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Linking in a marketing capacity can be divided into two different types. The first is the external linking structure you build by having other sites and blogs linking back to yours, and the second is the internal linking structure you build within your own website. When it comes to external linking, you have to rely a bit on other people to actually get the links up and connect them to you, and that process requires some elbow grease and determination. Internal linking, however, is also important – and fortunately for you and your business, you have complete control over it and its effectiveness.
Internal Linking Tips
Here are 3 tips for building a more effective internal linking structure that will not only improve your SEO, but also serve to increase conversions and repeat visitors:
- Keep it simple – The more clicks someone has to make in order to get at the information they want, the more time they have to get distracted or frustrated and give up. To prevent that from happening, you need to cut down on the amount of clicks it takes to navigate around your site and complete the desired action after they reach your landing page. A good rule of thumb is 3 clicks, so try to keep it around there, and you’ll be golden. You should also pay attention to the total number of links you have on any particular page, because too many can be too distracting.
- Use your footer and sidebars – These are natural spots for putting links, because as the reader scrolls down to read your post or article, they see the sidebars in their peripheral vision, and once they reach the end of their reading, they are immediately greeted with a footer. Fill the sidebars and footers with useful links, and you’re likely to find that your readers stick around to see what else you have to offer.
- Make liberal use of related links – Whenever you write a blog post, make sure you add some links to related content at the end, so people have the option to get more information on the same subject AND stay on your site longer. You can do this manually or you can get a WordPress plugin or other bit of script that does it automatically – either way, do it, because it’s a great way to build a better, more intuitive internal link structure.
A solid internal linking structure is necessary to building a strong website that works well for you, your visitors, and ultimately your business. With just a few easy changes to how you structure your site, you can maximize its benefits and reap the rewards.
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