CTO of JetOctopus crawler with 9+ years of experience in programming Serge Bezborodov reveals how to organize links within your website so that all profitable pages will be indexed. This presentation will be useful for you if: - You are owner/developer/SEO of website with 100K or more pages - You don’t have much unique content - Your website is:

 - web catalog; - e-commerce; - aggregator; - classified site.
 - Your website was launched 3 or more years ago

1. Serge Bezborodov
Internal links structure
for big websites
key features and practice
JetOctopus.com

2. Serge Bezborodov
About lector:
-
-
-
-
vacancies
real-estate
cars
items
- have to dive deep into SEO
- since 2016 - development of Jetoctopus.com
- СТО of JetOctopus, 9 years of
experience in programming
- SEO karma - first office job in TOP links
exchange platform (Miralinks)
- 5 years of experience with aggregators:
JetOctopus.com

3. Serge Bezborodov
Plan
JetOctopus.com
1. Terms
2. A little bit of boring
theory
3. Сommon issues
4. Practice
5. Conclusions

4. Serge Bezborodov
This presentation will be useful for you if:
JetOctopus.com
1. You are owner/developer/SEO of website with 100K or
more pages
2. You don’t have much of unique content
3. Your website is:
- web catalogue;
- ecommerce;
- aggregator;
- classified site.
4. Your website was launched 3 or more years ago

5. Serge Bezborodov
The main myth
JetOctopus.com
I build internal linking structure,
and my website will get on the TOP position at once

6. Serge Bezborodov
What is internal linking structure
JetOctopus.com
Internal linking structure is a connection
scheme of website pages
between each other

7. Serge Bezborodov
What tasks does interlinks carry out?
JetOctopus.com
1. Users’ navigation
2. Passing of links equity
3. Passing of anchors semantics
4. Optimization of crawl ratio

8. Serge Bezborodov
Website
structure
Distance from index - how far the page is
from the main page
JetOctopus.com

9. Serge Bezborodov
Links
JetOctopus.com
<a href=“/target/page.html”>Read post</a>
simple html link, not Java Script!

10. Serge Bezborodov
Link
term
JetOctopus.com
“Links” = internal links
In this presentation I DON’T talk about external links

11. Serge Bezborodov
Theory
JetOctopus.com

12. Serge Bezborodov
How it started:
1998
http://infolab.stanford.edu/~backrub/google.html
JetOctopus.com

13. Serge Bezborodov
PageRank
JetOctopus.com

14. Serge Bezborodov
Random Surfer
JetOctopus.com

15. Serge Bezborodov
Reasonable Surfer
2004-2010
Ranking documents based on user behavior and/or feature data
http://www.seobythesea.com/2010/05/googles-reasonable-surfer-how-the-value-of-a-link-may-differ-based-upon-link-and-document-
features-and-user-data/
JetOctopus.com

16. Serge Bezborodov
Reasonable Surfer
JetOctopus.com

17. Serge Bezborodov
Seed Pages
2006-2015
Producing a ranking for pages using distances in a web-link graph
https://patentimages.storage.googleapis.com/b8/dc/3e/3b5b32f8acd264/US9165040.pdf
JetOctopus.com

18. Serge Bezborodov
Seed Pages
2006-2015
Producing a ranking for pages using distances in a web-link graph
https://patentimages.storage.googleapis.com/b8/dc/3e/3b5b32f8acd264/US9165040.pdf
JetOctopus.com

19. Serge Bezborodov
Do you still take care about PR?
JetOctopus.com

20. Serge BezborodovJetOctopus.com
The more page is important
(promoted for high-frequency queries),
the more links should be on this page
The first axiom - the basis

21. Serge Bezborodov
The main interlinking
JetOctopus.com
The main interlinking is a block with links that is
easily accessible and frequently used by people

22. Serge Bezborodov
The main interlinking
JetOctopus.com
(Example)

23. Serge Bezborodov
The main interlinking
+-
JetOctopus.com
Type to enter a caption.
(Example)

24. Serge Bezborodov
The second axiom - common sense
JetOctopus.com
We build interlinking for people, not for bots
-
-
-
NOT grey-colored text in the footer
NOT a bunch of links on noindex, follow pages
NOT a bunch of links under infinite scrolling, etc.

25. Serge Bezborodov
The third axiom- semantics closeness
The main interlinking should be close semantically
-
-
smartphones with cases
motor oil with filters
-
-
accountant with plumbers
smartphones with drills
JetOctopus.com

26. Serge Bezborodov
Link weight
JetOctopus.com
Link weight - mystical concept that is
measured in vague values
(and it’s always wasted somewhere)

27. Serge Bezborodov
?Problems
JetOctopus.com

28. Serge Bezborodov
How many links?
JetOctopus.com

29. Serge Bezborodov
How many links?
JetOctopus.com
a lot of pages != a lot of links
a few pages!= a few links

30. Serge Bezborodov
Number of links
JetOctopus.com

31. Serge Bezborodov
Number of links
JetOctopus.com

32. Serge Bezborodov
Links in practice
JetOctopus.com
1. No links = less than 10 links
2. Not enough
3. Average number
4. Too many
5. Pages that contain links on website folders -
0.1% from all pages

