SEO Internal Linking: A 2024 Guide

Understanding the Power of Internal Linking

Internal linking is a crucial aspect of search engine optimization (SEO) that involves strategically linking different pages within a website through hyperlinks. This practice not only enhances the user experience by facilitating seamless navigation but also plays a significant role in improving a website’s visibility and ranking in search engine results pages (SERPs).

When implemented effectively, internal linking creates a web of interconnected pages, enabling both users and search engine crawlers to explore and discover relevant content efficiently. By guiding users to related information and providing additional resources, internal links increase the time visitors spend on your site, reducing bounce rates and signaling to search engines that your content is valuable and engaging.

Moreover, internal links act as pathways for search engine bots to crawl and index web pages, ensuring that all your valuable content is made available to users in search results. A well-structured internal link system allows search engines to understand the architecture and hierarchy of your website, making it easier to identify and rank the most important pages for relevant queries.

One of the key benefits of internal linking is the ability to distribute PageRank across your site. PageRank is an algorithm used by Google to determine the importance and authority of web pages based on the quantity and quality of incoming links. By strategically linking from high-ranking pages to other relevant pages, you can effectively distribute link equity and boost the visibility and ranking of important content that may not receive as much external backlinking.

Furthermore, internal links provide valuable context through anchor texts, which are the clickable texts within hyperlinks. When you use relevant and descriptive anchor texts in your internal links, it helps search engines understand the context and topic of the linked page’s content. This added relevance contributes to better rankings and helps users comprehend the information they will find on the linked page, enhancing their overall browsing experience.

The Four Types of Internal Links and Their Significance

Internal links can be categorized into four main types, each serving a distinct purpose within your website’s structure and contributing to the overall user experience and search engine optimization efforts.

Navigation Menu Links
Navigation menu links, typically found at the top of a website, are the most critical type of internal links. They act as the primary guide for visitors, providing direct access to your site’s most important pages and sections. A well-designed navigation menu should present a clear hierarchy and structure of your website’s content, making it easy for users to locate the information they need.

From an SEO perspective, navigation menu links play a crucial role in distributing link equity and PageRank across your site. By linking to your most valuable pages from the main menu, you signal their importance to search engines and facilitate efficient crawling and indexing. Additionally, descriptive and keyword-rich anchor texts in navigation menu links can provide valuable context to search engines about the content of the linked pages.

Footer Links
Footer links, located at the bottom of a webpage, offer additional navigation options and internal linking opportunities. While they are considered less critical than navigation menu links, footer links can still contribute to user experience and SEO by providing alternative pathways to relevant content.

These links often serve as a secondary navigation system, offering quick access to important pages, site maps, or legal information. From an SEO perspective, footer links can help distribute link equity and PageRank to deeper pages within your website, ensuring that all valuable content is easily accessible to both users and search engine crawlers.

Sidebar Links
Sidebar links are typically placed on the side of web pages and can serve multiple purposes. They can provide supplementary navigation options, quick access to specific sections or categories, or even highlight popular or related content.

While not as prominent as navigation menu links, sidebar links can still play a valuable role in guiding users to related content and improving overall user experience. From an SEO standpoint, sidebar links can contribute to internal linking structure and help search engines discover and index additional pages within your site.

Text Links within Page Content Text links within page content are arguably the most important type of internal links from both a user experience and SEO perspective. These links are contextual and provide relevant resources or additional information directly within the body of the text.

When strategically placed, text links within page content can enhance the overall reading experience by offering users the opportunity to explore related topics or dive deeper into specific subjects. This encourages visitors to engage with your content further, increasing their time on site and reducing bounce rates – both positive signals for search engines.

