Crafting winning internal linking strategies

Transcript

2. WHAT WE WILL COVER TODAY 1 - Importance of internal linking 2 - Internal link challenges 3 - How to create strategies to leverage internal linking 4 - Examples of objectives and strategies #BrightonSEO Silvia Martin
3. #BrightonSEO Why are internal links so important? Silvia Martin
4. #BrightonSEO Search Engines & Users • Discovering pages • Understanding relationship between pages Silvia Martin
5. #BrightonSEO Silvia Martin Even John Muller says that internal linking is important for SEO https://www.youtube.com/watch?v=xgmh67PD6p4&t=1525s
6. #BrightonSEO Silvia Martin “Yes, absolutely, internal links are super critical for SEO. It’s one of the best things you can do on a website to guide google and visitors to the pages that you think are important.” What you think is important is totally up to you.”
7. #BrightonSEO INTERNAL LINK CHALLENGES Silvia Martin
8. #BrightonSEO Forgetting to create internal links to new pages Silvia Martin
9. #BrightonSEO Broken internal links Silvia Martin
10. #BrightonSEO Silvia Martin 404 page with high volume of backlinks
11. #BrightonSEO Time consuming task Silvia Martin
12. #BrightonSEO But…Internal links are critical Silvia Martin
13. #BrightonSEO Internal links on a page determine the importance of the page Silvia Martin
14. #BrightonSEO Internal links pass link equity and authority from one page to another. Silvia Martin
15. #BrightonSEO Relevant anchor text for contextual links Silvia Martin
16. #BrightonSEO Silvia Martin
17. #BrightonSEO Implementing links in formats that are not easy to crawl Silvia Martin https://developers.google.com/search/docs/crawling-indexing/links-crawlable
18. #BrightonSEO Creating random links without any strategy Silvia Martin
19. #BrightonSEO STRATEGIC THINKING FOR INTERNAL LINKS
20. #BrightonSEO What is important for your site? Silvia Martin
21. Top Products Categories Topic Clusters Seasonal Products Important pages #BrightonSEO Silvia Martin
22. #BrightonSEO DIAGNOSIS
23. #BrightonSEO Data collection Silvia Martin
24. #BrightonSEO Diagnosis Data Inlinks Outlinks Backlinks SC/GA Silvia Martin
25. #BrightonSEO Approaches Quantitative Qualitative Silvia Martin
26. #BrightonSEO Quantitative Silvia Martin
27. #BrightonSEO Quantitative Low number of inlinks Orphan pages Link depth Silvia Martin
28. Category pages Products/services Key page #BrightonSEO Qualitative Silvia Martin
29. CRAFTING A TAILORED INTERNAL LINKING STRATEGY #BrightonSEO Silvia Martin
30. Strategy Objectives Methodology Implementation Validate / Monitor #BrightonSEO Silvia Martin
31. EXAMPLES OF OBJECTIVES Enhancing Crawlability New pages Distributing link equity #BrightonSEO Driving traffic Content Hub Reducing bounce Silvia Martin
32. Strategy Objectives Methodology Implementation Validate / Monitor #BrightonSEO Silvia Martin
33. #BrightonSEO EXAMPLE
34. #BrightonSEO Objective: Enhancing crawlability Key pages link Depth > 3 Silvia Martin
35. #BrightonSEO Methodology : Breadcrumbs Silvia Martin
36. #BrightonSEO Implementation : Coordinate execution Who is responsible Best practices How is going to be implemented Silvia Martin
37. #BrightonSEO Validate & Monitor Crawl Check live pages Monitor Silvia Martin
38. #BrightonSEO OTHER EXAMPLES
39. #BrightonSEO Quantitative Strategies Link blocks Sidebars You might also like Related products Breadcrumbs https://marketingsyrup.com/ecommerce-internal-linking-into-the-spider-verse/ By Kristina Azarenko Silvia Martin
40. #BrightonSEO Silvia Martin
41. #BrightonSEO QUALITATIVE EXAMPLE
42. #BrightonSEO Objective: To distribute link equity across a specific set of pages Silvia Martin
43. #BrightonSEO Methodology : Find relevant link opportunities Pages with high authority Semantic opportunities Content Hub Silvia Martin
44. #BrightonSEO Methodology : Tools Command Site: Crawler AI tools Silvia Martin
45. #BrightonSEO Methodology : Silvia Martin
46. #BrightonSEO Methodology : Silvia Martin
47. #BrightonSEO Silvia Martin
48. #BrightonSEO Silvia Martin
49. #BrightonSEO Silvia Martin
50. #BrightonSEO Using Screaming Frog SEO spider and OpenAI embeddings to map related pages at scale https://www.screamingfrog.co.uk/blog/map-related-pages-at-scale/ By Gus Pelogia Silvia Martin Creating Links at Scale
51. #BrightonSEO Silvia Martin Output: Internal linking opportunities document
52. #BrightonSEO Silvia Martin More automated approach
53. #BrightonSEO Silvia Martin More automated approach
54. #BrightonSEO Silvia Martin
55. #BrightonSEO RECAP
56. Importance of internal linking How you can use internal links in a strategic way to highlight your most important pages #BrightonSEO Silvia Martin
57. How to create quantitative or qualitative strategies to leverage internal linking A range of SEO tools #BrightonSEO Silvia Martin
58. Examples of objectives and strategies #BrightonSEO Silvia Martin
59. Now is your turn to create winning internal linking strategies #BrightonSEO Silvia Martin
60. #BrightonSEO Silvia Martin SEO Consultant & Founder of Trebole Linkedin: https://www.linkedin.com/in/martinsilvia/ THANK YOU!