Ten Steps To A Well Optimized Website - Step 5: Internal Linking
Welcome to part five in this search engine positioning series. Last week we discussed the importance of content optimization. In part five we will cover your website's internal linking structure and the role that it plays in ranking highly, and in ranking for multiple phrases.
While this aspect is not necessarily the single most important of the ten steps it can be the difference between first page and second page rankings, and can make all the difference in the world when you are trying to rank your website for multiple phrases.
Over this series we will cover the ten key aspects to a solid search engine positioning campaign.
The Ten Steps We Will Go Through Are:
Step Five - Internal Linking
With all the talk out there about linking, one might be under the impression that the only links that count are those from other websites. While these links certainly play an important role (as will be discussed in part eight of this series) these are certainly not the only important links.
When you're about to launch into your link work why not stop and consider the ones that are easiest to attain and maximize first. That would be, the ones right there on your own site and those which you have total and complete control of. Properly used internal links can be a useful weapon in your SEO arsenal.
The internal linking structure can:
Insure that your website gets properly spidered and that all pages are found by the search engines
Build the relevancy of a page to a keyword phrase
Increase the PageRank of an internal page
Here is how the internal linking structure can affect these areas and how to maximize the effectiveness of the internal linking on your own website.
Getting Your Website Spidered
Insuring that every page of your website gets found by the search engine spiders is probably the simplest thing you can do for your rankings. Not only will this increase the number of pages that a search engine credits your site with, but it also increases the number of phrases that your website has the potential to rank for.
I have seen websites that, once the search engines find all of their pages, find that they are ranking on the first page and seeing traffic from phrases they never thought to even research or target.
This may not necessarily be the case for you however having a larger site with more pages related to your content will boost the value of your site overall. You are offering this content to your visitors, so why hide it from the search engines.
Pages can be hidden from search engines if the linking is done in a way that they cannot read. This is the case in many navigation scripts. If your site uses a script-based navigation system then you will want to consider the implementation of one of the internal linking structures noted further in the article.
Additionally, image-based navigation is spiderable however the search engines can't see what an image is and thus, cannot assign any relevancy from an image to the page it links to other than assigning it a place in your website hierarchy.
Building The Relevancy Of A Page To A Keyword Phrase
Anyone who wants to get their website into the top positions on the search engines for multiple phrases must start out with a clearly defined objective, including which pages should rank for which phrases. Generally speaking it will be your homepage that you will use to target your most competitive phrase and move on to targeting less competitive phrases on your internal pages.
To help build the relevancy of a page to a keyword phrase you will want to use the keyword phrase in the anchor text of the links to that page. Let's assume that you have a website hosting company. Rather than linking to your homepage with the anchor text "home" link to it with the text "web hosting main". This will attach the words "web" and "hosting" and "main" to your homepage. You can obviously leave the word "main" out if desirable however in many cases it does work for the visitor (you know, those people you're actually building the site for).
This doesn't stop at the homepage. If you are linking to internal pages either through your navigation, footers, or inline text links - try to use the phrases that you would want to target on those pages as the linking text. For example, if that hosting company offered and wanted to target "dedicated hosting", rather than leaving the link at solely the beautiful graphic in the middle of the homepage they would want to include a text link with the anchor text "dedicated hosting" and link to this internal page. This will tie the keywords "dedicated hosting" to the page.
In a field as competitive as hosting this alone won't launch the site to the top ten however it'll give it a boost and in SEO, especially for competitive phrases, every advantage you can give your site counts.
Increasing The PageRank Of Internal Pages
While we will be discussing PageRank (a Google-based term) here the same rules generally apply for the other engines. The closer a page is in clicks from your homepage, the higher the value (or PageRank) the page is assigned. Basically, if I have a page linked to from my homepage it will be given more weight that a page that is four or five levels deep in my site.
This does not mean that you should link to all of your pages from your homepage. Not only does this diffuse the weight of each individual link but it will look incredibly unattractive if your site is significantly large.
