Anyone who runs a website should be aware of a few basic search
engine linking tactics. Used properly you can interlink your website so
that Google, Yahoo and the other major search engines will rate you
higher in both page rank and search engine results for your keyword/key
phrase niche terms. If you’re unaware of what internal linking means,
here’s a basic overview.
Internal linking involves the links on your website that point to
other pages on your website. Internal linking is very important because
it allows the search engine spiders, those automated bots that scour the
Internet looking for information, to find all of the pages on your
website. In comparison, external linking are links that are on your
website which link out to other websites, and there are specific tactics
for those as well. In this article, however, we’re going to cover a few
simple tactics and strategies to get your internal linking up to speed.
When you’re developing your website, you will tend to put a whole lot
of pages of similar information tailored to a specific niche or subject
that you want to convey to your visitors. You probably will have
information, news, how-to articles, tips and sales pages, where informed
visitors can buy your products or services. Your internal linking
structure will not only benefit your visitors, but it will help you rank
better with the search engines as well.
Having a good navigation system makes Google and Yahoo happy, and in
turn, they will reward because you are doing things to improve the
visitors’ website experience. So, for example, if you have an internal
linking structure that is seamless, intuitive and allows your visitors
to quickly find what they’re looking for, search engines will give you
more page rank, index more of your web pages and and return higher
search results for user queries.
Why? You have taken the time to help your website visitors have an
excellent customer experience. As result, your tactics and strategies
should be geared towards giving arriving visitors not only the
information that they seek, but have it presented in a way that they
will and search engine bots will love.
So how do you accomplish this? There are a few basic tactics, you can
use that will increase your internal linking structure right off the
bat.
Number 1 – use the rel=”nofollow HTML tag for pages that you don’t
want to pass rank to Google. For example, let’s say you had a three-page
site. Now, we all know that most people have more than three pages for
an entire website; however, this will make it easier to follow.
The first page is your home page which gets 100% of the search engine
ranking and love. The second pages are an information or
information/sales page, with the third is a checkout page. If you don’t
use the nofollow tag on one of the pages, both pages will be passed half
of 50% each for the link from the home page. So, they’ll each get 25%
of the ranking and love passed through from the spiders. The search
engine spiders will naturally give your home page the best page rank and
index it first.
Say, you want to link to the information/sales page and
make sure that a lot of people find it, because the information page is
what will sell your product or service. For ranking and indexing
purposes, you consider the checkout page as useless, so you don’t care
if the search engines find it or not. In fact, you’d prefer it if they
didn’t index it all. What do you do?
When you link from your home page, you can do one of two things.
Link to the information page only from the home page. Link to both
pages but use the no follow tag to the check out page. In that way, if
someone arrives who is already sold on your product, they can go
directly to your checkout page and buy the product. However, if it is an
uninformed visitor, they can clickthrough to your information/sales
page or they click on the indexed Google or Yahoo link that’s been
picked up by the spider
Two things happen with scenario #2. You give the customer/visitor the
option. Because, the search engine is applying SEO love to one page and
not two, the page rank passed will not be 25% and 25% for each page,
but 0% for the check out page and 50% for the information page which
needs it. You maintain the search engine indexing and page rank for
those pages that are important. This is just one thing to consider when
setting up your website.
This is just one thing that needs to be considered when setting up
your website. Professional SEO firms use this algorithm in order to get
specific pages on your website to rank hire and return results in the
search engine results pages that are much higher than a other pages like
your checkout pages which you don’t care about.
Number 2 – Add extra links in your navigation area or footer area
that link to important pages and main sections on your website. This
extremely easy tactic is often overlooked by many websites, but it does
return very good results for deep linking, and most SEO firms will
review your footer links when they you on as a candidate in order to
utilize that other form of deep linking. The reason for this is that so
many people forget to do it, and many Web designers add really cool
buttons, images and all kinds of funky image stuff that do nothing to
increase your page rank or your results in a search engines. You should
remember that search engines can’t follow image links or links created
in JavaScript. So, you want to add simple text links that the robots can
follow the indexing your website more fully.
These are only two of the tactics that are covered when you hire a
professional, savvy SEO firm to optimize your web layout and linking
structure.
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