Internal Linking Strategies - Adam Audette

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Fundamental and advanced internal linking strategies for search engine optimization. Presentation by Adam Audette at SMX East in New York City October 2008.

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Internal Linking Strategies - Adam Audette

  1. 1. Internal Linking <ul><li>SMX East 2008 </li></ul>Adam Audette AudetteMedia.com
  2. 2. Text Links are Good <ul><li>watch those image links </li></ul><ul><li>have text link options </li></ul><ul><li>image replacement can be an alternative </li></ul>
  3. 7. Contextual Links Rule <ul><li>images ≠ semantic meaning </li></ul><ul><li>images = emotion and context </li></ul><ul><li>text = semantic meaning </li></ul>
  4. 8. Anchor Text? <ul><li>isn’t a golden key </li></ul><ul><li>be aware of the context of pages </li></ul><ul><li>relevance, credibility, semantic meaning </li></ul>
  5. 9. Anchor Text con’t <ul><li>influence increases with scale </li></ul><ul><li>on large sites anchor text can be strongly influential </li></ul><ul><li>relevant surrounding text </li></ul>
  6. 10. Speak to your Users <ul><li>use anchor text to build in calls to action </li></ul><ul><ul><li>‘click here’ still surprisingly actionable! </li></ul></ul><ul><li>think about your site’s visitors </li></ul>
  7. 11. Mix It Up! <ul><li>anchor text should vary </li></ul><ul><li>Over-SEO’d sites = the new penalty (newish at least) </li></ul><ul><li>keep it natural and balance SEO needs with human needs </li></ul>
  8. 12. Link Consistently <ul><li>standardize internal links </li></ul><ul><ul><li>http://mydomain.com/index.html </li></ul></ul><ul><ul><li>http://www.mydomain.com/ </li></ul></ul><ul><ul><li>http://www.mydomain.com/index.html </li></ul></ul>
  9. 13. Link / Page Relations <ul><li>link text should match the page it targets </li></ul><ul><li>keywords should surround the link and be in link text </li></ul>
  10. 14. Are Your Pages Important? <ul><li>check internal link counts </li></ul><ul><li>pages without many internal links = not important to your users (and spiders) </li></ul><ul><li>important pages should be within 2-3 clicks of root </li></ul>
  11. 16. Link Thresholds <ul><li>general advice is 100-150 links per page max </li></ul><ul><li>it’s actually case by case </li></ul><ul><li>more links usually = less usability (but not always!) </li></ul>
  12. 17. More on Link Thresholds <ul><li>typical Amazon.com product page has nearly 250 links </li></ul><ul><li>Amazon.com home page has over 200 links </li></ul>
  13. 18. Link Thresholds & Nofollow <ul><li>the Brands page on Zappos.com has over 1,500 links </li></ul><ul><li>removing nofollows on the Brands page helped some brands rank higher </li></ul>
  14. 24. Related Link Structures <ul><li>use ‘related’ linking to flatten a site </li></ul><ul><li>eases crawling </li></ul><ul><li>connects many pages together </li></ul>
  15. 28. Tag Pages <ul><li>have users tag pages or manually build </li></ul><ul><li>create tag categories </li></ul><ul><li>add RSS feeds </li></ul>
  16. 33. Cool Stuff with Twitter <ul><li>check out twitter.zappos.com </li></ul>
  17. 36. Thank you! follow me on twitter : http://twitter.com/audette contact me: [email_address] www. audettemedia.com More cool stuff: www.audettemedia.com/internal-linking

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