Internal links do matter

SEO professionals talk about external links all the time, but internal links have a role to play too, and they’re much easier to obtain because you create them yourself. I’m assuming that your site has a clear path to every page via clickable site navigation, which visitors and search engines can follow. If that’s the case, links which are not part of the general site navigation are what we’re talking about here. These have two major benefits – they draw the attention of visitors to newer or more important pages, and for search engines, they spread ‘link equity’ around a site.

The best way to build these is to ensure that every time you add a page to your website, you link to it from existing pages. So if you’ve always had red and yellow widgets, when you add a blue widget to the range, it’s not enough to have it as a new, third choice on the ‘products’ menu. It needs links from within the existing red and yellow widgets pages too. Many people will arrive on your red or yellow widgets pages directly, and never see the product menu. A simple line of text describing what else is available is all that’s needed, providing the crucial links. Don’t forget that there’s an element of age in SEO page strength, so your new pages could really use some link equity passed on from those old ones.