1) The document discusses optimizing internal linking on websites. It presents the TipR method which calculates internal PageRank and CheiRank metrics, factors in external backlinks, and uses log file data to understand how internal and external links impact pages over time. 2) Centralized and decentralized internal linking structures are compared. The TipR method involves crawling the site, calculating metrics, adding external backlink data, and optimizing the internal link structure based on the results. 3) Log file data like crawl rates can correlate with PageRank and be used to monitor changes over time as internal and external links are optimized.

1. Revolutionizing Internal Link Building
Kevin Indig

2. WHY?

4. 3 reasons SEO is getting harder

5. 1

7. 2

8. Source: Kleiner Perkins Internet Trends Report 2018

9. 3

10. Desktop Mobile
Fold Fold

11. Internal linking
Content
OnPage
User Experience

12. Internal link
optimization

13. www.kevin-indig.com

15. Centralized vs Decentralized
Internal Linking

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

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

18. Centralized Decentralized

19. Centralized Decentralized
Ecommerce
Social Networks
Marketplaces
SaaS
Apps
Enterprise

20. Centralized Decentralized
PR + CR Balance
User flow and PR
detached
PR + CR Focus
User flow follows PR

21. 2,985 incoming links
46 outgoing links
12 incoming links
1,094 outgoing links

22. Combining internal and external PR

23. Page A Page B
Page C
Page D
Site A

24. Page A Page B
Page C
Page D
Page A Page B
Page C
Page D
Site A Site B

25. TIPR
PageRank
Backlinks
Log files
CheiRank

26. 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

27. 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

28. 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

29. 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

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1000
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NumberofInlinks/Outlinks
Number of URLs
INCOMING VS. OUTGOING INTERNAL LINKS
Inlinks Outlinks

31. 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

32. Using log files for PR monitoring

33. Crawl rate correlates highly with PageRank

36. Robots.txt XML Sitemaps 404 errors

37. 1. Crawl
2. Calculate PR + CR
3. Add backlinks
4. Optimize
5. Monitor log files

38. https://www.kevin-indig.com/internal-link-optimization-with-tipr/

39. Newsletter: Tech Bound

40. Website: www.kevin-indig.com

41. Thanks!