #3: Cluster or Crumble
Topic clusters are your new best friend. A cluster is a group of pages that talk about the same core topic from different angles.
For example, if your main page is about “Email Marketing,” then link it to:
- Best Subject Line Tips
- Email Timing Strategies
- Automation Tools Comparison
SGE is smart, but it still needs signals. Linking your content in topic clusters gives it better understanding, better summarizing powers, and better chances to surface your content in AI-driven results.
Rule #4: Depth Over Spam
It’s tempting to link everything to everything. That used to work — kinda. But not anymore.
SGE values depth over redundancy. That means you should link only when:
- The linked page dives deeper into a sub-topic
- It adds context or answers a follow-up question
- It improves the user journey, not just search bots
If it doesn’t help the reader, cut it.
Rule #5: Use Structured Navigation Too
Not all internal links live in paragraphs. SGE pays attention to URL structures, nav menus, breadcrumbs, and footer links too.
Make sure your site’s structure makes sense. Here’s what helps:
- Clean, category-based menu navigation
- Breadcrumbs that show a clear hierarchy
- Simple and descriptive slugs (URLs)
SGE reads all of that like chapter titles in a book.
Rule #6: Engage With UX in Mind
Google AI doesn’t just want words. It wants delightful experiences. That means your internal links should feel like part of the story — not speed bumps.
Avoid these bad habits:
- Inserting links mid-sentence where they disrupt the flow
- Stuffing multiple links side-by-side like a Wikipedia page gone wild
- Poor mobile experience with hard-to-tap links
Instead, follow this motto: If the link helps the human, it helps the AI.
Rule #7: Update Older Links
SGE isn’t only crawling new content. It’s also reevaluating what’s already out there. Old posts with generic anchor texts? Weak connections? They’ll be ignored.
Take some time to:
- Update anchor text to be more descriptive
- Ensure links point to relevant, updated content
- Remove broken or redundant internal links
This little cleanup can go a long way in SGE’s eyes.
Rule #8: Monitor Performance Differently
Metrics are shifting. Impressions and clicks still matter, but now you should also track how your content shows up in SGE previews — and if it’s linked internally to benefit from topic clusters. That means tools like:
- Google Search Console
- SGE visibility reports (soon to be more common)
- Click depth tools and AI summary audits
This data helps you spot weak links — literally and figuratively.
Bonus Tip: Link to Goal-Driven Pages
If you’ve got product pages, signup forms, or contact us pages, don’t ignore them. SGE notices how often and in what context these pages are linked, too.
Make your calls-to-action part of deeper topic clusters. Not just a passing link, but a natural part of the journey. For example:
- “If you’re ready to start your first campaign, sign up for our free template here.”
This way, AI sees your site’s structure as useful and complete.
Wrap-Up: Never Link Just Because
Internal links are not about quantity anymore. SGE wants clarity, context, and quality. When you follow the new rules, you’re not just helping Google. You’re helping your readers make smart, fast decisions — and that’s exactly what SGE rewards.
Quick Recap:
- Always link with purpose.
- Use topic clusters to build authority.
- Be descriptive with anchor text.
- Keep UX smooth and easy.
- Monitor and update your links regularly.
The future of search is evolving. Your internal links should too.
Now go organize your content like a library from the future — your readers (and Google’s AI) will thank you!