Internal Authority Flow.
The nervous system of your site.

The shape that works

Every site that ranks has the same link graph shape underneath. Not similar — the same. It is hub-and-spoke with cross-cluster connectors:

Where most sites leak authority

The three failure modes account for ~90% of internal-link problems we diagnose:

1. Orphan pages — pages with zero inbound internal links. The crawler may find them via the sitemap but they accumulate no authority. Often the most useful content on a site is orphaned. Easy to fix; almost never fixed.
2. Authority sinks — pages with high inbound links that should not own that much authority. Often the “blog index” or a tag archive sucks authority away from the actual money pages. Hard to spot without a graph view.
3. Disconnected clusters — cluster pages that link upward but never sideways. Each cluster is an island. Google sees no topical breadth, only depth in one direction.

What IA actually does about it

For every site IA audits, we build the complete internal link graph — every node, every edge, every weight — and run three repairs:

• Hub wiring. Every cluster page gets the canonical upward link to its pillar. Every pillar links across to its sibling pillars where the topical relationship justifies it.
• Orphan rescue. Every orphan page either gets wired into the nearest pillar or, if it serves no strategic role, is queued for removal/redirect.
• Conversion broadcast. Every authority path is verified to terminate at a conversion page within three clicks — pillar → cluster → conversion, or pillar → conversion directly.

Why this matters more than content quality

You can write the best piece of content in your category. If the link graph cannot route authority to it, Google will never know. This is the structural reason great content sometimes does not rank — not a content problem, a flow problem. The link graph is the layer that determines whether anything else you do matters.

See the diagnosis pipeline →