1) Internal linking can improve PageRank and CheiRank scores by strategically linking pages within a site and between different sites. 2) There are benefits to both centralized and decentralized internal linking structures, depending on the type of website. 3) When optimizing internal linking, companies should consider the balance and focus of PageRank and CheiRank based on their business goals and site architecture.

1. Internal Linking on Steroids
Kevin Indig

2. Content is 👨👑

4. #9 #3

5. UX is 👩👑

9. There is no 👑. Just 👪.

10. Kevin Indig
VP SEO &
CONTENT
MENTOR

11. www.kevin-indig.com
Kevin Indig

12. +160%

14. PageRank flows from site to site.

15. PageRank flows from page to page.

16. Page A Page B
Page C
Page D
www.site.com
PR = 0.1 PR = 0.3
PR = 0.6
PR = 0.1

17. Page A Page B
Page C
Page D
Page A Page B
Page C
Page D
Site A Site B
PR = 0.1 PR = 0.3
PR = 0.6
PR = 0.1

18. Page A Page B
Page C
Page D
Page A Page B
Page C
Page D
Site A Site B
PR = 0.1
PR = 0.2
PR = 0.3
PR = 0.4
PR = 0.6
PR = 0.7
PR = 0.1
PR = 0.8

19. TIPR
PageRank
Backlinks

20. Page A Page B
Page C
Page D
Site A
Page A Page B
Page C
Page D
Site B
PageRank

21. Page A Page B
Page C
Page D
Site A
Page A Page B
Page C
Page D
Site B
PageRank
CheiRank

22. Page A Page B
Page C
Page D
Page A Page B
Page C
Page D
Site A Site B
PR = 0.2
CR = 0.6
PR = 0.4
CR = 0.4
PR = 0.7
CR = 0.1
PR = 0.8
CR = 0.1
PageRank
CheiRank

23. Page A Page B
Page C
Page D
Site A
PR = 0.2
CR = 0.6
PR = 0.4
CR = 0.4
PR = 0.7
CR = 0.1
PR = 0.8
CR = 0.1
Page A Page B
Page C
Page D
Site B

24. TIPR
PageRank
BacklinksCheiRank

27. TIPR
PageRank
Backlinks
Log files
CheiRank

28. T.I.P.R. - True Internal PageRank

29. URL
Crawl
frequency
Referring
domains
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

30. URL
Crawl
frequency
Referring
domains
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
Rank
1
1 1 12
2
2
23
3
3
3
4444

31. URL
Crawl
frequency
Referring
domains
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
Take avg.

32. URL
Crawl
frequency
Referring
domains
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
Sort

33. 0
100
200
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NumberofInlinks/Outlinks
Number of URLs
INCOMING VS. OUTGOING INTERNAL LINKS
Inlinks Outlinks

34. 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

35. 2,985 incoming links
46 outgoing links
12 incoming links
1,094 outgoing links

37. Crawl PR + CR Backlinks
Sort + rank Optimize Monitor
1 2 3
4 5 6

38. Robots.txt XML Sitemaps 404 errors

39. Should you always balance PR and CR?

40. Centralized vs. Decentralized

41. Centralized Decentralized
Ecommerce
Social Networks
Marketplaces
News sites
SaaS
Apps
Enterprise

42. Centralized Decentralized
Ecommerce
Social Networks
Marketplaces
News sites
SaaS
Apps
Enterprise
(CGC) (UGC)

43. Centralized Decentralized
Conversion on specific
landing pages.
Conversion on almost
every page

44. HP
Blog
Post PostPost
Features
Solutions
Micro
site
PLP
Centralized Decentralized

45. Centralized
PR and CR
=
focused

46. HP
Blog
Post PostPost
Features
Solutions
Micro
site
PLP
Centralized Decentralized
HP
Instance
Category
Instance
Instance
Instance
Instance
Category

47. Centralized
PR and CR
=
balanced
PR and CR
=
focused
Decentralized

48. Thanks!