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Internal linking structure for SEO

Internal linking for SEOWhen thinking about getting your site more exposure, you probably think about external links to other sites. However, proper SEO starts at home with the internal linking of your own site map and navigation. Internal links are defined by Google as links that are located on pages that belong to your domain.

Similar to a visual representation of the World Wide Web, made of weaving and interconnecting lines, your site is its own microcosm created from related links. Internal linking builds the navigation structure of your site to help visitors find more information within the domain while also determining your rankings on search engines.

On the World Wide Web, search engines function by finding your site through the work of spiders, the term for bots that crawl (or “fetch”) webpages. Spiders retrieve and index pages that are stored in a database.They begin with the list of the site’s URLs and the Sitemap submitted to the search engine by the webmaster. These pages are then processed through the search engine’s algorithms to calculate rankings and relevancy. Google’s index is updated as the spiders discover links on each page and adds them to the list of pages to retrieve.

Keywords: foundation of internal linking

In order to find information on a site, users type in relevant keywords. The Sitemap, list of URLS on your site viewed by search engines and users, you submit to search engines should be based off keywords. To first build your Sitemap and categorise your links so that they relate to each other, contemplate and group together related keywords that will help determine hierarchy.

Page and link hierarchy

When thinking of hierarchy, the most important component of a structure is first. On a website, this is the Homepage. Your page and link hierarchy for site navigation should be ordered based on order of importance and branch off:

Homepage
Category pages
Subcategory pages
Other pages (for products, information, etc.)

The more internal links that point to a page, the more a search engine will view that page to be important. As users link to the site’s homepage URL the most, group and place your category links on the homepage to take advantage of that initial viewing. Keep your internal linking consistent by not having duplicate URLS or the same content but different URLs.

Improve navigation

After thinking of related keywords to determine your link hierarchy and create your Sitemap, design your site for easy navigation. When creating menu tabs that drop-down when hovered over, use CSS and not JavaScript or Flash because these are not viewable by search engine spiders.

It has become standard in web design to link to important category pages of the site at the footer of the page, which is related to the concept that the more links to a page, the more important search engines will view the page.These links are repeated on every page so that visitors can access useful information no matter the current page. Links that tend to be in the footer include pages describing the site (‘About Us’) or links to social networking sites.

When thinking of where to include internal linking, link to your pages from underutilised tabs. Many visitors will visit the ‘Contact Us’ page of a site when looking for more information, which tend to have minimal links, but with the traffic it receives, this is a valuable place to link to more related or important content.

A good way to direct users to more pages naturally is to include related links at the bottom of a page they just read.

Types of internal linking to avoid

There is a thing as too much internal linking on a page when you list so many links that users find it is hard to know where to start clicking. Too much internal linking also means providing links that are not relevant to user, such as providing region-dependent links to visitors that are not located in that region.

Some third-party linking may even result in being penalised by Google Penguin, Google’s enforcer against spammy links.

Review internal linking

After submitting a Sitemap so sites like Google know all about your pages, search engines will categorise your site. Using Google Webmaster Tools to view your site’s links will help you determine how you will go about internal linking.To view internal links in Webmaster Tools, click on the site name on the Homepage, then Traffic -> Internal Links. Use this feature to revise or group together internal links or look for broken ones.

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This entry was posted in SEO Elements, SEO Help, SEO News and Blog by Christopher James Read. Bookmark the permalink.
Christopher James Read

About Christopher James Read

I'm Christopher James Read. I'm the MD over at Totally SEO.


We are an honest SEO company that help customers see the very best from their Internet marketing, regardless of difficulty of marketing plan or size of marketing budget.


We have some pretty amazing tools, like the Tickety Boo! system that I designed to help monitor your websites rankings. Tickety Boo! Monitors your world wide rankings on a daily basis and automatically informs you of movement. Our Tickety Boo! system also incorporates useful social media marketing tools, chat function, a easy to use email marketing system and many other ways to keep in contact with your customers and grow your brand. All of our software is designed to be automated to take up less time and see higher levels of results.


I am normally the member of staff that goes to meet fresh potential customers, attends SEO course days and also wrote our SEO course guide for businesses.


I have been in the SEO industry for many years and have helped hundreds of small to large businesses see greater returns and success from their online marketing. I think our business success is based upon honest advice backed with a non sales environment.


As you can see I work pretty hard, frequently updating the blog with free helpful tips, guides and new ways of thinking. Designed for both new SEO’s and advanced SEO master minds.


As follows are posts that I have produced. If you like, please don’t forget to share them. Thanks!


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