From an SEO standpoint, text links within page content play a crucial role in several ways:

  1. Relevance and Context: By using descriptive and relevant anchor texts, you provide valuable context to search engines about the content of the linked pages. This helps search engines better understand the relationship between the pages and associate them with specific topics or keywords.
  2. Keyword Optimization: Strategically incorporating relevant keywords into the anchor texts of your internal links can reinforce the topical relevance of the linked pages. However, it’s important to maintain a natural and user-friendly flow, avoiding keyword stuffing or unnaturally forced anchor texts.
  3. Link Equity Distribution: Internal text links distribute link equity and PageRank from the current page to the linked pages. This can be particularly beneficial for boosting the visibility and ranking of important pages that may not receive as much external backlinking.
  4. Content Discovery: By linking to related content within your page text, you make it easier for users and search engines to discover additional valuable information on your website, increasing the overall visibility and discoverability of your content.

When implementing text links within page content, it’s crucial to strike a balance between providing enough relevant links to enhance the user experience and avoid overwhelming or distracting readers with too many links. Additionally, ensure that the anchor texts accurately represent the content of the linked pages to maintain a seamless and trustworthy user experience.

Best Practices for Effective Internal Linking

To maximize the impact of internal linking on your website’s SEO and user experience, it’s essential to follow best practices and implement a strategic approach. Here are some key considerations:

Using Keyword-Rich Anchor Texts
When creating internal links, use anchor texts that contain relevant keywords related to the content of the linked page. This helps search engines understand the context and topic of the linked content, associating it with specific keywords and queries.

However, it’s crucial to maintain a natural and user-friendly flow within your content. Avoid keyword stuffing or using anchor texts that seem forced or unnatural. The anchor text should accurately represent the content of the linked page and provide a seamless reading experience.

Linking Blog Posts to Service/Product Pages
While linking between blog posts and other informational content can be beneficial, it’s also important to strategically link your blog posts to your service or product pages. This approach serves two key purposes:

  1. Conversion Funnel: By linking from informational blog content to more sales-focused pages, you guide users through the conversion funnel, increasing the likelihood of them engaging with your products or services.
  2. Link Equity Distribution: Service and product pages often hold significant importance and authority within your website. By linking to these pages from your blog content, you distribute valuable link equity, potentially boosting their visibility and rankings in search results.

Employing Relevant Anchor Texts

When creating internal links, ensure that the anchor texts you use are descriptive and provide a clear idea of what users can expect when they click on the link. Use popular and relevant anchor texts that accurately represent the linked content.

For example, if you’re linking to a page about “SEO best practices,” using an anchor text like “learn more about SEO” or “SEO strategies” would be more relevant and helpful than a generic anchor text like “click here.”

Ensuring Main Menu Accessibility
Make sure your website’s most important pages can be easily accessed through the main navigation menu. This ensures that users can navigate directly to crucial sections of your website, reducing the risk of them leaving your site due to a lack of clear navigation paths.

Additionally, having your most valuable pages linked prominently in the main menu distributes significant link equity and PageRank, signaling their importance to search engines

Fixing Broken Links

Regularly auditing your website for broken internal links and fixing them promptly is essential for maintaining a positive user experience and ensuring effective SEO. Broken links not only disrupt the user’s browsing experience but also negatively impact your site’s crawlability and indexing by search engines.

Utilize online tools or plugins specifically designed for broken link detection to identify and resolve any issues efficiently. Some popular options include the Screaming Frog SEO Spider tool, the Check My Links browser extension, and various SEO plugins like Yoast SEO or Rank Math, which often include broken link checking functionality.

By regularly monitoring and addressing broken internal links, you ensure that both users and search engine crawlers can navigate through your site seamlessly, improving overall user experience and ensuring that your valuable content remains accessible and properly indexed.

Internal Linking and Its Relationship with External Backlinks

While internal linking is a crucial aspect of on-site optimization, it’s important to recognize its relationship with external backlinks and their collective impact on your website’s SEO performance.

External backlinks are incoming links from other websites pointing to your pages. These links act as endorsements, signaling to search engines that your content is valuable and authoritative. The quantity and quality of external backlinks are among the most influential ranking factors for search engines like Google.

Internal linking and external backlinks work in tandem to improve your website’s visibility and search engine rankings. By creating a well-structured internal link architecture, you make it easier for search engine crawlers to discover and index your content, while external backlinks from reputable sources boost your site’s authority and credibility.

