{"id":139269,"date":"2022-03-02T02:00:03","date_gmt":"2022-03-02T07:00:03","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=139269"},"modified":"2023-05-16T00:27:04","modified_gmt":"2023-05-16T05:27:04","slug":"prioritize-internal-linking","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/prioritize-internal-linking\/","title":{"rendered":"Here\u2019s Why You Should Prioritize Internal Linking This&nbsp;Year"},"content":{"rendered":"\n<div class=\"intro-txt\">Internal linking features in most SEO strategies, but the reality is it\u2019s rarely prioritized highly enough.<\/div>\n\n\n\n<p>SEOs often focus on other tactics while failing to realize the true potential that internal linking offers to move the needle on keyword rankings.<\/p>\n\n\n\n<p>My view on this is that SEOs are missing a trick. After all, an effective internal linking strategy has the potential to make a difference.<\/p>\n\n\n\n<p>In this guide, you\u2019ll learn the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#1-why-internal-links-valuable\">Why internal links are so valuable<\/a><\/li>\n<li><a href=\"#2-six-tips-implement-internal-links\">How to implement internal linking effectively<\/a><\/li>\n<\/ul>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">Looking to learn the basics of internal linking?<\/div><div class=\"recommendation-content\">Great! But before you continue, why not check out this <a href=\"https:\/\/ahrefs.com\/blog\/internal-links-for-seo\/\">actionable guide on internal links<\/a>&nbsp;by Ahrefs\u2019 head of content, Joshua Hardwick.<\/div><\/div>\n\n\n\n\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Why internal links are so valuable\" data-section=\"1-why-internal-links-valuable\">\n\n\n\n<h2 class=\"wp-block-heading\">Why internal links are so valuable<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Effective internal linking provides a wide range of technical benefits, from helping Google discover your new content to ensuring all of your pages are crawled frequently by <a href=\"https:\/\/ahrefs.com\/blog\/googlebot\/\">Googlebot<\/a>. In my opinion, the most fruitful value of internal linking is its ability to distribute <a href=\"https:\/\/ahrefs.com\/blog\/google-pagerank\/\">PageRank<\/a>. This is an attribute of internal linking that is overlooked all too&nbsp;often.<\/p>\n\n\n\n<p>Building a strong backlink profile is critical in directing PageRank to your website. But as SEOs, we should not stop there. The great thing about internal links is that you can control the target location of the link itself. This allows you to directly pass on that essential link equity from your pages that receive the most links to those that receive the&nbsp;least.<\/p>\n\n\n\n<p>One tough reality of link building is that webmasters rarely link to pages with transactional intent, such as a sales or product page. Most backlinks will typically point toward the homepage or an informational page (e.g., a report). Internal links are crucial in bridging the gap and ensuring your transactional pages gain that crucial boost in authority.<\/p>\n\n\n\n<div class=\"editor-note\"><div class=\"editor-title\">Editor\u2019s Note<\/div><div class=\"editor-content\">\n\n\n\n<p>Here at Ahrefs, we call this process of \u201cbridging the gap\u201d with internal links the Middleman Method. You can see how it works below and <a href=\"https:\/\/ahrefs.com\/blog\/orchard-seo-strategy\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/seo-strategy\/\">learn more about this SEO strategy here<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-139255 size-full\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/1-middleman-method.gif\" alt=\"Gif showing how Middleman Method works\" width=\"1280\" height=\"720\"><\/p>\n\n\n\n\n\n\n\n<\/div><div class=\"editor-info clearfix\"><div class=\"editor-photo\"><img decoding=\"async\" alt=\"Joshua Hardwick\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2017\/09\/me.jpg\"><\/div><div class=\"extra-box\"><div class=\"editor\">Joshua Hardwick<\/div><div class=\"editor-job\">Head of Content<\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Six tips for implementing internal links effectively\" data-section=\"2-six-tips-implement-internal-links\">\n\n\n\n<h2 class=\"wp-block-heading\">Six&nbsp;tips for implementing internal links effectively<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Now that we\u2019ve established the importance of internal linking, let\u2019s go through a few techniques, tips, and tricks to implement it effectively.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Link within the main content where relevant<\/h3>\n\n\n\n<p>Internal links within the primary content of a page, in my opinion, offer the most value from a PageRank perspective.<\/p>\n\n\n\n<p>This is as Google\u2019s behavior is likely similar to that of the users\u2019 when it comes to prioritizing the primary content of a page. Users are typically more engaged with the main content and are, therefore, more likely to click on a link that sits within the main content.<\/p>\n<p>As a result, Google almost certainly applies a stronger weighting to these links, as indicated by its \u201c<a href=\"http:\/\/patft.uspto.gov\/netacgi\/nph-Parser?Sect1=PTO2&amp;Sect2=HITOFF&amp;u=%2Fnetahtml%2FPTO%2Fsearch-adv.htm&amp;r=1&amp;p=1&amp;f=G&amp;l=50&amp;d=PTXT&amp;S1=7,716,225.PN.&amp;OS=pn\/7,716,225&amp;RS=PN\/7,716,225\">Reasonable Surfer\u201d patent<\/a>.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/2-prominent-links-transfer-more-authority-1.png\" alt=\"Infographic of article with 3 links. The biggest muscular arm connects most prominent link to another article (implying the most authority passed)\"><\/figure>\n<\/div>\n\n\n<p>What\u2019s more, these internal links sit in the heart of the page and are surrounded by hyper-relevant, keyword-rich content that Google will use as a signal to understand the context.