Internal linking is a key aspect of search engine optimization
and is one of the few aspects of SEO that can be controlled by
What is Internal Linking?
Internal linking refers to links that direct website visitors
to another page of your website.
Take this flagrant internal link as an example: We
provide professional SEO services.
The term "professional SEO services" contains hypertext, and
if clicked on you will be directed to another page within this
website. Because the link directs you to a page within
this site, it is considered an internal link.
This is not the same as
one way link
building, which is a technique to gain external links -
links from other websites to your website.
Internal linking is a great way to increase a page's anchor
text links, which tell search engines what your page is about
and help increase that page's ranking for specific terms.
In the previous example, 'professional SEO services' is the
How is Internal Linking Beneficial?
Internal linking is designed to help website visitors easily
navigate through your site, finding relevant information as they
learn more about your product or services. A well designed
internal linking structure flows naturally so that relevant
pages are linked to other relevant pages.
Internal linking also serves to pass 'link juice' from one
page to another. Link juice refers abstractly to the
amount of external links coming into your site and the 'power'
of these links. Links from pages with higher page ranks
are considered to have more link juice. Although it is an
arbitrary term, meaning no definite value can be assigned to a
pages 'link juice', it can be explained in the following
equation: Link Juice / # of links = amount of link juice
passed through links. For example:
Lets say a page has an arbitrary link juice amount of 100
If that page has 10 links: 100 / 10 = 10
10 'points' of link juice will be passed to each page
If that page has 100 links: 100/100 = 1
1 point of link juice will be passed to each page
The trick to internal linking is developing a specific
architecture for your site. I prefer a 3 tiered system.
Tier 1: You index page - the main page of your
site, which should have the most link juice.
Tier 2: Pages optimized for competitive keyword
Tier 3: Pages optimized for less-competitive
Most pages should link to your Tier 1 page. Tier 1
pages should link to Tier 2 pages. Tier 2 pages should
link to Tier 1, 2, and 3 pages. Tier 3 pages should link
to Tier 1, 2, and 3 pages.
Juicing a Page
If you'd like to have a page indexed or you'd like to stress
a particular keyword phrase, you should link a page directly
from Tier 1. The trick is to limit the amount of links
leaving your main page, so that you retain the most amount of
I recommend linking out to no more than 5 web pages per page
(this does not include link bars that are part of your site's
template. It's a good idea to limit the number of links to
3 initially, so that you can link to new web pages as your site
continues to grow.
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