However, it’s essential to strike a balance between internal linking and acquiring high-quality external backlinks. While a robust internal linking strategy is crucial for on-site optimization, neglecting external link building efforts can limit your website’s ability to rank competitively for highly competitive keywords or industries.

Ultimately, a well-rounded SEO strategy should prioritize both internal linking and external backlink acquisition. By combining these efforts, you create a strong foundation for search engines to understand the relevance, authority, and overall value of your website’s content, leading to improved visibility and higher rankings in search results.

Get in touch today for a completely free SEO audit.

Google Ads Generative AI Experience - MVee Media - SEO and PPC London

Google Ads AI Revolution

Google Ads AI Revolution

As the digital marketing landscape continues to evolve, Google is introducing innovative tools that leverage artificial intelligence (AI) to enhance the effectiveness and efficiency of advertising campaigns. One such tool is the new conversational AI feature in Google Ads, which was announced at Google Marketing Live 2023

This unique tool, powered by Google’s advanced AI, allows users to create Google Ads campaigns in a conversational format within the online editor. The process is simple and intuitive. Users respond to a prompt for a preferred landing page, and Google AI takes over, generating essential components of the campaign, including keywords, headlines, descriptions, images, and other assets.

Whether you choose to use it or not is entirely up to you. Moreover, while the process is AI-driven, it isn’t fully automated. Users retain the ability to edit all the suggestions before pushing them live, ensuring that the final campaign aligns with their brand and marketing objectives.

The tool brings an intrinsically cooperative experience to the campaign creation process, providing advertisers with fresh ideas, saving time, and enabling faster campaign creation. Instead of automating the entire process, it enhances the creative process, allowing advertisers to focus on strategic decisions while the AI handles the tedious aspects of campaign creation.

As we continue to explore the potential of AI in marketing, tools like this will undoubtedly become invaluable assets in our toolkit.

If you're having trouble setting up your Google Ads Campaign, get in touch with our experts for a free consultation.

Mark Valerio - MVee Media - Marketing and Advertising Agency London, UK

SEO  & Advertising Expert, Mark Valerio has served the online industry for over a decade.

MVee Media - SEO and PPC Advertising Marketing Agency London

SEO vs PPC: Why an Integrated Approach

SEO vs PPC: The Pros and Cons of an Integrated Approach

As businesses continue to compete in the digital landscape, search engine optimization (SEO) and pay-per-click (PPC) advertising have become two of the most popular strategies for driving traffic to websites. Both have their advantages and drawbacks, and deciding which to use can be a daunting task. In this article, we will explore the pros and cons of an integrated approach to SEO and PPC, and offer insights on how to leverage both for maximum results.

What Is SEO

Search engine optimization is the process of optimizing a website and its content to improve its ranking on search engine results pages (SERPs). This involves making changes to the website’s structure and content to make it more visible to search engines, and building backlinks from other websites to increase its authority.

What Is PPC

Pay-per-click advertising (PPC) is a form of digital advertising where businesses pay a fee each time their ad is clicked on. PPC ads are displayed on search engine results pages, social media platforms, and other websites.

Search Engines Landscape

When it comes to SEO (Search Engine Optimization) and PPC (Pay-per-Click) advertising, it’s essential to make an informed decision that aligns with your business goals. To do that, you need to understand the makeup of the search engine result pages (SERPs) for the keywords that matter to you.

Gone are the days of “10 blue links” as search engines have evolved to provide a more comprehensive user experience. Today, SERPs feature a wide variety of page elements, all designed to offer detailed answers and allow users to delve deeper into a topic.

Modern SERPs feature: 

  • Ads 
  • Knowledge panels.
  • Featured snippets.
  • Maps.
  • Images. 
  • Videos.
  • Top stories (news).
  • People Also Ask.
  • Carousels.
  • Organic listings.
  • Search tools (related searches, etc.)
  • And more ads.

Search results are complex and diverse and each of these areas offers an opportunity for keen-eyed search marketers.

Localized Searches

There is a common mistake that a lot of local businesses make, which is to assume that what they see when they Google their target keywords at their location is what everyone sees. 

