Articles by Category
Content ideas: Optimize your internal links
Posted by Nick Usborne on 27 October 2011
Copywriter and author of 101 Web Content Ideas, Tips and Resources Nick Usborne shows how properly optimized internal links can help you spread your link power around your site,
Internal links are those links you create on your site which help visitors move from page to page and find what they want.
It turns out that Google doesn’t view all of your links as being equal. Some get extra attention.
In fact, Google recently filed for a patent for what they refer to as ‘Reasonable Surfer’.
I’m guessing that translates to something like, “We’ll add extra weight to a link that matches what we think a surfer might reasonably want to do.”
As an example, if you have a page about running shoes with a link to a page on Nike running shoes, that is a relevant link and a visitor might reasonably be expected click on it.
On the other hand, if you have a page on industrial fasteners with a link to a page on cherry-flavored ice cream, that is not a relevant link and it doesn’t seem reasonable that someone would click on it.
Short answer: keep your links relevant.
Also, it turns out that the position of the link on a page also counts. A link within the body text of your main block of content, within the first screen of the page, gets extra brownie points. I guess Google assumes that if you place the link high up within the main text, it must be important.
Here is what that might mean for you ...
Let’s say you have a second level page which includes five links to third level pages.
And let’s say all those links are listed at the end of the level two page. In this scenario, Google will probably give each link the same weight.
But if one of those pages is a serious money page for you, more so than the other four, you would do well to lift that link higher up the page and include it within the body of the main text.
Do that and Google will recognize that the first link is more important than the other four.
As always, Google appears to be trying to help readers find the pages they really want.
Keep this in mind for new content pages. But also optimize the internal links on your current pages by seeing if there are places where it would make sense to move or revise them.
If you liked this content idea, you'll find 101 more in my e-book "101 Web Content Ideas, Tips and Resources." Use it to start generating useful and effective content that everyone wants to read right now. Find out more about "101 Web Content Ideas, Tips and Resources"
More ideas for web content
• Why content is crucial to your website and what to write
• Content ideas: read more books
• Content ideas: What special day is it today?
• Web content recipe: Inspirational quotes
• Web content recipe: How to get ideas
About Nick Usborne
Nick Usborne is a leading authority on the subject of writing for the web, and has been since 1995. As a speaker, trainer and consultant he has worked with dozens of companies and organizations, including Yahoo!, J Paul Getty Trust, Intuit, Walt Disney Attractions, Merck & Co, the National Cancer Institute and many more.
In addition to writing and copywriting work for his clients, he is the author of numerous articles, programs and books. He also coaches freelancers who want to build a bigger and better business. You can learn more about his work on writing for the web, and freelancing, at nickusborne.com