Link-building is not just about getting links back to your site, it’s also about to connecting the pages of your website with each other.
Internal links are a great help for site visitors and search engines like them because they make the navigation easier. This means that internal links are vital to website design, user experience and good search results in Google.
With that in mind. lets look at some of the most practical and important internal link building strategies for any website.
How to Create Powerful Internal Links
If you want to land on the first page of Google, internal links will be an important factor in your on-page search engine optimization plan.
Internal links carry link juice and authority to other pages on your site and are just as important as externally produced backlinks.
Here are five things you need to do to optimize your internal links.
1. Choose the page for which you are wanting to build authority. Not all pages are created equal. Within any group of related topics, you will have one page that is more important than the others.
It could be a landing page or sales page. We will call this page the target page. It’s the page you want to rank for most in Google.
2. Create a new article or post. We will call this your support page. This will be on a subordinate or horizontal subject.
For example, if your target page is on the subject of, “how to build backlinks” for social sites, you don’t want your support page to be on the more broad subject of, “link strategies” which would be vertically above.
The concept involved is known as chunking. Take a look at the infographic below for an example of how chunking works.
The above image shows the hierarchy of a cluster of topics that are all related. If your target or sales page was torches, then a supporting article might be about camping or batteries, or perhaps halogen globes.
It would not be an article about lighting, given your overall website navigation and goals.
These, “lesser” pages would point either up or across in a one way direction, giving more authority to the more important pages in a clearly defined way.
3. Create your Internal link opportunity. In preparing your support article, make sure you have naturally occurring opportunities for internal linking to your target page.
If you were writing about batteries the link opportunity to your target page will occur somewhere in the article – preferably in the top fold as this carries more weight in search engine ranking.
As Google moves down your page it will assign decreasing importance to each new linking pointing out.
In the example above, the second paragraph of your support article about batteries might begin to talk about the best batteries for a certain kind of torch. This is where your link text will go.
4. Vary internal link anchor text. The link anchor text is the text that you will hyperlink to the target page. The text of this link is important as it tells Google and other search engines what to expect when a user clicks on the link.
Much has been written of late about the importance of link text variation. The thing to remember is to keep it natural and don’t always use the same keywords.
So, for example, your article about,
“The Best Long Life Batteries for Campers”, might state that, “The F4E50 battery is the preferred battery for those using the AE500 Multi-function Energizer Trekker Torch.”
And there’s your link opportunity right there.
Alternatively, it might read that,
“The F4E50 battery is suitable for a range of torches suitable for fishing and boating.“
In this instance, three ideas are linked; batteries, torches and fishing.
What we have done is created some natural associations and varied the link text.
Since you might have a number of links pointing to your target page from various sources, we want to avoid using the same keywords all the time.
Google may consider this an attempt to “game” the system and reduce the search engine ranking in its results. They may even penalize you.
5. Duplicate this process with other pages. It’s a good idea to go back through older articles and look for appropriate link opportunities for your target page.
You will also be creating articles in the future that lend themselves to links in more than one direction, but try not to overload and dilute the links by having more than two or three on each page.
And never dilute your target pages by having links running in infinite circles…
Knowing how to build backlinks internally is going to increase your page authority over time and make it a rock solid player in Google search results.
Internal linking strengthens the overall search-optimized value of a website. Inner linking does so by providing clear paths for spiders, prolonged sessions for users, and a tight-knit network of pages and posts.