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Internal website linking and SEO content structure - Tea-Time SEO Series of Daily SEO Live Talks

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Get practical advice from SEO experts: Mark Williams-Cook is the Digital Marketing Director at Candour who also organises the SearchNorwich meetup; Maret Reutelingsperger is the founder of Mobe Digital, an inbound marketing and SEO consultancy and Mike Stepney is SEO Director of Blue Array, one of the UK's fastest growing SEO agencies.

In this short ~20 minute talk they present bite-sized actionable SEO strategy and tips for improving the structure and content of your website in a manner that is friendly to users and search engines. This is offered free to the SEO community working from home during the coronavirus pandemic.

Watch a recording of the stream to go with these slides here:
https://www.youtube.com/watch?v=y50xCfx76Sg

Visit https://www.authoritas.com for more SEO advice and SEO tools and data to help you drive more organic traffic to your ecommerce stores.

Published in: Marketing
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Internal website linking and SEO content structure - Tea-Time SEO Series of Daily SEO Live Talks

  1. 1. ● Mark Williams-Cook ● Maret Reutelingsperger ● Mike Stepney AUTHORITAS ● SEO Jo Blogs - Growth Marketer ● Carrie Shepherd - Marketing Executive Internal linking and content structure
  2. 2. Mark Williams-Cook, Director at Candour ● Started SEO with own affiliate / ad sites 16 years ago ● Digital Marketing Director at Candour ● Agency side for 13 years ● Built tools like AlsoAsked.com and AardvarkSEO ● Organises SearchNorwich meetup ● Host of Search with Candour podcast ● Master Scuba Diver Trainer 🐟
  3. 3. Hi, my name is Maret Reutelingsperger ● Founder of Mobe Digital, an inbound marketing and SEO consultancy ● Background as both an in-house marketer and at digital agencies ● Loves telling a brand’s story ● Runs a lot, but hates it all the way until it’s done and the endorphins kick in
  4. 4. Mike Stepney SEO Director, Blue Array ● 15+ years in the industry ● Started in 2004 with a network of sites that grew into an agency ● SEO Director at Blue Array ● Strategic oversight of a number of big brands ● Post-lockdown goal: finally climb Kilimanjaro
  5. 5. Mark Williams-Cook’s Tips 1. Distinguish and separate your ‘evergreen’ content from your news content 2. Consistent and planned approach with internal anchor text
  6. 6. The blog is where evergreen goes to die 💀
  7. 7. The blog is where evergreen goes to die 💀 Blog: “How to de-ice your car” E-com Homepage (Car site)
  8. 8. In a couple of years time... Homepage -> Blog -> 2020 -> March - > Page 3 💀 Blog: “How to de-ice your car” [updated April 2021]
  9. 9. Time sensitive Evergreen Special deals for Black Friday How to de-ice your car New gadget released What is a safe stopping distance? Opening new premises Best car security systems Not all content is time sensitive
  10. 10. Pillar/hub pages “How to de-ice your car” E-com Homepage (Car site) The complete car maintenance guide “Which oil does my car take?”
  11. 11. Steps to clean up 1) Categorise time-sensitive / evergreen content 2) Group evergreen content together into clusters 3) Move “up” the search demand curve to intent that covers these clusters 4) Build ‘pillar’ pages* around these broader intent (higher traffic terms) *A category type page can work, but you’ll probably get less links
  12. 12. Anchor text on internal links
  13. 13. Anchor text on internal links ● Good internal anchor text is helpful to users ● You don’t have the “Penguin” worries like you do with backlinks ● It’s often missed in site briefs or with content teams ● Can move the needle quickly on big websites
  14. 14. Sitebulb’s Link Explorer [new-ish]
  15. 15. Getting an overview with Sitebulb
  16. 16. i) Check links to important pages
  17. 17. ii) Check where specific anchor text goes
  18. 18. Steps to clean up 1) Immediate plan to tackle “click here” type anchor text 1) Prioritising systematic or side-wide occurrences 2) Review anchors to key pages 3) Spot check by anchor text 4) Brief content team / log where links should be going
  19. 19. 1. Why is internal linking a good idea? 2. Topic clusters are bee’s knees 🐝 Maret’s thoughts on internal linking
  20. 20. 1. It shows the relationship between content, which is great for both users and search engines Why is internal linking a good idea?
  21. 21. 1. It shows the relationship between content, which is great for both users and search engines 1. It helps to internally share the link equity of a website Why is internal linking a good idea?
  22. 22. Topic clusters are 💩
  23. 23. Topic clusters are 💩X
  24. 24. Topic clusters are THE 💩
  25. 25. A topic cluster is a group of interlinked pages on a website which talk about different areas within the same topic. Topic clusters are THE 💩
  26. 26. Like this Topic clusters are THE 💩 Pillar page Cluster content Cluster content Cluster content Cluster content Cluster content Cluster content Cluster content Cluster content
  27. 27. Actually more like Topic clusters are THE 💩
  28. 28. Especially important since E-A-T and BERT Topic clusters are THE 💩
  29. 29. Creating topic clusters will help search engines understand that your business is an authority in the field. Topic clusters are THE 💩
  30. 30. “Write really great content for your users and fulfill the intent that they are seeking” - Britney Muller, Moz Topic clusters are THE 💩
  31. 31. 1. Create effective “hubs” supported by relevant content 2. How to find untapped value 3. Don’t disregard the mighty breadcrumb Top Tips from Mike Stepney
  32. 32. Improving the information architecture helps a user navigate the site but also aids the flow of PageRank through the site. “We’re in control of our internal links, let’s get them right!” Top Tips from Mike Stepney
  33. 33. Create effective “hubs” supported by (all) relevant content Hub (Head Terms) Broader content (still relevant) Related topics Tip 1
  34. 34. Create effective “hubs” supported by (all) relevant content Hub (Head Terms) Broader content (still relevant) Related topics Tip 1
  35. 35. Create effective “hubs” supported by (all) relevant content “Life Insurance” Tip 1
  36. 36. Create effective “hubs” supported by (all) relevant content Consolidate appropriate content into 1 strong hub page Add robust internal linking from existing related pages Introduce fresh informational content to further support Tip 1
  37. 37. Create effective “hubs” supported by (all) relevant content Remember relevance is important! Convenient methods of finding appropriate linking opportunities: ● internal search facilities ● GSC ● site crawler ● good old site: command Tip 1
  38. 38. How to find untapped value Tip 2
  39. 39. How to find untapped value Some typical hidden gems include: ● Branch/store finders ● Delivery info/ help ● Affiliate programs ● Forgotten resources ● Etc. Tip 2
  40. 40. The mighty breadcrumb Tip 3
  41. 41. The mighty breadcrumb Tip 3
  42. 42. Thank you - over to Q and A ● All great tips from 3 experts ● Mark Williams-Cook ● Maret Reutelingsperger ● Mike Stepney
  43. 43. SEO Software Generating Traffic that Converts ● Stimulus package - ● Start-ups – 75% off the first 3 months’ fees* ● Businesses switching SEO software - save minimum of 20%*
  44. 44. “How much content do you need to rank?" ● Charlotte Ross ● Alice Farren ● Martyna Walas Thursday 14th May 2020 @ 4 p.m. SEO Advice, tea and cake with...

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