In the month of the Euros (A big football tournament for countries in Europe for those that are currently scratching their heads) I have seen a number of decisions go a miss and fouls and other forms of foul play going unpunished. This is something that can’t quite be said with websites employing poor external link building tactics.
Google has been very quick to hit sites with penalties for suspicious link building and seeing their sites nose dive – think of Cristiano Ronaldo taking a dive and then actually injuring himself from trying to get a one up on the competition and then not getting back up and having to come off – in the rankings maybe it’s time to reassess on how we can compensate the change in external link building with a revisit on how to get the most out of our internal link building – it may be just about as glamour’s as starting James Milner on the right wing, but it is effective and often an unsung hero… although the same can’t be said about Milner, he’s no hero.
A general rule of thumb is that the more visible the links are, the more valuable they are deemed and should result in more juice being passed on.
Let us have a look at where you may see the most benefits placing your internal links on your landing pages – starting with the big man himself – our Header Link.
Header Links –
Arguably one of the most valuable links on the page, most sites use this header link logo to link to the homepage. Highly visible and highly clickable, Google understand that this logo is very popular. If we were doing marks out of 10 for importance, this would be a 10!
Main Navigation Links –
Highly visible links and engines are all too aware that these links tend to point to your main target pages. This is where visitors to your site use the navigation to find out more about what they have actually come to search for.
Links in the navigation and header imply importance and are more often than not site-wide links which usually means they are important to the entire site not just the page your on.
Breadcrumb Links –
Not only are they relevant and highly visible they also play a key role to the spiders as this plots out a path and passes relevancy along the way to the pages closer to the end page.
Footer Links –
Below the fold, not visible and usually lists links like it’s on a ‘sponsored’ links page… will not carry much value or relevancy in the search engines eyes.
Image Links –
With search engines struggling to determine the weight of an image relevancy it is important that we use alt and title Tags to stress the importance of the image to the search engine and therefore show to them that image X carries relevance.
Content Links –
Similar in terms of potential link weight to that of your sidebar links, these links do carry a lot more relevancy though. Surrounded by content which is relevant to the link and the page that you are linking to, you are pointing out to Google just how important this link is. So important that it may even be worth clicking through to the next page before even finishing the content of the content you were reading.
Now this may not be revolutionary or ground breaking stuff but as we have moved in to the era of the need for better content to improve in the rankings and as Google does there biggest effort yet on trying to discourage paid links it is time to think about our own internal link profile and take advantage of the potential opportunities.