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Include important links within the site navigation<\/h3>\n\n\n\n<p>Links within the header navigation are also incredibly useful for passing on PageRank. They may not be as strong at passing contextual authority as links within the primary content. But they sit on every page of the site\u2014and that makes them valuable. They also sit right at the top of the&nbsp;page.<\/p>\n<p>This means Google is more likely to prioritize these links compared to the footer navigation, for example.<\/p>\n\n\n\n<p>While&nbsp;not as powerful as the header navigation, the footer navigation should not be underestimated. Despite sitting in a less-attractive location, the footer navigation, again, sits on every page, making the links there worthwhile.<\/p>\n<p>Notably, some companies have strict approval processes. In such cases, you may find less resistance in adding internal links to the footer navigation compared to the header navigation, so this may be the perfect short-term solution for&nbsp;you.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Utilize&nbsp;breadcrumbs logically<\/h3>\n\n\n\n<p>In my opinion, breadcrumbs are the single most underutilized form of internal linking. They not only make it extremely easy for users to navigate the site, but they are also incredibly powerful at passing on PageRank.<\/p>\n\n\n\n<p>Don\u2019t just take it from me. Here\u2019s a tweet from Google\u2019s very own Gary Illyes, who says that Google likes breadcrumbs and uses them for PageRank computation.<\/p>\n\n\n\n<p><\/p><blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">We likes them. We treat them as normal links in e.g. PageRank computation<\/p>\u2014 Gary \u9be8\u7406\uff0f\uacbd\ub9ac Illyes (so official, trust me) (@methode) <a href=\"https:\/\/twitter.com\/methode\/status\/877842242358185984?ref_src=twsrc%5Etfw\">June 22,&nbsp;2017<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n\n\n\n<p>As we already discussed, many SEOs believe the higher up a link on a page, the heavier the weight of PageRank that gets passed via the link. Breadcrumbs typically sit right at the top of every page. Thus, it\u2019s clear why they hold so much value in passing on authority.<\/p>\n\n\n\n<p>Furthermore, breadcrumbs also reflect the structure of the site. As a result, your most important pages, which sit high up within the site architecture, will be internally linked to very frequently via the breadcrumbs.<\/p>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">TIP<\/div><div class=\"recommendation-content\">\n\n\n\n<p>Don\u2019t forget to implement <a href=\"https:\/\/developers.google.com\/search\/docs\/advanced\/structured-data\/breadcrumb\">breadcrumb Schema<\/a>&nbsp;to ensure Google fully understands your breadcrumbs and that you\u2019re eligible for rich results.<\/p>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Internally link to your most valuable content<\/h3>\n\n\n\n<p>It\u2019s usually hard to attract links to your most valuable content because of its commercial nature. Remember: To bridge this gap, it\u2019s critical to link from those pages that hold strong authority to the valuable pages that drive your business revenue.<\/p>\n\n\n\n<p>You can find relevant, authoritative pages to internally link from for free using Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>&nbsp;with a free <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools<\/a>&nbsp;account. Here\u2019s how:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Paste your domain into <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a><\/li>\n<li>Go to the <strong>Best by links <\/strong>report<\/li>\n<li>Look for relevant pages to internally link&nbsp;from<\/li>\n<\/ol>\n\n\n\n<p>For example, let\u2019s say the team at Ahrefs launched a brand-new keyword tool and wanted to boost authority to its landing page. Using this report, we can see several relevant pages with lots of referring domains that will be perfect for adding an internal link.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-139257\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/3-best-by-links.jpg\" alt=\"Best by links report results \" width=\"1334\" height=\"991\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/3-best-by-links.jpg 1334w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/3-best-by-links-572x425.jpg 572w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/3-best-by-links-768x571.jpg 768w\" sizes=\"auto, (max-width: 1334px) 100vw, 1334px\"><\/p>\n\n\n\n\n\n\n\n<h3 class=\"wp-block-heading\">Utilize contextually relevant anchor texts to establish topical relevance<\/h3>\n\n\n\n<p>Earlier on, I mentioned Google reads the surrounding content of a link as a signal for the context. Further to this, the <a href=\"https:\/\/ahrefs.com\/blog\/anchor-text\/\">anchor text<\/a>&nbsp;of a link provides an even stronger signal for context.<\/p>\n\n\n\n<p>Anchor texts should be:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Descriptive<\/li>\n<li>Topically relevant<\/li>\n<li>Keyword-rich<\/li>\n<li>Succinct<\/li>\n<li>Natural<\/li>\n<\/ul>\n\n\n\n<p>Generic anchor texts, such as \u201cclick here,\u201d provide minimal value, as they do not indicate to Google what the linked-to page is about. Keeping your anchor texts descriptive and relevant will ensure you are passing on the most PageRank. This signal also stems from Google\u2019s \u201cReasonable Surfer\u201d patent.