How to do good internal linking. Page linking rules Proper linking of the main page

Good afternoon, dear readers! It's no secret that search engines are very positive about linking articles. By linking to the pages of our blog, we not only increase the position of the landing page in the search results. But we also give the robot a hint which page to consider as most relevant to a particular request. Today I will tell you about what manual linking of articles is.

To date, there are many ready-made solutions for automatic page linking. The main ones are plugins that form blocks of links to “popular”, “random”, “latest” blog entries. Thus, I am implementing one of the stages of the strategy for my blog seo. One of the most successful approaches for implementing article relinking is the “Kams” function for WordPress, which displays a block of links to previous posts.

But, the correct manual linking brings much more benefits than automatic solutions to this problem.

I propose to consider the positive aspects of this approach.

Benefits of manually linking articles

Links within the body of an article have a much higher CTR. Which can sometimes significantly reduce the bounce rate on the site. And also increase the average time users spend on your pages, ultimately increasing your blog's conversion rates.
Manual linking of articles gives you more freedom of action. Because you can independently select the necessary, so to speak, correct anchors for links, increasing your positions in the search results for certain low-frequency queries.
By manually linking articles, you can manage the flow of traffic on your blog as efficiently as possible. This advantage is often useful when working with affiliate programs. Providing the ability to redirect traffic to spacer articles used for conversion target audience.
If the search engine incorrectly determines the page that is relevant to your request, with the help of just one or three links, this situation can be easily corrected.

Well, these are, perhaps, all the main advantages of manually linking articles. Now let's talk about how to properly link your articles.

Possible option for manual linking of articles

Proper manual linking of articles

As one of the basic rules of seo-copywriting says (in the post I gave all I know), articles must be written in such a way that they are understandable not only to people, but also to search engines. Because in the opposite case, there will simply be no people on the site. Therefore, after choosing a topic for a future post ... We, as usual, go to select and research keywords suitable for our new article. How to choose the right keywords for a future article and - the topic of the next post, today we are talking about something else.

So, suppose that we use this technique all the time, and for all previous articles we have chosen keywords.

When writing a new article, it will be enough for us to just remember a few posts. Indirectly or directly intersecting with today's topic.

They remembered, chose a priority key from each post, wrote it out for themselves on Velcro and glued it to their monitor. To, so to speak, in front of the nose hung. The blogger chooses these keys for each article independently. Here everyone is based on their own external optimization strategy. That's all. Now, while writing an article, it is enough to use these key phrases in the text and, during the design of the post, put links to the necessary posts.

But the rules for internal linking of articles do not end there.

There is another important point. Make link not just pass link weight landing page, but also had the highest click-through rate.

To do this, in most cases, it is enough to encourage the reader to follow the link in one or two sentences by briefly “advertising” the material to which you refer.

There are situations when relinking needs to be carried out on articles that have been written for a long time or recently. Such situations mainly arise when it is necessary to secure a position in the TOP of search results for some specific queries. In order to achieve maximum results, you should link to the promoted page from pages that are relevant from the point of view of the search engine.

An example of a scheme for manually linking articles

So how do you determine which posts the search robot considers relevant to your search query?

To do this, you should contact Yandex with the following requests: request site:domen.ru

Now, from the results offered by Yandex, you can select donor pages for placing links with the necessary anchor. In this case, we will not only increase our chances of getting into the TOP for low-frequency queries... But we will also put down links that visitors will be interested in clicking on.

That, in principle, is all that I wanted to talk about the correct manual linking of articles today. Thank you all for your attention.

Hello dear friends and guests of my blog! Today we will get acquainted with an important point in the SEO of the site, how relinking site pages. And you will know What is relinking site, why it is needed and how it is done correctly competent linking pages on the site.

Linking is an important and integral part of the internal optimization of your site! Without internal linking of pages, your site will not be able to properly promote and promote on the Internet. Since the relinking of pages on the site makes search robots view more than one page where they went to index, run almost all over your site, which has a rather positive effect on its SEO.

Well, let's get it right...

What is a relink?

Many webmasters, if not all of them, are already familiar with the concept of linking website pages and know how to do it in general terms. But not everyone knows how to correctly and competently make linking on their web resource.

The concept of page linking means that within the site links are placed from one article to another or to several. This is done in order to give certain content more link weight and add value to it in the eyes of search engines.

It seems that there is nothing complicated in linking?! What's so difficult? Take articles and put down links to others in them! But not everything is as simple as it seems at first glance. For competent linking of pages on the site, you must follow certain rules that will help make it competent and the most understandable and acceptable for search robots, and for your visitors to the site. Which in turn will lead to an increase in traffic and an increase in the TOP search results of the site.

And so, what is linking, we have decided! Now let's move on to the next question...

How to properly link on a website?

Let's now try to decide with you what it means to make a competent linking of pages on the site? To do this, we need to look from two perspectives. From the position of a visitor on the site and from the position of a search robot that enters the site to index your pages.

From the perspective of a visitor, correct and well-linked pages site allow him to quickly and easily navigate the site finding the material he needs. Not getting confused in the wilds of various kinds of side material, which will only scare him away and he will not return to you anymore.

From the position of a search robot, correct and competent linking pages on the site looks a little different than for the visitor. It is as important to him as it is to the visitor, but he does not see it like a human. For him, the link and the content to which it leads are important. This link should correspond to the subject of the page from which he came through it. But the principle is the same, for the bot, for the visitor - the content must be thematic, unique for the robot and useful for the visitor.

Now there are a few specific rules that I mentioned earlier in the text that must be followed for competent linking of site pages.

Rules for competent linking on the site:

Properly done navigation on the site. That is, as few different kinds of subcategories and parent pages as possible, which will only create unnecessary inconvenience for visitors and search robots. The minimum nesting level of any page, so that the transition to the desired one is as close as possible - in a couple of clicks.
Pages with the most significant content for the site should be as weighty as possible, that is, their static weight should exceed the weight of other pages.
The link mass of the page - the page from which the link leads - the donor, should be similar in subject matter to the page to which it leads - the acceptor. This is important for both the search engine robot and your visitor.

Here are three rules that you must follow when linking pages on a site correctly. If not for everyone, everything is clear. then let's talk about each rule separately and in a little more detail ...

Rule one: Navigation for proper page linking

Proper site navigation plays an important role for the SEO of a site or blog. A site that contains more than one page must have navigation, and when it is done correctly and competently, then you can get to any page of the site from its main page in just a couple of clicks. This is very convenient for the site visitor and for the search robot. your site should not be such that a visitor or a search robot went to one page and went to another and left the site. This is fundamentally wrong!

