While many web professionals understand the importance of building up a strong base of inbound links, many miss the importance of a good Internal Linking Structure.
As search engines have improved their ranking algorithms, they have gained a better understanding of how people link to pages.
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.digixp.in”>The text here is the anchor text.</a>
The search engine has come to understand that the anchor text often more indicative of a page’s content than the metadata 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 of dozen bloggers linking to the official George W. Bush page using the anchor text “miserable failure”.
After a couple of 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 links SEO 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.
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 Linking.