Developing your Link Strategy

We should all know by now, the value in developing a link strategy for SEO, whether that be backlinks (inbound links) to your site from reputable sources, or internal links throughout your site. The message from Google is clear – link valuable to other valuable content, to provide a great user experience, that flows, and to keep the quality of content-association consistent.

Backlinks are much harder to get but they are worth their weight in gold and do great things for your search engine results. For the purpose of this blog, we are going to focus on internal links and how you can improve these to leverage your online performance.

Growing Your Internal Link Strategy

Internal links are basically the links between the pages on your website. Imagine your site as a web of its own – you want to connect everything up, so you have a network of relevant content.

Linking your content shows relationship between content and helps to improve your site structure. It also transfers page value from page to page. Let’s look at each of the three points individually:

Relationship of Content

Relevance is key. A user visits a page to get information and the initial aim is on-page engagement and conversion.  But you also want to try and keep the user on your site, with a user experience that flows, i.e. they click to view other pages with similar content, to get the best value for their search query. Looking at this through the eyes of Google, this user behaviour shows that the site is engaging, relevant and of value and therefore ranks it higher in the SERPs (search engine results pages).

Improved Site Structure

Linking pages with anchor text assists navigation. It gives users an additional way of getting from page to page, without having to use the navigation bar. Search engines like Google also like this because it gives much more context to your site’s content and shows more relevance when deciding which results to display to a user.

Page Value

Pages that rank well get what’s called a good page rank score by Google. If you link these high performing pages to other pages on your site with content relevance, those pages will also benefit by getting some of that value passed on. So, if you link up your pages internally, where relevant, you are effectively passing on good page rank power across your site.

Internal Link Strategies

Here are some strategies you can employ, to grow your internal link network and improve performance:

  1. Conduct an internal link audit

Look for opportunities to link up pages that aren’t currently linked. Take your top performing pages and link them to relevant pages on the site.

  1. Boost rankings on key pages

Enhance point one by improving the rankings of key pages on your site. Think about those that are most relevant to what you do, i.e. the homepage, the about us page, your main products/services page.

  1. Reduce page depth

Shorten down the number of clicks to reach pages that are deep within your sitemap, by including links on pages closer to your homepage, or on the homepage itself. Pages closer to your homepage get a better page rank score and linking up from there reduces the user journey.

Need any advice on your SEO strategy? Whitefish Marketing is an established Kent based digital marketing agency, with experience in lead conversion. Give our friendly team a call on 01303 720 288.

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