To do this, make competent navigation on your site! So that from each page there is a transition to the next and from the next in turn to another, and so on throughout the site. The site should not have such pages that a visitor or a bot could not get to by moving inside your site using links.

Here you have one correct on the site, the other is accordingly incorrect:

On more confusing sites, where there are a lot of different categories and pages, there are special plugins for displaying breadcrumbs, but this is another extensive topic, about it another time. So. that if you do not follow the rule for competent navigation, then the pages of the site may remain unindexed by search robots, and this is very bad for SEO.

Rule Two: Static Page Weight and Distribution

The pages of the site that you promote for its promotion in search engines should have the highest static weight. What can be done with the help of competent linking of site pages. That is, you direct the static weight with the help of links to the page that you are going to promote and promote.

If, for example, you have a high-frequency ( HF) a request from some page, then naturally it is highly competitive, then you need to optimize for a page with high competition, and such a page on the site is the main page because all pages of the site link to it. Therefore, for this request, you need to optimize for the main page of your site.

Here are the diagrams for an example:

When the request is mid-frequency ( MF), then you need to promote pages of medium nesting level. Link to them like home page, and from the internal pages of the site:

Under low-frequency ( LF) requests distribute link weight to pages of further nesting, for example, the third level, referring to them from the main page:

So, friends, the correct distribution of the static weight of pages with their competent linking is based on the fact that the greatest static weight should be on the page you are promoting.

Types of internal linking, theory of the method, practical example of article linking.

This method works equally well for all search engines, and it will allow you to increase traffic by 20-30% (maybe more). The method is not new, I’ll even say old and proven, and many experienced SEOs still use it to promote low and midrange queries. It works best for content projects (blogs, articles, MFA), but it is likely that the method can be applied to an online store (however, there has not been such a practice yet).

Let's first recall all possible types of internal linking:

Navigation menu- links all sections and categories of the site.
"Breadcrumbs"– navigation chain indicating the path to the parent page.
Add. internal navigation– an additional menu in a section or category. A very rare and optional type, usually used in large stores, such as Yandex.Market.
Cross Links- placed in global blocks (header, sitebar, footer) and displayed on all pages of the site, help to focus the visitor's attention and link weight on specific pages (promotions, discounts, sales, etc.). A link under the logo or in the copyright also applies here.
useful links- are used for linking articles (products), according to the type " Similar posts' or 'See also.'
Contextual links– are installed directly in the text content of the pages.

If for the first 5 points almost all sites are guided by the same rules (well, actually the same), then in the 6th point (links from page texts), each optimizer shows his own idea and initiative. Exactly relinking of articles helps to concentrate the weight on the necessary pages as much as possible. I consider it one of the most powerful internal linking factors.

A working method for organizing internal linking of site pages.

So, what are the conditions for this method of linking:

The first 5 linking points have already been completed (see above).
The site is filled with content and indexed by search engines (for example, according to Yandex.Webmaster statistics, the number of pages downloaded by the robot should correspond as much as possible to the number of pages in the search).
No duplicate pages.
There are no "accidental" internal links in the articles. These are any links that are set in the text “from the lantern” (only to transfer weight to the page that you yourself wanted) and do not provide convenience for visitors. If you set "required" and "mandatory" links in articles, then no more than 1 pc. for 2000 characters.
You are not using any modules for automatic linking.
It’s not a sin to mention the basics of successful SEO: unique content, properly optimized pages, decent website usability.

The theory of this article linking method:

We will link our articles according to the principle "WE PUT THE LINK WHERE THE SEARCH ENGINE WANTS TO SEE IT".

We will consistently take articles from our site that are most beneficial for promotion.
Determine the main keyword for which this article is being promoted (this should already be done in the article optimization process).
Search our site for other articles where this query is also used in the content (PS will help us with this).
In the most relevant articles, put an anchor link to the page we need.

The practice of using this method of linking.

For case study, I will take my site and try using this method to promote an article in the TOP-10 Yandex for the query "site structure". The request is quite good and you can try to “push” it to the TOP.

Now, following the principle of theory, it is necessary to determine EXACTLY WHERE THE SEARCH ENGINE WANTS TO SEE THE LINK WITH THIS ANCOR. For this in search line Yandex, we indicate the request of interest to us with the addition of a prefix to filter the issuance of other sites.

And Google has such a working thing as . I recommend to take a look.
In Google, we type in the same way

the result does not change, my blog is small and there are only two similar requests.
And you should understand that I still don’t have the main article about linking in my search. I am powerfully creating it now and pushing it into the blog and then into the search on August 10th.

In the displayed output, all links are sorted by relevance, promoted article NECESSARILY should occupy the 1st position, since it should be the most relevant. If this is not the case, you made mistakes in the process of optimizing the page and further actions will be meaningless.

Issuance screenshot:

Now let's get down to direct work on linking and analyze each position.

In my example, as expected, the promoted article is in the 1st position, which means that the search engine considers this page of the site to be the most relevant to this query. However, we are interested in the other 9 SERPs that are next in line in terms of relevance. It is with them that we will work.

The second position of the issue is occupied by an article about the link structure of the site. Here is the title of the article, a link to it and a description in which our promoted query is highlighted in bold (I circled it with a yellow marker) it is THIS PHRASE that will be the first content anchor link that the search engine directly REQUESTS. All you need is to go to the page with the article, turn on the editing mode, find this phrase in the text and insert a link to the promoted article “under it”. This will be the exact match anchor.

Here we are offered the "Site Map" page, but it already has a link to the desired article. The page ranked so high in this SERP because the sitemap always gets the most weight (it's referenced by all other pages on the site) and this query is used in the exact match. Here we do nothing. We just move on...

Here 2 phrases are highlighted in bold at once: “site pages” and “page structure”. Not one of them has a direct occurrence of the promoted query, but in this case I will choose the second anchor, as it is more relevant to the content of the promoted article (although not very, but still I will risk it).

At these positions, the search engine clearly identified the desired query (with a morphological change in endings). If you pay attention to the text next to the emphasis on requests (circled with a green marker), we will see the verb “organize” (in the 5th position) and the noun “development” (in the 6th position). These words will perfectly dilute the query and the internal anchor list. It is the phrases “organize the structure of the site” and “development of the site structure” that will be anchors for the promoted page.

Here is an unusual situation. Yandex considered this page to be relevant to the request, but as we can see, there is nothing to do with determining the structure of the site. Such situations happen very often and there is no need to be surprised at anything. It happens that the PS does not find other relevant articles to the request at all, and then you have to improvise and add the necessary anchors to some articles. Sometimes it is enough to change 1-2 words in such a setting and the desired anchor appears without violating the syntax or logical content of the article being edited. In my case, I will not edit this section of the text and try to “shove” something related to the site structure into it, besides, I have already placed a sufficient number of anchors to promote the MF + NC request.

