Internal links are a fundamental aspect of search engine optimization (SEO), but how significant are they in determining search rankings? This article delves into the role of internal links and their impact on search rankings, exploring insights from Google Search Central, patents, tweets, and office hour videos.
Understanding Internal Links
Internal links are hyperlinks that connect two pages within the same domain. For instance:
- A link from one article on Rank Chimp to another within the rankchimp.pro domain is an internal link.
- A link from a Search Engine Journal article to an external site like Google Search Central is considered an external link.
Top SEO experts often emphasize the importance of optimizing internal links to enhance the visibility of key pages in search results. For example, articles like “Internal Linking Is Super Critical For SEO” and “Internal Link Structure Best Practices To Boost Your SEO” often discuss this. But what does Google have to say about the significance of internal links?
Evidence Supporting Internal Links as a Ranking Factor
Google’s stance on internal links is outlined in its “How Search Works” page, which explains how links help Google discover new content. The page states that Google’s crawling processes are continually running to keep up with the ever-changing web, discovering new content as new links to pages or information appear.
In 2017, Gary Illyes, a prominent figure at Google, was asked if breadcrumb navigation links contribute to PageRank. He confirmed that Google treats these as normal links in PageRank computation, indicating that internal links do influence a page’s performance in search results.
Google’s John Mueller, another key figure in the SEO community, has also provided insights into the value of internal links. For instance, in 2017, he confirmed on Twitter that anchor text in internal links provides additional context, which is beneficial for both users and search engine crawlers.
In various Google Webmaster Central Office Hours Hangouts, Mueller has repeatedly emphasized the importance of internal links. He noted that improving anchor text for internal links to make them more useful to users would also benefit search engine crawlers. Furthermore, in 2021, Mueller suggested using internal links to signal to Google which pages are most important on a website, particularly in contexts where one product or page is more crucial than others.
Google’s Recommendations for Effective Internal Linking
Google’s advice on internal linking focuses on enhancing the user experience and helping search engines better understand your site. The most effective ways to indicate your essential pages through internal links include:
1. Breadcrumb Navigation: Google recommends using breadcrumb structured data markup to display breadcrumbs, which are rows of internal links at the top or bottom of a page that allow visitors to quickly navigate back to previous sections or the root page.
2. Hierarchical Structure: Google advises creating a naturally flowing hierarchy within your website, making it easy for users to navigate from general content to more specific content. This involves adding navigation pages where necessary and effectively integrating them into your internal link structure.
3. Descriptive Anchor Text: Google emphasizes the importance of writing good anchor text that is descriptive, concise, and relevant to the page it links to. This not only helps users navigate your site but also aids Google in understanding the content of the linked page.
Internal Links and SEO: Key Takeaways
- Discovery of New Content: Internal links play a crucial role in helping Google discover new content on your website. Pages that are linked internally are more likely to be indexed and ranked by search engines.
- PageRank and Authority: Google treats internal links as part of its PageRank computation, meaning that effective internal linking can influence the authority and ranking of your pages.
- User Experience: Internal links enhance the user experience by providing easy navigation and helping users find related content within your site. This can lead to better engagement metrics, such as reduced bounce rates and increased time on site, which are also factors that can influence SEO.
Conclusion
Internal links are indeed a ranking factor in SEO. They help Google discover new content, influence PageRank, and enhance the user experience, all of which contribute to better search rankings. By following Google’s advice on effective internal linking—using descriptive anchor text, maintaining a hierarchical structure, and utilizing breadcrumb navigation—you can optimize your website’s internal linking strategy to improve your search performance.
