Case study · Site structure & internal linking
Strategic internal linking that strengthened authority and user flow
Client: Just Family Fun — a UK platform known for printable games and family activities.
The brief
Just Family Fun came to us with one key challenge: fantastic content, but scattered SEO potential. The site housed valuable pages, yet internal linking was inconsistent, so Google struggled to connect related content. High-quality pages were underperforming and navigation was weaker than it could be.
Our goal was to build a cohesive internal-linking framework that guides both users and crawlers through a logical journey — lifting keyword rankings, engagement and content discoverability.
What we did
Comprehensive internal-link audit
Identified broken, redundant and orphan pages so every valuable URL plays a role in the site hierarchy.
Topical cluster mapping
Organised content into semantic silos — parenting, printable games, learning resources and seasonal activities — to strengthen contextual relationships.
Smart anchor strategy
Implemented keyword-optimised anchor text aligned with generative-engine and search-box optimisation principles.
Results
- Faster indexing of new content through improved crawl accessibility
- Higher topical authority — key clusters such as printable colouring pages and family games began appearing in Google’s AI Overview snippets
Results reflect this client’s engagement and are not a guarantee of outcomes for other businesses.
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