An important aspect of comprehensive search engine optimization (SEO) strategy is the use of internal links. Having content on your website that scores points from the search engines to raise your rank, and that drives traffic to your website is essential. Along with great content however, internal links help ensure that the traffic reading your blog or article will stick around and find value in other areas of your website as well. At the most basic level, an internal link is a one embedded in content on your website that directs people to other areas of your site that contribute additional value. They differ from external links that drive people to valuable content on websites that you do not control. While both are important, internal links build your credibility on a subject and market yourself as a leader in your industry.
Why is Internal Link Building Important?
Internal link building is important because of the way search engines reach their goal of providing users with the very best pages on a particular topic. Search engines do not rank and index websites as a whole. Instead, the search engines rank individual pages that are part of your overall web structure. That means that when a person searches for a particular keyword, the particular page that your content related to the keyword is on will be ranked, not your homepage. That means that each page, blog post, or article must be considered a landing page for visitors. If they find your page and there are no links to your website, they are locked on that page and you will lose the potential for greater traffic, and higher rankings.
Internal linking should be a well-thought out strategy to move traffic through your website past the initial content. The visitor will be more likely to follow your logical path when internal links move them to other valuable content on your site. It eliminates confusion and frustration for the visitor because they don’t have to return to your homepage each time they desire to visit another area of your website. Also, the links are noticed by the search engine. Those internal links will build credibility to your overall site and information on pages that are deeper in your website will have more credibility, even if they are not receiving as many external links as your main website pages have.
Internal link building is absolutely essential for success with your blog. Having blog posts that are related should be linked to one another because it will keep your visitor more engaged. They will be further educated and your expertise will be displayed to them. Your blog should also link internally to pages on your website. Traffic can be targeted to specific areas that will increase your chances of conversion.
Where Do We Begin?
Like so many other aspects of successful SEO, an internal linking strategy begins with content that is authoritative, informative, relevant, and well written. Engaging content on your web pages and your blog is the key to increasing your search engine rank and the level of traffic your content enjoys. Quality content should be added regularly to keep things fresh and continue bringing people back to your pages.
Sketch out a basic map of your entire website and blog. Evaluate what is on your site and list the main pages and links on them. Once you have an understanding of your current link structure, think about what works well and what links seem unnecessary or confusing. The next step is to look at your content and what your main topics are. If you are posting about a certain subject regularly, you should have a main page on your site covering that topic. Those blogs then should be internally linked to that main page, and possibly to one another as well. Your link structure is like a spider web. Look at it from the perspective of a visitor and pay attention to where that web is directing them. Does it make sense? Is it relevant? Is it straightforward or confusing? Then, make the changes needed for a proper traffic flow. Eliminate links that are not needed and add the internal links that make the most sense.
The Value of Professional Experience
Internal linking may seem like a simple project at first glance. In actuality, it is a very complex and detailed process. For the best results, it is recommended that you work with a professional and experienced SEO company to ensure that your internal linking strategy will bring results. This is important for several reasons. First, the actual structure or framework of your web must be correctly designed. Without extensive knowledge of SEO and traffic building, your structure can easily branch in areas that hurt your traffic more than help. Also, there are many small details when it comes to internal linking that can easily be missed. A careful balance must be found using keywords and links in the right place within your content. Organic SEO is crucial and doing it successfully requires skill and knowledge that comes from extensive training and experience. Your internal linking strategy is only one aspect of a comprehensive SEO strategy and works in tandem with other significant areas that must carefully complement one another.
Without SEO, You’re Invisible
Internal linking is a lesser known strategy. Because of this, having a plan for your internal linking can give you an advantage over the many websites who either do it improperly or not at all. That advantage won’t last forever. It will not be long before internal linking is implemented by everyone and it will become an absolute necessity to compete. Cohlab can create for your company an internal linking strategy that puts you ahead of the rest.
Contact us for a free consultation and we would be glad to answer any questions and provide Cohlaborative digital marketing solutions to meet your company’s needs