How neglecting internal link building can be detrimental to your overall SEO

8 February, 2019

What are internal links?

Text links that link one page of a domain to another are known as internal links. Any website is a network of links that are intricately connected, but these links are not visible. Internal links act as markers and links found in the text for connecting website pages. They are crucial to the basic structure of a website and spread link equity. Internal links are essential for a website’s SEO, their use and neglect can lead to an increased or decreased flow of traffic on a site.

How do internal links connect to Google?

Google works like a surveyor that connects keywords to content, pulling out any webpage that has a connection to the keywords of a search. It follows the web pages to determine if there is a connection between the content of a page and a keyword.

Google uses a bot known as Google bot to check and file websites by following any internal or external links present on a webpage. External links are also important, but internal linking leads Google to understand the content of a webpage and the value of the content too. Google sifts through the numerous pages on a website by following the internal links to regulate the content and mark if there is any relation between the subject matter.

How to set up an internal linking strategy:

An internal linking strategy should be evaluated on a regular basis as it is crucial for SEO. Improvements should be made, such as adding new internal links to regurgitate the activity flow. Addition of new pages demands the acquisition of relevant internal links so that Google can pick up the connection between the pages and raise the value of pages. The search engines use different plugins and modules that follow links and add related posts to search keywords.

As discussed, an internal linking strategy should be regulated often. Digital marketing agencies with experience can also be hired to create an internal linking strategy. Digital marketing agencies such as Healthy Links have relations with major publishers, bloggers and news websites which allow them to develop and improve the online presence of web pages. They work to get more traffic to a site and raise it to a higher ranking in search engines.

A clear and tested linking strategy can go a long way in raising a website higher in search engines.

Link Values:

Link values also have to be factored in when it comes to Google. The homepage of any website has the highest link value which is then further divided between other linking pages. If the homepage of a website is directly connected to new pages and relevant content then it becomes easier for Google to pick up the connection. If a page is only linked in the particular section of a webpage, it is likely that it won’t be picked up by Google. Google allows pages with various valuable links to rank higher in a search because it is considered significant. A new page or content should have internal links if a website aims to create traffic to that particular page.

Websites are also made up of no-follow links. No-follow links are links that are not directly important for a website and the SEO. Non-follow links can include links to log-in pages, which do not need to rank high in search engines. Content pages matter most, since they reel in traffic, which is why they need internal linking systems.

The ink value of links beside the no-follow links could be sustained by adding a ‘no-follow’ tag to the un-important links of a webpage. This ‘tag’ hindered Google in following the link, and no link value was lost. This strategy worked well in the past, but now, if Google picks up on a no- follow tag, the entire page is missed by its bot. The approach to avoid this is to add fewer and more important links rather than a multitude of them so the correct content can be picked up by Google.

Due to the way Google works; any website’s mobility can be affected by the use or lack of internal links. Google needs internal links to follow the structure of a site, and content on a page to add pages to its keyword-based index. Hiding or burying internal links can be detrimental for any website because it won’t allow search engines to follow, relate and navigate through it. In the end, this affects a site critically since their pages are not indexed in the search system; Neglecting internal linking will damage the SEO of a website.