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Website links: Internal versus in-bound

I had lunch with a friend yesterday who has just been asked to keep her employer's website up to date. Her employer said that she needed to link a bunch of words in old blog posts to other posts and to other pages on the site to improve organic search rankings because "those search engines love links."

Well, that idea is only partially correct.

Yes, search engines do like links and they will improve a business's organic search ranking. BUT, those links need to be inbound links from other sites. Quality inbound links make your site look more legitimate to the search engines. Basically, they give you "street cred." Something on your site is valuable enough for an outside source to link to you, so search engines will give you credit for that.

The idea of linking content internally on your site is still valid, though. It might help with search engines if it encourages visitors to click through more pages on your site and increase the time of their visit. Search engines will deem your site to have enough pertinent content on a subject to engage your audience and keep them interested. If your Page Views and Time on Site statistics improve, your organic search rankings should improve as well.

Search engine optimization can be complex. Understanding what search engines look for, the terms used in analytics, and working to improve all aspects of an SEO plan rather than just focusing on one piece of the puzzle is how you will really improve your rankings.

For help in putting together an SEO plan for your business, or for a competitive analysis that will show you how your efforts compare to your competitors', contact me at Brand New Concept Marketing today.

If you have questions about marketing or suggestions for other article topics, please leave a comment or contact me. I am here to help.


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