How effective is the linking strategy on your (or a client’s) website?
You should pay close attention to creating a strong linking structure. It:
- enhances the user experience (UX),
- helps search engines better understand the structure and context of your website, and
- keeps users on your website longer.
We’ll dig a bit deeper into these areas and look at how to make sure you have an effective linking strategy in place.
The Web Is a Web!
Have you ever stopped to consider why we use the word “web” when referring to pages and posts on the internet?
The internet is a giant web, much like a spider web. Each strand of the spider web is a link, leading from one page to the next.
You’re intuitively aware of this. Think about all those times you’ve started a search for why fish have scales… only to catch yourself two hours later, fully immersed in what ingredients are vital for the perfect Italian salami!
You wandered through a web. You jumped from page to page using links — some external links and others internal links. All these pages were linked, leading you seamlessly through a maze of information.
What are “internal” and “external” links?
- Internal links are clickable links which send a reader to a page or post within the same website.
- External links are clickable links which send a reader to another (external) website.
Internal and external links are necessary for three reasons:
- To provide the best possible UX. You want to help your readers easily find the information they’re searching for.
- To help search engines better understand what a page is about.
- To keep readers engaged on your website longer.
Let’s have a closer look at each of these.
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