SEO Internal Link Structure and Internal Page Rankings

Optimize Your Website Properly – From the Bottom Up

Internal Link Structure

Internal Link Structure

Recently I got into an argument on Facebook over internal site structure and internal page rankings. I know, I know – no one likes that person who gets into an argument on someone’s Facebook wall. I readily admit, sorry for being a jackass. However, my jackassery (word?) aside, the argument which took place centered on an acquaintances ecommerce website and why his internal page ranking was anything but good. He couldn’t seem to understand (or want to listen) to the fact that creating relevant content, setting up proper internal site, developing internal link structuring and optimizing his backlink strategy would help his cause. Either he didn’t want to hear it, didn’t understand it or simply didn’t care, whatever it was, with his home page a P.R. 4 and all of his internal pages a p.r. n/a or 0 his site wasn’t looking well at all. And so, I want to take the time now to chat a little bit about internal link structuring, internal page rankings and internal site structure.

Internal Website Structure and the Dewey Decimal System

Internal website linking and SEO in general tends to be looked at as some type of dark magic which only

SEO Optimizing Website Structure

SEO Optimizing Website Structure

few understand. However the truth of the matter is Internal linking structure and SEO is a pretty straight forward process. To understand how your website should be structured, think about a public library. Yes, the old antiquated public library. For all the tablets and mobile devices with the ability to conjure everything in a library on a high res screen, the one thing the library got right was the dewey decimal system (DDS).

The Dewey Decimal System? Yes, the Dewey Decimal System. When you go into a library due to the DDS you have a library wide directory of where every book is. You know, due to the sorting method, where your book on Zoology or your book on the best internal linking strategy is located. Due to

Website Internal Linking Dewey Decimal System

Website Internal Linking Dewey Decimal System

this, you know where to look for the information you want. Moreover, likewise books are sorted in the same part of the library. Non-fiction American history is in a non-fiction American History Section. Non-fiction gravitational physics publications are in the non-fiction section on Physics. Websites internal linking structure should be set up in the same methodology.

This is to say all the relevant content on your website should be grouped in the same area and more importantly they should lead into one another. This leading into one another is what creates proper internal linking site structure. For example, if you have seven pages on the topic of Website Linking Structure, your structure should be set up as follows:

– Website Linking Structure
– Website Linking
– SEO Internal Link Structure
– Website Structure
– Internal Links SEO
– Website Linking
– Web Domain Structure

I delineated Website Linking Structure in bold because it’s the parent of all the other page terms. Conversely I delineated all the other website linking structure terms (synonyms) in italics because they are they children of Website Linking Structure. Essentially, when grouping your site by topic, you want to group all the relevant information in the same area (like in the library) and more importantly, you need to lead your search traffic into additional relevant content. This idea was noted in my last post, #SEO: The Boundary.

Internal Linking to Find Relevant Content

Take the aforementioned pages for this next example:

– Website Linking Structure
– Website Linking
– SEO Internal Link Structure
– Website Structure
– Internal Links SEO
– Website Linking
– Web Domain Structure

Website Linking Structure is the parent of all the children. This means, for proper linking structure, Website Linking Structure is on top of the proverbial linking mountain. Below the top of the linking mountain are the children. For proper linking structure, all the children need to drive link juice upwards

Google Webmaster Tools

Google Webmaster Tools

to the top of the mountain. This means that “Web Domain Structure” needs to be linking to “Website Linking” and conversely “Website Linking” needs to be linked to “Web Domain Structure.” This process, “Internal Links SEO” linking to “Website Linking” and “Website Linking” linking to “Internal Links SEO” carries throughout the entire link structure. This is done for two reasons:

  1. Readers being able to easily navigate to relevant content
  2. Google crawling/spidering your site for site structure

At first glance the first reason might seem more important then the second reason. However, if we were to weight the two reasons, it might fall 60 – 40 in favor of Google Crawling. While it is a great thing to provider an easy link structure for readers to find relevant/synonymous content, internal link structure is more weighted towards Google crawling because it let’s Google know your site has proper structure allowing readers to find content and that, you, as a webmaster, have your shit together. And guess what? Google appreciates when you have your shit together.

Putting all of this together, proper internal site structure and proper internal linking structure will give the inside of your site, the weight of your site, great page rankings and great search engine visibility. It goes without saying, but the more visibility and page rankings the inside of your site has, the more traffic your site will drive and as a positive consequence, the top of your site will have great page ranking. (Side note: Link juice, page ranking, all push upwards. They build the SEO mountain you need to survive and prosper online.

So, what now? Should I go link crazy?

Yes and no. You need excellent internal link structure and you need stellar internal website structure. However before you go link happy, do your research. Know your keywords. Know your parent and children terms. Know your synonymous terms. Understand that without site structure, you are essentially giving Google a hard time and you don’t want to give Google a hard time. Lastly, you want to understand how to install proper contextual linking into your website structure. That topic, internal contextual linking, will be the category of my next SEO post.

Until next time, happy SEO’ing

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