I'm jumping straight to number 9. Despite the fact that the search engine highlighted only one word in bold (“structure”), there is another necessary and good word next to it (“logical”). This phrase fully characterizes and covers the topic of the promoted request, and besides, it is used in the content of the promoted article in direct entry. The phrase "logical structure" - you can safely make an anchor.

8 and 10 issuance positions.

Here, too, there is an occurrence of the word “structure”, but the context shows that these phrases are more consistent with the article “Link structure of the site”, which, by the way, occupies the 2nd position of this issue. This will allow even more "drain" weight on the promoted page, by "feeding" the donor. In other words, we will add weight to the "Site Link Structure" article, which in turn will give even more weight to the "Site Structure" article (which is our priority). In such situations, I do not advise you to immediately switch and move on to linking other articles, otherwise you risk getting confused and missing something. It is better to make a note in a notebook and return to them later.

I will do the same for my website. But first you need to place it, and it is better to index it in Google.

Let's sum up for this example of linking site pages.

By this method I got 5 anchor links to the promoted article for the request I need:

"Site structure";
"page structure";
"organize the structure of the site";
"development of the site structure";
"logical structure";

All these phrases are somehow connected with the meaning of the promoted article, and therefore I don’t have to worry about any sanctions or misunderstandings of visitors. I got one exact match, two diluted ones, and two similar ones. The number of links is more than enough for this method linking ( sometimes 2-3 links are enough).

In time, such a linking of 1 page takes only 5-10 minutes. There is nothing fancy or difficult to understand. Everything is easy and simple, although for a blog with 200-300 pages you will have to sweat a couple of days. Yes, you can save time and use engine plugins for autolinking (if your site is not uCoz), but don't expect good results from them either.

And finally, some nuances that you may encounter when linking articles:

First of all, link articles that can bring traffic. Less popular content will serve as a kind of donor for them.
Do not put it more than 1 link per 1000 characters. And no more than 5 for the entire article.
Try not to put links side by side or in the same paragraph.
Sometimes it is advisable to edit the link anchor for a more suitable option, while maintaining the meaning of this section of text.
If the required query is not used in the search results (even in a diluted form), you will most likely have to add it manually or completely abandon it.
No need to go overboard with exact matches. One or two is enough.
After adding a new article, immediately define it role - is it for traffic or for donation. If the first option - put links to it from other older pages, if the second - leave it before indexing and then some request you need will definitely fall on it.
Save space for links! If the query you need is found in almost all articles, you don’t need to overdo it and put anchors everywhere in a row. Set in such a way that the total number of content links on the page does not exceed allowable rate(see item 2). 5-6 internal links are enough to promote 1 page by SC + NK request (if the page still “does not climb” into the TOP, then it’s not about linking for sure).
Sometimes it happens that only one page contains the anchor you need, which the search engine takes into account, but at the same time this page is already filled with other links “up to the neck”. In this case, it is more expedient to remove one of the posted links, having previously found a replacement for it.
It is not necessary to take pages from the top ten of the issue, you can also look at the TOP-20, but keep in mind that the higher the donor page in the issue, the more benefit it will bring to the acceptor.
If you want to promote a page for several queries (for example, a midrange and two lows), then this procedure must be done for each request separately.
Think with your head - no one has yet canceled “moving your brains” in any work. 🙂

If you are interested in how this linking method affected the experimental page, you can analyze it yourself. Too lazy - I present a table of queries, their frequency in Yandex.Wordstat and the average position in the search.

I am still testing this way of linking. At the moment, only materials of 2 categories out of 4 are relinked on the site. But the result is clearly visible in the graph of the growth of the transition of visitors from the PS:

And here are the statistics of conversions from Yandex and Google - as you can see, the linking had a positive effect in both search engines:

Relinking is…

… linking pages through links. Links can be placed both from one site to another, and within the site.

Distinguish between external and internal.

External - this is the linking of pages of several sites, when a link from one leads to another.
Internal linking is the linking of pages within the same site. It is one of the most important factors in internal optimization. This is due to the fact that the static weight of the page is transmitted through links, respectively, with the help of well-configured linking, it is possible to improve rankings for high, mid, and especially low queries.

Let's talk about the inside.

How to properly relink a site: the basics

When distributing requests, it is necessary to follow the rule: all high-frequency requests go to the main one, medium - to the second-level pages (sections), and low - to the third-level pages (product cards, articles, etc.).

There are three basic linking schemes:

"Ring" - the entire weight is transferred to low-frequency requests, and they, in turn, are interconnected.

"Star" - uniform distribution of weight on the site. When on promotion, the main, sections (categories) and products.

"Ladder" (Hierarchical) - the weight is transferred to mid-frequency queries. Promotion of sections and categories.

Through links. Links from the site-bar, horizontal menu and footers should lead to all the most basic sections and subsections. Moreover, it is desirable that they be available not only from the main page, but also from other pages.
Bread crumbs. Not only helps the user not get lost on your site, but also transfers weight from child pages to parent pages. And if you use keywords in them, you can also increase relevance.
Link from the logo. Post a link from your website logo to the main one in the format: site.ru (or www.site.ru, depending on the settings of the main mirror). Write keywords in alt and title.

Add a sitemap (not to be confused with sitemap.xml). Having a sitemap significantly speeds up the indexing process. In addition, it can be linked from the 404 page. If there are too many links, then you can clean the map from pages like “basket” and “ personal account» and leave only landing pages.
Link promoted pages to each other. In this way, you can extend the effect of external links (which are often difficult to find, due to the fact that high-quality external links are not cheap) to other pages of the resource.
Correctly put links in the text:

There should not be too many anchor links in the text.
There are exceptions when the link is very “on topic”, or the text is too large and a little more links will not be very noticeable. But in most cases, you should not overdo it with links, because this one can be not only visually repulsive, but also considered spam. Stick to the rule of no more than 3 links per 1000 characters and no more than 50 links per page.

Link anchors must be different.
Links with repeated anchors can "stick together" and then the transfer of weight will be cut, in addition, a large number of links in text descriptions with the same anchor may be considered spam by search engines. Come up with different texts for internal linking and do not forget about relevance.

