Surely you all know the importance of good keyword usage and getting backlinks for SEO. However, a good mesh of pages is also important for robots. Let’s find out in detail…
Inner mesh, outer mesh?
If external link strategies do a lot of talk, internal links are a key element that can increase the authority of your pages, among other things. In addition, it also has the effect of improving accessibility (a small linked page will be more difficult to access for visitors), to help robots better understand the architecture of your site, in particular to locate your web pages. the most important, as well as to distribute page authority and link juice throughout the site.
However, be careful not to fall into the trap of over-optimization of the internal network, because just like external links (backlinks), optimizing your internal links too much can be badly perceived by Google and other search engines.
Let’s review the ways to effectively optimize your internal network for SEO, with basic rules and using our service.
How to properly distribute authority and link juice within your site?
According to Neil Patel, internal networking is defined as “Added value optimized for the search for a website. Internal links allow this added value by providing information on the crawler structure, by offering longer browsing sessions for users, as well as by networking in the mesh at the end of pages and articles. ”
5 essential steps get rid of this definition:
1 # Produce quality content in quantity
This is not new: the more relevant and lengthy your content, the easier it will be to build your link architecture. A well-made internal network defines your content strategy in general. In this way, you can link your content to each other in a choice of relevance and complementarity. Several approaches exist to design a successful internal strategy: mesh according to the size of your website; Classic, tree type, silo…
The number of pages that you will have to handle will make it interesting or useless to dwell on said strategies of “content silos” (content stacking) which, contrary to what they claim for very small sites, does not not allow to have an impact on referencing over time. The important thing is to focus on the links between the contents which complement each other in a relevant way and bring real added value to Internet users.
2 # Promote natural anchors
The content of the text anchors used to link your content to each other should be done with the same thinking as for external link strategies. Because nobody really wants to be in the depths of SERPs because of a Google penalty for over-optimizing their link anchors. These should appear as natural as possible, and fit “naturally” into your content.
Use neutral terms like “this page,” here “,” our article on …. “, Or terms related to your industry, but avoid filling your anchors with keywords that match exactly, then seen as a poor signal if too many.
3 # Put yourself in the perspective of your visitors
Your internal links should be thought of above all for your visitors, their possible optimization for the search engines being really the last thing to look at. Maintaining an internal quality network only brings advantages: Internet users stay longer on your site, give it more confidence, and this significantly increases your conversion rate if you want to sell them a product or provide them with a service.
Generally speaking, if the link you placed is contextualized and looks natural, readers will be more likely to click on it and therefore continue to browse your site rather than looking for additional information from a competitor.
4 # Make deep connections
Make in-depth links: your internal network will only be better! A collective error is to make links to the home page of the site or to the main pages only. Coarse error: linking repeatedly to these pages does not bring any profit in terms of distribution of authority because these pages probably already have many inbound links, both external and internal, but it mainly relegates your articles and other pages more specific to the depths of your site. It is better to promote links to deep pages in order to create a natural and relevant link profile in the eyes of visitors and search engines.
5 # Forget the tag nofollow
Putting nofollow internal links is the best way to make your entire internal linking strategy useless from an SEO point of view. Matt Cutts himself advises keeping its internal links following, allowing the Page Rank to be correctly distributed across all pages of the site, and telling the Google robot to follow the link 100%. The nofollow tag must be reserved for certain external links that do not add value to your content, or that are not relevant to your theme.
How to check if the internal link is optimized?
First of all, it is necessary to understand the usefulness and appearance of an optimized structure for an internal linking strategy. Poorly done internal linking can affect how search engines perceive your site. Indeed, the number of internal links pointing to a page has a real impact on the way robots will explore it and classify it in their index. Thus, the popularity of a page directly depends on how its internal link is made.
Use tools to clearly visualize the internal links between the different pages of your site, and to identify problems and improvements to be made to increase positioning on Google.
Then visualize the entire internal mesh in the form of a graph. Identify pages and content that are poorly referenced internally in the blink of an eye.
Spread the popularity of its main pages
When you establish a strategy to improve the popularity of some of your pages, this can have an impact on the popularity of other pages. Use an internal link analysis tool to protect yourself from these errors. If certain pages are more important than others (we will think in particular of the sales / conversion pages within the framework of an e-commerce site), they must be put forward more than others, to positively influence their positioning. It is advisable to start its work of creation of internal links.
Finally, it is also interesting to audit the internal network of its competitors, to be inspired by or understand their internal network strategy.
? Feel free to share this pin on Pinterest