Link target map for SaaS pages: a simple matrix that works

Why SaaS pages start overlapping (and why links make it worse)

SaaS sites grow quickly. You add a feature page, then a use case page, then an industry page, then a comparison page. A few months later, three different URLs are all trying to rank for the same idea.

That is page overlap: two (or more) pages answering the same question for the same search intent.

Here is what it looks like in real life. Someone searches “automated invoice reminders,” and your “Invoice Reminders” feature page and your “Accounts Receivable Automation” use case page both explain what the tool does, who it is for, and why it matters. They feel different internally, but to Google and to readers they are competing answers.

Links make overlap worse. Every internal link and every external backlink is a signal. If half the team links to the feature page and the other half links to the use case page, you split the signal. Rankings wobble, and neither page becomes the clear winner.

This usually happens for a few simple reasons:

• Messaging changes, but old pages stay live and keep targeting the same terms.
• Campaign pages get created without checking what already exists.
• Templates push the same “what it is / benefits / who it’s for” pattern onto every page.
• Internal links get added wherever the anchor text fits, not where the intent matches.

A link target map fixes this by forcing one decision: for each main intent, which single page should earn the strongest links? Other related pages can still exist, but they should support that target instead of competing with it.

A quick example: imagine a CRM with a feature called “Lead Scoring,” a use case called “Prioritize inbound leads,” and an industry page for “Real estate CRM.” If all three try to rank for “lead scoring for real estate,” you get overlap. The fix is to pick the best page for that intent (often the industry page, if it is built for that audience) and make your linking consistent.

What a link target map is and what it is not

A link target map is a simple decision sheet that answers one question: for this search intent, which single page should get the link? It turns ad hoc linking into a repeatable rule. When someone writes a blog post, adds a help doc, or requests a backlink, they can see where to point it.

It covers two link types that often get mixed together:

• Internal links: links between pages on your site.
• Backlinks: links from other websites to your pages.

If you spread either type across overlapping pages, Google gets mixed signals and the page you want to rank never becomes the obvious winner. A map helps you concentrate signals where intent is clearest.

What it is

It is a lightweight source of truth for linking decisions. It does not need to be fancy. A spreadsheet is enough if it clearly states:

• the intent (what the searcher wants)
• the target page (where you want them to land)
• a short note on why that page wins

This reduces day-to-day confusion for writers, SEO, and sales. Writers stop guessing where to link. SEO stops fixing the same internal linking issues repeatedly. Sales stops sharing three URLs for the same promise.

Example: if people search for “billing automation,” your map should point that intent to one page only, not a feature page, a use case page, and a blog post at the same time. You can still mention billing automation in multiple places. The map just decides which page is the primary target for links.

What it is not

It is not a full content strategy, a keyword research doc, or a site architecture overhaul. It is also not a rule that every mention must link somewhere. Sometimes no link is the right choice.

And it is not just for internal links. If you are investing in premium backlinks, you want the same clarity. When you place a high-authority backlink, you should already know the one best page for that intent.

Know your page types before you build the map

A link target map for SaaS pages only works if each page has a clear job. If you are not sure what job a page is doing, links push mixed signals and pages start competing.

Most SaaS sites use a similar set of page types: homepage, feature pages, use case pages, industry pages, integration pages, pricing, and comparison pages. You do not need all of them on day one, but you do need to know what each type is for before you start assigning links.

Here is the typical intent behind the most common types:

• Feature pages: the searcher wants a specific capability (what it does, how it works, limits).
• Use case pages: the searcher wants an outcome (the workflow, who it helps, the before/after).
• Industry pages: the searcher wants fit and proof (constraints, examples, language that matches their world).
• Integration pages: the searcher wants compatibility (what connects, basic setup, what data flows).
• Comparison pages: the searcher wants a decision (clear differences and tradeoffs).

The homepage is usually broad. It should guide visitors to the right path, not try to rank for every intent. Pricing pages answer “how much” and “what do I get,” and they often deserve links for cost-related searches.

Overlap usually shows up in two places:

• Feature vs use case: a page about “Automations” slowly turns into “Automations for faster onboarding” and starts competing with your onboarding use case page.
• Industry vs use case: “For agencies” begins to target “client reporting” keywords and steps on the reporting use case page.

A simple rule keeps the map clean: one primary topic, one primary audience, one primary CTA per page. If a page is “Reporting feature,” the CTA might be “See reporting in action.” If it is “Reporting for agencies,” the CTA might be “See agency templates.” Those differences force clearer writing and cleaner linking.

The simple matrix: features, use cases, industries

A good link target map for SaaS pages starts with a small matrix. It makes overlap obvious and stops you guessing where links should go.

Think of it as three axes you can mix and match.

