Internal linking: free traffic

From one of Kath Viner’s first memos as editor-in-chief of The Guardian, as leaked to Guido:

One of the easiest things everyone can do is link to other Guardian stories when writing a Guardian story.

Internal linking: easy and free traffic.

It’s very simple (highlight the word; Apple K; paste in link) and yet is one of the most important elements of digital practice and good journalism. It gives readers context and background, and it drives traffic.

Preach it.