There are many ways to boost a website. Some ways require more technical know-how. Others are more manageable, but achieve results. A simple yet important step that is neglected on many websites is internal linking. If you were to observe all major and successful blogs and websites, internal linking is almost a must.
So what is internal linking? Essentially, an internal link connects different pages on the same website. It serves various purposes.
One of it includes defining the architecture and hierarchy of the website. In addition, internal linking defines page authority and ranking power of the website.
Internal linking boosts website indexation
Internal linking provides clear paths for Google spiders to find and index websites since spiders follow link paths to search for new content. With strong linking, crawling will occur faster.
What this means is that indexation takes place faster. And this means better SEO for new content.
One way internal linking can be better is not just linking one page to another through a URL. Adding anchor text to the link can help enhance the process as it ties in with a keyword or content. While doing so, it is important to note that anchor text should be used with your user in mind, and not merely SEO-driven.
While most people are concerned with external links, internal links are easier and faster to create. More importantly, it is free. While external links pass authority from another domain to yours (otherwise known as domain authority), internal links help raise page authority of your web pages.
When you link one page to another, it passes authority to the next page. This means that the link gives the subsequent page a better chance of ranking. What this really means is that pages can help one another’s ranking in search engines.
So assuming your home page has more authority over the remaining, a link from the home page to other pages can pass on authority and add SEO value to the next page.
Even though internal linking is important, it should not be carried out too extensively. In this case, a page should never have more than 100 links. Any amount exceeding that will become counterproductive.
So if your website has drop down menus with a wide selection of items to choose from, it is worth remembering to keep your links to under 100. This is because each page only has a fixed amount of authority to pass on to linked pages.
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Increase user engagement and conversion
Do you often find yourself reading a post about “A” and then catch a glimpse of a suggested or related post on “B” which interests you? So after reading “A”, you quickly move on to read “B”?
Now, this is one-way internal linking increases user engagement.
On a website, internal linking adds connectedness to the pages and posts. A strong connectedness on the website helps prolong the time users spend as they find themselves browsing more suggested and related posts if they remain relevant to them.
Doing so adds to the connectivity on a website. It allows users to better navigate the content. The result is a seamless experience and constant engagement.
One of the important uses of links in content marketing is that you can guide users to high-quality pages for conversion. You can also prompt users to take action.
A way to achieve this would be to link high-traffic pages to high-converting pages on your website. But how do you go about doing so?
To determine your high-traffic and high-converting pages on your website, visit Google Analytics. Check Behaviour > Site Content > All Pages for your high-traffic pages. And then Conversions > Goals > Reverse Goal Path to determine your high-converting pages.
Internal links should always be done with the user in mind. Even as you try to achieve your SEO objectives, your first priority should always be adding value to your users. For this reason, try to keep your links as natural as possible. This would ensure win-win at the end of the day.