Brands need a customized content optimization strategy to ensure their website pages receive more valuable traffic. The best content marketing strategies implement deliberate internal linking patterns to enhance SEO efforts. Read on to learn about the power of internal linking and the common mistakes associated with this technique.
What are internal links?
Internal links are clickable hyperlinks that connect one page on your website to another page within the same domain. These internal links establish website structure by creating a hierarchy of pages that provides users with the ability to navigate from page to page. Your internal linking hierarchy also gives search engines the ability to effectively crawl your site by following links from one page to the next.
Importance of internal linking
Search engines utilize the internal links on your web pages to detect related content and use this information to score the link equity or link value. Search engines deem the pages with the highest link value as most important and rank them above those with fewer or less valuable links. The more high-value pages that your website domain contains, the higher it will rank on search engine result pages (SERPs). With well-organized internal linking, your website gains more authority on valuable search terms.
Internal linking mistakes
Several common mistakes affect the success of an internal linking strategy, but these issues can easily be resolved to ensure your website receives top visibility on SERPs. Your brand should work with a digital marketing agency who is proficient in website design and strategy to receive an unbeatable marketing plan with proper internal linking implementation.
A broken link is simply a link that does not work properly. Bad URLs and non-existent pages are the most common causes of broken links, and they can be extremely detrimental to the value of your website. Specifically, broken links disrupt the flow and structure of a website, which impacts the way search engines interpret your on-page content.
Too many links
A web page with too many internal links affects a user’s experience and can cause it to rank poorly. Because value is split between the number of links, an overabundance results in extremely low link equity.
Not enough incoming links
A page’s value is dependent upon receiving several links from high-authority pages within your domain. All relevant pages should be interlinked to generate better rankings and value. Without sufficient incoming internal links, websites earn lower visibility on SERPs.
Both temporary and permanent redirects forward one URL to a different URL. Having too many redirects can result in a chain or infinite loop that wastes your website’s crawl budget. Excessive redirects take away value from more pertinent pages and render them ineffective.
Orphaned pages are pages on your website with no incoming links. These pages are often forms or photo galleries that have little to no SEO purpose. Links to an orphan page cause search engines to scan unnecessary content and perhaps overlook other valuable pages. The most effective sitemaps contain beneficial, linkable information on every page.
Excessive crawl depth
Important pages and content should be easy to discover. When it takes more than three or four clicks to land on a page, its SEO value is decreased. The deeper a page is buried, the less likely a user or crawler is to find it. Your brand’s best and most relevant content should be easily accessible.
Looking to improve your website’s visibility on SERPs? Bearpaw Partners is a digital marketing agency in the Atlanta area that specializes in SEO and creative content. We work with you to enhance your website’s structure and ranking to give your business an unbeatable digital presence. Let’s work together!