It is important to track your results from different locations as the ads, local pack and organic results (typically localized) will vary. 

What we recommend here is that you either conduct manual rank reports from different locations or ideally, use a rank tracking tool that will show you your rankings at various points across the geography you cover.

Pros of SEO

  • Cost-effective: While SEO requires an initial investment, it is generally cheaper in the long run than PPC advertising.
  • Long-term results: SEO takes time to show results, but once a website begins to rank well, it can continue to do so for a long time.
  • Builds credibility: High rankings on search engines can help build credibility and trust with customers

Cons of SEO

  • Time-consuming: SEO can take months or even years to show results, which can be frustrating for businesses looking for immediate results.
  • Constantly evolving: Search engines are constantly updating their algorithms, which means businesses must stay up to date with best practices to maintain their rankings.
  • Limited control: Businesses have limited control over how their website is ranked on search engines, as it ultimately depends on the search engine’s algorithm.

Pros of PPC

  • Immediate results: PPC advertising can drive traffic to a website immediately, making it a great option for businesses looking for quick results.
  • Targeted audience: PPC ads can be targeted to specific audiences based on demographics, interests, and search terms.
  • Measurable: PPC advertising allows businesses to track their ad spend and measure their return on investment (ROI).

Cons of PPC

  • Costly: PPC advertising can be expensive, especially for highly competitive keywords.
  • Short-term results: Once a business stops paying for ads, traffic to their website will drop off.
  • Ad blindness: Many users are becoming increasingly blind to ads and may not click on them, regardless of how targeted they are.

The Third Option: SEO & PPC

In most cases, the right approach will not be either SEO or PPC. But rather a holistic SEM strategy that combines both.

SEO and PPC can be a real ‘boost’ when they are strategically aligned to work together. 

A blended approach will typically drive overall results greater than their parts.

The benefits of running SEO and PPC together include:

  • Keyword and conversion data from PPC can be fed into organic search (SEO).
  • Geographic areas with weaker SEO coverage can be covered by PPC. 
  • The total traffic volume can be increased by targeting clicks in paid and organic for high-performing keywords.
  • High-cost, high-volume or low-converting (yet still important) keywords can be moved from PPC to organic search.
  • A/B testing of ad copy and landing pages can be fed into your organic listing and landing pages.
  • Remarketing allows you to stay in front of visitors after an initial touch via organic search and customize messaging around their engagement with your site.
  • Test your keyword strategy in PPC before committing to long-term SEO strategies.
  • Target users at all customer journey stages, from research to comparison to purchase with commercial keywords.
  • Increase confidence and awareness by having both strong organic and paid visibility.

In our experience with thousands of businesses, an integrated search strategy that looks at both SEO and PPC is the optimal approach. 

We may often start with heavy PPC while organic is built up and then dial that back a little. Alternatively, PPC may be the icing on the cake to bag sales that were set up with SEO traffic. 

What is right will always depend on your situation and goals, but the smart mindset is to look at how to get these two titans of modern marketing working together. 

Now, more than ever before, it's essential your business has the right visibility online to compete with non-stop rising competition, check out our award-winning services

Mark Valerio - MVee Media - Marketing and Advertising Agency London, UK

SEO  & Advertising Expert, Mark Valerio has served the online industry for over a decade.

Advertising Benchmarks 2022 - MVee Media - PPC Agency London, UK

Google PPC Benchmarks [2022 Updated]

Advertising & PPC Benchmarks 2022

This report contains 2022 search advertising benchmark data to help you better assess, manage, and maximize your campaigns and budgets. A few notes on the report:

  • This data is pulled from over 18K LOCALiQ client campaigns, advertising over the past year and into Q1 of 2022.
  • Our proprietary platform dynamically shifts budget between search channels on a campaign-by-campaign basis, but in aggregate, 82% of spend was allotted to Google Ads and 18% to Microsoft.
  • Metrics include average cost per click, average click-through rate, average cost per lead, and average conversion rate.
Mark Valerio - MVee Media - Marketing and Advertising Agency London, UK

SEO  & Advertising Expert, Mark Valerio has served the online industry for over a decade.