SEO is a marathon, not a sprint. It’s funny how Google’s search algorithm is so dynamic` that the only thing constant in SEO is change. It is crucial for a company to sustain successful SEO, as it is a huge part of any B2B digital marketing strategy.
Search engine optimisation is one of the most effective marketing channels because:
- The majority of search engine users are most likely to click on one of the top 5 suggestions in the results pages (SERPS). Research shows that websites on the first search engine results page receive almost 95% of web traffic. To take advantage of this and increase visitors to your website, your website needs to appear in one of the top positions.
- SEO is not only about search engines but good SEO practices also improve the user experience and usability of a web site.
- Users trust search engines, so having a presence in the top positions for the keywords by default will increase the user’s trust in your website.
Blogs and content are a vital part of any SEO strategy. A brief SEO Checklist for your blog posts can look like this:
- Research keywords you can use to target that are likely to give you a good chance at ranking.
- Use those keywords in your posts, such as in the post title, image alt tags, image descriptions, image titles or H1 tags.
- Post regularly on topics relating to your keywords. Link relevant content organically in your post to the relevant pages.
- Link to a complimentary article but avoid linking to someone trying to target the same keywords.
What is Internal Linking?
Matt Cutts said, “The objective is not to make your links appear natural. The objective is that your links are natural.” Building on internal links is an important fundamental in any SEO strategy. It is an SEO power technique for content marketing.
Internal Links are the ones that link to another post, blog, article or page on the same website. In not so layman words – it is going from one page on a domain to a different page on the same domain.
Why Is Internal Linking so Important for SEO?
According to Forbes, the two most important strategies for SEO are undoubtedly on-site content development and link building. Building on-site internal links can be complex, it generates results and it is one of the most effective ways to improve organic traffic from search engines.
Internal links are useful for many purposes. The following are some of the SEO benefits:
- Site Navigability: Internal links allow users to navigate through a website by providing them with clarity and more information on the topic. You can use internal links as a way to guide your users to other content that may interest them.
- Page Relationships: Google crawls pages on the web by following these links and uses information to evaluate the relevance and value of the content to determine where you will place on the Search Engine Results Page.
- Structuring: Internal linking strategy can be used to establish a hierarchy of category pages, main pages, and subpages; facilitating to define the structure, indexation and hierarchy of the website.
- Boost Ranking: Internal links pass value from page to page over the Internet, reflecting in boosting the overall ranking of the website as the search engine perceives it to be more trustworthy than other published content.
- Reader Direction: Internal linking gives you the opportunity to point your traffic in a specific direction. Pointing users towards content that increasingly moves them forward in the buying cycle can aid in securing more conversions.
- Organic Traffic: An internal linking strategy can result in an increase in page views per sessions, which helps grow organic traffic by reducing bounce rate.
How to Implement an Effective Internal Linking Strategy
The idea of internal links is to well-connect articles and posts to pages that will drive relevant traffic from one page to another. Below are a few ways to implement your Internal Linking Strategy:
- Link the right keywords: Target and link the right keywords. Avoid using the same keywords on all the pages though.
- Use anchor texts: An anchor text is a word or a group of words that is linked, describing what the target link is about. These links are the clickable texts that are typically highlighted in blue to the user. Anchor texts are an important attribute of internal links and play an important role in how pages are categorised. Your anchor text should typically be the keywords that you are targeting.
- Use a reasonable amount of links: It is recommended that a page should not have more than 3 link clicks to ensure logical linking at all times.
- Relevant Material: Users appreciate relevancy. Pages should contain links that users find relevant and useful to the source of the content.
- The deeper the links, the better: Don’t always link to the home page or contact us page in every post unless it is absolutely necessary. The best links in a content marketing strategy are the deeper, natural links within the structure of the site that point to the important products or service pages on the website; as well as popular, information-rich blog posts.
- Don’t orphan, usability is key: Make sure the pages that matter and can lead to conversions have links to and from them. You want to navigate users to the most important links on each page, so if every link is on every page, this negatively impacts the usability of your website and your SEO efforts. By focusing on usability, it indicates the important links to Google, which will boost your company’s website performance in the long term.
A Silo Structure in SEO is used to cluster together a set of articles and pages. Sorting articles and pages into silos of topics and sub-topics helps you create a strong web of relevancy, which allows you to boost each page’s visibility with highly relevant SEO content that links to one another.
The Silo Model can help to significantly improve keyword presence for a particular keyword category. Most organisations find this model very logical, as it organises the content in groups, which helps search engines to list pages in their massive keyword–based indices.
The bottom line remains that internal linking is a fundamental and valuable strategy for SEO. Google finds posts and pages when they’re best linked to other posts and pages on the internet – connecting your content and giving Google an idea of the structure of your website.
Pay attention to how your links can relate back to previous posts and pages and try to keep your navigation as natural and appropriate as possible. It is always worth going back and auditing old content making sure it has adequate internal links.