The importance of site structure
Today’s consumers have higher expectations when it comes to website usability. The topic goes beyond site development. Good SEO optimization must take into account the architecture of the site from the beginning of the project.
You need to think of navigation links as something that will complement the information architecture of the website.
I like to think of information architecture as building a house; the first thing you will see will probably be a living room and each corridor will lead you to other places in the house, such as the kitchen or the bedroom. A website works the same way, looking for usability and experience.
This is how you have to rethink your internal link building.
How to use an anchor text
Another research result was the correlation between Anchor text variations and Google clicks. The conclusion was that it is fine to have many variants of anchor texts for a URL, but the data becomes less reliable after 25 variations.
Here again, the navigation links play an interesting role. For example, you can have 500 hyperlinks all redirecting to the same site, but using the same anchor text. And this will still be considered a good PageRank.
The focus for the anchor text is to choose the keywords or variations that you will have for that content.
And the same research also shows some interesting facts about it. The result concluded that the use of an exact match anchor text can increase the click for that content.
Why not use topic clusters?
In addition to anchor text or site structure, adding topic clusters to your SEO strategy can be good for your internal linking strategy. Not only will it help you organize it, but it will also increase your topic authority instead of just ranking for keywords.
The secret to this is that you’ll be telling Google that you have expertise in certain topics, plus you’ll be making it clear to search engines which page to prioritize.
On the other hand, organizing your content for the web in groups (also known as silos) will increase the sense of harmony of your internal links, giving the surfer more reasons to be there while consuming your content.
Make sure where your digital presence is
Something that is repeated a lot throughout the study is that the results are not the same for all projects. Small businesses showed different data from larger or more popular sites.
Most of the results we looked at here performed better on sites that already had a lot of traffic. Remember, this is not an ultimatum to stop applying these strategies.
However, knowing where your project is in the digital landscape is vital to making any decision, not only regarding internal linking but in Marketing in general.