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/4-descriptive-anchor-texts-pass-more-authority.png\" alt=\"Infographic of article with 3 anchor texts. The biggest muscular arm connects the most descriptive anchor text to another article (implying the most authority passed)\"><\/figure>\n<\/div>\n\n\n<p>You can find contextual internal linking opportunities that already exist on your site for free using Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-audit\">Site Audit<\/a>.&nbsp;Here\u2019s how:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Sign up for a free <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools<\/a>&nbsp;account<\/li>\n<li>Crawl your site with <a href=\"https:\/\/ahrefs.com\/site-audit\">Site Audit<\/a><\/li>\n<li>Go to the <strong>Link Opportunities<\/strong>&nbsp;tool<\/li>\n<\/ol>\n\n\n\n<p>For example, if we do this for the Ahrefs blog, we can see a contextual internal link opportunity from our <a href=\"https:\/\/ahrefs.com\/seo\/glossary\" data-ahr=\"https:\/\/ahrefs.com\/blog\/seo-glossary\/\">SEO glossary<\/a>&nbsp;to <a href=\"https:\/\/ahrefs.com\/blog\/meta-robots\/\">our meta robots guide<\/a>.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/5-internal-link-opportunities.png\" alt=\"Link opportunities report results \"><\/figure>\n<\/div>\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> If you provide a link via an image, Google will treat the <a href=\"https:\/\/ahrefs.com\/blog\/alt-text\/\">alt text<\/a>&nbsp;as the anchor text.&nbsp;<\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Regularly audit internal links for errors<\/h3>\n\n\n\n<p>Technical errors within your internal linking could be causing PageRank \u201cleakage.\u201d For example, every time you link to a URL that results in a 404 status (page not found), you could be directing some of your link equity down the&nbsp;drain.<\/p>\n\n\n\n<p>Google assigns a set amount of PageRank to be distributed from each page (regardless of the number of internal links). So with each link that you add to a page, you\u2019ll be slightly reducing the value passed on via the links that already exist.<\/p>\n\n\n\n<p>But as long as you are not excessively adding links, this won\u2019t be a major cause for concern. It\u2019s simply another reason why minimizing technical errors remains crucial. Not only are you making sure both Google and your users are having the best experience, but your site will also become more efficient at passing on PageRank.<\/p>\n\n\n\n<p>Don\u2019t forget to utilize <a href=\"https:\/\/ahrefs.com\/site-audit\">Site Audit<\/a>&nbsp;(what I showed you earlier). This tool is perfect for diagnosing a wide range of technical issues, including those related to internal links.<\/p>\n\n\n\n<p>Once set&nbsp;up:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Head to the <strong>Link Explorer<\/strong>&nbsp;tool<\/li>\n<li>Select the \u201cInternal\u201d drop-down filter<\/li>\n<li>Filter by each of the errors one at a&nbsp;time<\/li>\n<\/ol>\n\n\n\n<p>For example, if we filter for internal links \u201cto not found\u201d on the Ahrefs blog, we see 143 internal links to dead pages that should be removed.<\/p>\n\n\n\n\n<div class=\"wp-block-image\">\n<figure class=\"is-style-default aligncenter\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/02\/6-link-explorer.png\" alt=\"Link explorer report results \"><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>The best thing about this approach to internal linking is it\u2019s not a complex theory (once you understand <a href=\"https:\/\/ahrefs.com\/blog\/google-pagerank\/\">how PageRank works<\/a>,&nbsp;of course). It also doesn\u2019t take a huge amount of time to get started.<\/p>\n\n\n\n<p>Here are my key takeaways:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Internally link from your most authoritative content to the pages that drive revenue<\/li>\n<li>Breadcrumbs are incredibly powerful and completely underestimated<\/li>\n<li>When you think of PageRank, think about not only backlinks but also internal links<\/li>\n<\/ul>\n\n\n\n<p>Have any questions? Will you be reshaping your approach to prioritize internal linking? Ping me<a href=\"https:\/\/twitter.com\/keyword_king\">&nbsp;on Twitter<\/a>&nbsp;and let me&nbsp;know.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>SEOs often focus on other tactics while failing to realize the true potential that internal linking offers to move the needle on keyword rankings. My view on this is that SEOs are missing a trick. After all, an effective internal<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":173,"featured_media":139271,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[335],"tags":[],"coauthors":[435],"class_list":["post-139269","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general-seo","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Here&#039;s Why You Should Prioritize Internal Linking This Year<\/title>\n<meta name=\"description\" content=\"Internal linking offers many benefits, helping Google discover your new content and ensuring your pages are crawled frequently by Googlebot.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/prioritize-internal-linking\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Here&#039;s Why You Should Prioritize Internal Linking This Year\" \/>\n<meta property=\"og:description\" content=\"Reassess your priorities this year.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/prioritize-internal-linking\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-03-02T07:00:03+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-05-16T05:27:04+00:00\" \/>\n<meta property=\"og:image\" 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