A contextually relevant internal link exists when the destination page contributes to the idea being discussed on the source page. The two pages can relate to the same general idea and still not have any reason for linking to each other. The relevant connection depends on whether the destination is logical in the context of the specific idea being discussed at the specific moment.
The importance of that aspect comes from the fact that websites often include several pages on the same topic. The contextually relevant connection is determined by the actual discussion around the link.
The Source Topic Provides the First Boundary
The general topic of the source page sets the first limitation.
For instance, an article describing internal linking has many potential links to pages related to site navigation, anchor text, and internal link equity. However, that relation only indicates that a connection could potentially work. It does not mean that the destination should be used in this case.
For example, an article explaining how search engines use internal links to discover web pages belongs to the same cluster as an article about using the right internal anchor text. However, there may be no reason to add a link to that page in the article about the discovery of web pages.
The topics are similar, but the context is not.
The Discussion in the Surrounding Paragraphs Determines the Context
A page can include several ideas, so the context of the connection may change depending on the paragraph.
In this way, the context of the discussion becomes important.
If a paragraph states that internal links distribute value among web pages, the destination explaining internal link equity becomes logical. On the other hand, that destination may not be necessary in the paragraph explaining navigation menus.
Therefore, the context determines whether the connection would make sense or not.
Considering only the general topic may lead to the creation of many seemingly relevant links, but they can be logically irrelevant once a reader reads the paragraph.
The Destination Page Has to Be Useful
The contextually relevant destination has a purpose.
Sometimes it describes a concept that is mentioned briefly in the article. Other times it presents a more specific treatment of the idea. At the same time, the destination can be used to answer the question posed in the paragraph.
The key aspect is that the destination page is supposed to be useful.
If the destination page is somehow related to the topic, but does not provide anything new or useful for understanding the paragraph, the link would probably seem awkward. A web page does not require a link to another page on the same website just because that page covers some of the same keywords.
A useful criterion is to consider what would happen if the destination did not exist. Would the reader have any benefit from the additional information related to the idea discussed in the paragraph?
If so, there may be a valid reason for the connection.
Expectations of the Reader Determine the Relevance
The reader also provides a good criterion for determining the connection.
The person who follows the link is expected to find information that extends, clarifies, or develops the idea mentioned in the paragraph. If the destination shifts to a broad or slightly related topic, it is likely that the connection was less relevant than it initially seemed.
For instance, a paragraph explaining the distribution of value with the help of internal links provides the logical basis for sending the reader to the destination discussing internal link equity. On the other hand, sending a reader to a page describing the importance of internal links will make the connection move back to a broad topic.
Both destinations are related to internal linking, but only one destination can satisfy the reader’s needs.
Contextual Relevance Is Not Just About Related Topics
That is the criterion that prevents internal linking from becoming mechanical.
Two articles can be related by keywords, categories, or even broad SEO topics, but lack a logical connection. On the other hand, the destination does not have to discuss the same topic as the source page if it helps to develop the idea.
The question is not just, “Are these pages related?”
It is, “Does the reader need to see this page based on this specific idea discussed in the paragraph?”
That means that the context has to be analyzed to see if the source topic, the surrounding discussion, the content of the destination, and the expectations of the reader coincide.
