Your own links, read as a graph.
Every internal link on every page the crawler fetched, with its anchor text and whether it is followed, turned into a picture of where your site sends its own authority and which pages never receive any.
Three measures that disagree.
Inlink count, click depth and internal PageRank all claim to say how important your site thinks a page is, and they often disagree. The disagreement is the finding.
- Internal PageRank
- How much of your own link equity reaches a page, over ten iterations at the standard 0.85 damping, scaled so your strongest page reads 100. A ranking of your pages against each other, not a Google number.
- Click depth
- Measured by walking out from your homepage link by link. A page reachable only from the sitemap comes back as unreachable rather than as depth zero, which is a different problem and should not be hidden.
- Inlinks, and orphans
- How many internal links point at each page, and the crawled pages with none at all. Orphans are listed beside the least-linked pages, because a page with one link is usually the same problem a week earlier.
- Anchor text, as you actually use it
- The anchors pointing at each target, with the ones whose entire inbound anchor set is generic flagged. "Read more" is a link the page does not get credit for.
The suggestions carry their evidence.
Link Opportunities looks for pairs of your pages that rank for the same Search Console queries and have no internal link between them. Each suggestion carries the shared queries through to the row, with the position each page holds on them, so a suggestion you disagree with is one you can check rather than one you have to accept.
Beside it sits the outbound audit: external links split by their rel attribute, the pages passing the most followed equity off your site, and the domains receiving it. Most sites find something there they did not know they were linking to.
The pages earning clicks that nothing links to.
Coverage Gaps reads the crawl and Search Console together. Three questions neither half could answer alone become one query.
- Earning, but unlinked
- Pages taking real clicks with no internal link pointing at them. Usually the cheapest improvement on the report.
- Ranking, but not in the sitemap
- Pages Google returns that your own sitemap never declared.
- Equity pointed the wrong way
- Internal PageRank plotted against demand, so pages carrying the most equity and the least traffic show up in one corner and the starved earners in another.
- is your strongest page; every other is scaled to it
- 100
- is your strongest page; every other is scaled to it
- damping, over ten iterations
- 0.85
- damping, over ten iterations
- reports off the graph: Internal Linking and Link Opportunities
- 2
- reports off the graph: Internal Linking and Link Opportunities
- credits used by a crawl
- 0
- credits used by a crawl
Frequently asked questions
Where does the link graph come from?
The crawl. Every internal link on every page Prism fetched, with its anchor text and whether it is followed, turned into a graph of the site. Nothing is sampled and nothing is bought.
What is internal PageRank here?
A score for how much of your own link equity reaches a page, computed from your internal links alone over ten iterations with the standard 0.85 damping, then scaled so your strongest page reads 100. It is a ranking of your pages against each other, not a Google metric and not comparable between sites.
How are the link opportunities chosen?
By query overlap. Prism looks for pairs of your pages that rank for the same Search Console queries and have no internal link between them, and carries the shared queries through to the suggestion, so every row states the evidence it was raised on. A suggestion you disagree with is one you can check.
What does it say about orphans and depth?
An orphan is a crawled page with no internal link pointing at it. Click depth is measured by walking out from your homepage, so a page reachable only from the sitemap shows as unreachable rather than as depth zero. Both sit beside the inlink count, because the three disagree often and the disagreement is the finding.
Elsewhere in Prism
What the graph is built from, and what reads it
- Site crawling Every page fetched and Lighthouse-scored. The links come out of the same pass.
- Striking distance keywords A link from a page already ranking for the query is often the cheapest way to move a page-two result.
- Site Health Internal Linking and Link Opportunities are 2 of the 14 reports off one crawl.
More features
- Data warehousing Google serves a rolling 16 months and drops the rest. Prism syncs Search Console into its own store daily, re-pulls the days Google revises, and keeps all of them.
- Site crawling Prism crawls your site, scores each page with Lighthouse, and reads the X-Robots-Tag header and the robots meta. Compare any two crawls to see what a release changed.
- AI answer monitoring Prompts put to ChatGPT, Claude, Gemini and Perplexity on a schedule, the complete answer kept, so every report number traces back to the sentence it came from.
- Smart Campaigns Define a campaign by URL and query pattern plus dates, and Prism tracks the group as one thing. The indexed view rebases each campaign to 100 so big and small compare.
- Segments A saved query or URL group built from plain rules. Pick one in the toolbar and every Search Performance report stays scoped to it. Brand vs non-brand in one click.
- Keyword cannibalization Find the queries where two of your own pages split the impressions, with each contender’s share and the best-positioned page named as the one to consolidate into. Read from your own Search Console data.
- Striking distance keywords Queries averaging positions 11 to 20 with real impression volume, ranked by what page one would be worth against your own click-through curve. No industry CTR table, no purchased benchmark.
Most sites are pointing their links at the wrong pages.
One crawl builds the graph, and it costs no credits on any plan. Internal PageRank, defined.