Link Building Strategies: Authoritative SEO Linking Strategy Guide

seo linking strategy

Strategy / January 15, 2018

thefunnel12 Minute Read

I’m a big fan of little links. Internal links are the underrated workhorse of SEO, usability and conversions. They’re easy to make, easy to manage …and often overlooked. But not today.

This post is a guide to a powerhouse internal linking strategy. We’ll review three types of internal links that make a huge difference in results. Each of which you can easily add to your website. But first…

What’s an internal link?

An internal link is a link from one page to another page on the same domain. We’re talking about regular, text links from one page on your website to another. Of course, your website navigation is an example of internal linking, but here we’re talking about links in the content, on the pages.

chartWhat’s an external link?

An external link is a link from another site to your site. They’re important for referral traffic and SEO, but they’re on other websites. You can’t control them. Internal links are easy. You can make them in minutes. Note: external links also refer to links from your site to another site, but we’re talking about other sites linking back to you.

3 Benefits of an Internal Linking Structure

Internal linking is important for three reasons, strengthening three parts of your funnel.

  1. They pass authority from one page to another (search optimization)
  2. They guide visitors to high-value, high-converting pages (usability)

internal-linking-page-authoritySo let’s look at a linking tip for each of the three types. If you’re just interested in the list of ten internal linking best practices, scroll down to the recommendations at the bottom.

Internal Link #1: Links That Affect Search Engine Rankings (SEO)

First, let’s review: authority flows through the internet through links.

When one page links to another page, it passes some of its credibility to that page, increasing the likelihood that the second page will rank. This credibility is sometimes called “link juice, ” but most search optimizers call it “authority.”

internal-linking-source-domainsTip: Why Don’t I Rank? The short video here explains how links affect SEO.

Links that come from another websites pass “Domain Authority” increasing the authority (and likelihood of ranking) of all the pages on your website. Internal links don’t do that.

They don’t increase the amount of authority of your overall website, but they do pass authority between pages on your website. They pass “Page Authority” from one page to another. Through links, pages can help each other rank in search engines.

Internal Links vs External Links

Here’s a quick overview of the difference between internal and external links for SEO.

Here’s how to get the most SEO value from internal links:

  • Some of your pages have more authority than others. These are pages that already have links pointing to them. Your
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