Internal linking is an underused search engine optimization technique that involves linking from one web page to another within the same website. As long as you don’t abuse it, it’s effective and won’t get your site penalized by Google. The practice has a number of benefits for your website, your visitors, and the search engines. Here are four of them:

It Improves Visitor Experience

You as a visitor to another site may have appreciated internal links, especially when coming across an unfamiliar term that happens to link to another page with an in-depth explanation. Or perhaps you may have clicked on links within the content that point to other pages containing related content that you found useful and interesting. If the links were well placed, you may find yourself spending too much time on the site, yet leave the website feeling better off because of the experience. It was also likely that you bookmarked the website for a future visit.

It Gives Google More Information about Your Content

Google’s algorithm uses a number of methods for determining what your web pages are about. However, the more information you provide, the more likely it will correctly assess the page’s content and send the appropriate web traffic. Internal links from related pages inform Google of a relationship between the target page and the pages linking to it.

In addition, the anchor text gives Google more useful information with which it can do its assessment. You can also tell Google that a page is important by linking to it from other important pages. Important pages in this case, have lots of traffic.

You Can Send More Traffic to Your Landing Pages

Landing pages attempt to convert traffic into performing a desired action. Website owners will often go to great lengths to drive external traffic to these pages, and will even pay money for PPC traffic. Yet these very same people forget to send internal traffic to these pages using internal linking. Look at your website traffic analytics for highly trafficked web pages. If their topics are highly related to the offers on your landing pages, then place the appropriate links.

It Reduces Your Bounce Rate

If a visitor reaches a web page from Google’s search engine and leaves without visiting another page on your site, the visitor has bounced from the page. Well placed internal linking that induces further exploration of your site obviously reduces the page’s bounce rate.

If you want to learn more about search engine optimization, or have any questions, we can help. Contact us today.