World Wide Web: How blogs can help you optimise your link structure

5th February 2021

While external links may be vital for effective SEO, internal links are often overlooked. Creating an inter-linking web of content should be an essential part of any digital strategy. This not only makes your site more attractive to search engines, but it also makes using your site a whole lot easier.

Interlinking blogs

Google states that “the number of internal links pointing to a page is a signal to search engines about the relative importance of that page.” In our eyes, blogs are one of the best ways to go about implementing this internal linking. Come up with some relevant themes and interweave specific product links into your blog.

Google can see that your blogs don’t rely on external sources to back up your written topic, which boosts your credibility and authority. Ultimately, the more links you can add, the more authority you can build.

Variety is the spice of life

While a large amount of internal links is one of Google’s favourite elements of a site, variety also has a huge part to play. Remember – when you’re searching the internet, you’re actually searching Google’s index of the internet. When the search engine chooses which pages to present, the variety of internal links is a crucial factor. Include an abundance of anchor phrases within your blogs, linking to other blogs, your socials and product pages. Using the same anchor words across your site can be damaging, so make sure you mix them up.

Avoid broken links

If you’ve already begun internal linking, a spring clean might be in order. Broken links aren’t only bad in terms of user experience, but can have a serious impact on SEO. Whenever you remove a page, it’s important to keep an eye out for any internal links that need to be redirected or removed. Luckily, there are various tools that can help you out, including Google Search Console. We would recommend spending some time every month crawling your site to ensure everything is spick and span.

Social back-up

While linking your social media within your blogs is technically an external link, the benefits of sending users to your profiles on other sites are significant. Always encourage your users to check out your Facebook, Twitter and Instagram account with embedded links. Not only will this increase awareness of your presence on other sites, but it will also create a web between all of your accounts. You can also flip this process around and write social posts, which include links, about your newest blogs.

Ultimately, internal linking should be a consistent and natural part of your blogging. Creating that internal web within your site and with your socials is beneficial from both a structural and user perspective. Get linking and give yourself an edge over your nearest competitors.

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