Whether you’re opening a new business, blog site or just want to get more traction on your portfolio, you’ll need to understand how to rank highly on search engines to ensure your site gets the attention it deserves.
Internal links are often keywords or phrases that you make into hyperlinks to connect your pages. This allows you to create the perfect customer journey through your website, making it easier for your visitors to find the pages that they need and also helping you to direct them to the right place to achieve your goals.
Having internal links helps a search engine understand what’s most important on your pages. If you use hyperlinks to cover of specific words and phrases, the search engine crawler will think that those are the words that most accurately reflect the purpose of your pages, ranking you highly if people search for those terms.
When creating internal links on your website, there are a few things to consider, ensuring your pages are great for SEO.
Your anchor text is the selection of words that you decide to hyperlink to another page. Think of these as words that perfectly describe what your visitors will find on the next page. If you carefully select anchor text, you’ll let search engines know what your visitors can expect when clicking there.
Your anchor text will lead your visitors to different pages on your website. However, if you’re creating a specific customer journey, you might want all of your links to connect to the same page. It’s important that you used varied words and phrases for anchor text. If you use the same anchor text, you might appear ‘spammy’ and search engines really don’t like that. It also means that a search engine won’t know which page is best to rank if they all match the same keyword string. You might end up with your least important page at the top.
The more links you have directing to a specific page, the more authority your page has. This means that a search engine will notice that lots of links go to this central page, meaning that this page must be the most important.
Consider where you’re linking when creating posts. While your posts may not be directly about your business aim, you’ll need to ensure that they eventually lead your visitors to where you want them to go so that the page authority remains the same.
If you already have an established site, you can check back on your highest performing pages and use backlinks from these pages to newer posts, giving your newest post more authority as it’s linked to a higher performing page.
The Google Search Console allows you to audit your website using the ‘Links’ feature. With this you’ll be able to see how many links direct to all of your pages and make changes where necessary. Do an audit every 6 months to make sure your important pages have the most backlinks.
There’s a myth that all CTA text needs to be at the bottom of articles. However, studies show that links within the first few paragraphs of text actually get more clicks, so don’t wait until the end of your article. If your visitors don’t read the whole thing, they’ll click away, increasing your bounce rate.
Internal links are a sure-fire way to rank higher on a search engine, so it’s important you put a lot of focus on them when you’re setting up your site. They also help to create the customer journey, so your visitors will be able to find what they need much more easily, so they’re more likely to give your service a good review and will come back for more.
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