The short answer
Internal links help new SEO articles rank by making them easier to discover and easier to understand. They show readers and search engines where the article fits in the site.
A new article with no links into it is easy to orphan. A new article with no useful links out of it is a dead end for the reader.
Links create context
A new article should connect to the product, service, guide, comparison, or glossary pages that explain the broader topic.
For example, a guide about publishing readiness should link to CMS publishing, editorial standards, and related checklists. Those links explain the article relationship without forcing keyword-heavy copy.
Links support important pages
Support articles should move readers toward pages with stronger commercial or strategic value, such as service pages, product pages, or pillar guides.
This does not mean every paragraph needs a sales link. It means the page should give interested readers a sensible next step when they need more context or want help.
Plan links both ways
Add links from the new article outward and from existing related pages back to the new article so it is not orphaned.
The best time to plan those links is during the brief. Waiting until after publishing often means the second half of the link plan never happens.
Choose natural anchors
Anchor text should describe the destination in plain language. Avoid repeating the same exact phrase across every article just because it contains the target keyword.
Useful anchors read like part of the sentence: editorial standards, CMS publishing support, content gap analysis, or related guide.
How to review link quality
Check whether each link helps the reader, whether the destination is relevant, and whether the article has links from at least a few existing pages in the same cluster.
If a link feels forced, the cluster may need a better support page or the article may be trying to serve the wrong intent.