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It can be tough at the top – with SEO more commonly a part of digital businesses than ever before, the performance in SERPs of your competitors will likely have improved across the board. While it is vital for brands to be keeping up with new trends in search marketing, it is important that SEOs also remember to follow the basics – basics such as internal linking and site structure
When you (or your developer) built your site, there will have been a fairly strict hierarchy in place – through your main nav menu, for example, and through category and other pages that contained well researched copy, are keyword targeted and which pointed to all appropriate pages. However, over time this structure begins to fray at the edges and, if left unchecked, the whole structure can unravel.
For this reason, it’s vital that part of your organic search (SEO) strategy is a periodic assessment of your internal linking. This is not to say all pages need to lead to all other pages – just that as a site expands (and if you’re successful, they almost all do), it is important to nurture the consumer journey and allow for Domain Authority (DA) and Page Authority (PA) to flow through the site well.
Your ‘A Beginner’s Guide to Internal Linking’ eBook includes:
- What is internal linking
- Why internal linking is important
- Where to start
- How to see where your consumers want to go
- How to optimise for authority flow
- And more…
Sometimes a return to basics can be the best way forward – and if you know anyone that may need help, why not let them know!
The SEO industry has a tendency to be quite a zeitgeist driven one and, as such, there are a lot of tactics and techniques that receive 90% of the attention while having the capacity to deliver 20% of the value. However, the basics are so often overlooked (even by some of the biggest brands in the world – as our FMCG study showed) that they can deliver a real boost to performance.
For this reason, you should start as soon as possible with your internal linking project – and make sure that it’s well maintained – to get an edge over your competition. That starts here, when you download your ‘A Beginner’s Guide to Internal Linking’ eBook.