Create a blog for your resource
Create a section on your site for posting high-quality and thematic articles that may be of interest to your user. Articles should be sharpened by information requests that can be found in Yandex. Wordstat and Google Planner. Place internal links from them to promoted sections and increase the weight of promoted pages.
Link old content with new
Are you adding new content? Wonderful. Put links from it to old pages, and from old to new ones. And you will be happy. New content will be indexed faster, and the old one will improve relevance.
Also remember that pages should not link to themselves, and you should not additionally highlight link anchors in the text.
Links must be placed correctly. Internal linking is a user's guide to the site, allowing him to save time on searching necessary information. Search robot thus gains an idea of the structure of the site. Internal linking plays an important role in SEO optimization. And is effective method promotion of the site, due to which you can significantly increase the position of the site.

Dmitry Skalubo

This article will be useful primarily to those who do not yet have a site. If you already have a website, you may find a few ideas to improve the existing structure, or to create new sections.

Here are my observations based on my own experience with external and internal links. Only what personally worked for me badly or well on several dozen diverse projects:

For a new project, it makes little sense to wait for traffic from Google without links and clicks on them (from websites, social networks, forums, etc.) for the first 3-6 months. If your audience is Google users, you will have to learn how to work with external links one way or another.
Internal linking is needed primarily to solve the user's problem, and not to be able to cram the desired query into the anchor of the link.
A link that users regularly click on works much better than one that is just there somewhere.
All other things being equal (if two pages are very similar in content, site trust, behavioral factors, etc.), the linked page will be higher.
Great content will not go unnoticed - it will be linked without you.
Increasing positions and traffic with internal links is sometimes faster than creating new content. Yandex and Google love links.

The filter of the site or its ban in search engines also comes most quickly because of the links. Including for the abuse of internal linking, since it is easy for the site owner to influence it.

On the importance of internal linking

Over the past few years, the importance of links has been declining. No offense to the patriots, but the Russian-speaking segment of the Internet essentially copies the English-language Internet in development with a delay of 3-5 years. In MOZ data from three years ago, the first 2 places are occupied by links:

Here lies the most common mistake- in the West, the process of working with external links is called "link building", that is, creating links to the site, building links. Not a purchase, but primarily work with thematic sites, their authors, forums and other things. Creating better content to share.

And in the West, this is how it works - if your target audience uses Google (for example, these are US residents), you need to understand that with a probability close to 100% you will NOT promote the project without working with external links. Not buying them, but thus doing “link building”, analyzing competitors, working with other sites and their audience.

For Russian-language projects targeted at Russian residents, in the first year of the project’s life, from 50 to 95 percent of visitors come from Yandex, and we still have a shortage of high-quality Russian-language content, that is, first of all, we work with those factors that are in the study MOZ are in 3-5 places. These are factors related to the quality of a particular page of the site:

To what extent the content of the page matches the user's query. The quality of the content on the page, the convenience of its consumption, how much it solves the problem of the visitor.
The volume of content, its readability (markup), uniqueness, page loading speed, additional "features" like micro-markup, https protocol, correct display on the user's device.
User engagement, behavioral factors. This is the click-through rate of the page and the domain at different positions of the issue, the percentage of bounces, the depth of the site view, the time on the site.

And with the help of internal linking, you can influence all 3 factors. Now let's look at examples. Here is a very well done one:

What's good about this example:

The block with an internal link is placed as it should be - this is useful additional information for the user.
The link is contrasting and noticeable, the request of the promoted page is organically entered into the anchor.
Good readability, it is clear what the user will see when they follow the link.
You can enter from one to 10 words into the linking block, which does not stand out from the topic of the page, which will give additional traffic for low-frequency and low-competitive queries to the current page. An attentive reader will find in the first example several non-random matches with Yandex data:

In fact, such an internal linking block does not contradict any of the 3 points that relate to the concept of a quality page. The link block complements the content of the page, increases its volume and readability, increases the chance that the user will stay on the site to learn more about balcony insulation.

What, in my opinion, can be done better - since this block already exists, it was possible to refer to other pages that invite the user closer to signing the contract - terms, guarantees, prices. Here is another example:

What is good in the second example:

Prices are indicated.
Links are divided into groups.
A separate block of advantages of ordering in this company.

What is not very good is that it is a cross-cutting block, i.e. it is the same on many other pages. Such a block copes with the SEO component (transferring weights to important pages). And the disadvantage is that on the page about balconies there are 3 links exclusively about windows, they do not carry any added value and the user most likely does not need them.

A few more reasons to set up competent linking

For large projects, link blocks are one of the ways to quickly index website pages. The most understandable (although not entirely correct) example is news sites, it is critical for them that all news gets into the search results as early as possible. Specifically for news sites, it is also important to add the site to Yandex.News and Google News, since, first of all, the news output is generated based on RSS feeds. This is how it looks like:

Such issuance is formed precisely by sending data to Yandex.News and Google News. And here is how linking is used on a news site:

Such blocks on any site will speed up the entry of new pages into search results. A word of advice - new pages in niches with empty search results give the first visitors a few days after publication.

The main advantage of internal linking is not in SEO. The main advantage is the correct alignment of user paths on the site and, as a result, an increase in conversion. The most "fat" example from personal experience:

The site has a section with reference information.
After 3–4 months, the attendance of the help section from the search exceeded the attendance of the main selling pages of the site several times.
Over the next 4 months, experiments were carried out on placing blocks of links to selling pages on the reference pages.
Selling pages in the search grew by 25–30% on average for the main queries (SEO effect, which, however, could also be the result of other work on the site).
From 5 to 11 percent of those who went to the selling page through the links in the link blocks ordered the product (on average, about 8% conversion). While the average conversion of selling pages across all traffic sources, including search, was rarely above 3%.

That is, simply due to the fact that links of the form “And you can see the price and buy here” were placed on all the information pages of the site - there were from 30 to 50 new hits per month.

I conducted similar experiments on different projects, on different topics. In financial terms, linking gave clear and measurable financial results that are very easy to measure:

In the linking block, a UTM tag was "sewn" into the link indicating which page the click was from.
In the analytics system, for the purity of statistics, data is taken, where the site entry pages are pages that have a link block.
Tags are considered site visitors who have become customers (to do this, you need to set up goals in Yandex.Metrica or Google Analytics).

More clearly:

This method is available for any CMS and even for a small site running on HTML files. The disadvantage of this method is only one - you will not have quick access to transparent statistics for each link, if you have not configured the connection of statistics systems and the application accounting program.

A more advanced level is to set up a link module for your CMS, which allows you to:

Insert code on several pages at once (first you place the places in the code of the pages where the links will be located, and then in 1 click put the desired block on any number of pages).
Automatically count the number of clicks on links (allows you to select the most clickable blocks).
Conduct A / B tests automatically (if you are satisfied with the current click-through and conversion rates of option A, do not change all the blocks, but show option B to a given percentage of visitors).
Show link blocks designed for the user's device (depending on the OS used and the screen resolution, a block adapted for this device is shown).

