Using Internal Linking For SEO On Your Built Environment Website

Internal Linking is an SEO power technique, used in content marketing

Internal Linking is an SEO power technique, used in content marketing

As an architect, interior designer, design-build contractor or landscape designer, you can have the most incredible website on the Internet, but if your customers can’t find you, then it’s like you don’t exist. Search engine optimization is how you get found online and there are several techniques that can help you improve your search engine ranking page (SERP) results. For example, using long-tail keyword phrases, soliciting links from businesses back to your pages, and optimizing your site using responsive design are all factors that can improve your organic search ranking.

One easy, SEO power technique, especially for content marketing, is building strategic internal links. It’s one of the fastest and most efficient ways to produce an SEO uptick and it’s a tactic that you can use on an ongoing basis.

What is Internal Linking? 

An internal link connects one page of a website to a different page on the same site. In an internal link, the primary source and target domains are exactly the same. So, the phrase "We prefer Squarespace websites" on would link to . 

Internal linking has three main purposes. Internal linking: 

  1. Aids in website navigation. By linking to complimentary blog posts, for example, you can guide a prospect to additional information that can help you to establish trust and authority. 
  2. Defines the structure, architecture and hierarchy of a website. 
  3. Distributes page authority and ranking power throughout the site. 

The third purpose is important and we’ll look at that more in depth in a second.

The Theory Behind Internal Linking 

The theory as to how Google ranks and values internal linking is that internal linking strengthens the overall search-optimized value of a website. Linking internally provides clear paths for spiders, prolonged user engagement, and a tight-knit network of pages and posts.

Internal Linking Best Practices 

Linking within your site distributes authority and provides ranking power throughout your site. By adhering to best practices, you can maximize the effectiveness of this SEO power technique. Here are some best practices to incorporate into your strategy: 

Create a lot of written web page content

For this technique to be effective, you have to have a lot of internal pages. You can’t have one without the other. Creating lots of content means you’ll have lots of content to link internally. The more links to more places, the higher your SEO ranking. 

Use anchor text when linking 

Keeping with content, your internal links should use anchor text as opposed to images. Image links are fine as long as the images are not the main source of links and are all properly alt-tagged. Make sure to use ordinary un-optimized text fragments for anchor text. 

Use links beneficial to the reader

The key is to add value for your readers and providing relevant information. The SEO value is secondary to the primary goal of providing value to the reader. 

One of the added benefits of this technique is that it will increase user engagement in time spent on your site. When a user sees a link that matches the context of the content and fulfills a need they have, they are likely to click on it. You can even offer an external link, as long as it is relevant to your reader. If that link is internal, they will stay on your site and become more involved in your user experience. 

Content links are a strong signal to your readers that you offer authority on the subject and the content is good. Search engines honor that and readers want that kind of user experience. Therefore, internal linking is helping your visitors and helping your SEO.

About Michael Conway and Means-of-Production

My firm builds Squarespace websites, Houzz profiles, and content marketing and advertising solutions for architects, interior designers, design-build contractors and landscape design firms. Our all-in-one tactics attract the right clients with exceptional architectural photography and brand messaging that sets you apart from the competition. Contact me for a free-of-charge consultation and marketing review. It takes about 40 minutes and you'll be provided a list of actionable improvements designed to solve your specific marketing problems. 

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