The playbook
Internal Linking: Metrics and Measurement
Measure internal linking by defining important orphan pages remaining precisely enough that two people can reproduce the result from the same records. Keep the reporting unit, date basis, and scope visible. Without those definitions, a change in the report may reflect a changed calculation rather than a changed customer outcome.
Put the task in context
An installation guide can link to a relevant maintenance guide when the reader reaches ongoing care. A service page can link to a project example beside its proof section. Keep the destination and anchor specific enough that the visitor can predict what will appear after clicking.
Create a metric definition
| Definition field | What it must explain |
|---|---|
| Measure | important orphan pages remaining |
| Unit | What one page or query record or completed outcome represents |
| Included records | The scope identified by source URL and target URL |
| Date basis | The event date or period used to include a record |
| Exclusions | Tests, duplicates, or other records outside the agreed definition |
| Source owner | analytics owner |
Separate delivery checks from outcome measures
A delivery check asks whether the team completed a specific task, such as find important pages with few contextual links. An outcome measure asks what happened for the user or business afterward. Keep both visible. Completing the task is useful evidence of execution, but it does not by itself prove that the broader outcome improved.
Worked arithmetic example
Suppose an illustrative review includes 80 eligible records, and 60 satisfy the explicitly defined completion condition. The completion share is 60 ÷ 80 × 100 = 75%. This is hypothetical arithmetic, not an industry benchmark or a predicted improvement. It describes only the population and condition you defined.
For internal linking, explain the condition before applying that calculation. If the question is whether the team can use descriptive anchors that explain the destination, a record counts only when the evidence demonstrates that condition. Do not replace missing outcomes with successful ones just to complete a report.
Compare like with like
Keep the scope, date basis, and exclusions consistent between observations. If target URL changes meaning between periods, note the change and rebuild a comparable view where possible. A rate can also move because the composition of the underlying group changed, even when individual performance did not.
Investigate an unexpected result
- Check whether the underlying source URL records are complete.
- Look for this known failure: adding large unrelated link blocks to every article.
- Verify that the process still includes: choose relevant source pages with useful surrounding text.
- Reconcile a sample with the original record before changing the operating plan.
Use the report to choose an action
If the evidence supports a correction, place a small number of contextual links where they help a decision. Record when the change occurred and what should be checked next. Keep uncertainty visible when the sample is small or the observation period is incomplete. The purpose of measurement is a better decision about important orphan pages remaining, not a favorable-looking number.
Test representative templates as well as individual URLs. When a problem appears on several pages built from the same component, a template correction may be more useful than a series of one-off edits. Verify the affected pages after the shared change.
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