Internal links—hyperlinks between one page and another within your website domain—connect your website’s various pages. Each internal link you include within your page copy and content can improve your user experience (UX) and lead users to your most valuable, conversion-friendly pages, as well as help you leverage all the power of search engine optimization (SEO).
How? Google’s PageRank is the ranking factor algorithm that helps determine a page’s position in Google’s search results by calculating the number of quality authoritative links to that page. Internal linking helps you extend the power of your external backlinks to your other pages by actually passing PageRank-worthy page authority among one another. A good internal linking structure can help all your pages rank better on Google’s search engine results page (SERP).
Five Ways to Maximize Internal Links
Unfortunately, many otherwise SEO-savvy site owners spend a lot of time building a great external backlink profile only to fumble when spreading that hard-earned page authority throughout the site. So, how can you be sure you’re not only including the right types and the correct number of internal links but are placing them in a way that will maximize your link profile and SEO? Start with these five tactics:
- Link to your most authoritative pages. If true SEO value derives from the transfer of authority across your site, it follows that you should link pages in need of an “authority boost” to those with well-established authority. An SEO tool or Google’s Search Console analytics allows you to assess which of your pages have the most external links. Now, all you need to do is identify pages that could use some help ranking for your most important keywords and link from the high-authority page to the page in need.
- Link to your high-conversion pages. Through successful digital marketing, you’ve not only developed pages that attract significant traffic to your site but pages that inspire your users to convert into customers. Use your third-party tool or Search Console to identify your highest-traffic pages, followed by the pages that meet your goals. Link your conversion breadwinners on your most frequently viewed pages to ensure you’re driving traffic to content proven to convert.
- Only include links that help your users. While the above two internal linking principles are sound, they’ll only help you if they also help your users. Think of it this way—if your users are viewing a piece of blog content that extols the value of a product or service you provide, the most helpful links from a user’s perspective would be to that product’s sales page. Providing links to irrelevant pages is not only noticeably unhelpful for your users but directs attention away from pages likely to convert.
- Include links naturally. Any links you include should flow naturally with your page’s content. Link within the body of the text (a better source of SEO value), and use a descriptive phrase to hyperlink, ideally with a relevant keyword or keyphrase. You can also include a separate page section for “relevant posts” that internally links other targeted content.
- Refine the number of links you include. Not only does a page overloaded with hyperlinks instantly appear spammy to most users, but you’re also diluting your carefully crafted page authority when you include too many links. Use a tool or carefully calculate the number of links you have on your page—including buttons, navigation menus, and internal links—and ensure you’ve kept your numbers well below the 75- to 100-link threshold.
With careful attention to these five tactics, you’ll be off to a great start building an effective internal link structure. Once you’ve optimized your existing pages and eliminated any broken or dead links, you can publish any newly developed content with a solid set of best practices in mind. Mixing links between your new content and your old will help you ensure your strong link profile continues to influence your SEO positively well into the future.
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Internal links—hyperlinks between one page and another within your website domain—connect your website’s various pages. Each internal link you include within your page copy and content can improve your user experience (UX) and lead users to your most valuable, conversion-friendly pages, as well as help you leverage all the power of search engine optimization (SEO).
How? Google’s PageRank is the ranking factor algorithm that helps determine a page’s position in Google’s search results by calculating the number of quality authoritative links to that page. Internal linking helps you extend the power of your external backlinks to your other pages by actually passing PageRank-worthy page authority among one another. A good internal linking structure can help all your pages rank better on Google’s search engine results page (SERP).
Five Ways to Maximize Internal Links
Unfortunately, many otherwise SEO-savvy site owners spend a lot of time building a great external backlink profile only to fumble when spreading that hard-earned page authority throughout the site. So, how can you be sure you’re not only including the right types and the correct number of internal links but are placing them in a way that will maximize your link profile and SEO? Start with these five tactics:
- Link to your most authoritative pages. If true SEO value derives from the transfer of authority across your site, it follows that you should link pages in need of an “authority boost” to those with well-established authority. An SEO tool or Google’s Search Console analytics allows you to assess which of your pages have the most external links. Now, all you need to do is identify pages that could use some help ranking for your most important keywords and link from the high-authority page to the page in need.
- Link to your high-conversion pages. Through successful digital marketing, you’ve not only developed pages that attract significant traffic to your site but pages that inspire your users to convert into customers. Use your third-party tool or Search Console to identify your highest-traffic pages, followed by the pages that meet your goals. Link your conversion breadwinners on your most frequently viewed pages to ensure you’re driving traffic to content proven to convert.
- Only include links that help your users. While the above two internal linking principles are sound, they’ll only help you if they also help your users. Think of it this way—if your users are viewing a piece of blog content that extols the value of a product or service you provide, the most helpful links from a user’s perspective would be to that product’s sales page. Providing links to irrelevant pages is not only noticeably unhelpful for your users but directs attention away from pages likely to convert.
- Include links naturally. Any links you include should flow naturally with your page’s content. Link within the body of the text (a better source of SEO value), and use a descriptive phrase to hyperlink, ideally with a relevant keyword or keyphrase. You can also include a separate page section for “relevant posts” that internally links other targeted content.
- Refine the number of links you include. Not only does a page overloaded with hyperlinks instantly appear spammy to most users, but you’re also diluting your carefully crafted page authority when you include too many links. Use a tool or carefully calculate the number of links you have on your page—including buttons, navigation menus, and internal links—and ensure you’ve kept your numbers well below the 75- to 100-link threshold.
With careful attention to these five tactics, you’ll be off to a great start building an effective internal link structure. Once you’ve optimized your existing pages and eliminated any broken or dead links, you can publish any newly developed content with a solid set of best practices in mind. Mixing links between your new content and your old will help you ensure your strong link profile continues to influence your SEO positively well into the future.
Also Read: 5 Trends That Will Mark Social Media Marketing Actions In 2021
