The importance of internal links in the SEO strategy

Often treated with indifference, internal links occupy an important place with a major impact in the SEO strategy. They are the elements that need worked out in detail in order not to fail and positively influence the results of the work done for the organic growth in search engines.

Here are a few advices which will help you get to know the strategy of inserting internal links, the attributes and the ideal structure of these.

The attributes of internal links

The idea of internal links is basically to drive visitors from one page to another page of the website, to indicate where they should go in order to navigate from one place to another on your website. They are different from external links because in the HTML code they lead to the same domain. If in the initial versions of the Internet, the internal links did not really count at all, it does not mean that in the present, from a SEO point of view, they can not influence how search engines see your site.

  1. Anchor text – is a matter to consider, even if search engines have diminished its importance.
  2. The importance of the page. We are talking here about the case where there are pages on your site that have lots of external links that lead to them, thus gaining authority and having the ability to influence rank by linking to other pages. On these pages it would be advisable to introduce internal links that will lead to the pages of the site that they need and are useful to them, the visitors.
  3. The relevance of links. If we get to a page containing shipping information from another page describing several modes of shipping options, it is considered to be correct. But if we get to this page by clicking on a link present on an animal pet shop page, search engines will find this link irrelevant.
  4. The first link in the page’s content. This is especially important for the anchor text, as with external links. Basically, if on a page there are links that lead to multiple pages of the website, Google will pay the greatest attention to the first link present in the content.
  5. Typology of links. It would be advisable to keep a HTML format for links rather than trying the JavaScript approach. Even if technically they can be tracked by Google, it seems to us like they are not treated with the same authority and influence.

Ideal structures for internal links

  1. No page must be further than 3 clicks away from another page
    In an internal structure of the site well thought out and tailored to the needs of the visitors, by a maximum of 3 clicks we have to reach any of the desired pages. Hence the recommendation to structure sites by categories and subcategories.
    A fairly easy to understand negative example of this is the case of a traditional blog, in which, in order to reach an article published two years ago, we have to click on “Next” at least 10 times to get to the desired page.
  2. Pages must contain relevant and useful links for visitors
    If no one accesses a link, it’s a bad sign for both the site and the search engines. If all visitors click the “Back” button without interacting with the page they were directed to, it means that the content was not relevant to them and automatically the link between the pages.
  3. Improving content
    Eliminating poor quality content that does not engage and the introduction of internal links that people really need are practices that can deliver much better results.
  4. Links on important pages
    Make sure the important pages have links to (and from) them. Do not leave any pages without links to it. More importantly, put links on important pages that lead to the weaker pages of your website.

Following these practices you can make a pertinent analysis and optimization of internal links as well as an improved visitor experience on the site.

Author: Oana Barbu

Image source: Google Images