How we plan internal links for clients
Group like pages by relevance. Pick the page in each group that makes money. Then point the rest of the group at it, using anchors that describe what it's about.
Pages link wherever someone happened to add a link. Nothing points anywhere on purpose.
Anchor text
The anchor is the clickable text. It tells search engines and readers what the linked page is about, so it should describe the money page, in slightly different words each time.
Nothing here says the page is about roof replacement.
Looks manufactured, and misses every other way people describe the topic.
Every anchor is clearly about roof replacement, and no two are the same.
The checklist
Sort by topic first. A page belongs in a group if it's about the same thing that group's searcher wants.
The page that turns visitors into leads or sales. Usually a service or product page.
Blog posts, guides, cost pages, and project pages in the group each link to the money page.
Every anchor describes the money page's topic. No two are identical, and none say "click here."