Internal Linking – What and How

Internal linking is a strategy often overlooked in favour of more glamorous – and more difficult – tactics such as backlinks and blog creation. In fact, internal linking is only regarded by most expert sites as being of secondary importance.

And that’s true, as long as you rate having the tires on your car being filled with air as secondarily important also.

Internal linking is one of those things that won’t destroy your SEO rankings but which can mean the difference between a solid page 4 and a permanent page 1 ranking. Internal linking, in fact, is one of the most powerful and important tactics around, because it doesn’t take much time yet makes a significant difference.

Again, the best thing about internal linking is its simplicity. It involves linking between two blogs or pages on your site using complimentary terms. Think of it as backlinking – you don’t want to overstack the anchor phrases – but all on the same domain.

As with everything else, Google is way smarter than you give it credit for so don’t make the standard mistake of artificially inserting links to other blogs just to increase the number of links on your site. Make sure the link is useful to the reader and fits with the narrative of the existing page or blog. To test this out, read the blog and then gauge whether the link adds value to the existing content or clarifies a point that the blog was trying to make.

The usual question (at least according to stats on Google) is how many internal links is optimal? The answer, of course, is answered in the previous paragraph. If several links, or even dozens of links (see Neil Patel’s site) will prove useful to the reader, then, by all means, insert them. But SEO copywriting involves ensuring continuity of content, links and the overarching narrative. Don’t force anything, and let it flow in line with a predetermined editorial calendar for maximum results. The best way to create this calendar is to use the topic clusters, explained in the link by Rhys Knight of Knight Global. It involves creating complementary content that maintains a static narrative without forcing the issue.

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