33. Serge Bezborodov
Practice
JetOctopus.com

34. Serge Bezborodov
Phases of work
analyse
delete useless links
conduct experiments
make conclusions
JetOctopus.com

35. Serge Bezborodov
How to analyse the interlinking on your website
1. Crawl the website
2. Sort data
3. Explore data for 5-10 minutes
JetOctopus.com

36. Serge Bezborodov
Dive deep in interlinking
JetOctopus.com
Type to enter a caption.

37. Serge Bezborodov
Dive deep in interlinking
JetOctopus.com
Type to enter a caption.

38. Serge Bezborodov
Dive deep in interlinking
JetOctopus.com
Type to enter a caption.

39. Serge Bezborodov
Dive deep in interlinking
JetOctopus.com
Type to enter a caption.

40. Serge Bezborodov
Delete useless pages
And/or
1. Less than 10 links
2. Little content - 0 items
3. Branded content
4. Duplicates
5. E-commerce - pages with a bunch of filters
6. Googlebot doesn’t visit
7. No SEO visits for 6-12 months
JetOctopus.com

41. Serge Bezborodov
How to build interlinking
Fast way
1. Choose profitable poor-linked pages
2. Choose pages from where links will be put (with common
semantics)
3. Put links
JetOctopus.com

42. Serge Bezborodov
How to build links on catalogue
pages
The right way
cluster 1
cluster 2
cluster 3
Cluster - the set of pages with common semantic
JetOctopus.com

43. Serge Bezborodov
How to build links on catalogue pages
1. Choose semantically close
clusters
2. Track frequency
Office associate
Admin office associate
Business office associate
JetOctopus.com
1000
700
Business function associateу
Office associate remote
1500
200
50

44. Serge Bezborodov
How to build links on catalogue pages
3. Сount the percentage for each query in the group
JetOctopus.com
- Office associate 1000 28%
- Admin office associate 700 20%
- Business office associate 1500 44%
- Business function associateу 200 6%
- Office associate remote 50 2%

45. Serge Bezborodov
How to build links on catalogue pages
3. The number of links
On each page we add the new block for links with 3 links
The total number of positions for links 3*5 = 15
JetOctopus.com
Office associate 1000 28% 4
Admin office associate 700 20% 3
Business office associate 1500 44% 5
Business function associateу 200 6% 1
Office associate remote 50 2% 1
3450 100% 14

46. Serge Bezborodov
How to build links on catalogue pages
4. Cluster is linked
5. Link clusters between each other
JetOctopus.com

47. Serge Bezborodov
We’ve built interlinking
Ehm… It seems something is getting better
JetOctopus.com

48. Serge Bezborodov
ehm… It seems something is
getting better
We’ve built ILS
Data-Driven SEO
JetOctopus.com

49. Serge Bezborodov
How to estimate the results
JetOctopus.com
The mythology of experiments:
1. Create the control group and experimental
group
2. Conduct experiment on the experimental
group
3. Wait
4. Compare results between groups
The control group and experimental group should have common semantics: the
number of pages, the frequency, similar regions, etc.

50. Serge Bezborodov
Evaluation of results
JetOctopus.com
What to evaluate:
1. Monitor positions
+ easy and quickly
- a lot of queries should be done
- you can’t collect data for
each page
3. Google Search Console
+ more data
+ data
+ data on page level, not only on query level
4. Google Analytics
+ data about
users’ behavior
2. Logs
+ you get insights at once
+ spikes inCrawl Ratio

51. Serge Bezborodov
The main features of interlinking
JetOctopus.com
1. Interlinking should be easily accessible (stored in the
database)
2. You should have admin panel where you can edit links

52. Serge Bezborodov
We’ve almost done.
Just a few points left
JetOctopus.com

53. Serge BezborodovJetOctopus.com
Faceted navigation

54. Serge Bezborodov
Facets
JetOctopus.com
A bunch of links and much more of trash
pages

55. Serge Bezborodov
/products?category=phones&sort=asc
/products?category=phones&vendor[]=apple&vendor[]=samsung
/products?category=phones&vendor[]=apple&model=iphonex
robots.txt:
disallow: *?
/cheap-phones/
/apple-iphonex/
JetOctopus.com
Facets

56. Serge Bezborodov
Facets
create webpage
apple used items
create webpage
apple iphone 5
links on pages with brads
there is no link for less-profitable
brands
JetOctopus.com

57. Serge Bezborodov
Conclusions
JetOctopus.com
1. Analyse your interlinking structure
2. Delete useless links
3. Conduct experiments
4. Don’t try to do everything perfectly

58. Serge Bezborodov
The stark reality:
JetOctopus.com
There is no ideal internal linking structure*
*on the big website

59. Serge Bezborodov
Thank you for your attention!
JetOctopus.com
serge@jetoctopus.com