If the site engine you are using does not have such modules, most likely you will have to master one of the TDS (Traffic Delivery System) systems. TDS - traffic distribution systems, allow you to replace the page code with a given one, depending on dozens of parameters - by display resolution, by OS, by keyword, by geolocation, etc.

The introduction turned out to be quite voluminous, so once again briefly about the important:

Previously, the number of inbound links to a site and to a particular page was more important than content quality and behavioral factors. Now (at least for Yandex), even a site with zero links can get visitors if the page is of high quality.
Without external links in Google, it is difficult to get traffic. In many commercial topics in the top 10 are old, inconvenient, but full of links sites.
"Yandex" in commercial topics also takes into account links.
For the purchase of links, you can get a filter in both Google and Yandex. A good buying link is one that you yourself would not think that it was bought.
Internal linking works well for SEO, but it is more justified for large projects where there is where and where to put links.
With the help of internal linking, you can improve the donor page on your site and get the desired anchor to another page.
Internal linking allows you to "hook" the user and redirect him to the landing page.
Internal links from visited pages of the site to new ones accelerate their entry into the search results.
Linking with an emphasis on marketing, not SEO, can be calculated very accurately - in earned money.
You need to deal with internal linking with a scientific approach - count everything and everything, experiment.
Do not reinvent the wheel - most likely, there is already a module for the site engine for your needs, or one of the TDS systems will suit you.

Site structure. Why force in SILO and where did this term come from?

For myself, I first discovered the term “SILO” by reading (you can do this too, there the volume is about 30–35 book pages). The basic idea is simple:

Grouping site pages into thematic sections allows search engines to more accurately determine the subject of pages in these groups and the subject of the site as a whole. The optimizer, on the other hand, can selectively “strengthen” some pages in groups using internal links.

The literal translation of "SILO" (bunker) was not used by Russian-speaking SEO specialists. The terms “cluster”, “group of pages”, “category” are commonly used.

Now there are 2 most common approaches when designing a website architecture. “Website architecture” sounds abstruse and immediately seems that it is very difficult. To put it simply, this is what pages on the site to make and why, how to group them.

Website structure for SEO

The first approach is to collect as many user queries as possible and distribute them across the pages of the site according to the principle of semantic relevance. That is, queries are grouped by text match. It looks something like this:

With this approach:

All possible requests in the niche of the site are collected, non-target ones are removed (other cities / countries, not suitable for the type of goods or services, for the price, and so on).
Requests are divided into groups by text (and partially) by logical match. The quality of the breakdown depends on how well the performer understands the niche of the site. If you understand poorly, you can landing page see requests for different target audiences, for example, "cheap" and "premium".
From the list of pages, the structure of the site is outlined. Very often - the main 10-20 pages have some kind of coherent structure, and the rest of the pages are simply published in the section "Information", "Useful materials" or similar.
These pages are placed on the site, after which the promotion is reduced to buying links and rarely adding new pages.

The first disadvantage of this approach is that most often new groups of requests are not collected. The site stops in development at the stage at which it was created.

The second drawback is that internal linking is done according to one of the schemes found on the Internet:

If the site does not have a clear logical structure, it is very difficult to do normal linking in it.

If all the pages on the site are piled together, search engines cannot determine the subject of a section of the site or a group of pages. Small (100–1000 pages) sites outperform giants like “a site about everything” in the search results, including due to the narrow specialization of the site or its section.

The third disadvantage of such a scheme is the very quality of the pages, but this is the topic of a separate article. In short, in most cases it is impossible to take and make a page that will qualitatively answer 40-50 requests, especially if some of them are commercial, and some are informational.

How do search engines determine the structure of a site?

Search engines can determine the theme of a single page on a site. And they can quickly and correctly determine the structure of the site if the pages are divided into sections of the site physically or logically. Physical Separation:

That is, in the browser, the URL structure looks something like this:

site-name/legkovie/diametr
site-name /legkovie/marka-avto
site-name /legkovie/brand
site-name /legkovie/season
site-name /legkovie/season/letnie
site-name /legkovie/season/zimnie

With such a site structure, search engines are well aware of which pages more accurately respond to the user's query. And you will get more or less correct linking within one group of pages automatically. The most important pages will go to the main or additional menu, the nesting of pages will be indicated by “breadcrumbs” - navigation through the sections of the site and their hierarchy. Here is an example:

In this case, all pages of one group link to parent pages, child pages, neighboring groups. It is generally easier for the search engine to understand what a section of the site is about. The site receives traffic:

For narrow requests (for example, "buy asus laptop model X") - on the page of product cards;
For broader queries ("buy an asus laptop") - to the category page;
For competitive high-frequency queries ("buy a laptop") - to the "Laptops" page.

At the same time, it is enough just to “pump up” the necessary pages with internal links - for example, by placing the block “top sales”, “best by rating” or similar with links to the necessary pages in the category. This doesn't just apply to online stores. Here's from another thread:

Together they form a cluster. For general queries, the entire catalog is shown in the search results, for narrower queries, the corresponding cluster page. As you understand, the more niches a site unites, the more clusters it can accommodate.

The logical division of the site structure differs only in that the URL structure is not set by the site engine, and the search engines determine the connectivity of pages by their relinking. All pages of a site can have the same level of nesting, for example:

site-name/page1 site-name /page2
site-name /pageN
…
site-name /pageN+1000

In this case, search engines are more likely to determine the most significant pages by internal linking. These will be pages from the main menu (since it is present on all pages of the site), as well as pages with the maximum number of internal links.

Clusters will also be determined by internal links. For example, 100 pages of the site link to each other, and all of them link to the 101st page, and the text on these pages has common semantics (for example, “project”, “house”, “bar”, “price”). Search engines will determine that these are pages of the same section. But organize correct structure links on such a site is more difficult, and it will not be possible to make basic linking within clusters 100% automatically, you will need to think through and write down the rules for each group of pages. What it looks like:

From the link structure, search engines understand that pages 2, 3, 4 and 10 are pages of the same group, and that 10 is the main page of the group (since everyone else links to it).

The main inconvenience of such a site scheme is the difficulty in building the site structure due to relinking. Here's what John Mueller, Google Webmaster Specialist, has to say about this:

And changing the structure of the site can take time and not bear fruit. So if you don't have an obvious confusion with the structure, it's better to just keep working.

Website structure for people

When creating a site structure “for SEO”, all possible user requests are found and page groups are created for these requests. When creating a site for people, the situation is reversed. A site structure is created that closes all possible requests from users, and when created, these pages are optimized, including for requests from search engine statistics.

