I avoid random links added only because two pages share a keyword. Each link should have a reason in the user journey and site architecture.
Give every page a role
Service pages convert commercial intent. Guides answer questions. Case studies add proof. Category or hub pages organise a topic. Internal linking becomes easier once these roles are clear.
Build topic clusters around business priorities
Link supporting articles to the main service or pillar page when the relationship is natural. Also link laterally between guides when one genuinely helps answer the next question.
Use descriptive anchors
The anchor should tell the reader what they will find. Exact-match repetition on every page is unnecessary; natural descriptive wording is better.
Audit orphaned and overloaded pages
Find important pages with few internal links and pages that link everywhere without hierarchy. Prioritise links from strong, relevant pages to strategic URLs.
I can map an internal-linking structure around your services and high-value topics.
Review the architecture