First of all, what is internal linking, and what can it do for you? The simplest way to explain it is the journey users take when navigating from one page to the next when visiting a website. An SEO strategy will take into consideration that the easier it is to get from point A to B is more likely to keep that user engaged and carry on viewing your website. Internal linking simplifies the lives of visitors and keeps them on a website where you can sell or tell them about your services.
Drive More Conversions With Internal Linking
Internal linking adds tremendous value for the user as it provides an enhanced user experience as they can freely move around web pages. This also guides those users further down the conversion funnel. There is always intent behind a search, and consumers come to your site with a reason. By providing accessibility to the knowledge they seek, you can get users to spend more time on your website and encourage them to make a purchase or enquire about the service you offer.
Internal Linking and Your Google Ranking
Providing internal links helps Google understand what exactly your business is all about and the product or services provided. Google will use the links and text anchors to determine whether those pages are essential regarding the user’s search intent. Thus, by having internal links, Google can rank your webpage a lot better because it understands the purpose of what you offer and the more relevant the information you provide, the higher you will rank. The higher you rank will also indicate the relevance of the information on your website so users will be more inclined to stay, ultimately reducing bounce rates.
More Effective Use of Keywords
Effective use of keywords will help Google determine relevance compared to users’ search intent for any business. Avoiding general keywords and using long-tail tail keywords can completely change the intent of the internal links.
While short-tail keywords are broader and will attract a lot of views to your page, long-tail keywords are more specific, and although they will bring in fewer views, they will bring in a more relevant audience.
Longer-tail keywords are more actionable, meaning they will resemble a search phase of the user a lot more, which will be more specific than a broader keyword. For instance, if someone searches for “blues shirts”, there will be a lot of brands and shirts popping up on the search page, meaning the user will still have to look. Whereas a longer keyword, such as “men’s blue grandad collar shirts’ ‘, information will be more specific to that search intent, making it easier to achieve a conversion.
Internal linking can help improve your SEO in several ways, from enhancing your actionable intent with the use of long-tail keywords to improving your Google rank and reducing bounce rates.