Link Internally and Boost Important Pages

Internal linking

Do you have a strategy for how to link internally? Internal linking is perhaps the most underestimated part of SEO work. Despite this, internal links play an important role, and I will now explain why and how you can boost your most important pages to a better position in the search results.

Links are a complex topic in SEO that can be difficult to grasp for beginners and those with more experience. The discussion about links is mainly about the work off-page, where link building and the acquisition of backlinks are often in the spotlight. Backlinks, which are external links from other domains, have long been a snack bar, and there are several different linking strategies for getting other domains to link to your particular website.

There is less talk about the importance of internal links.

Internal links are links that redirect the visitor and search engines to another page on the same domain. If the internal link is appropriately managed, your website can perform better in Google’s search results in the long run and drive more organic traffic, which is exactly what we want to achieve with SEO!

I’m now going to dust off and highlight this somewhat forgotten topic. I explain why internal links are so important and how you can work with internal linking on-page.

Why are internal links important?

There are several reasons why you need to take control of your internal link. How you link internally can affect:

  • Ease of use
  • Your position in Google’s search results
  • How Google finds and indexes your pages.

It makes it easier for visitors and Google to navigate.

First, we need to mention the most obvious reason one should link internally: to make it easier for visitors to navigate the website. This, of course, also applies to Google, which gets a better understanding of how your website is structured.

Offer your visitors an easy-to-navigate website, and you will make it easier for them to find relevant content that they are looking for. Logical navigation is not only important for SEO but also the user experience. 

It helps Google find all pages

Usually, Google can find and index all the pages on your domain, but sometimes the search engine may need a little help. Having a large variety of pages can lead to Google indexing only some of them. It can also be extra tricky for Google spiders to find pages deep in the structure or if the page has no links pointing to it. Such pages are usually called “Orphan pages”.

Therefore, always try to link internally to all the pages that you want Google to index. This is especially important if your website does not have a sitemap.

Take advantage of the linking power of referring domains.

The third reason, and perhaps the most interesting, is that you want to take advantage of the link power from link building work.

On-page work is directly related to off-page link building. When you have managed to get X number of domains to link to your website, it does not mean that the work is done and that you can lie down on the couch and watch the organic traffic flow in. First, you need to take advantage of the link power that comes from referring domains. You do this with the help of internal links that distribute the link power to the pages that are most important to you so that they gain more authority.

Important to keep in mind is that the links must be do-follow. If the internal link is no-follow, no link power is forwarded. Some plugins can put no-follow automatically on links. Therefore, look in the source code, so your links are not tagged with rel = “no-follow”.

How can I work with internal linking?

Now that you know why internal links are so important, it’s time to find out how to work with them. How should we think? And what tools can help us find out which pages we should internally link from?

Anchor texts

It is important to choose the correct anchor text, whether it is an internal or external link. The anchor text is the text that the visitor sees as clickable. Strive to create a natural anchor text that is also relevant to the page it links to. You always want to avoid using “click here” or “read more” as anchor text for the same reason. Also, try to vary the text as it can be perceived as spammy if the same anchor text always reappears.

If you link to the same page several times on a single page, Google will only count on the first version of anchor text. This makes it extra important to review how you link internally to the page, so you can be sure that Google is counting on the right variant.

Decide which pages are your most important

Which pages are the most important on your web page? If you run an e-commerce, it may be selected category pages where you list products. Of course, you want to link to these pages as much as possible to give them more linking power and thus more authority. Therefore, it is better to distribute the link power evenly between fewer and more important pages than for all pages to share the same amount of link power.

Is it your most important pages that get the most link power via internal links? You can find out using the Google Search Console tool. Under “Links” you get information about which of your pages get the most power from internal and external links.

Find out which pages have the most link authority.

Once you have clear which pages are your most important, you also know which pages you want to give more linking power to. Then the next step is to find out which of your pages have the most authority that you can internally link from to give more love to the pages you want to prioritize.

One way to do this is to use the SEO tool Ahrefs. Ahrefs is a fantastic tool that provides valuable information on how you and your competitors work off-page. From the report “The best pages by backlinks”, you get a list of the pages on your domain that have received the most and best backlinks. These pages are also the ones that have benefited from the most linking power, and from here, it is best to link to your priority pages internally.

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