Figure out what you main phrases are and which pages will be used to rank for them and be sure to include text links to these internal pages on your homepage. It's important to pick solid pages to target keyword phrases on as you don't want human visitors going to your "terms and conditions" page before they've even seen the products.
If that hosting company noted above has a PageRank 6 homepage, the pages linked from its homepage will generally be a PageRank 5 (sometimes 4, sometimes 6 depending on the weight of the 6 for the homepage). Regardless, it will be significantly higher that if that page was linked to from a PageRank 3 internal page.
How To Improve Your Internal Linking Structure
There are many methods you can use to improve your internal linking structure. The three main ones are:
Text Link Navigation
Most websites include some form of navigation on the left hand side. This makes it one of the first things read by a search engine spider (read "Table Structures For Top Search Engine Positioning" by Mary Davies (http://www.beanstalk-inc.com/articles/se-friendly-design/table-structure.htm) for methods on getting your content read before your left hand navigation). If it is one of the first things the search engine spiders sees when it goes through your site it will have a strong weight added to it so it must be optimized with care.
If you are using text link navigation be sure to include the targeted keywords in the links. Thankfully this cannot be taken as meaning "cram your keywords into each and every link" because this is your navigation and that would look ridiculous. I've seen sites that try to get the main phrase in virtually every link. Not only does this look horrible but it may get your site penalized for spam (especially if the links are one after another).
You don't have to get your keywords in every link but if workable, every second or third link works well. Also consider what you are targeting on internal pages. If you homepage target is "web hosting" and you've linked to you homepage in the navigation with "web hosting main" which is followed by your contact page so you've used "contact us", it would be a good idea to use the anchor text "dedicated hosting" for the third link. It reinforces the "hosting" relevancy and also attaches relevancy to the dedicated hosting page of the site to the phrase "dedicated hosting" in the anchor text.
Footers are the often overused and abused area of websites. While they are useful for getting spiders through your site and the other points noted above, they should not be used as spam tools. I've seen in my travels, footers that are longer than the content areas of pages from websites linking to every single page in their site from them. Not only does this look bad but it reduces that value of each individual link (which then become 1 out of 200 links rather than 1 out of 10 or 20).
Keep your footers clean, use the anchor text well, and link to the key internal pages of your website and you will have a well optimized footer. You will also want to include in your footer a link to a sitemap. On this sitemap, link to every page in your site. Here is where you can simply insure that every page gets found. Well worded anchor text is a good rule on your sitemap as well. You may also want to consider a limited description of the page on your sitemap. This will give you added verbiage to solidify the relevancy of the sitemap page to the page you are linking to.
Internal Text Links
Internal text links are links placed within the content of your work. They were covered in last week's article on content optimization, which gives me a great opportunity to use one as an example. (in the HTML version the text "content optimization" was used as an example inline link to http://www.beanstalk-inc.com/articles/search-engine-positioning/optimization.htm).
While debatable, inline text links do appear to be given extra weight as their very nature implies that the link is entirely relevant to the content of the site.
You can read more on this in last week's article.
As noted above, simply changing your internal navigation will not launch your site to the top of the rankings however it's important to use each and every advantage available to create a solid top ten ranking for your site that will hold it's position.
They will get your pages doing better, they will help get your entire site spidered, they will help increase the value of internal pages and they will build the relevancy of internal pages to specific keyword phrases.
Even if that's all they do, aren't they worth taking the time to do right?
Next week in part six of our "Ten Steps To an Optimized Website" series we will be covering the importance of human testing. Having a well-ranked website will mean nothing if people can't find their way through it or if it is visually unappealing.
About The Author
Dave Davies is the owner of Beanstalk Search Engine Positioning (http://www.beanstalk-inc.com/). He has been optimizing and ranking websites for over three years and has a solid history of success. Dave is available to answer any questions that you may have about your website and how to get it into the top positions on the major search engines.