The main advantages of this approach:

The site will have more pages due to understanding the needs of the target audience.
Pages will be interconnected primarily not by semantics, but by user needs. This makes it possible to bring the visitor to the site at any stage, from choosing a product/service to choosing where to buy.
Due to the connectivity of pages, behavioral factors on the site are better - more depth of browsing, time on the site.

Let's take several different commercial niches and analyze clearly how the site structure for people will allow you to kill two birds with one stone - to get the correct internal linking and excellent behavioral factors. Niches:

1. Construction of houses from a bar

As an example, let's take one narrow group of clients' interests - houses made of timber with an attic. In the best case, with an SEO approach, from 1 to 5 pages will be created on the site (projects, photos, reviews, finished objects).

But such a group of pages on the site can be made if you think about the needs of the user:

Here you can also add different foundations, roofing, quadrature, geometry (6 x 6, 8 x 8, 10 x 10), the presence of a terrace and another 30-50 options. With this approach, the number of relevant internal links between these pages will be in the tens or hundreds, it would be something to show on them. Such a group of pages will collect traffic for hundreds of requests - from low-frequency to high-frequency. And if you need to “pour” weight onto one of the pages for SEO purposes, you can do it, it will be enough to add link blocks to the donor pages.

In addition to internal links, the conversion on these pages will be higher, tested in different niches.

And when creating such groups of pages, ideas for creating new content will snowball. For example:

Differences between glued and profiled timber, advantages and disadvantages.
What type of foundation can be used in the construction of a two-story house from a bar.
What is included in the construction of a turnkey log house.

2. Online store of construction products

If you take a step away from the catalog structure of almost any online store that sells materials for construction and repair, a lot of ideas will open up that have not yet been really implemented. At best, to help customers and to increase the average check, blocks “buy with this product” are used.

At the same time, GOSTs, SNIPs, and regulatory documentation are completely ignored. Everyone who started the repair will remember the repeated trips and trips to "buy this or that." This is an almost inevitable step, even with a well-designed estimate. And to get internal links you can use:

Technological maps for work with a list of tools and materials. For example, with technological map for laying laminate, you can get links to materials, to the tools used, to pages of laminate categories by class.
Instructions for the selection and use of consumables - from paint to cutters.
Photos of interiors from suppliers' catalogs - you can put internal links to the used article numbers of materials.
Instructions like "How to do such and such work yourself."

And now the question is - have you seen this somewhere? I've only seen it in directories so far, like this:

And such pages fit perfectly into the structure of the site, they are useful to visitors, they provide internal links. You just need to think about people, not about SEO.

3. City portal

Usually the city portal is a collection of news, a catalog of organizations, posters of various events and other things. Making the site more useful for users and getting internal links to the right pages is easy. It is enough to output data in a format useful to the user:

Not just a list of kindergartens or schools - but by districts and stops.
Any services like food delivery can be divided into round-the-clock and non-round-the-clock.
Activities are divided into free and paid. For children and adults. For kids preschool age, for elementary grades and so on.

Here is an example for Moscow:

And there will be many groups of requests like “where to go with a child 2/3/4 years old in Moscow”, “where to go with a girl at night in Moscow” and others.

How does the site structure for people allow you to find ideas for the site and improve conversions?

The “site structure for people” approach can be perfectly combined with the marketing approach. This works in niches with large checks, with a long way from the visitor to the client. Companies that are the first to learn how to build the structure of pages in such a way as to direct the future client to the right stage before the sale will sooner or later overtake competitors. Or they will not let their competitors bypass themselves.

What questions will interest me if I want to build a house, but I myself am not involved in construction?

How many floors and rooms do you need?
Order the project and construction separately or not? How is it better and why?
What form of house to choose (if it is not limited by the shape and size of the plot)?
Do you need a basement/ground floor?
Do you need an attic or attic?
Ceiling height?
What foundation is right for you?
What are the walls made of?
If there are several floors - what kind of floors should be made?
What is the roof made of?
How many chambers should be in a double-glazed window?

This is only part of the stages of building the "box". Each of these items can be "expanded" to the same list.

And here a huge field of activity opens up for the development of the site and the creation of new materials. For example, in my region, wall materials can offhand be called 7 or 8 (brick, shell rock, aerated concrete, timber, sip panels, cinder block, thermal house, foam concrete). Each has its own advantages and disadvantages. If the company is engaged only in construction, you can safely make a cluster of pages, professionally comparing all these materials.

And it will be very useful material. And the links between such pages visitors willingly follow. And the site rises to the top simply due to the fact that the time on the site and the number of page views are 2–2.5 times higher than those of competitors.

Such pages increase the credibility of the company and can generate leads. Subscription form of the form “Enter your email and phone number and get comparative characteristic top 10 wall materials in just 3 minutes” will give applications from potential customers.

This approach will not let you miss pages that could be missed when creating the site structure and when collecting requests. And each of these pages will allow you to place internal links to selling pages.

Also, on pages with a narrow focus, the conversion is higher. If you are reading this article, you may have a website. Imagine that you are not satisfied with the current hosting provider (your online store on Bitrix began to slow down after adding 30,000 products) and you are looking for a new one - which offer will suit you:

Great hosting for your website.
Hosting for large online stores on Bitrix.

Most likely the second. And it works in any niche, where most customers make a choice, and are not guided by the wow effect.

Site structure and promotion

The structure of the site and linking very strongly affect the position of the site. Of course, if the site meets the basic requirements:

Not on site technical errors, interfering with the promotion of the site .
The information is up-to-date and competitive (for example, prices plus or minus the market average).
The site loads quickly and is user friendly.

How is it more or less correct to compare the effectiveness of promoting a large site that tries to cover the topic completely, and a small narrowly focused project that compete on a group of requests? If you do not know the financial indicators, you can compare the number of visitors divided by the number of pages on the site. For example, here are the averages for two topics:

The data for all sites is taken from the same services, so the errors for all are approximately the same. Competition - the percentage of queries for which sites overlap in the top 10. It does not take into account domain trust, site age, links, etc. - although large sites have an advantage in all these indicators.

I collected such data for absolutely different projects, in different niches. And there is only one dependence - sites operating in a narrower niche (with rare exceptions, less than 5%) collect many times more visitors per page. For example, here are sites that voluntarily show their traffic. I chose sites that have less than 1,000 pages in the Yandex and Google indexes:

The remaining 30 are specialized sites. What does it mean:

The site is not about all banking products in general and their comparison, but only about debit and credit cards. Or just about the mortgage and its conditions.
The portal is not about accounting from foreign economic activity to 1C, but only about everything for individual entrepreneurs.
The site does not sell 100,500 items of construction products, but only doors. Or just wooden doors.
The online store does not sell everything for needlework, but only everything for knitting.

