How Would You Create an Internal Linking Strategy for a Website?

Situation-Based Question

A website that specializes in handmade home decor products has been getting good traffic to their homepage and some category pages. However, they feel like certain product pages are underperforming and not getting the visibility they deserve. The team wonders how they can improve the internal linking structure to help those pages rank better in search engines. “How do we create an internal linking strategy that boosts SEO and helps pages get more exposure?”

Exact Answer

To create an effective internal linking strategy, identify high-authority pages, use descriptive, keyword-rich anchor text, organize content into clear categories, link deep pages from accessible ones, and regularly update links.

Explanation

An internal linking strategy plays a crucial role in improving SEO, guiding users and search engines to the most valuable content. Here’s how to approach it:

1. Link from High-Authority Pages:
   • Start by identifying pages with the most link equity, like the homepage or top-performing blog posts. These pages have the highest authority and can pass link juice to other pages. By linking from these high-authority pages to others, you can help boost the visibility of those pages in search results.
   • Example: The homepage could link to key product category pages, ensuring those pages receive more attention from search engines.
2. Use Descriptive, Keyword-Rich Anchor Text:
   • Anchor text is the clickable text in a hyperlink. Using relevant keywords in anchor text helps search engines understand what the linked page is about. This can improve the ranking of those pages for specific terms.
   • Example: In a blog post about “Choosing the Best Throw Pillows for Your Living Room,” the anchor text “luxury throw pillows” could be linked to the product page for that specific category.
3. Organize Content into Clear Categories:
   • Content should be organized into clear categories that make sense for both users and search engines. This helps search engines understand the structure of your website and which pages are most important.
   • Example: A “Home Decor” section could have subcategories like “Living Room Accessories,” “Wall Art,” and “Decorative Rugs.” Linking within these categories creates a clear structure and helps with SEO.
4. Link Deep Pages from Accessible Ones:
   • Ensure that pages deep in the site hierarchy are not buried and are accessible to both users and search engines. Linking from category or popular pages to deeper, less-visited pages helps search engines find and index those pages.
   • Example: A product page for a “Handmade Wooden Coffee Table” might be buried several clicks deep, but linking from a related blog post or a category page like “Living Room Furniture” can drive traffic and improve its SEO.
5. Regularly Review and Update Internal Links:
   • Over time, some pages may become outdated or new content may be added to the site. Regularly review and update internal links to ensure they remain relevant and that new content is properly linked to older pages.
   • Example: If a new “Outdoor Decor” collection is added to the site, it should be linked to from relevant existing blog posts, product pages, or category pages to increase its discoverability.

Example

Here’s how an internal linking strategy could be set up:

1. Homepage Links:
   • Link directly from the homepage to important category pages such as “Living Room Decor” and “Bedroom Accessories,” which can help drive traffic to those sections.
2. Category Pages:
   • From category pages like “Decorative Pillows,” link to individual product pages for specific types of pillows, like “Geometric Throw Pillows” or “Luxury Velvet Pillows,” ensuring each product page is well-linked and easy to find.
3. Blog Posts:
   • In blog content, include internal links to related products. For example, a post on “Best Ways to Decorate a Modern Living Room” could link to product pages like “Mid-Century Modern Coffee Tables” or “Decorative Vases.”
4. Deep Pages:
   • If a blog post about “How to Choose the Right Rugs for Your Home” exists, it can link to specific product pages like “Handwoven Wool Rugs” or “Eco-Friendly Jute Rugs,” giving those pages more visibility and authority.