What Exactly IS Inner Linking And Why Is It So Useful?
Typically, websites are made in a very linear fashion. There is always an entry point, which is typically a home page or landing page. This is followed by a handful of single pages, all in a very clearly set row, defined by either a horizontal, or vertical navigation bar. Simple, right?
There are certainly websites that exist in an almost organic, very dynamic fashion. These include news websites (Canoe.ca, NYTimes.com, etc.), and user-driven websites (Facebook.com, Reddit.com, etc.). Search engines have been making a shift to user-generated content for years, and not just because it’s fresh and more frequently updated, but in part because of the linking structures that are built into the website architecture.
Let’s face it, most small to medium sized businesses have what are called ‘defensive’ websites. These are websites that exist purely because they want to put the URL on their business cards. These sites are also built in the most linear, straightforward way possible. Below is a depiction of one of these websites:
On these websites there exist a handful of pages, with some content here and there. The only way to access any page on the website is always done through the navigation bar… which I HOPE are not images… but that’s for another day. This, my friends, is a typical corporate website. Go look for yourself, and you will see.
One of the most effective ways of increasing the ‘importance’ of a website is by inner linking words and phrases found within the content, to other relevant pages within the website. You might ask “Why does it matter… these aren’t as good as getting links from other websites, so why bother?”. While not as valuable as a backlink from another high traffic website, inner linking has been proven to be a very effective method of increasing search rankings. It’s also making changes to your own website which you have full control over, so why wouldn’t you do it?
It’s a very simple process, but it should be done in a way that it assists the visitor. The end result will be a more connected website with highlighted content for Google and other search engines to pinpoint for future search queries. An example of an inner-linked website can be found below:
Not only are the pages connected through the website’s navigation, but since relevant keywords have also been linked, it will create a much more connected and intertwined system, boosting the authority and importance of not just specific pages, but the website as a whole. This will, in turn, increase the likelihood of pages showing up in search engine results.
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