What Internal Linking Strategies Increase Website Traffic?

TL;DR

Cyrus Shepard's study found that increasing the number of internal links generally boosts web traffic, but using a variety of anchor text significantly enhances its effectiveness. For optimal SEO, aim for about ten varied internal links on important pages, placing them strategically within the content to maximize relevance and clickability.

Transcript

welcome to the niche Pursuits podcast today we're joined by Cyrus Shepard with zippy.com Cyrus has been in the SEO industry for a long long time now uh started at moz.com which is a very popular SEO website and uh a software company he was there for many many years before branching out on his own um Cyrus joins us today to talk about an internal li... Read More

Key Insights

• 🍻 Internal linking is a crucial and underutilized strategy for enhancing SEO and website traffic.
• 🥺 An ideal average of 10 varied internal links per page can optimize traffic without leading to diminishing returns.
• 👨‍🔬 The study emphasizes the need for diversity in anchor text to convey better contextual relevance to search engines.
• ✋ Positioning internal links high in the content rather than in footers or navigation enhances clickability and value.
• 👨‍🦱 Naked URLs can effectively balance anchor text profiles and provide additional linking opportunities.
• 🍻 Addressing 404s and redirecting links appropriately is essential to maintain link equity and avoid loss of traffic.
• 👨‍🔬 Cannibalization concerns should not restrict effective internal linking; unrelated anchor text usage can help guide search engine rankings.

Questions & Answers

Q: What prompted Cyrus Shepard to study internal linking?

Cyrus Shepard noticed that internal linking was a quickly actionable strategy for agencies looking to achieve quick results for clients. He aimed to understand better how internal links correlated with website traffic, leading him to analyze extensive data across many sites.

Q: How many internal links does Cyrus recommend for optimal SEO performance?

Cyrus recommends aiming for an average of 10 varied internal links per important page. This number is based on the findings that after this point, there are diminishing returns regarding increased traffic, emphasizing quality and variety in linking.

Q: What is the significance of anchor text variety in internal linking?

The study indicated that varied anchor text linked to internal pages produced a more positive impact on traffic than sheer link quantity. This diversity in anchor text helps Google understand context and relevance better, ultimately improving rankings.

Q: Should internal links in navigation menus be placed differently for smaller sites?

Yes, for smaller sites with limited authority, it's advised to focus less on navigational links and more on rich in-body links. Since small sites may lack diverse link profiles, using contextual links in content can enhance SEO more effectively.

Q: What findings did the study present regarding the correlation between internal links and traffic?

The study found a positive correlation between the number of internal links and traffic levels. However, it emphasized that while increased linking generally leads to more traffic, it is the diversity of anchor text that carries more weight in improving search performance.

Q: How does the use of naked URLs affect internal linking effectiveness?

The study indicated that internal links using naked URLs could provide an uptick in traffic. Although Google usually advises using descriptive anchor text, naked URLs can add necessary variety and balance optimized anchor text, ensuring relevant signals are still conveyed.

Q: What is the recommended approach to managing keyword cannibalization?

The approach should focus on not fearing cannibalization excessively; linking keyword-rich anchor text related to other similar articles can actually help enhance overall rankings. The important strategy involves improving the primary page's content to guide Google effectively.

Q: How should existing content be managed for internal linking?

When updating existing posts, it's best to rewrite or add a few sentences to incorporate new anchor links instead of just highlighting terms to add links. This approach ensures the content feels fresh and provides Google with updated signals for better indexing.

Summary & Key Takeaways

• Cyrus Shepard conducted a comprehensive study analyzing 1,800 websites and 23 million URLs to identify effective internal linking strategies and their correlation with increased web traffic.

• Key findings included that while the number of internal links generally increased traffic, the variety of anchor text used proved more significant for enhancing relevance and search engine optimization.

• Shepard emphasized the importance of placing links strategically within content, recommending an ideal average of ten varied internal links per important page for optimal SEO performance.