1) Features (what the product has)

Features are the nouns in your product. They are concrete and demo-able: SSO, audit logs, role-based access, API access, custom reports. A feature page answers: “What is it?” and “How does it work?”

2) Use cases (what people are trying to do)

Use cases are the verbs. They describe the job and the outcome: reduce onboarding time, pass a security review, automate monthly reporting, prevent churn, centralize approvals. A use case page answers: “Why do I need this?” and “What changes after I use it?”

3) Industries (who it is for)

Industries add context and constraints. The same feature can mean different things in healthcare vs fintech. An industry page answers: “Will this fit my world?” and “Do you understand my rules?”

Integrations can be treated as an extra layer (Slack, Salesforce, HubSpot, Microsoft Teams). They often have specific intent and can attract links that do not fit feature or use case pages.

To keep the first version usable, stay small. Start with the few items you sell and support every day. Build out from there.

Here is how the matrix helps in practice. Someone searches “audit logs for SOC 2.” That is a feature plus a compliance-driven use case. If you also have a page called “SOC 2 reporting,” the map forces you to choose which page is the main target and which one supports it.

The matrix is a planning tool, not a promise to create every possible page combination. Its job is to show where intent is clearest so your best links go to the page most likely to convert.

Step by step: build your link target map in 60 minutes

You can build a link target map for SaaS pages with a simple sheet and one rule: for each intent, pick one page that gets to be the winner. Everything else supports it.

A 60-minute workflow that keeps pages from fighting

Start with an inventory of your current pages: homepage, feature pages, use case pages, industry pages, integration pages, pricing, comparison pages, blog posts, and docs. Next to each URL, write the main intent it tries to satisfy in plain words, like “track time for contractors” or “SOC 2 reporting.” If you already have a primary keyword, add it, but intent matters more than wording.

Then work row by row and choose which single page should own that intent. This is the page you want ranking, earning links, and receiving internal links. If two pages feel equally relevant, pick the one with the clearest promise and strongest conversion path. Then narrow the other page so it supports the winner.

One pass is usually enough:

• Label each page with one primary intent.
• Choose one primary target page per intent.
• Assign a few support pages that can mention the topic without trying to rank for it.
• Write a small set of safe anchor text variants for the winner (direct match, partial match, natural phrase).
• Decide where backlinks should land for that intent (often the winner page, not the homepage).

After you pick winners, set simple support rules. For example, a feature page can mention an industry, but it should link to the industry page instead of turning into an industry pitch. A blog post can teach the concept, but it should point readers to the one target page that sells the solution.

For anchor text, keep it varied and human. If your target is a “Time Tracking” feature page, your patterns might be “time tracking,” “time tracking feature,” and “track time in [product].” Writing a few options down helps avoid teams inventing dozens of competing anchors.

How to choose the best target page for each intent

When two pages could rank for the same query, pick a single winner and point your internal links (and best backlinks) there.

The winner is the page that matches what the searcher wants, answers it fully, proves it, and makes the next step feel natural.

A quick way to decide is to score each candidate page from 1 to 5 on four factors:

• Intent match: Does the page directly answer the query without making the reader translate?
• Content depth: Does it cover key questions, steps, limits, and alternatives, or is it thin?
• Credibility: Does it show proof (examples, screenshots, metrics, quotes, integrations, clear explanations)?
• CTA fit: Does it offer the right next step for that intent (demo, trial, pricing, comparison, contact) without feeling pushy?

Add up the scores (max 20). In most cases, the highest score becomes the target. If the debate is “feature page vs use case page,” put extra weight on intent match. A use case query (“how to automate invoice approvals”) usually belongs on a use case page, even if the feature is part of the answer.

When scores tie, use tie-breakers that keep you moving:

• Fastest to make the best: Which page can you improve quickly with clearer copy, better proof, and a stronger CTA?
• Closest to conversion: If both match intent, choose the one that naturally leads to action.
• Cleanest scope: Prefer the page with the tighter topic and fewer side quests.

Example: you have “Workflow Automation” (feature) and “Automate Onboarding” (use case). For the query “employee onboarding automation software,” the use case page often wins because the searcher wants an outcome, not a list of capabilities.

Create a new page only when the intent is truly different and you cannot expand an existing page without making it messy. If you can cover the intent by adding a section, a comparison block, and stronger proof, improve the existing page instead.

Example: a small SaaS link target map that avoids page cannibalization

Imagine a B2B SaaS called FlowPilot. It helps teams collect requests, route them, and report on outcomes.

It has three feature pages (Workflow automation, Integrations, Analytics), three use case pages (Ticket routing for support, Approvals for finance, Onboarding for HR), and two industry pages (Healthcare, E-commerce). It also has a few blog posts like “How to reduce ticket backlog” and “SOC 2 checklist for SaaS.”

