Internal Linking Optimization

What is the internal linking service, how is it structured and what are its advantages.

Links are extremely important for the world wide web because they connect two resources, connecting contents. In the SEO field, the debate about links has always been very animated, above all because the Google Search algorithms give them great importance, as long as they work. Having links that lead to pages that do not exist or that do not work means throwing a big boomerang on your website.

A link that doesn’t work is, above all, a negative experience for the user that in 90% of cases abandons the website going somewhere else. On the contrary, a well-built and functioning link structure allows the website to conclude the customer journey and retain users and potential customers. This is why it is essential to periodically carry out an analysis of the internal links of a website. The internal linking analysis service allows you to identify critical issues and malfunctions that could jeopardize the website’s performance. Ask ByTek for a consultation and discover all the advantages this service can offer you.

SEO is a constantly evolving discipline: strategies and principles change every day but, since Google began to question how to evaluate the authority of a page or content, the concept of authority has always been related to connections. Although many things have changed since the first development of Page Rank and the dawn of Google, which currently has about 200 different ranking factors in its algorithm, the link profile continues to be a fundamental element for the authority of a site.

The internal linking analysis and optimization service allow you to analyze the link structure of a website, identify any critical issues and overcome them. Optimizing links, therefore, means improving its performance and gaining advantages in terms of positioning. To understand the importance of this service, however, we should start from the structure of links.

Internal links are divided into 2 main categories:

  • inbound links - or backlinks, are links pointing to a particular page. They have always been considered the most important because they can increase the authority of a website. Usually, they are built through a structured link strategy;
  • internal links - are those that refer to internal pages of the website. Apparently “less important”, they play a strategic role in the organization of the information architecture, they help to understand the path to take towards in-depth pages (or conversion) and they increase the time users spend on the website.

To analyze and optimize them, you need a structured internal linking service.

How is structured the internal linking analysis and optimization service

The internal link analysis service scans the effectiveness of each website’s links, studying their position on the page, the anchor text used and the color.

When starting the internal linking analysis, you must first identify what type of link it is:

  • textual (if it refers to a content)
  • image (referring to a photo, infographic, etc.).

The first step is represented by verifying their functionality, identifying, above all, those addressed to a 404 page.

Il servizio di analisi dei link interni scansiona l’efficacia dei link di un sito, studiando la loro posizione nella pagina, l’anchor text utilizzato e il colore.

Right links in the right place. This is why the position of each link must be studied and can be:

  • within the main content;
  • following the content;
  • in the sidebar;
  • in the footer bar stick.

The link position is relevant: those in the main content, for example, are more relevant than those located after the content or in the page footer. It is essential to encourage the User Experience and the user navigation path to more interesting content where the click rate is higher. This is why a position based on the functionality of contents, or their usefulness towards users, can be considered optimal.

If a link acts as a call to action, for example, it is useless to place it at the end of the text, since not all users will get to read it. The links should be placed in strategic points within the content, with an easy and immediate display mode.

Regarding the display mode, it is necessary to understand whether:

  • the link is visible both for position and font/color;
  • the color of the link is different from that of the page.

If the link does not differ from the chromatic point of view from the rest of the page colors, it will hardly be clicked.

The link anchor text is the term or short phrase that is chosen to insert the link and has strategic importance. The types are:

  • strong keyword;
  • navigational;
  • URL (of the landing page);
  • correlation (both with the text and the context of the page).

The greater is the relevance of the anchor text with the linked topic, the greater is its effectiveness.

The analysis must consider different elements, such as the link position within the information architecture of the website, the anchor text and the probability of user clicking, that together define the quality of the link.

Another check to do while analyzing internal links is their balance between the various website sections. This does not mean simply verifying their number, but their presence proportional to the value of the section. The Home Page, for example, must always have a greater number of internal links than any other page on the site.

The same links have a different quality depending on whether they are do-follow or no-follow. Unless otherwise specified, a link is dofollow, which means a link that the Google spider can follow freely. A link distinct from the rel =”nofollow” tag, on the other hand, while still directing the user to another page, is not followed by crawlers and the landing page will not receive any link juice from the source page.

For example, the nofollow attribute is often used in comment pages or those deemed not relevant.

In an internal linking analysis, we isolate the links coming from the various sections of a page (main menu, footer, sidebar, etc.), then we add a cluster to each link corresponding to a branch of the information architecture, both home page, product or category pages.

Clusters help to get aggregate data easier to analyze and we at ByTek use proven methodologies and modern technologies to do so.

Internal linking service and ByTek methodological approach

ByTek uses Artificial Intelligence techniques and a growth hacking approach in all its services. For our internal linking analysis and optimization service, we carry out complete monitoring using state-of-the-art methodologies and technologies, studying the most urgent interventions to do improving the website performance.

Ask for advice, we will help you find the most suitable solutions to get the most out of your blog or website.

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