If you do not have a targeted internal link building strategy, congratulations! The last page of Google results belongs to you.
In this article, you will gain a complete understanding of internal linking, the right strategy to use and its impact on improving SEO and site ranking. The most common problems in dealing with link building strategies, broken links and low value links are also examined.
Before we begin, let us better understand the importance of internal linking with an example:
When you first enter a 100-story tower, your tool to get to the 51st floor and go to room 512 is to use the elevator, stairs and corridors. Of course, you do not have to search the individual floors to get to a particular floor and room.
Internal linking on any website is the elevator that leads you to other articles and pages. The use of internal links, in addition to optimizing the movement of users on the site, also plays an important role in understanding the relationship between content and pages by Google bots.
A site without a precise internal linking strategy is like a thousand misleading tweaks that do not work for either Google or people.
We assure you that after reading this article, your view on internal link building will change and you will consider a good time to correct it. By modifying the internal links, the site traffic statistics can be doubled in less than 1 month.
After reading this article, the next question that may come to your mind is about the number of internal links for an article. In the article, we will put some internal links for articles
, We talked about this in detail. By reading this article and the article we linked to you, you can plan your link building strategy right now.
What is internal linking?
Internal link building means; Connect a page from one site to another page from the same site. By clicking on these links, users will be redirected to other related pages and sections of your site, and Google bots can easily find new and related pages.
All the links that are placed in the main menu of the site, sidebar, page content, graphic banners, footers and other parts of the page are effective in understanding the relationship between the pages and determining the user’s movement path and are considered as internal link building.
Why are internal links so important?
Google’s goal in using internal links is to access new content and understand the value of a page on the site.
Suppose you create a page with new content but no internal links from other pages on your site. Also, this new page is not in the site map and has not received a backlink from other sites. In such a situation, Google crawlers will never be aware of the existence of such a page, and by publishing this page, we will not see any change in the position and traffic of the site.
If we go back to the 100-storey tower, for example, we can say that you have built a new room for which there is no access from elevators, corridors and stairs, and practically no one will know about the existence of this room.
Google’s view on the importance and effectiveness of internal links is interesting:
Google is always looking for new pages and all pages reviewed by Google bots will be indexed. New pages are viewed by Google bots when there is a link to them from an indexed page.
So the most important reason to use internal links is to introduce the page to Google bots and create access for users. If a page does not have any internal links, it is known by Google as an orphan page.
The number of internal links to a specific page on a website is a signal to search engines. This means that this page is very important.
Having a lot of internal links for a page of the site does not necessarily mean getting a better position in search results! In this process, we must pay special attention to the thematic relevance of the pages and phrases used for link building. In the following, we will introduce the most important points that we should pay attention to for internal link building.
How to determine the right strategy for internal linking?
Your most important pages and best content should be directly available to users and receive the most internal links. One of the most important spaces to gain access to these pages is the main menu of the site, but with a large number of links in this section, the thematic separation and their importance to each other will not be understood. There are two important techniques to consider for internal link building:
1- Content demarcation technique
Imagine that your site has 5 main categories, each of which has 5 important subcategories. Putting all these pages in the main menu of the site practically causes all of them to have the same value and credibility with Google. While the main categories and some of your subcategories have higher priority and importance.
The demarcation technique helps us to build internal links only between pages that are thematically related. In this method, in the main menu of the site, only the main categories are linked and from the page of each category, internal linking is done to the sub-category pages and related products and articles. When a user enters one of these subcategories, they will have access to the parent category and related categories in the sidebar or page content.
On the articles or products page, only categories and tags that are related to the topic are linked, and related articles are all content that has been published in the same topic.
These boundaries can be interconnected in sections and internal linking can be done between them. See the image of the tower below, here the elevator plays the main role to reach each section or category and the corridors are the access path to each page in your categories. Using targeted internal linking, different classes are directly linked to each other.
Internal linking using this technique can also be interpreted as thematic clustering. That is, a group of pages with internal linking, all of which are thematically related. There are three major advantages to using a content demarcation technique:
- Easy access and simple search for site users.
- Google crawlers will have a better understanding of the thematic relevance of web pages.
- More credibility is transferred to the important pages of the site.
2- Using the appropriate anchor text
The inline text used in the internal linking process plays an important role in Google’s understanding of page content. In developing the right internal link building strategy, we must pay attention to it. If you are not familiar enough with the concept of anchor text and its application, we suggest you read the article What is anchor text and pay attention to the following example:
Each room is built with a specific function and purpose, and the signboard that is connected in the hallway shows its efficiency. The signpost to reach other rooms on a particular floor is the same as the text you use in your articles. For example, if it is written on the room board, “Room 512” will not give any information to the client, but if the same board is replaced with the phrase “Management Office”, it will make the decision to enter and use the room easier for people.