Why SEO & Machine Learning Are Joining Forces Search Engine Journal
The 3 Types of SEO Reports You Should Be Building in 2020 Search Engine Journal
How to Overhaul Your SEO Strategy for Just $50 Entrepreneur
In uncertain times, jump start your SEO TechCrunch
SEO: Why It Matters in Today's Market RisMedia.com
The Importance Of Accurate Local SEO NAP's For Attorneys GlobeNewswire
Stock Photography Impact on SEO Search Engine Journal
Top 10 Tools for Bulletproof SEO Content Strategies Search Engine Journal
In a Year of Worsts, SEO Just Became the Best Search Engine Journal
Enterprise SEO: Communication Within Your SEO Teams Search Engine Journal
Keyword Data Accuracy & Data Manipulation by SEO Tools [In-Depth Study] Search Engine Journal
Measuring SEO Value Beyond Rank & File: How to Attribute Content Value Search Engine Journal
Update on Google Ranking Factors: SEO Tips Business 2 Community
Elevating Your Analytics: A Guide for SEO Beginners Search Engine Journal
5 Critical SEO Metrics Every Business Should Track Business 2 Community
How to Show the Value of Local SEO Search Engine Journal
Your SEO Secret Explains How Long Press Release Services Should Be Used StreetInsider.com
Replay: BuzzFeed SEO lead talks the future of AMP Search Engine Land
Updating Content, News SEO, Time on Site & More with Loren Baker [PODCAST] Search Engine Journal
Facing the challenges of SEO now and in the future Casino Beats
Search & Destroy: SEO, Search Marketing & Heavy Metal Music [PODCAST] Search Engine Journal
How to Use Google My Business to Boost Your Content & SEO Search Engine Journal
How Natural Language Generation Changes the SEO Game Search Engine Journal
The Importance of an SEO Audit with Brian Harnish [PODCAST] Search Engine Journal
Florida's #1 SEO Firm Offering Free Online Marketing Consultations Virtual-Strategy Magazine
Celltrion Chairman Seo Enjoyed Increase of Over 3 Tril. Won in Stock Holding Value in H1 - BusinessKorea
Celltrion Chairman Seo Enjoyed Increase of Over 3 Tril. Won in Stock Holding Value in H1 BusinessKorea
Who Would Win An SEO Contest: John Mueller, Gary Illyes Or Martin Splitt Search Engine Roundtable
SEO Agency-Client Communication: Adapting Campaigns for the New Normal Search Engine Journal
SEO Executive for Centre for Science and Environment Centre for Science and Environment
Global SEO Testing Service Market 2020 with (Covid-19) Impact Analysis: Growth, Latest Trend Analysis and Forecast 2025 - Daily Research Chronicles
Global SEO Testing Service Market 2020 with (Covid-19) Impact Analysis: Growth, Latest Trend Analysis and Forecast 2025 Daily Research Chronicles
SEO News: Google Structured Data Testing Tool to be deprecated and Web Stories have got SEOs excited! - Internet Marketing News
SEO News: Google Structured Data Testing Tool to be deprecated and Web Stories have got SEOs excited! Internet Marketing News
How to Create Location Pages to Boost Local SEO and Drive Traffic Fast Business 2 Community
Seo Ye Ji’s astonishing wardrobe in It’s Okay To Not Be Okay has a secret? - Republic World - Republic World
Seo Ye Ji’s astonishing wardrobe in It’s Okay To Not Be Okay has a secret? - Republic World Republic World
It's Okay To Not Be Okay actress Seo Ye Ji REFUSES to sport a bikini due to this traumatic experience - PINKVILLA
It's Okay To Not Be Okay actress Seo Ye Ji REFUSES to sport a bikini due to this traumatic experience PINKVILLA
SEO: Back To Basics Forbes
Zuendt Engineering Hires Brittany Seo as Civil Engineer GroundBreak Carolinas
Japanese film starring Choi Hee-seo to hit Seoul early 2021 The Korea Herald
Ministry of Justice makes official statement on Han Seo Hee testing positive for illegal drugs - allkpop
Ministry of Justice makes official statement on Han Seo Hee testing positive for illegal drugs allkpop
