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Making links works for you

Making links works for you

24 January 2020

There is a big difference between internal and external links. Internal & external links provide unique benefits or potential drawbacks for your content marketing strategy. Using both internal and external links logically, while adopting best practices, can be a real boost to your SEO strategy. There is more to it than just linking to whatever posts or pages seem relevant.

High quality links can make your post more authoritative and help give your search engine results better rankings.


Cross Linking

Cross linking is the process of linking between two sites. The Internet was and is still built on cross linking. It allows users to reference sites with similar content.

Linking to external sites can build relationships and expand your reach.

If your anchor text is not relevant to the page you’re linking to, readers might not trust your links and begin to associate your anchor text with spam.


External Links

When you link to a site outside of your own web domain. Linking to a page you reference or a page with related information that doesn’t duplicate the information in your blog post but instead adds to it. When referencing a specific product or service, link to them. Booking tickets, referring to distributors, designers, manufacturers, etc. extend your websites functionality.

Be sure to link to sites that are authoritative and trustworthy. Linking to websites that are clickbait, unprofessional looking, sensationalistic or tabloidy can undermine your websites credibility.


Internal Links

These are links the reader uses to navigate around the website. Internal links are different to menu navigation which links you to specific sections of the website. Internal links will take you to related articles, blogs, pages, products & categories. Example: link to another blog post on your blog, link to a blog post from one of your web pages, or to your ‘Services’, ‘Contact’, or ‘About Us’ page.

The deeper within your website the internal link resides, the more valuable it is to add since the reader would be unlikely to find it on their own otherwise.

Internal links can lead to people spending more time on your website and decreasing your bounce rate.

When outside sites link to your site in an organic way, internal links can boost your SEO. Google regards your site as more valuable, improving your chances of appearing higher in search results.

If internal links don’t make logical sense you may be seen as less trustworthy and more spammy.


Blog Posts

Including links in your blog posts is important. External links can reflect the credibility of your blog and show that your content is built on knowledge and research.

Limit your external links and set them to ‘open in a new tab’.


Linking Tips:

  • Using links in an unnatural way - such as anchoring links to irrelevant, unrelated keywords - may hurt your SEO
  • Aim to include no more than 2-5 external links in blog posts
  • Every few months spend a couple hours checking your links & update broken ones
  • Incorporate links that make using your website easier, instead of cramming as many keywords and links as possible into every blog post.


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