A Strategy to Maximize Link Building Efforts – TechEconomy Nigeria
When it comes to driving organic traffic to a website, nothing beats SEO. Unlike other marketing tactics, for a little extra time and effort, you can drive quality visitors to your website and turn them into paying customers with an SEO strategy.
From meta titles and descriptions to technical SEO, most businesses use different types of SEO tactics. Link building is another popular way to boost SEO, but it may not be enough in an increasingly competitive and saturated market.
You need to go beyond link building and SEO basics to get ahead, which includes internal linking as part of your link building strategy.
How do external links help SEO?
The goal of a search engine is to provide an exceptional user experience, just like you. Search engines take user queries into account, attempt to determine intent, and deliver the most relevant and valuable results.
Basically, a search engine crawler will crawl a website to determine its value and relevance to the user. It can identify site structure, most important pages, and related content, which tells the bot if your site is relevant and trustworthy.
One of the ways a bot does this is by looking at backlinks, or links that point to your site from other authoritative sites. If you have a lot of backlinks, it tells the bot that reputable sites consider you reputable, which improves your rankings.
Naturally, this means that lots of backlinks from well-established, trustworthy and authoritative sites are a huge factor in B2B SEO.
It’s far from perfect, however. Link building takes time and nurtures relationships, often with a long-term content strategy and networking to earn links. For example, a site might publish a guide and promote it as a matchmaking opportunity, then offer a link back.
Backlinks are great, but in many cases they direct to the homepage. Most external sites will not promote your site with links to product pages.
How do internal links help SEO?
Internal links aren’t as valuable as external links for SEO, but they can add a lot to your existing and future backlinks. Your internal links are completely under your control and direct users from one page of your site to another, helping the search engine crawler determine your site’s structure and hierarchy.
If a page has more links pointing to it, this is interpreted as the most important page on the site. After that, the importance of other pages is determined by external and internal links. One of them is entirely under your control.
To give you an example of the importance of internal links, let me use Cecilia Gorman as an example. When our team was strategizing for Cecilia Gormans’ manager training page, we noticed that the lack of internal links was holding the web page back. Our team decided to research and compile a list of all the pages that mention manager training and then link it directly to this manager training page.
Like the image above, you will notice that the rankings have increased. Of course, this is a rare occasion, as clients typically experience a steady increase in their rankings over time.
So what is the key takeaway from this example? The homepage is where you’ll get most of your external links, which is good because it’s probably the most important page on your site. From there, you can use internal links to direct users to other areas of your site, increasing their importance and relevance within your site hierarchy.
If you want to drive traffic to a product page, subscription page, or other high-value page, all you need is an internal link. This not only helps guide users to your earnings pages, but also ensures that all the weight of your site isn’t on the front page with search engine rankings.
Tips for a strategic internal linking
Consider building links in content development
Internal links should be used to guide your site visitors to pages that may be of interest to them. For example, if a visitor searched for a how-to guide and came across your post, include internal links that offer more detailed information on the topic.
The more you can guide the visitor to interesting information, the longer they will stay on your site. This is favored by search engines and shows that you are providing value and relevance to the visitor.
Keep internal links targeted
There are virtually no limits to internal linking, since you have control over your own site. Unfortunately, this can cause you to go wild adding internal links anywhere and everywhere, which is just as bad as having no links at all.
Don’t just link because you can. Consider how your visitors will use your site and what information you can provide, then include internal links in a way that makes sense to their experience. Make sure the links are relevant and answer related questions or include related content to ensure you don’t confuse or frustrate your visitor.
Prioritize Dofollow links
Dofollow and nofollow links have HTML coding that identifies them as such. Dofollow links are important because they pass their authority to the destination link, which has an impact on SEO, unlike nofollow links.
Make sure your coding is correct and all your valuable internal links are dofollow. Nofollow links tell the search engine to ignore them, so leave them for comment spam or outdated, irrelevant links.
Improve your SEO link building strategy with internal links
Link building is amazing for SEO, but it takes a lot of time and patience. Backlinks are hard to earn, but once you get them, they can do wonders for your rankings and organic traffic. While internal linking doesn’t have much power, it can enhance your existing link building efforts and ensure you get the most out of your hard work.
Jason Khoo started freelancing in SEO in college, sold his first agency, and is now the founder of Zupo, an Orange County-based SEO consulting agency that helps build powerful long-term SEO strategies for our clients.
Jason also enjoys several cups of tea a day, hiding out on weekends, catching up on his reading and rewatching The Simpsons for the 20th time.