I have a news website and I'm looking to improve the SEO ranking of our website. Looking at other websites, the Guardian, for example, they add in category links to the body of their articles. I assume this is to improve SEO, should I be doing the same? And how do they pick the category to link to? It seems random to me.
For example, in this article 'prostate cancer' is linked to https://www.theguardian.com/society/prostate-cancer. Where I'd imagine that for internal link building (which I guess is what they are doing) it would be more beneficial to link to the AI category.