Internal Linking and Content Structure can be a tricky topic, but very important in SEO. Luckily Dixon Jones, Chris Green and Maret Reutelingsperger gave us useful insight with helpful tips and tricks. Check out Dixon’s summary below.
Google is moving forever towards using its Knowledge graph to be the central reference point for ideas. The Knowledge Graph looks for relationships between topics, rather than simple keyword links. To do this, you will need to think in terms of concepts. (This is why Inlinks.net builds out a knowledge graph for any site before it starts building internal links). If you do not think this way, all your links will be using exact match anchor text, which can convey some meaning, but if that exact anchor text is not a defined entity, then the context will be weak, and you may miss more subtle but useful connections.
Avoid Keyword Cannibalization
Sites in narrow verticles can suffer from this. There is a tendency do develop knowledge leadership articles which are similar, but with only mild nuanced differences. The problem is that in a list of search results, there can be only one winner, even if all the results are your website. It is, therefore, a smart tactic to decide what is the cornerstone piece for any topic and then stick to this, linking other mentions of the topic through to the cornerstone piece as a reference.
This a great summary Dixon! We got some helpful inputs and are hoping to welcome our three experts again soon. In case you have missed their talk you can watch it any time on our YouTube channel or have a read through their slideshow. And don’t forget to share your thoughts on Internal Linking and Content Structure with us on Twitter.
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