Internal linking significantly contributes not only to achieving higher conversion rate and lowering bounce rate, but also to achieving higher page rank in the of major search engines. Writing an article does not end in publishing it. It is just the start, so you still have to furnish a lot of aspects, and internal linking is one of them.
Internal linking in its most basic sense only means linking a particular page to the rest of a website’s contents, so that internal navigation is optimized and bounce rate is significantly reduced. Internal linking also adds credit to relevance rating, which is one of the deciding factors in ranking websites.
Here are four tips to help you master internal linking in your website.
1. List down all closely related contents in your website.
It is given that you write about different topics from a single niche, so all your contents are expected to be relevant with each other. However, there will always be more closely related contents in your website – contents that you can group for easier classification.
Every time you publish an article, list it in a worksheet and place it under a specific group it belongs to, what format of writing is used (e.g. review, rundown list, etc.), what keywords are used, what series of running topic it is under (if applicable), what important points are discussed and of course, what its URL is. This way, you can easily filter and sort posts that you can link to. You can even check topics that deserve further discussions based on the existing information you have already published and the industry updates that might apply.
Once you have categorized your contents, you can easily identify in which pages they can be linked to. It will also be easier for you to go back to closely related contents that you can use to refresh your mind instead of doing another research.
2. Place permanent navigation links on top of your post.
This is something new for many bloggers and even professional website administrators. Customarily, permanent navigation links are placed either on sidebars or footers. Many blogging platforms even favor the use of sidebars since it is a common layout that they offer. Practically, the placement of permanent navigation links on sidebars is also more convenient when you are reading a very long blog entry.
Nonetheless, according to the analysis of existing ranking performance of websites, search engines tend to rank websites and pages higher when these links are placed above the content and not on the side or below. If you notice, professional blogs and company websites already use this layout in site architecture for obvious reasons.
3. Link to a page only once.
If you have already linked to a page within your website at the beginning of your article, there is no need to put the link again at the end or anywhere else. Many amateur bloggers, for instance, link to another relevant page every time they mention a related keyword that serves as an anchor text. Imagine the horror of reading an article where all related keywords have hyperlinks, are shaded in blue or red, or have underlines.
The thing is, Google only reads the first link to a page. Thus, it is a complete waste of time to repeatedly hyperlink different words for a single URL.
4. Link to a page that has high conversion rate.
Sell what earns more. More linked-to pages rank high in search engines whether the links come from the outside or within your own website. This way, you can take advantage of the high earning capacity of a page by pushing it on top of the SERP.