Internal Linking for SEO : A Quick Guide

Internal links: Tips for your website

Internal links are one of the most basic and effective SEO techniques you should implement on your website. They transfer authority from one page to another and serve to improve the number of page views and also improve the user experience of your visitors.

But, above all, they are the help that Google needs to better understand the structure of your page . An all in one, hey.

We are not going to get technical, this is not our thing, but I am going to tell you 5 basic tips to get good internal links on your website

Why are internal links so important on a website?

Internal links are like the paths that make it easier for Google bots to crawl and index content. So the more routes you open, and the more logic you put into the task, the more Google will value your effort, rewarding you sooner or later with improvements in positioning (sooner rather than later).

As you can see, internal linking is closely related to web design and development, since you have to take into account and plan in advance how all the sections or taxonomies of the page are going to be linked to each other, for example the categories, through to the menu or other elements that are going to mark the navigation on the page. Come on , t odo in the family …

However, this good SEO practice can still be exploited beyond the basic use of linking required for page navigation, both internally and externally. It is the typical case of link building (that is, of external links or backlinks from other web pages with the more authority, the better). So do I have to create internal or external links? What is more effective? 

Undecided you are in luck!

It is not that you have to decide on one strategy or another; On the contrary, it is best to implement both on your website. In fact, for yours to be considered a good link profile, the ideal is that there is a balance between external and internal links.

But keep in mind that SEO techniques positioning based on internal links (interlinking ) have zero cost, while a good strategy linkbuilding, based on external links , will assume you invest money (paid links and sponsored posts to publishers), or a lot of work to convince pages or blogs with authority that they should link to your website (especially if you don’t have a good network of contacts to pull from).

How you should create the internal links

Some internal links go unnoticed: for example, those of categories, labels or tags and menus. And yet, they help us to define a very precise map of the contents of our page.

But, in addition, it is important to create more routes based on internal links on your website and these are some practices to achieve it:

1. Internal links should point to varied pages.

The correct way to link is to choose different landing pages. Do not be tired and always point to the same category or the same URL, because Google can penalize it. Pull creativity and common sense and you will have much of the work done.

2. The anchor text , that is, the word or words that carry the link, should not always be the same

Better to vary and use longtail and semantic variations in the texts of the links or anchor texts.

For example, if you offer tax advice services from your website, and every time you use the keyword tax advice you link it to the category of the same name, Google will detect it. The best thing would be to change that text, and link to the same page with different related words: Experts in taxation, tax consulting or the typical CTA, “to learn more, click here. It is the most natural way to do it, and the one that is considered good practice in SEO.

Ideally, you shouldn’t even have to say “Click here”, better that they come alone and guide the user through your website through a wonderful link and other elements of web design.

Like everything in SEO, there are no fixed rules, and not all experts agree on this point: Some consider it a good strategy to always point to the same URL with the same keyword as anchor text.

3. Place the internal link you want to make in the first paragraphs of the text

Try to reduce to a maximum of three or four links per text or page so that the authority (or link juice) that each link contributes is not diluted.

The link juice is distributed through a system that, graphically, we could define as glasses full of authority that communicate, and the more glasses there are, the more it is distributed among all, reducing its effectiveness for SEO positioning.

#Top Tip: For internal linking, it is recommended that the links come from pages with good performance towards those that perform worse, that is, it is better to link, for example, old posts to new posts than to do the opposite.

4. Internal linking from the blog to the web is a great way to improve the positioning of your page

Don’t waste it and create good content for your blog ! Perhaps you can take advantage of the traffic and authority of your blog, using it to link to web pages or vice versa. It usually works very well for explanations on product care in an online store or to link blog news on the home page of the web. Anything that is useful content for your audience will always add up!

5. Check for 404 errors

These broken links are the enemies par excellence of Google, so the best thing is that from time to time you check all the internal linking of your website to check that all the pages and urls are still working and do not return a 404 error.

This way, you prevent your organic positioning from being affected and that your visitors do not leave your website with a bad impression because they have not found what they were looking for.

What other links can you make on your website

In addition to internal links and the backlinks that can point to your site from other external websites, there is a third category of links: These are external links, i.e those links you create to other external web pages or from third parties.

Ideally, they provide some type of relevant information to the user, and also point to authority pages (that is, the most relevant on their subject). That is the reason why you have surely seen often blogs with links to Wikipedia, the media, etc…

Well, here it is also about being a bit original, and trying to find other alternatives: Links to pages that you find in the Google Academic search engine , such as Universities, experts in your sector, etc. Or point to newspapers or specialised magazines, which usually have very good positioning.

How to keep control over internal linking

As the webs fill with content, it is more difficult to control all the internal links that have been created. I know and I’m sure you will too by now.

The easiest way to maintain control is by accessing the Search Console control panel , the tool that Google makes available to users to facilitate many tasks, including this one.

Entering Search Traffic, and from there by clicking on Internal Links, you will be able to see how many links your website has, where they are going and which URLs are most linked. A very useful task is to make a diagram with all the internal links that are created, with the URL to which they are directed and, of course, their origin.

Other more advanced ways to keep track of your link profile are specialised SEO tools like ScreamingFrog.

"Okay now... But it's going to take me a lifetime to do this ... "

Making a good internal linking strategy takes a long time, requires some knowledge. The interesting thing, if you have not managed the links on your page for a long time, is to start with a previous audit with which to know the real situation of the website and its detailed link profile.

You can contact Malcolm so that we can advise you on the phases of the development of web pages for businesses and their different implications such as their structure or the linking process, or if you prefer, leave me a comment with your questions about the links on your website and we take a look at it.

Until next time!

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