Why do narrower sites have hundreds of times more visitors per page than larger competitors?

The less content, the easier it is to make it quality. An excellent example is backlinko.com, a website of a foreign SEO specialist. Hundreds of thousands of clicks from the search every month, despite the fact that the site has 71 pages. Internal linking there is also done perfectly - you want to click on each link in the text.

Pages on such sites are usually linked, provide more information. Where there will be 1 page on a large project, on a small one there will be several connected to each other into a cluster or group. And most often each of the group pages on a small project will be more complete than a page on a large one.

Due to the previous paragraph, visitors spend more time on the site, look at several pages. Follow internal links. That is, internal linking works many times better if the site has a cycle of materials that are conveniently connected to each other than if these are just links to transfer the weight of pages.

Many topics have their own slang or specialized terms. Small thematic sites are many times larger than large ones in terms of semantic coverage. More or less like this:

So it turns out that small sites with well-designed pages, with great content, with a good logical structure (visitors “hang” on the site and look at 5–10 pages each) collect traffic comparable to mastodons, at incomparable costs.

How to build the logical structure of the site?

If you have a commercial resource that makes money by selling a product or service, the correct logical structure can be described in one sentence:

A potential client on each of the pages of the site should see a simple and understandable next step for him, which brings him closer to concluding a deal.

In some cases, this is very easy to do. For example, online stores almost always work according to this scheme.

The goal is to place an order. To do this, the visitor must add the product to the cart. You can add a product to the cart either from the product card, sometimes from the category. This means that all the user's paths on the site need to be built in such a way that he gets into either a category or a product card. In the example above, 10 categories, an article (or several), neighboring articles can refer to a popular article.

And the rest of the pages that do not directly sell a product or service link to selling pages. It could be a question and answer section, reference Information, comparison pages, blog articles, news.

On small sites (10–100 pages) it's simple, the most basic pages are located in the menu, which means they receive links from all other pages. In addition to menus from other pages, internal links can also be placed for marketing or SEO purposes.

On medium sites (up to 10,000 pages) usually implemented either a catalog structure (if it is an online store) or headings. Pages are placed in groups (headings, categories), each page of the group links to other pages of the same heading. For SEO, the most important headings and pages are linked from other relevant headings.

On large portals (with hundreds of thousands and millions of pages) or the approach with categories is implemented (only adjusted for the number of categories), or simply all pages link to more or less suitable pages according to the Wikipedia principle. Some system work linking on such projects is unrealistic for the following reasons:

Lots of UGC content – Users create site content.
The site receives traffic from hundreds of thousands of requests. You can only “pump” internal links of a page selectively if there are some pages that give the main result (selling something).
Often the traffic is event-based, or generally one-time. This is especially true for news resources - you just need to post more news and do it faster.

Website URL Structure

To date, there is no difference whether the site structure is organized by nesting levels (sometimes up to 4 or more levels) as in large projects:

Sometimes it happens like this - Main page/category/sub-category/sub-sub-category/ sub-sub-sub-category/page/page-option

This option is convenient because automatically all pages in the chain link to each other. The disadvantage is that you need to think over the structure of the site in advance, otherwise transferring pages from one section of the site to another will require setting up redirects. What kind of hard labor it is - you won’t understand until you need to spread several thousand pages into several hundred different sections.

The second approach - all pages of the site can be nested at levels 2-4:

But in fact, the product is on the second level, and the /p block displays either the current category, or some other store parameter.

The advantage of this approach is that all the main pages can generally be in the same category, and the remaining pages simply display lists for the convenience of users. For example, all products are located at site/productN100500, and the categories look like:

Home /notebook-asus/
Home /notebook-asus/8gb-ram
Home /notebook-asus/core-i3

They are simply listings of goods according to given characteristics. The main advantage of this approach for internal linking is that from such categories you can get dozens of internal links to promoted products.

The disadvantage is a lot of work either with the head or with the hands. Products themselves will not appear in the category, you will need to include them manually, or think over output templates.

I give examples for online stores as the most understandable, but the same principle can be applied to projects on a variety of topics. For example, for a site about dogs, information about the breed can be kept in one category, say, "Home / poroda / huski", and display links to it on dozens of other pages of the project:

Main page/srednie-dogs/
Main page/krasivie-dogs/
Home/dogs-dlya-semei-s-detmi/

Which internal linking option to choose?

If you know for sure that you will not have the time or opportunity to engage in point-to-point linking, choose one of automatic schemes tied to the URL structure. The following options are available...

First, all pages link to each other:

In such a situation, all pages are more or less equivalent, all pages are linked to each other.

The third option - the weight is transferred to the final pages of the site. The scheme would be similar, only the arrows would go in the opposite direction (toward blocks of pages).

Any of these schemes is usually hardwired into the logic of the site engine. If you want to go to advanced internal linking, then the scheme will be something like this:

How this will be implemented in the URL structure and in the physical structure of the site depends on the technical solution used.

In my opinion, this option (or adapting it for your business) gives you maximum flexibility. In the example above - gone specific model from production and sale - replaced by a similar one. And in more conservative topics, dozens and hundreds of internal links can be placed on the main selling pages in a year or two.

How to organize the storage of data on the site?

If it seems to you that the diagram from the previous picture is my hypotheses about content marketing “like in the West” and this will either never happen here, or someday in 5 years, go to any of the articles on request:

More than 1,000 materials that perfectly fit internal linking with the intention of inviting the visitor to walk closer to the checkout and unzip the wallet:

Each link leads to the corresponding section of Yandex.Market. Of course, within the framework of the Internet, 1000+ articles are a drop in the ocean. But this is Yandex. Which can be displayed by Yandex.Market to its entire audience for any commercial requests.

And big companies do the same:

Do you think big companies don't know how to count money? Experience tells me that the production of one page for these sites can cost tens (if not hundreds) of times more than the owner of an online store or a thematic site. And 2,000 articles for the example on the right almost certainly cost several million rubles (but rather the sum with 7 zeros).

There are many niches in Runet, where large companies will reach only after a few years. And all these years, it is you who can receive visitors and sell your products to them. You just need to start earlier, almost always this is enough.

To successfully implement internal linking that combines both SEO and marketing, take note of the following tricks:

Characteristics of goods or services. Everything that can be considered a characteristic should be stored in a format that allows you to get full information automatically. For example, if you sell wallpaper, all characteristics like "solid color", "large pattern", "white wallpaper", "black pattern" and other options should be assigned to the appropriate article. So that you can create a category of "white wallpaper with a black pattern" in a couple of clicks by simply adding up the characteristics.

