Skip to main content
Instapage

Guide to Google ranking factors – Part 8: internal links

Last week we published the seventh instalment of our complete guide to Google ranking factors.

It concentrated on site-level signals, such as HTTPS, speed, mobile friendliness and structured mark-up.

This week, we’re looking at internal links (before we tackle the much more unwieldy subjects of outbound links and backlinks).

Internal linking

What’s an internal link? Well if you click on that link, you’ve just discovered one for yourself.

The practice of internal linking has many advantages, that can help your site improve its metrics and the user experience.

1) Internal links can help navigate people around your site in a more targeted fashion.

2) Internal links can keep people on your site, particularly if the links are relevant to that particular webpage.

3) They provides your audience with further reading options, and if they continue to click around your site without leaving, this can help reduce your bounce rate (the percentage of people who left a given page on your website without viewing any other pages.)

4) Internal links help Google crawl and index your site. The Googlebots that are sent out to fetch new information on your site will have a better idea of how useful and trustworthy your content is, the more they crawl your internal links.

5) Search engines will see that some of your webpages have more internal links pointing towards them than others, and will therefore judge them as more important.

6) The higher the authority of a page on your website, the more valuable its internal link becomes.

7) According to Starcom’s Jason McGovern, internal linking is one of the few methods we can use to tell Google (and visitors) that a particular page of content is important.

From a strategic perspective, it helps webmasters bridge the ‘authority gap’ between their most linkworthy content and their most profitable content.

For instance you can use a link from an evergreen post with lots of search visibility and traffic to promote something relevant your business needs to raise awareness of.

8) Broken links send a bad trust signal to Google, as it makes your site look incompetent or irrelevant at best, poorly maintained or abandoned at worst.

Anchor text

9) By using clear anchor text (the clickable highlighted words in any give link) it helps improve your ranking for certain keywords. If we want this article to rank for the term ’internal link guide’ then we can begin linking to it from other posts using variations of similar anchor text.

This tells Google that this post is relevant to people searching for ‘internal link guides’.

10) Some SEOs recommend varying the anchor text pointing a particular page as Google may see multiple identical uses as ‘suspicious’.

Hub pages

11) You may find that linking to a single hub page will help your site avoid cannibalising itself for search positions.

A hub page is a page themed around a certain topic or keyword. It could be a tag page or perhaps a category, like our SEO page.

This page is constantly updated with fresh content, and is therefore always considered ‘fresh’ and valuable by Google.

To use a good example from Graham Charlton: news articles are generally brief and will come and go in the search rankings. However, linking them to a hub page helps signal to Google that this is the page that should rank for a particular keyword or term.

Part 7: site-level signals
Part 6: trust signals, authority and expertise.
Part 5: duplicate content and syndication.
Part 4: content freshness.
Part 3: quality content.
Part 2: keyword relevancy, frequency and Latent Semantic Indexing (LSI).
Part 1: on-page signals such as title tags, H1 tags and meta descriptions.



via Search Engine Watch

Comments

Popular posts from this blog

How to Get SMS Alerts for Gmail via Twitter

How do you get SMS notifications on your mobile phone for important emails in your Gmail? Google doesn’t support text notifications for their email service but Twitter does. If we can figure out a way to connect our Twitter and Gmail accounts, the Gmail notifications can arrive as text on our mobile via Twitter. Let me explain:Twitter allows you to follow any @user via a simple SMS. They provide short codes for all countries (see list) and if you text FOLLOW to this shortcode following by the  username, any tweets from that user will arrive in your phone as text notifications. For instance, if you are in the US, you can tweet FOLLOW labnol to 40404 to get my tweets as text messages. Similarly, users in India can text FOLLOW labnol to 9248948837 to get the tweets via SMS.The short code service of Twitter can act as a Gmail SMS notifier. You create a new Twitter account, set the privacy to private and this account will send a tweet when you get a new email in Gmail. Follow this account …

Instagram Story links get 15-25% swipe-through rates for brands, publishers

Instagram may arrived late as a traffic source for brands and publishers, but it’s already showing early signs of success, driving new visitors to their sites and even outperforming its parent company, Facebook.For years brands, publishers and other have tried to push people from the Facebook-owned photo-and-video-sharing app to their sites. Outside of ads and excepting a recent test with some retailers, Instagram didn’t offer much help to companies looking to use it to drive traffic. So they had to find workarounds. They put links in their Instagram bios. They scrawled short-code URLs onto their pictures. And they typed out links in their captions.Then last month Instagram finally introduced an official alternative to these hacky workarounds: the ability for verified profiles to insert links in their Instagram Stories.Almost a month after the launch, 15% to 25% of the people who see a link in an Instagram Story are swiping on it, according to a handful of brands and publishers that h…

Five great tools to improve PPC ads

Every digital marketer wants to reach the top position on the search engine results. However, if you’ve recently launched a new website or your niche is saturated, starting with paid search ads sounds like a good idea.Strategically created PPC campaigns can drive leads, sales or sign-ups to your websites. You know what? In fact, businesses earn an average of $8 for every dollar they spend on Google Ads.Optimizing PPC campaigns is not easy, but it’s very powerful if you do it properly. Just like SEO, it is essential to conduct extensive keyword research, optimize ad copy, and design high-converting landing pages.Fortunately, there are a lot of effective PPC tools that will help you analyze your competitors’ PPC strategies, figure out tricks in their campaigns, and improve your PPC campaigns.If you are ready to take an evolutionary leap in your PPC advertising, take a look at my list of five amazing tools to save you time, give you crucial insights, and raise money for your business.Fiv…