Internal Link Optimisation

Internal links pass page rank to other internal pages; this helps Google identify which of your website pages are most important. 


What is PageRank?

Pagerank is an algorithm used by Google Search to rank web pages in search engine results and measure internal page importance. 

What is internal linking?

As simple as it sounds, internal linking is linking together your most valuable website content.

Why is internal linking important?

Internal linking helps key pages to rank and new pages to rank faster. It also provides relevant links to website visitors to read related content.

What are common internal linking mistakes?

Site-wide nofollow tags

Adding no follow tags to all of your internal links tells Google not to follow, killing off any PageRank it could be passing.

Redirect Chains or too Many Redirects

If you misdirect an old URL, it could get stuck in a redirect loop, causing the page to fail after too many redirects. This error causes the user to have a poor experience and go somewhere else. 

The same can be said for having too many redirects; this increases load times and gives a bad user experience. Cleaning up hundreds or thousands of 301 redirects improves your site health and how Google views your pages.

Faceted navigation

Faceted navigation is variations of a similar URL used to sort and organize primarily e-commerce items. These variations make it appear that the website has tons of duplicate content.

How to find pages with too many or too few internal links?

To find pages with too many or too few internal links, you will want to:

  1. Open Screaming Frog
  2. Scan a website
  3. Organize using the HTML filter
  4. Choose the internal tab
  5. Sort by number of links/outlinks

How many is too many inlinks/outlinks? That is dependent on the size of your website. Anything over 100 links is classified as too many. I like to look at the page and see what would look natural to a user.

How to discover pages with high crawl depth?

Here is how to find pages with high crawl depth.

Crawl depth is how many clicks it takes to reach the page.

  1. Using the same method, but this time selecting the crawl depth column.
Crawl Depth
Crawl Depth

Anything over a crawl depth of 3 is considered high.

How to find links to optimize?

This method locates what Google believes to be the best pages for that topic.

  1. Using Google search, type in keyword
  2. This search will bring up the top pages for that related term. 
  3. You will want to backlink the results back to the target page.
Google Site Search
Google Site: Search

How to find rich Anchor Text on your website? 

The best way to find results is by using Screaming Frog.

Custom Search
Custom Search
  1. You will need to add your targeted keywords to the custom search setting in Screaming Frog.
  2. In Screaming Frog, click on Configuration in the top menu
  3. Select Custom >> Search
  4. Add your anchor text, as illustrated below
Screaming Frog Custom Search
Screaming Frog Custom Search

This search will produce results you can use to link back to the target pages.

Google is not fast on picking up these changes, so be sure to take your time and patiently wait for the GoogleBot crawler to notice the updates.

Published on: 2021-03-10
Updated on: 2021-09-03

Avatar for Isaac Adams-Hands

Isaac Adams-Hands

Isaac Adams-Hands is SEO Director with SEO North, where he helps the team plan marketing goals that are keyword-optimized and measurable for over 30 clients simultaneously. He has worked at Microsoft, The institute of chartered accountants in Australia, Auto Trader, Le Cordon Bleu, and Algonquin College in various Digital Marketing Roles. Isaac is qualified as a Full-stack developer, Server Administrator, and Cyber Security expert, adding additional experience to his Search Engine Optimization knowledge. His Inuit heritage brought him to the Arctic to hunt and fish for most summers, which grew his passion for 4-wheelers and dirtbikes.