Here are three exercises you should go through to ensure you are effectively using the authority of your internal pages.

1) Sketch out a map of your website. Make a list of each page in your main navigation and what links are on each of those major pages. This will help you understand the links that you already have between each section of your site, and how you’ve linked it together in the past. Sometimes, laying out your whole website visually is the only way to understand what you’ve overlooked and what’s working. You might just uncover that the reason some of your best pages are ranking well is because you subconsciously did a great job building your own links into them from your other content.

2) Next, look at the topics that you frequently write about. If you’re writing regularly about something, you should have another dedicated page on your website about that topic -- like a landing page with an offer, for example. Each of those posts should be linking to that authoritative page on the subject, and it should be optimized for conversions. If your landing page has a prominent call-to-action, your effective use of internal linking will help drive more new leads through the offer.

Also consider where that page lies in your navigation, and if it’s worth linking to from your homepage or products page. Depending on your business, you might even find that linking to a specific blog post or page from your website’s main navigation might suit you well. For example, if your company often needs to explain your business to people who discover you, that would make a good blog post that deserves major promotion across your site.

3) Think about every other page that could link to your ranking page. If it is a page related to a topic you frequently blog about, make sure each of your new blog posts about that topic reference that page and link into it.