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How you got here

You'll come away knowing exactly where on your site to link each new service page from, so Google and your customers can find it.

By Yodai · Published on September 6, 2026 · Updated on October 12, 2026

You finished the boiler repair page last week, with a ballpark price and a real example already in place. You went over it line by line, published it... and today it still isn't showing up on Google. That doesn't have to mean a technical glitch or a mistake in the text.

The problem might be something else: nobody has reached it yet. Not the people searching for a plumber, and not Google either. A new page doesn't show itself off. You get to it by following a link, and if that link doesn't exist anywhere on your site, the page lives in isolation, like a sign hung on a dead-end street.

The question to solve now isn't what to write inside the page. You already decided that. The question is where the paths to it start. And one condition before we go on: all of this assumes your site lives on its own domain. If it's on an address borrowed from the platform you built it with, check first that Google can index its inner pages, not just the homepage. If it can't, no link will get that page to show up on Google, even though it'll still help your customers find it within your site.

How Google finds you

Google doesn't crawl your whole site every morning looking for what's new. As it explains in its guide on how Search works, there's no central list of every page: Google follows the links on pages it already knows, like your homepage, jumps to the ones they link to, and that's how it discovers what exists. The same guide mentions another route, the sitemap, the list of pages you send it to crawl; even so, a page with no links is one that visitors to your site will never reach either. If the boiler page isn't linked from anywhere Google already visits, the menu, the homepage, another service page, it might take a while to find it. Or never find it at all, since Google doesn't guarantee it'll crawl every page. Even asking directly isn't instant: Google warns that a crawl can take anywhere from a few days to a few weeks.

Something similar happens to the person searching, but with a different consequence. If they land on your homepage looking for a plumber and don't see the word "boiler" anywhere, they'll leave thinking you don't do that work. They don't even need to open the page to cross you off the list: just not seeing it mentioned anywhere visible is enough.

This turns every new page into two tasks, not one. Writing it is the first. Fitting it into the web of links your site already has is the second, and it's the one that's easiest to skip. Google says it plainly in its best practices for links: every page you consider important should have a link from at least one page on your site.

Where to link from

You could just put the link in the menu and leave it at that. It works, but not as well as spreading the page across several spots. Google explains this in its guide on online store navigation structure: generally, the more links a page has within a site, the more importance it carries compared to the others, and it suggests linking your best sellers from the homepage or other pages.

This isn't about repeating the word "boiler" in every corner of your site. It's about making sure each link makes sense to the reader and, at the same time, to whatever is crawling the site looking for what exists. A link that's only there to cram in a keyword is obvious. Google asks that link text be written as naturally as possible, without stringing keywords together, and reminds you that keyword stuffing goes against its spam policies.

The natural spot for a cross-link between two similar services is the end of the text, once you've finished explaining one and the reader might already be thinking about the other without you having to mention it.

Notice that the link text carries the exact words people search for, boiler repair, not a generic "more info" that tells neither the reader nor Google anything: that's exactly the example of overly generic text Google's link guide calls out. Put it at the end of the installation page, not at the start: that's where it makes sense to the reader.

The costly mistake

With this, every new page has a way in: a fixed spot in the menu, a place on the homepage if the service deserves it, and a link from the page it's most often confused with. You already have the right name, the price, the proof of trust, and now the paths that lead to it. All that's left is to put all those pieces together into a finished page, ready to publish.

Yodai builds the site from what you tell it, with a store, bookings or quote requests depending on what you do. See what the website for your business looks like.