Taking care of your site internal interlinking is one of the easiest way to increase your rankings as that’s what you can totally get control of. Of course, this should be done with caution: I have previously mentioned webmasters’ experiments sharing that global internal anchor text change can lead to penalty.
So let’s see how you can easily increase your rankings for important phrases:
Step 1: Find your site sub pages that have some ranking potential: i.e. find pages that already rank in top 30-50 for competitive terms that are important and relative for your site.
Actionable tip: I use a new awesome tool SEMRush (previously reviewed by me at SEJ): just submit your domain name and it will collect all useful information for you: the keyword, it’s average Google search volume, your site URL that was found for that keyword and its position in Google.
Alternatively (and additionally), you can dig your Google Analytics (or other stats tool you are using), get the list of most powerful Google keywords your site receives traffic for, run them through rank checking tools and compile the list of your most promising URLs.
Step 2: Find more pages that are relevant to your most powerful pages. So once you have the list of the URLs and the keywords they rank for, find pages that also mention those keywords: run [site:yourdomain.com keyword OR keyword related term ] for each term and compile the list of relevant URLs.
Step 3: Interlink your pages using your important anchor text: add relevant in-content links (that will be both useful to users and search engine crawlers) to your most promising pages to increase their current rankings.