Watch: Kim Soo Hyun And Seo Ye Ji Show Unique Method Of Rehearsing Lines In “It's Okay To Not Be Okay” - soompi
Watch: Kim Soo Hyun And Seo Ye Ji Show Unique Method Of Rehearsing Lines In “It's Okay To Not Be Okay” soompi
Major Bug in Grow by Mediavine WordPress Plugin Search Engine Journal
Top 5 reasons why you need SEO AZ Big Media
10 SEO Tips to Implement in 2020 SmarterCX
SEO Software Market 2020 Size Analysis, Growth Overview 2027, Major Vendors – Moz, SEMRush, Linkdex, SpyFu, Conductor, etc. - 3rd Watch News
SEO Software Market 2020 Size Analysis, Growth Overview 2027, Major Vendors – Moz, SEMRush, Linkdex, SpyFu, Conductor, etc. 3rd Watch News
Kim Soo Hyun as Seo Ye Ji's safety pin benefits It's Okay To Not Be Okay; Once Again rating skyrockets - PINKVILLA
Kim Soo Hyun as Seo Ye Ji's safety pin benefits It's Okay To Not Be Okay; Once Again rating skyrockets PINKVILLA
SEO in 2020: What Basics You Need to Know to Be Successful Search Engine Journal
Design: Making SEO Look Good Forbes
The 10 Commandments Of SEO Forbes
Watch: Kim Soo Hyun, Seo Ye Ji, And Oh Jung Se Crack Up While Filming “It's Okay To Not Be Okay” In Medieval Costumes - soompi
Watch: Kim Soo Hyun, Seo Ye Ji, And Oh Jung Se Crack Up While Filming “It's Okay To Not Be Okay” In Medieval Costumes soompi
SEO in 2020: Going Beyond Google Search Engine Journal
5 Ways SEO & Web Design Go Together Search Engine Journal
6 Ways to Know If Your SEO Is Broken Practical Ecommerce
'I could be dating Justin Bieber too': Here's how Park Seo-joon had rubbished dating rumours with Park - DNA India
'I could be dating Justin Bieber too': Here's how Park Seo-joon had rubbished dating rumours with Park DNA India
Why SEO is More Important than Ever BOSS Magazine
Why startups need SEO services in 2020 AZ Big Media
Secrets That Make SEO Work Best 04/13/2020 MediaPost Communications
Why News SEO Is Crucial to Publishers Covering the Coronavirus Pandemic Search Engine Journal
What Is Enterprise SEO? Search Engine Journal
Global Local SEO Software Market Report 2020-2026 by Technology, Future Trends, Opportunities, Top Key Players and more. - EIN News
Global Local SEO Software Market Report 2020-2026 by Technology, Future Trends, Opportunities, Top Key Players and more. EIN News
How You Should or Shouldn't Use Synonyms for SEO Search Engine Journal
4 Tips to Build a Strong SEO Program During COVID-19 Search Engine Journal
5 of the Most Complex SEO Problems & How to Fix Them Search Engine Journal
SEO Is Everyone's Responsibility: 5 Tips to Get Non-SEOs Bought Into SEO Search Engine Journal
SEO Needs to Be Part of Your PR Strategy Entrepreneur
What SEO has to do with web development SDTimes.com
Paving the Path Forward with SEO: Preparing for New Normalities Search Engine Journal
SEO in 2020: What Role Do Keywords Play? Search Engine Journal
Seo Eunkwang To Present Healing Online Concert Experience Through "FoRest: WALK IN THE FOREST" - hellokpop
Seo Eunkwang To Present Healing Online Concert Experience Through "FoRest: WALK IN THE FOREST" hellokpop
Google Explains How to Use Headings for SEO Search Engine Journal
7 Search Engine Optimization Strategies
Search engine optimization refers to the technique of making your web pages search engine friendly so that search engines are more easy to understand and analyze your website. Consequently, your site has a better chance to gain high search engine ranking.
Onpage Optimization: Essential for Effective Offpage Optimization
Onpage optimization is the process by which various elements on an individual web page are structured so that the web page can be found by the search engines for specific keyword(s) or keyword phrases.Onpage optimization will not guarantee any top rating within a search engine, only offpage optimization can offer that guarantee.
