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How to Optimize Internal Linking for Your Website?

michealanderson January 15, 2020

Internal linking plays a vital role to connect your content and give an idea of your website structure to Google. These links can create a hierarchy on your site and you can get more links to your important posts and pages. So, it is very vital to boost your SEO using the right internal linking strategy.

Internal linking has a lot of benefits like improving overall user experience, rankings, and usability. More importantly, it defines your website structure, helps in website navigation, and distributes ranking potential and authority of the webpage. In this guide, we will discuss how to optimize the overall internal linking structure.

Here are the steps to optimize internal linking –

  • Content Marketing

The more content you have, the more internal links you can set up. The success of your internal linking strategy will depend on the overall content marketing. You can link to the content from various posts and pages. Some people consider the complex layers of pages to improve rankings. There is no magic trick for a digital marketing company. The key here is to link to relevant and helpful content to add more value to the readers naturally.

  • Bound to User-based Link

Internal linking should be able to add value for the readers and it shouldn’t just be based on SEO. The quality internal linking drives engagement as it can engage users for a longer time. If the given link is inserted and with a strong connection, users will be more inclined to click and keep navigating along with the site. Linking to the content deeply shows both readers and search engines that you have got quality content.

  • Write anchor text

You can link to the relevant content with natural anchor texts in a smart way. You don’t want yourself to be penalized actually as you might have optimized them overly. They should be natural and they seem to be like sentence fragments. For example, you may look for branded terms that look even more natural. You can also use anchor texts like ‘this article’, ‘here’, or ‘website’.

  • Deeper links

Deeper links can easily improve your internal linking. Linking to the ‘contact us’ page or your homepage is one of the main mistakes. You are not advised to link to the top pages as they have the main navigation menu which already has links. The home page has a lot of links to point to it. On the other hand, you cannot use the contact us page as it is also linked to top pages. You shouldn’t link to the contact page unless you need it the most. The key here is to link to deeper pages to offer easy navigation and build a natural profile for the visitors.

  • Cut down on duplicate links

Having several links to the same page is often inevitable. A lot of sites have up to two links to the welcome page in the header. You need to clean up your internal linking structure and reduce clutter on the home page to ensure that your visitors can get where they need to go easily. You also need to look at footers if you don’t want to violate this rule.

The multiple links are valued in a way that is variable and unreliable. Two links to a similar page should technically pass double the rank to the page which is based on the initial formula.

Multiple links may bleed page rank or can be ignored if it doesn’t happen. If you simply ignore the additional links, you might end up with a cluttered page and your users make more decisions without any reason. In addition, multiple links also make it unreliable to pass anchor texts. Sometimes, only the first link’s anchor text is considered. But it is also believed that both have equal importance sometimes. So, adding several links from anchor text may cause issues. These are not basically SEO friendly along with their major placement on the page.

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