A simple map (matrix) to keep pages from overlapping

Each intent should have one clear winner page, and all other pages should link to it when that intent is the topic.

Now assign winners for a handful of real intents:

Two quick overlap fixes

Overlap fix 1 (reposition): if the “Workflow automation” feature page and the “Ticket routing” use case page both target “support automation,” let the feature page focus on automation patterns. Let the use case page own “support ticket routing.” Then point support-related blog posts to the use case page.

Overlap fix 2 (merge): if you have two thin posts like “support ticket workflow” and “ticket routing best practices,” combine them into one stronger guide. Make it support the Ticket routing use case page with internal links instead of competing.

Common mistakes that cause overlapping pages and wasted links

Most overlap problems are not content problems first. They are targeting problems. When links point to the wrong page, Google gets mixed signals and your strongest pages compete with each other.

One common trap is building an industry page that is basically a use case page with a few swapped nouns. If the promise, proof, and CTA are the same, those pages will fight for the same searches.

Another waste is defaulting every external link to the homepage or pricing page. Those pages are important, but they rarely match specific intent. If someone is searching for a workflow, a feature, or a problem, a deep page is often the better match.

A third mistake is page hopping every time rankings move a few spots. Constantly changing the target URL in internal links (or asking partners to update backlinks) resets the signals you are trying to build. Pick a primary target per intent, give it time, and only change when you have a clear reason, like a page type mismatch.

Anchor text is another quiet overlap creator. When every link uses the same exact phrase, it can look forced and it can push multiple pages toward the same keyword. Use a small set of natural anchors that reflect how people talk and match what the target page actually covers.

Comparison intent is also easy to ignore. “X vs Y,” “alternatives,” and “reviews” searches behave differently than feature or use case searches. If you do not create clear targets for them, those links end up pointing to pages that cannot satisfy the intent.

A few fixes that usually stop the bleeding:

• Make industry pages prove industry fit (workflow, compliance, integrations), not just reword a use case.
• Send strong backlinks to the best-matching deep page, not always home or pricing.
• Set one primary target per intent and keep it stable long enough for signals to build.
• Use natural anchors that match the page topic.
• Create dedicated pages for comparisons and alternatives, then link to them on purpose.

A quick checklist before you start linking

Before you add internal links or point new backlinks at your site, sanity check your map. A few minutes here can save months of overlap and “why is the wrong page ranking?” headaches.

The 5-minute pre-link checklist

• For each important intent, name one primary target page. If you hesitate between two pages, your map is not finished.
• Open each target page and find the promise in the first screen. It should be clear who it is for and what problem it solves.
• Check for proof (demo steps, specific outcomes, customer evidence, screenshots, clear explanations). If the page reads like a menu of topics, it is not a good target.
• Make sure each target page has one next step that matches the intent.
• Make sure support pages (blog posts, docs, templates) link up to the target page, not sideways to another page that competes.

A fast example of what “clean intent” looks like

Say you sell a scheduling SaaS. Someone searching “HIPAA compliant scheduling software” is showing clear industry and compliance intent. Your healthcare industry page (or compliance page, if that is your main angle) should be the primary target. Your generic features page can still mention HIPAA, but it should link up to the healthcare target instead of trying to rank for the same intent.

Next steps: keep the map current and focus your best backlinks

A link target map only works if it turns into small, regular actions.

Start with what you control. Update internal links so they point to the single best page for each intent, not the newest page. If two pages compete, tighten titles and on-page headings so each page has a clear job. Then fill the gaps that make the winner page complete (FAQs, integration details, comparison notes, a short industry-specific section, or pricing context if it matters to the query).

A simple cadence keeps the map useful: a monthly review to catch drift, and a quarterly refresh when you add features, enter new industries, or change positioning.

Backlinks are where focus matters most. Do not spread them across every page. Pick a handful of targets that match the clearest intent and the highest business value (often a core feature page, a strong use case page, and your top industry page). Put other pages on a waiting list until those targets have traction.

If you are buying premium backlinks, your map should decide the destination first. For example, SEOBoosty (seoboosty.com) is built around securing placements on authoritative sites, which makes target choice even more important. One strong placement pointed at the right winner page usually beats several links scattered across overlapping URLs.

If you want to tighten things up this week, keep it simple:

• Choose your top three target pages and write down the one intent each page must own.
• Update 10 internal links so they all point to the correct target pages.
• Rewrite one confusing title or H1 that causes overlap.
• Add one missing section to a target page that helps it answer the intent fully.
• Block 30 minutes on the calendar for a monthly check.

Done consistently, a link target map for SaaS pages becomes a living system: clearer pages, cleaner signals, and backlinks that push the right pages up.