Internal linking is deceptively simple and incredibly important in driving traffic to your site. Truly strategic internal linking is a content marketing must have for SEO.
What is Internal Linking?
Internal linking is the practice of connecting one page of a website to a different page on the same website. Why do we want to do this?
There are three main reasons:
- Internal linking makes website navigation easier
- Internal linking is responsible for the hierarchy and structure of your website
- Internal linking defines and distributes page authority
Internal linking boosts page views only if the content you provide is relevant to your audience. If they sense relevance, they will click and read on. Relevant linking also helps new visitors discover your website because a followed link increases page views.
So, how do you drive more content?
Try these four techniques to start:
1. Create a Boatload of Content
Having the correct amount of internal links is completely contingent on having many internal pages. This symbiotic relationship cannot be undone. If you can create meaningful connections between pages that are logical, the visitors to your site will be clicking where you want them to. They will not even realize that they are being led down the funnel to an eventual sale.
2. Put Links on the Landing/Home Page
Your home page is probably going to be the most linked to page on your site. A good home page keeps careful notes of all pathways and limits hyperlink exit points. Remember, you are attempting to funnel visitors down a pathway. If your links send them away from the funnel and therefore away from a potential sale – they are not working.
Your landing pages/home pages are different animals than all the other pages. They should feature calls to action and always lead down the funnel.
3. Use Links That Are Natural For the Reader
If you strive to build in a user-focused approach to your site – you are on the right track. Good internal linking should feel totally natural to your reader and improve their engagement with your site. When links truly match the context of the content, readers are much more likely and happy to click on them. As long as they all lead down the funnel to a sale, it is working.
4. Always Use Relevant Links
Internal linking must be relevant. Linking for the sake of it just does not make sense. In a worst-case scenario, it may just tick off your reader and you will lose them.
For example, you have a page about your excellent dark roast coffee from Namibia. Relevant links could be on how they harvest the beans, or the people of Namibia– irrelevant linking might be about your hot chocolate page. Both drinks – yes. Should you link the two? Probably not.
Always try to link to relevant content in your internal linking.
Contact Lead to Conversion today to find out how we can do all the above and more to optimize your web campaign.
Matthew is not only passionate about online marketing, but also staying active and living a healthy lifestyle. He enjoys electronic music, cooking, working out and consistently learning. Having the opportunity to build relationships with various colleagues throughout the industry, and working with such talented people is a part of Matthew’s career he’s very grateful to have.
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