Search Engine Traffic: Winning With Content
Targeted traffic is the lifeblood of any online business. The best source of free-targeted traffic to your site is the search engines.
Duplicate Content Penalty - How to Lose Google Ranking Fast!
Duplicate content penalty. Ever heard of it? This penalty is applied by Google and possibly other search engines when content found on your website is largely the same as what is found elsewhere on your site or on other websites across the internet.
SEO Expert Guide - Ongoing Monitoring of Results (part 9/10)
In the Guide, you have, so far, learnt how to plan for and execute a search engine optimization and promotion strategy. However, this is not a one-off process, but an ongoing and iterative process, where you tweak and refine towards ever better ranking.
Search Engines The Masters Of The Internet Universe - Part 1
Trillions of Billions of content pages make up the wide world of Internet. Keeping a house clean and arranged with proper placement for each household item is so big a task for each of us that it is a much despised daily chore.
Ten Steps To A Well Optimized Website - Step 1: Keyword Selection
This is part one of ten in this search engine positioning series. In part one we will outline how to choose the keyword phrases most likely to produce a high ROI for your search engine positioning efforts.
How to Make More Money with Your Mambo 4.5.1 Site
For those of you who are not familiar with Mambo - it is an easy to use content management system that can be freely downloaded from http://www.mamboserver.
Google News - Just another article announcer?
In Google's recent battle towards becoming an international news center, I've come to notice that the results delivered from Google News seems like nothing more than the articles we publish everyday. So I ask, doesn't it seem like Google News resembles an article directory of some sorts?Google News World: http://news.
Search Engines from a Webmaster Perspective
By now, virtually every webmaster has heard or read that the major search engines are responsible for 80% or more of the traffic received by most web sites and that most searchers never look beyond the first 20 - 50 search results. Not surprisingly, an entire industry devoted to search engine ranking and search engine optimization (SEO) has sprung up to capitalize on these well known facts.
High Search Engine Rankings - A Long Term Strategy
The last 1.5 years have shown major changes in search engine behavior across the board.
Site Maps: Let Search Engines Find Your Pages
With 40 million websites in existence, and more than 3 billion web pages indexed by Google at the time of this writing (July 2003), it's no wonder that more and more people are relying on search engines to find their way through the unruly world that the web has become.Nowadays, it is crucial to get your pages indexed by the most important search engines.
Searching The Internet Without Search Engines
The World Wide Web contains more than ten million websites with thousands more being added daily from all over the world, and search engines are tasked with presenting the most relevant pages based on the search criteria entered. Finding a large and popular site like www.
Search Engines - The Dominant Factor
Let's face facts - Search engines are starting to rule and dominate the way people advertise their products and services.Gone are the days of low-cost, no-cost advertising.
10 Ways To Indirectly Get To The Top Of Search
There are millions of web sites trying to get listed in the top 20 spots of the major search engines. That amounts to a lot of competition! I say if you can't get listed at the top, indirectly get to the top.
Shopping Carts and SEO
Shopping and the Web. They go together like Mr.
PPC Advertising - The First Step In A SEO Marketing Campaign
Often, sites view seo and PPC marketing as exclusive marketing techniques. Each marketing method has its advocates.
Link Reputation - How to Improve Search Engine Rankings
One of the most overlooked strategies to improve search engine rankings is building your link reputation. This link popularity strategy is just as important or equal to creating keyword rich content pages.
Your Search Engine Optimization Strategy: Make Love, Not War
When it comes to search engine optimization strategy, there are basically two camps - those who view search engines as adversaries to be conquered at any cost and those who regard search engines as partners in their online marketing efforts. Long-time readers of my articles probably already have a good idea of which camp I fall into; however, I believe both approaches can be effective optimization methods.
Link Exchange Tips, No Tricks
Use text links, avoid image links. Anyhow, if you have used image links, then always make sure to put your keywords in the alt tags.
|home | site map|