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Kevin Indig - Revolutionizing Internal L:inking

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In a world, in which SEO is getting more and more complicated, focusing on what we can control and what moves the needle is crucial. Internal linking is one of the few ranking drivers we can control 100%.

In this presentation, you'll learn more about
- centralized vs. decentralized internal linking
- the TIPR Model
- Using log files to monitor internal linking improvements

Published in: Marketing
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Kevin Indig - Revolutionizing Internal L:inking

  1. 1. Revolutionizing Internal Link Building Kevin Indig
  2. 2. WHY?
  3. 3. 3 reasons SEO is getting harder
  4. 4. 1
  5. 5. 2
  6. 6. Source: Kleiner Perkins Internet Trends Report 2018
  7. 7. 3
  8. 8. Desktop Mobile Fold Fold
  9. 9. Internal linking Content OnPage User Experience
  10. 10. Internal link optimization
  11. 11. www.kevin-indig.com
  12. 12. Centralized vs Decentralized Internal Linking
  13. 13. HP Blog Post PostPost Features Solutions Micro site PLP Centralized Decentralized
  14. 14. HP Blog Post PostPost Features Solutions Micro site PLP Centralized Decentralized HP Instance Category Instance Instance Instance Instance Category
  15. 15. Centralized Decentralized
  16. 16. Centralized Decentralized Ecommerce Social Networks Marketplaces SaaS Apps Enterprise
  17. 17. Centralized Decentralized PR + CR Balance User flow and PR detached PR + CR Focus User flow follows PR
  18. 18. 2,985 incoming links 46 outgoing links 12 incoming links 1,094 outgoing links
  19. 19. Combining internal and external PR
  20. 20. Page A Page B Page C Page D Site A
  21. 21. Page A Page B Page C Page D Page A Page B Page C Page D Site A Site B
  22. 22. TIPR PageRank Backlinks Log files CheiRank
  23. 23. 1.Crawl site 2.Calculate internal PR and CR 3.Add backlinks to get “true internal PR” 4.Add crawl rate from log files to understand impact of (internal + external) links over time 5.Sort and rank metrics 6.Optimize for optimal link balance/focus
  24. 24. URL Crawl frequency Domain pop PageRank CheiRank /URL1 200 300 0.0810 0.3555 /URL2 150 200 0.0300 0.3422 /URL3 300 100 0.0690 0.3000 /URL4 50 50 0.0220 0.2908
  25. 25. URL Crawl frequency Domain pop PageRank CheiRank Average /URL1 2 1 1 1 1.25 /URL2 3 2 3 2 2.5 /URL3 1 3 2 3 2.25 /URL4 4 4 4 4 4
  26. 26. URL Crawl frequency Domain pop PageRank CheiRank Average /URL1 2 1 1 1 1.25 /URL3 1 3 2 3 2.25 /URL2 3 2 3 2 2.5 /URL4 4 4 4 4 4
  27. 27. 0 100 200 300 400 500 600 700 800 900 1000 0 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 48 50 52 54 56 58 61 63 65 70 72 75 79 81 83 86 88 91 94 101 108 110 114 120 126 131 134 143 154 161 180 190 200 216 237 274 290 319 323 326 331 335 344 352 NumberofInlinks/Outlinks Number of URLs INCOMING VS. OUTGOING INTERNAL LINKS Inlinks Outlinks
  28. 28. 3.99000 0.03000 0.00972 0.02000 0.01000 0.03000 0.03000 0.07000 0.01000 0.00000 0.00000 0.05000 0.10000 0.15000 0.20000 0.25000 0.30000 0.35000 0.40000 0.45000 Categories Apps Add-ons Vendors Plugins Average PageRank and CheiRank by directory PageRank CheiRank
  29. 29. Using log files for PR monitoring
  30. 30. Crawl rate correlates highly with PageRank
  31. 31. Robots.txt XML Sitemaps 404 errors
  32. 32. 1. Crawl 2. Calculate PR + CR 3. Add backlinks 4. Optimize 5. Monitor log files
  33. 33. https://www.kevin-indig.com/internal-link-optimization-with-tipr/
  34. 34. Newsletter: Tech Bound
  35. 35. Website: www.kevin-indig.com
  36. 36. Thanks!

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