It is better to see once than to read several times. Classic links also work well if they are appropriate. But in informational materials, it is better to provide a beautiful linking output. At least banners, if appropriate:

Here's another good example:

Think big - the more possible target groups you can reach - the more visitors and sales you will get.

Content marketing works best in the long run. From year to year, search algorithms change, every month a new wow technology comes out that “should break the market and take a significant share of sales.” And projects that systematically work on production quality content just grow every year. In attendance, in recognition, in money.

And this is not only in conservative niches, where nothing fundamentally new has appeared over the past 20 years and will not appear for another 20 years (for example, many construction niches). See how many visitors are attracted by projects dedicated to technology. Technology becomes obsolete every year, but the leading portals and many newcomers are quietly collecting their share of the audience.

Think about how to use existing content to create new pages that address the needs of your potential customers.

When designing a new site functionality (content section, filters, blog, question-answer, etc.), think about how you can quickly put useful and convenient links to the goods and services you sell from this section.

Consider efficiency immediately. Analyze competitors, make forecasts.

What if you have a small project?

Many of the techniques mentioned earlier are easy to implement in online stores or catalog sites. But what if you have a small project, a narrow topic? A universal option is a section with questions and answers.

Don't do everything on one page. A separate question - a separate page.
Please provide helpful answers. Pages “for SEO” with answers like “and you can find out by calling the phone” if they reach the TOP, they won’t stay there for a long time. In addition, on uninformative pages it is more difficult to link to other pages of the site.
Make the section convenient. No light gray fonts size 11. If you yourself are uncomfortable reading such pages, visitors will also be uncomfortable, and they will leave.
If there are many questions, make it easy to navigate. Subsections, headings.
Strange advice, but proven on their projects. If you have an online consultant, do not let visitors add questions. They will often be short, unintelligent and illiterate. And the same or similar. Which is bad for both convenience and SEO.
On the pages of questions, give the opportunity to contact you from the same pages - phone numbers, instant messengers, social networks.

In addition to questions and answers, you can use references, comparisons, instructions, standards. If you don't have many ideas for such sections, check out the top traffic sites in your niche in big cities. If old projects can still travel due to the link, domain age, site trust and other things, young sites have to create cool content.

Why does it generate sales?

If you are looking for "black women's long down jacket with a hood" - you will linger on this page:

And it is in the top 3 for many targeted queries. Including because of relinking - on other pages there are links with a direct entry of the request.

The next time you walk around the city, pay attention to the colors of the PVC window profiles, except for white and woodgrain. And then look in your city for something like “pvc windows %color% %city% price”. And look at the SERPs in a very competitive niche. Yes, at least in Moscow:

Even the screenshot shows that the price of windows with a color profile is 40% higher. Such a request can be perfectly worked out in the "question-answer" section, you can create a separate page with typical sizes and prices. And the buyer will call if everything suits him. And such pages can pump links to other pages. A solid benefit, in general.

As always, there is a little catch. In order for such pages to appear on the site, you first need to think, and then work.

How to do the right linking of the site - checklist

If you already have a site with a large number of pages, I can only advise the obvious - count the weight of the pages and link to the most important pages from the rest. This is the easiest and most painless way to “transfer” weight. Finally, a small checklist.

You must have a semantic core for the site - user requests distributed across the pages of the site. Information requests should be placed in the information section, commercial ones - on the selling pages.
If possible, there should be no cannibalization within a single project. That is, one group of requests on the site should be represented by one page. If there are several pages, the site will compete with itself in the search results, this is bad. If this is the case, combine them into one page, set up a redirect from a remote page.
When working with internal links, the ratio from paragraph 4 can not be observed, there is only one rule - do not go too far with anchors. It is better to naturally enter an incomplete query than to unnaturally enter a complete one.
Avoid broken links on the site if you have a lot of them - you "pour" the weight of the pages into nowhere.
On the donor page, 1 link to the acceptor page is enough, if there are several of them, the transferred weight will not increase from this. If you need to put several links, you can close unnecessary links in scripts.
Clickable links pass more weight than just links.
The link should look like a link (e.g. different color, underline, hover effect) if it is text.
An acceptor page can be downvoted for too unnatural internal linking environment. Therefore, it is better to use constructions of 2-3-4 words, while not repeating often within the site.
If an image is used as a link, the “alt” tag for this image will be taken into account as an anchor.
Search engines are smarter than you think, so don't try to "pump" important pages with js scripts with different ways hiding links.
Worry less. Any excessive manipulation on the part of the site is a signal that the site is trying to somehow outwit the search engine algorithms. I haven't seen a single site yet that gets a lot of pessimism for working with internal links if the links there just provide easy navigation (and promote landing pages in the process).
Use such linking blocks in which you yourself want to click on the link.
For a visited project, you can quickly promote new pages for non-competitive requests by simply putting links and getting transitions within the site. This trick also speeds up pages getting into the main index of search engines.
Working with reference - read the result. In SEO metrics or money. If you use internal links for marketing purposes - conduct tests, choose the best option.
If you don’t have relinking, implement it, you increase the time on the site, the number of page views.
If your site structure is built not on URLs, but on links, try to link within the thematic sections of the site.
If you don’t know where to get links from, start a blog or content section.

A little practice

Two simple rules:

Fix or remove broken links.
Make sure important pages get the most internal links.

Search for broken links on the site. How to check for free and quickly fix broken links?

The free Xenu program (you can download it from the official site) allows you to scan a small site in a few minutes and find broken links. Download, run. After installation:

To do this, use the combination Ctrl + R. Re-checking for errors is necessary because the program could make a mistake - at the time of the check, the link could not be available, although in fact everything is in order. This can happen due to a one-second failure of the site, due to a too long server response. If after re-checking the errors remain, check what is wrong. In order to open a page with a broken link, you need:

Decryption:

Go to the properties of the URL with the "not found" status.
There is a broken link in the "Page URL" section.
The "N pages linking to this one" section lists the page(s) on which the link is located.

All you have to do is fix the broken links.

How to find out the link weight of pages for internal linking?

For small sites (up to 2,000 pages) enough free version program Page Weight Lite, you can download it on the official website.

For small projects, 2 passes are enough to determine the most cited pages of the site. Setting a higher value makes sense only if after two iterations the difference in weights differs slightly, and you cannot understand which pages receive the most weight. To calculate the internal weight, it is better not to take into account external links. Today they are, tomorrow they are not --– so we disable this option.