Google Internal Linking Best Practices

Internal linking refers to the practice of linking one page of your website to another, creating a web of interconnected content that serves both your users and search engines. Effectively executed, internal linking can improve your site's usability, boost page views, increase time on site, and even enhance your SEO performance.

In particular, Google's search algorithms give significant weight to internal links when indexing and ranking your site. Therefore, it's essential to understand and follow Google's internal linking best practices to maximise your site's visibility and performance in search results. Here are some of the most effective strategies.

Interrelated Content

The foundation of any successful internal linking strategy is a wealth of high-quality content. By creating a wide variety of interrelated content, you provide ample opportunities for internal linking. Each new piece of content should serve as a potential link destination from your other pages. Remember, the more valuable and relevant the content, the more beneficial the link.

Avoiding Keyword Cannibalisation

Keyword cannibalisation is a common issue that can hinder your website's SEO performance. It occurs when multiple pages on your site target the same keyword or very similar keywords. 

Instead of bolstering your site's relevance for that keyword, this can confuse search engines and cause them to struggle to determine which page is most relevant for the targeted keyword. This can result in decreased visibility, lower rankings, and ultimately, less organic traffic.

Avoiding keyword cannibalisation requires strategic planning and regular site audits. Here are the steps to prevent and fix keyword cannibalisation:

Conduct a thorough keyword audit

The first step in avoiding keyword cannibalisation is to know what keywords each of your pages is targeting. This can be done through a thorough keyword audit, where you list all your website's pages and their associated keywords. 

There are various SEO tools available that can assist in this process by crawling your site and identifying the focus keyword for each page.

Use Descriptive Anchor Text

Anchor text is the visible, clickable text in a hyperlink. Google uses anchor text to understand the content of the linked page. Therefore, it's crucial to use descriptive, relevant anchor text for your internal links. Avoid generic phrases like "click here" or "read more." Instead, aim for anchor text that accurately describes the content of the linked page and fits naturally into the context of the surrounding content.

Link Deep

While it may be tempting to frequently link to your homepage or main category pages, deep linking can be more beneficial for your SEO. Deep linking refers to linking to pages deeper within your site's architecture, such as specific articles or product pages. These pages often contain the unique, valuable content that search engines and users are looking for.

Follow a Logical Linking Structure

Internal links should follow a logical structure that makes sense for both users and search engines. A well-planned linking structure can help distribute link equity (the SEO value passed through links) across your site. Typically, this involves linking from high-authority pages to lower-authority ones that could benefit from the additional link equity.

Don't Overdo It

While internal linking is beneficial, it's also possible to overdo it. Overloading your pages with internal links can make your content seem spammy and difficult to read, damaging your user experience and potentially your SEO. As a general rule, only include internal links when they genuinely add value and relevance for your users.

Regularly Audit and Update Your Internal Links

Your website is a dynamic entity, with pages frequently added, removed, or updated. Therefore, it's crucial to regularly audit your internal links to identify and fix broken links, update outdated links, and find opportunities for new links. This ongoing maintenance ensures your internal linking remains effective and contributes positively to your SEO.

SUMMARY

internal linking is a powerful, yet often overlooked. By following these best practices, you can create an interconnected web of content that serves your users, makes it easier for Google to understand and index your site, and ultimately boosts your SEO performance. So, start weaving your web today, and watch as the benefits of internal linking unfold.

Back to all posts