Internal links connect sections, articles and reference pages. A normal link with a destination address gives both readers and crawlers a route through the publication. (Google JavaScript SEO basics ↗ · Google Search link best practices)
Jump to a section
Linking at the point of confusion
For example, a publisher’s floor guide explains that a higher price threshold can leave ad requests empty, then links the words “fill rate” to its definition. The reader can open that page to understand the term and return to the comparison.
A topic match is not enough
Choose the destination by the reader’s question. A link to an entire advertising archive does less for someone confused by “fill rate” than a direct link to that definition. Avoid linking every repeated mention of a term when it interrupts the reading.
Choose the address that answers the next question
When you mention a term a reader may not know, link to the definition rather than an entire category. When you refer to a calculation, link to the article or section that shows it. Descriptive text should tell the reader where each link will take them.