Good internal link connectivity is perhaps one of the most overlooked aspects of a successful SEO campaign. Great effort is often put towards optimising title tags, page content and external links with insufficient attention to the site's internal linking structure.
When talking about the effects that links have on search rankings, it's helpful to think about links as votes. In other words, if Page A links to Page B, Page A is voting that Page B is relevant to words being used in the link text connecting the two pages. While internal links may not count as much as external links, they are certainly a very important part of search engine algorithms. Properly optimised, these internal links provide an effective weapon towards better rankings and user experience by:
- Ensuring that search engines can find all pages in the website. Each page not linked to is a lost opportunity to appear in search results,
- Increasing the value of specific pages by “voting for them” to assist rankings for their target keywords,
- Ensuring the user journey and site's navigability are optimised.
- Ensuring the site's navigability is optimised for best user experience and conversions.
An SEO Strategist will examine your website's internal linking structure with focus on global navigation template links, breadcrumb navigation and alternative link structures in order to recommend improvements as well as provide suggestions with regards to missed opportunities.