So, your SEO maven hooked you up with optimized landing pages, but they’re relatively orphaned. (Nobody’s linking to them much, not even you, from your own site.) Should you link to them from your other site pages, like from your blog? Yes. …And no.
Intralinking Case Study (Hypothetical)
Keyword: blue widget
SEO Landing page: …/blue-widget/
Obviously, you mention “blue widget” on other pages too. (If you don’t, get on that. You’ll never rank for a keyword if you only mention it on one page; Google can quickly suss that you’re trying to game the system by optimizing a single page for a keyword.)
Are you selling widgets? Presumably, you have one or more “blue widget” product pages, too, whether or not you’ve opted to make them text-rich pages. (Content is king. Your product pages should be troves of information, but unfortunately some brand identities don’t allow for that.)
So you blog.
You should blog. Be an expert in your field, publicly, often.
You mention blue widgets in a blog. …Hell, you write a blog post about blue widgets. You’ve used several variations on your core “blue widget” keyword in that blog. How can you best use those keyword iterations as link anchor text to other content on your site?
Head to Google.com
Type this in the Google search field:
site:[yoursite.com] [the keyword you’re trying to boost]
…Swapping for your domain and your keyword for the [bits in brackets].
Hit Enter on your keyboard.
Or click “Google Search”
Or the little magnifying glass icon.
e.g. site:dandreifort.com SEO
gets you a list Google’s favorite SEO themed pages on this site, in order. (Top is best!)
If your blue widget SEO landing page is new, it probably won’t be toward the top of that list yet. You should then definitely link to that blue widget landing page to get it some traction. But what if your landing page is #4 on the list, and a few of your product pages take the top three spots?
Keep it Natural
Sometimes, link to the blue widget landing page. Sometimes link to one of the product pages. We want to tell Google that our whole stinking site (or at least considerable chunks of it) are good pages for them to consider for blue widget Google search results.
So, I should link to several of my pages from my blog?
Maybe a couple. Sometimes just one. Often, not at all, unless you have a good reason to. Blogs shouldn’t be salesy or pitchy. Blogs are for engaging, not selling.
With rare exceptions, I highly recommend against linking to a single resource multiple times from a single page. But similarly, don’t pack your blog post full of links to every related product and page.
It’s ham-fisted. If your content is overstuffed with links, people can quickly see that over-stuffing; they’ll likely feel like they’re being “advertised at” so to speak. …Google’s even more keen at that assessment; Google knows when you’re stuffing all of your content with links. Keep it natural. (Somewhere between zero links and ‘too many’ links, on average—that’s your goal.)
Anchor Text Variation
Mix it up. Don’t always use “blue widget” verbatim to anchor the link to your other “blue widget” content. “Our blue-tinted widgets…” is fine anchor text. Do you use a synonym for “widget”? (whatever your ‘widget’ is!) Using that synonym as part of anchor text is a great idea! Not everybody searches the same way, and the more ways you’re able to describe your products, the better.
Linking to third party URLs?
Yes. If your brand manual allows it, definitely link to relevant third party content sometimes, or even often. Just don’t link to your direct competitors. No need to help them!
Most of my clients’ blogs do NOT intralink to their own content from their blogs, but they do link to interesting content on other sites from their blogs. That’s best practices, if you can afford it.
- Be aware of your keywords when you’re blogging.
- Note that most of your blog posts don’t need to link to your own content, but if you’re a brand-strong blog, (i.e. an inbred blog, or otherwise unwilling to link to other sites from your blog,) and that works for you, (lucky,) you can err on the side of always linking to your own supporting content.
- site:yoursite your keyword – is the syntax to find out what pages Google likes already. Don’t fight Google, just nudge them.
- Don’t always link to the same page; pick a few to regularly reinforce.
- Mix up the anchor text, too, if it makes sense.
- Linking to other sites is fine. But consider adding “nofollow” to sites you don’t want to help.
Dan Dreifort consults on SEO and UX. He also likes making noise with other musicians.