Voices of Search Podcast – Episode Summary: Mastering Internal Linking

Release Date: December 17, 2024

Introduction to the Episode

In the latest episode of Voices of Search, hosted by Tyson Stockton from Previsible.io, listeners are treated to an in-depth discussion on Mastering Internal Linking. Joining Tyson is Gabby Troxler, an independent SEO consultant specializing in finance, baking, and e-commerce. Building on their previous conversation about effective product page optimization, Tyson and Gabby delve into the pivotal role of internal linking in enhancing SEO performance, especially within the e-commerce landscape.

The Importance of Internal Linking in SEO

Gabby Troxler emphasizes the growing recognition of internal linking since 2020, highlighting its critical role in search engine perception and indexing.

"A page that isn't linked to as often will just not get as much attention in the eyes of search engines." (04:30)

Gabby notes that consistent internal linking accelerates the indexing process and can significantly improve a page’s ranking potential. Tyson concurs, underscoring that internal linking is sometimes overlooked amidst the myriad SEO strategies but remains a powerful lever, particularly for large e-commerce sites.

Tools and Techniques for Effective Internal Linking

To identify internal linking opportunities, Gabby shares her preferred toolkit:

• Screaming Frog: For comprehensive site crawling and link analysis.
• Google Search Console (GSC): Leveraging the "Search Analytics for Sheets" extension to bypass data limits and integrate with Google Sheets.

"When I'm publishing something new, I like to go old school and just use the site operator in Google Search and see if I can identify linking opportunities." (04:54)

Gabby advocates for a systematic approach: using crawling tools to generate link reports, analyzing top and underlinked pages, and employing manual searches to find contextual linking opportunities. This blend of automated and manual techniques ensures a robust internal linking framework.

Conducting Link Audits: Determining the Right Number of Links

A common question arises: "How many links do I need to have on the page?" Tyson poses this to Gabby, seeking actionable advice.

Gabby responds by shifting the focus from absolute numbers to performance-based analysis:

"You don't need to look for exact numbers, but you can just do an analysis of which pages receive the most links and which pages receive the least links." (06:20)

Using Screaming Frog, Gabby advises comparing internal link distributions across pages, ensuring that underlinked pages are brought up to par with top performers. This comparative method allows SEOs to tailor their strategies without adhering to rigid link counts, accommodating the vast diversity in e-commerce site sizes.

Identifying Common Opportunities in Internal Linking for E-commerce

In the context of e-commerce, Gabby highlights specific areas ripe for internal linking enhancement:

1. Product Pages Over Blog Posts:

   "Focus on linking more to products than to Blog posts. But I'm not against linking out again from products to blog posts or informational content." (08:19)

2. Similar Products and Bestsellers: Linking similar products or bestsellers ensures relevance and aids in customer decision-making.

3. Informational Content Integration: Including links to informational pages from product pages can assist users in their purchasing journey without hampering the user experience.

Tyson adds that product pages often suffer from underlinking, especially when relying solely on category pages for links. By strategically placing internal links, SEOs can enhance visibility and performance of individual products.

Implementing and Testing Internal Linking Strategies

Gabby outlines a practical approach to implementing internal linking:

1. Establish a Linking Pattern: Start by identifying key products and creating consistent linking structures.
2. Iterative Testing: Change one variable at a time to monitor impacts on rankings and traffic.

"Once you have established a few products, a linking pattern, then you can actually start testing." (12:30)

This methodical testing ensures that changes are data-driven and their effects measurable, allowing for continuous optimization without overwhelming the team with too many variables.

Avoiding Common Mistakes and Leveraging Missed Opportunities

Gabby advises SEOs working with established sites to conduct thorough internal linking audits, as this often unearths performance issues tied to underlinking. For new brands or when publishing new content, integrating internal linking into the publishing process is crucial.

"Internal linking really plays into the distribution part. So not just sharing your content piece on socials, but also set 5 to 10 links or whatever makes sense." (13:32)

Tyson reinforces this by encouraging in-house SEOs to prioritize internal linking due to its high impact and low resistance compared to visual changes like navigation menus.

"Internal linking has always been one of the really impactful levers that you have that I think oftentimes too you're typically met with less resistance from internal politics." (14:23)

Conclusion and Key Takeaways

The episode wraps up with Tyson and Gabby reiterating the significance of internal linking as a foundational SEO strategy, especially for e-commerce platforms. They emphasize that when executed thoughtfully, internal linking not only boosts SEO performance but also enhances the overall user experience by supporting the customer journey.

Key Takeaways:

• Educate Stakeholders: Ensuring that clients or internal teams understand the value of internal linking is paramount.
• Leverage the Right Tools: Utilize tools like Screaming Frog and Google Search Console for comprehensive internal link analysis.
• Performance Over Quantity: Focus on the correlation between link distribution and page performance rather than adhering to specific link counts.
• Strategic Linking in E-commerce: Prioritize linking to product pages and relevant informational content to aid customer decision-making.
• Continuous Optimization: Implement iterative testing to refine internal linking strategies based on data-driven insights.

For those looking to enhance their SEO strategies, this episode provides actionable insights and expert advice on harnessing the power of internal linking to drive organic growth and improve search engine visibility.

Additional Resources

• Connect with Gabby Troxler: Gabby’s LinkedIn Profile | Gabby’s Website
• Previsible.io: For comprehensive SEO consulting services, visit Previsible IO
• Ahrefs Webmaster Tools: Monitor your website’s SEO health for free at Ahrefs AWT

Stay tuned to Voices of Search for more expert discussions on SEO and content marketing strategies to elevate your digital presence.