Google can seem like a mystery to many. We’re told that Google’s algorithm looks at over 200 on-page and off-page factors, but we’re not told exactly what all of those factors are. We also know that each factor has a different weighting; some are more important to Google than others. Again, we don’t know exactly how this plays out in Google’s ever-changing algorithm, but research (years of it!), tells us there are certain elements that may seem trivial and easily overlooked, but can have a big impact on search engine rankings. In this article we’re talking about one of those factors: internal linking.
What is internal linking?
Traditional link building focuses on acquiring links from other websites back to your own. Google sees these links as ‘votes’ for your site. Best practice is to acquire (or earn) these links from relevant, high quality websites and not build links for the sake of it. Building links this way, although effective, is time consuming and dependant on the owners of other websites and their willingness to link back to your website.
Internal linking is different. All links are, well, internal! Meaning they come from within your own website. It’s simply when one page of your website links to another. There’s no searching for websites that could link to you, it’s just a case of creating links within your existing content.
Benefits of internal linking
By linking one page another, it gives Google more information about the content you are linking to and helps to optimise the destination page. As an added bonus, some research also suggests that the page that links out also benefits with a boost in rankings, so it really is a win-win.
Internal linking serves as a way to help Google (and users) find new content as well help Google to build up a picture of how the content on your site is related. It can also be a way of showing Google the importance or value of certain pages on your website.
What you need to know about internal linking
#1: Internal linking should always be customer-focussed
When done well, internal links should be beneficial to users too, signposting content that they may be interested in and guiding them on their customer journey.
#2: Internal linking for improved navigation
Breadcrumb links, for example, can improve a user’s experience on your website as they clearly show the structure of the site, how they got to the page that they’re on and, most importantly, how to find their way back. These links also give the same information to Google and helps it build up a picture of your site’s content structure and how content is related.
#3: Related content links
If you have a blog or an ecommerce site, showing related posts or products is a great way to link to content that you feel the user may be interested in, adding value and helping them achieve what they came to your site to do. On ecommerce websites, related or similar products can improve conversion rates and increase the average order value. On a blog, related posts can increase the time people spend on your website, reduce bounce rate and generally increase engagement with your content.
#4: Contextual links
Contextual links are links that appear within the text on your site. Usually found on blog posts (although can be on other content too), they serve to send visitors to other content that’s related to what the user is reading. With contextual links, less is more. Choose two or three key pages that you want to link to and that will help your users.
#5: Anchor text
The text that is used in the link can have an impact on SEO. If the link contains keywords, those keywords will be associated with the destination page and help to optimise it for those terms. However, use this knowledge with caution as linking to the same page with the same anchor text can signal to Google that you’re attempted to manipulate search results and be seen as over-optimisation. Keep your anchor text varied and natural for best results.
Anchor text should also be chosen with the user in mind. The text in the link should tell the user about the content it points to. It should not be misleading as this could lead to a negative user experience.
Internal linking is often something that is overlooked when it comes to optimising your website, but it can create an uplift in organic traffic for less time and effort than it takes to build external links. Make sure you have a clear strategy and have the structure of your website mapped out first. Not all linking practices will be appropriate for every website, so do what works for you and focus on what will help your users and potential customers.
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