By using a variety of inline textures that align with your business, we can help Google and users understand their purpose, which will lead to significant growth in SEO.
5 of the most common internal link building problems
The items mentioned to formulate the internal linking strategy make the pages link properly available to users and Google. Over time, as the number of pages on a site increases or some of them are removed, this strategy may fail. One of our most important tasks is to identify these potential problems and fix them as soon as possible. In this section, 5 of the most common problems in internal link building are examined:
1- Internal broken links
Sometimes elevators do not stop on some floors, on a lower floor, or on a higher floor. Or on one floor of a large building there are rooms that when we open the door we encounter an empty space or even an abandoned warehouse.
Broken link, defective elevator of your website. A link that clicks on a page without content. If there is a broken internal link on your site and the user clicks on it, they will see a page with a 404 error.
But how do broken links come about?
There are two main reasons for a broken internal link:
- We have edited the previous URL of the page, and when the user enters that page, there is no content to display.
- We remove a page from the site but do not consider replacing it. Again, the user encounters the 404 page by clicking on the link.
There are two ways to fix broken links:
- Identify the links in different sections of our site that refer to the old address and edit according to the new address.
- Redirect the deleted address to another page with a thematic link using 301 redirect.
To better understand the concept of broken link and its problems, we suggest you refer to the article What is broken link.
2- Internal link to the redirected page
In the example of a 100-story tower, if the tower security unit is on floors 60 to 70 and later moved to floors 40 to 50, room number 612 from the security section will probably change to 412 as well. As a result, it is better to change the signboard installed at the entrance of the building and announce the number of the relevant room to refer to it, otherwise people should first go to the old room and find out about the transfer there.
When redirecting a page to 301, we need to modify the links that are linked to the page from other pages so as not to confuse Google bots in the long run. There is a way to solve such a problem; Update existing links from other pages and link directly to the new URL of the redirected page.
For a better understanding of the concept of Redirect 301 and how to use it, you can refer to the article What is Redirect 301.
3- Too much linking to less important pages
There are several entrances and exits to large buildings, and the more important floors have different entrances and exits. But we never consider 10 routes for warehousing or facilities.
Less important pages in the warehouse and facilities section of your site. Instead of spending time and money building internal links to less important pages, we can use the necessary value and cost between more important pages.
As a result, instead of linking to the pages that are of low importance and value in our pages, we only link to pages that are completely related to the topic of this page and our main priority for gaining a place in search results.
If a page of your site is removed from Google using the noindex tag or robots.txt file, reduce the number of internal links and be sure to use the nofollow feature for them. In this case, Google bots do not go to that page and check its content.
4- Important pages with many internal links
The more links on a page, the lower the value and credibility of each. In many cases, it is observed that after gaining credibility and position on one page of the site, it is used as a reference to strengthen a large number of other pages. If the number of these links is large, practically each of them will receive little value, and if they are not related to this page in terms of subject matter, they may have a negative impact on Google’s understanding of its meaning and the position it has acquired.
To solve this problem, when creating a new page, keep two points in mind:
- The number of links on each page is limited.
- Only link to thematically related pages.
5- Pages without link or Orphan page
Just as it seems unreasonable to have a floor in the middle of a building with no access, it is just as unusual for Google to have a page without any link building. Pages that do not have any internal linking are known to Google as Orphan pages.
When you generate valuable content but do not put any internal links to access and redirect to this page, no value is added to your site and may never be indexed by Google.
Get the best backlinks from your site, the pottery foot in link building
External link building can help increase your credibility and improve your position, but keep in mind that entering it may penalize your site and drive out of search results. In fact, external linking is useful when we are in a tough competition and on the first page of Google. The best way to strengthen your page is to use internal link building until you have established your position on the first page of search results.
Usually when we create a new page on the site, we do the internal linking process for older pages, but this new page also needs to be strengthened and link building. To do this, we suggest using the Site command: and searching for the keyword phrase of the new page in Google to find the old and important pages of the site that are indexed by Google and are related to this topic. Then we use these pages to build internal links for new articles.
Using this method, in addition to being able to update and enhance the site’s valuable pages, we have transferred some of the page credibility to new pages using internal linking.
Finally, we suggest that you refer to the link building training page for more training on internal and external linking of the site.