How to use internal links to improve your search engine rankings

August 18, 2018

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The links from other websites are a very important signal for Google’s ranking algorithms. The links on your own website also influence the position of your web pages in Google’s search results. This article explains how to optimize the internal linking structure of your website to make sure that search engines index your pages correctly.

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Step 1: optimize the menu links on your website

  • The navigation menu of your website has a big influence on the linked pages as it appears on all pages of your site.
  • If all pages of your website link to your company profile page with the anchor text “About” then it’s very likely that someone who searches for “about company name” gets this page in the search results.
  • Use your keywords in the menu on your website to show search engines that your pages are relevant to these keywords.

Step 2: link your product pages to the top categories

  • Breadcrumbs are a good way to link product pages to the top categories. Breadcrumbs provide a trail for the user to follow back to the main web page.
    ie; Home >> Store >> Category >> Product

Step 3: link your product pages

  • Link from one product page to the other. If you sell sneakers and sports shoes, link from the sneakers page to the sports shoes page and vice versa.
  • Use meaningful anchor texts that contain related keywords to link from one page to the other.

Step 4: link your category pages

  • Links between the category pages on your website are an opportunity to pass authority to the category pages. In general, category pages rank higher in the navigational structure of a website than product pages.
  • For that reason, they can be more important than product pages. Link your category pages with keyword rich anchor texts that describe the categories.

Step 5: link your blog content to your product pages and category pages

  • If a blog post is relevant to a product or category page on your website, you should link to that page from within the body text of the blog post.
  • If possible, use the keywords for which you want to get high rankings. If that doesn’t look natural, use a relevant anchor text that describes the product or category page.
  • If the link does not fit into the article, add relevant links below the regular text: “Related: this category page.

Why is all of this important?

  • When you optimize the internal linking structure of your website, you channel the link power and authority of your pages to the most important pages of your website.
  • Google understands contexts. If you use relevant anchor texts on your website, you will help Google to rank your web pages for the right keywords. A good internal linking structure will also help your website visitors to find the right pages more quickly.
  • Our weekly website auditing tools can provide you with clear information on your linking structure and how to better improve it.
  • Check out our SEO Plans and start making a difference in your online marketing.

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