Understanding Internal Linking Structure

Internal links probably do not count as much as external links. However, they certainly represent an important tool of search engine algorithms. There are different strategies and structures to check.

A basic concept is to remember that links are like points. So the more internal links you have pointing to any other page on your website, the better opportunity that page will have to rank highly for its targeted keywords.

Considering the above, some SEO experts believe in the following internal link structure:

1. Fix the global navigation template

If your global navigation template, especially the drop-down menu, is built with JavaScript of Flash rather than with the CSS, it is much probable that the engines are unable to see those links. In other words, you are not getting credits for your internal links. Therefore, it is possible to achieve better results just by fixing your navigator.

2. Breadcrumb navigation

This is another central internal link structure, since it can give big benefits for SEO, especially for sub-pages that are not linked to the global navigation template. Links that appear in the global navigation template will occur in the source code before breadcrumb navigation’s links or links found in the content.

Therefore, the global navigation links will supersede the other links on the page (at least on Google) because only the first link found in the source code between pages is counted by Google.

It is important to notice that any page that is not linked to the global navigation template (let’s call it ‘page X’), the breadcrumb navigation can provide keyword focused link connectivity from all pages that are one level below page X in the site hierarchy. This tool allows users to return to a previous page without hitting the back button or truncating the URL.

3. Alternative link structure

Another option is to create links somewhere on the page template that specifically targets a group of pages using relevant keywords.

A good idea is to put them on the right column of the page or the foot area where you might have buckets like “ Most popular pages” “ News”, “Related topics” or any subsets of links that are relevant to the web users.

4. Do not ignore the blog

In order to flow equity throughout the blog, you can use post plug-ins, top post widgets in the sidebar, categories or better pagination. It is important to notice that blogs and aged blog content are prime source of pooled link equity, so it is important not to overlook the blog in the internal link strategy.

5. Make a daily of all the internal linking activity

It will help you to keep a track of which pages have already been “linked” and which ones are still “clean”. It is important to count how many links you have added on a page, since too many links on a page dilutes the amount of equity passed to each link and can look spammy.

It is also necessary to verify if the link is still active, if text variations were used and how many times each link text was used.

6. Get rid of any image-link on your site.

Try to create creative buttons instead of images and use the advantages of advanced CSS for it. Remember that Google spend more time figuring out JavaScript or Flash links. So instead, use text links that Google can find easily.

7. Maintain your website as easy as possible for your visitors

All the visitors have to be able to navigate backward and forward between separated sub-sections. Never forget that most of the customers love navigates in an easy way. If you provide them with a friendly website, they will find the information they are looking for easily and will go deeply into your site.

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