Most people know that the (good and bad) links from other websites are a very important signal for Google’s ranking algorithms. However, 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 will index your pages correctly.
The links in your website navigation have a major impact
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” will get 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.
Links to top categories help search engines to categorize your pages
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.
Links to related products help search engines to find the right 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.
Cross-linking categories can improve the relevancy
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.
Use your blog to link to the right 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.“
Channel link power and authority to the most important pages of your site
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.
Use the website audit tool in SEOprofiler to find the pages that require the most clicks to be found. You might be surprised that many pages of your website are hidden from your visitors.
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