Internal linking is a vital component of SEO strategy, but is an often overlooked tactic. However, a considered internal link strategy has great SEO value, and is very simple once explained.
What are internal links?
Internal links are hyperlinks which point towards another page of the same domain.
What is anchor text?
Anchor text is the text to which the link is attached. This text should be as natural as possible, reflect the content on the linked page and use keywords where relevant. Steer clear of anchor text along the lines of ‘Click here’ and ‘Read more’ which doesn’t do your internal pages any favours. ‘Find out more about Internal Linking’ is a good alternative, as it contains useful information and a call to action.
Why do I need an internal linking strategy?
The reasons for implementing an internal linking strategy are two-fold.
Firstly, internal links allow the user to navigate the website and find the most relevant information more easily.
Secondly, internal links help search engines crawl the site more effectively, which reinforces the site architecture to crawlers and aids the distribution of link equity.
Without this, pages containing important and useful information will be buried; it can’t be crawled and, in the eyes of the search engine, will not exist.
How do I implement an effective internal linking strategy?
There’s lots of different ways in which you could structure your site,
the most important thing to consider is how your visitor will navigate the site – link to pages that are of value to the user.
Ask yourself the following questions before creating an internal link:
- Does the page I’m linking to relate to the page I’m linking from?
- Is there any value in directing visitors to the page and away from the one they are currently on?
- Would the visitor want to read the page you are linking to?
Finally, be sure to link consistently. Decide on how you are going to link to other pages and stick to it. If you do not use a consistent URL for each of your links variations will be viewed by search engines as duplicate.
For example; www.sitevisibility.co.uk/ContactUs or www.sitevisibility.co.uk/contactus
As a rule it is best to use the lower case option.
If you enjoyed this blog post you’re going to love this in-depth guide to internal linking from Moz.