SEO Internal Linking Guide: Based on Analysing 23 Million Internal Links
In the dynamic landscape of Search Engine optimisation (SEO), internal linking has emerged as a vital strategy for enhancing site visibility and ranking. A comprehensive study of 23 million internal links has unveiled new rules and best practises for internal linking. This blog post will delve into the key findings of this study, providing actionable insights for SEO professionals and website owners.
The Significance of Internal Linking
Internal linking is a critical component of SEO. It assists search engines in understanding the structure and hierarchy of a website. Moreover, it aids in distributing link equity across pages, thereby improving the visibility and ranking of key pages. The study found a positive correlation between the number of internal links to a page and its traffic, suggesting that internal linking can significantly boost page visibility and user engagement.
Key Takeaways:
- Internal linking is crucial for SEO.
- It helps search engines understand the structure of a website.
- It aids in distributing link equity across pages.
- There is a positive correlation between the number of internal links to a page and its traffic.
The Magic Number: 10 Unique Links
The study recommends having at least 10 unique links with unique anchor texts pointing to your most important pages. This strategy ensures that your key pages receive sufficient link equity and are easily discoverable by search engines and users.
Key Takeaways:
- Aim for at least 10 unique links pointing to your most important pages.
- Use unique anchor texts for each link.
- This strategy enhances the discoverability of your key pages by search engines and users.
The Power of Anchor Text
Anchor text plays a pivotal role in internal linking. It provides context to search engines about the linked page and can influence the ranking of the page for the keywords in the anchor text. The study emphasises the importance of varying anchor text across internal links. While exact match anchor text can be beneficial, it’s crucial to maintain a diverse anchor text profile to avoid over-optimization and potential penalties.
Key Takeaways:
- Anchor text is crucial in internal linking.
- It provides context to search engines about the linked page.
- Vary your anchor text across internal links to avoid over-optimization.
The Role of Images in Internal Linking
Images can also serve as internal links when wrapped in an ‘a’ tag and linked to another page. The alt text of the image then acts as the anchor text. The study found that many websites neglect to include alt text for their images, missing out on an opportunity to pass on relevancy signals to linked pages. It’s therefore recommended to always fill in the alt attributes with varied anchor text.
Key Takeaways:
- Images can serve as internal links when wrapped in an ‘a’ tag.
- The alt text of the image acts as the anchor text.
- Always fill in the alt attributes with varied anchor text.
Addressing Keyword Cannibalisation
Keyword cannibalisation, where multiple pages on a site compete for the same keywords, can be a concern for some SEO professionals. However, the study suggests that fears of cannibalisation are often exaggerated. In most cases, Google can discern the intent of each page and serve the right page for a given query. In the rare instances where the wrong page is ranking, adjusting anchor text and improving on-page copy can help resolve the issue.
Key Takeaways:
- Keyword cannibalisation is often exaggerated.
- Google can discern the intent of each page in most cases.
- Adjusting anchor text and improving on-page copy can help resolve issues of the wrong page ranking.
Dealing with 404s and 301 Redirects
Dead pages (404s) and redirect pages (301s) can impact internal linking. It's recommended to fix 404s as soon as possible by either dropping the link or redirecting it to a relevant page. As for 301 redirects, while they theoretically pass equal link equity, it’s generally better to have the most direct route possible to ensure that Google follows the redirects correctly.
Key Takeaways:
- Fix 404s as soon as possible by either dropping the link or redirecting it to a relevant page.
- For 301 redirects, aim for the most direct route possible.
Conclusion
The study of 23 million internal links provides valuable insights into the new rules of internal linking for SEO. By implementing these strategies, SEO professionals and website owners can enhance their site structure, improve page visibility, and ultimately boost their search engine rankings. Remember, a well-executed internal linking strategy can lift all ships in the SEO sea.
Checklist for Internal Linking Based on the Study
- Ensure each important page has at least 10 unique internal links pointing to it.
- Use unique anchor texts for each internal link.
- Vary the anchor text across internal links to avoid over-optimization.
- Use images as internal links by wrapping them in an ‘a’ tag and linking to another page.
- Always fill in the alt attributes of images with varied anchor text.
- Address keyword cannibalization by adjusting anchor text and improving on-page copy if necessary.
- Fix 404s as soon as possible by either dropping the link or redirecting it to a relevant page.
- For 301 redirects, aim for the most direct route possible.
To watch a full interview detailing the study, see below:
