Internal Linking

While many web professionals understand the importance of building up a strong base of inbound links, many miss the importance of a good internal link structure.

As search engines have improved their ranking algorithms, they have gained a better understanding of how people link to pages.

Anchor Text

One of the factors that search engines have been analyzing and factoring into their ranking algorithms is the anchor text - that is, the text used between the anchor tags.

<a href=“http://www.freshtraffic.co.uk”>The text here is the anchor text.</a>

Search engine have come to understand that the anchor text often more indicative of a page’s content than the meta data of the page itself. So much so, in fact, that some pages are ranked in in the top ten for highly competitive keywords simply because many other pages link to that page using the keyword as the anchor text of the link.

Google is especially susceptible to anchor text. In fact, it is well known that you can pretty much any given page ranked for a keyword simply by using that keyword as the anchor text of your links to that page. It is called “Google bombing”, and a well known instance of it involved a couple dozen bloggers linking to the official George W. Bush page using the anchor text “miserable failure”.

After a couple weeks, low and behold, the page was ranked #1 for the search “miserable failure”, even though those words did not appear anywhere on the page itself.

Once you understand the weight accorded to anchor text, you may choose to take a second look at how you link to your own pages. For instance, instead of linking to a page using the anchor text “Specs”, why not link using your keywords in the anchor text: “Widget Specs”.

Conserving the Weight of Your Links

Another consideration of internal linking in conserving or distributing link weight.

Most websites have the majority of inbound links directed at their index page. So take a look at your index page. Are all your most important pages linked to from your index page? Or are your most important pages a couple clicks away?

Follow this simple formula:

The more important the page, the more occurrences of links to that page within the site. The less important the page, the less frequent the number of links.

Some pages, such as Terms Of Service or Acceptable Use Policy pages, need not have a link from each page. And links to external sites should be kept at a minimum.

In Summary

When link building, look first at your own pages. It is often the case that top ranking for moderately competitive keywords or minimally competitive keywords can be achieved simply by optimizing your internal linkage.

Patrick Gavin

Organic Search Engine Results

A search engine's organic results sometimes called the natural results are produced using mathematical principles which score the importance and relevance of each website for a particular search term, awarding the high ranking positions to the websites which achieve the highest aggregate scores. Unlike search engines sponsored listings (PPC), it is not possible to directly buy a high position in a SE organic results.

Research into SE user behaviour has shown that the majority of searchers do not look beyond the first two pages of SE results.   If searchers cannot find what they are looking for in the first 20-30 results, they modify their search criteria rather than looking deeper into the results. A web site with the top search engine ranking for a popular search term will typically generate between 100 and 1000 times the traffic volume of a website ranking on the third page of the SE results. The aim of search engine optimization is therefore to win a place, and ultimately the coveted number 1 spot, on the first page of the SE results pages (SERPs) for a range of targeted, high traffic search terms.

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