There are two types of link building; internal and external. You need to combine these to improve your website’s authority with Google.
Before you start introducing the basic internal link building techniques you need to have a solid website structure in place and this is where the expertise of a search engine optimisation (SEO) team comes in:
The homepage is mission control of your website – from here all other pages within the site should be accessible. A quality SEO team can make sure your website is set up in such a way that it is impossible for users to get lost when navigating between different sections of the site – keeping it simple.
This process involves removing any unnecessary pages and ‘tidying up’ the important ones that need to stay. It can become very technical here as the SEO team need to enhance the readability of each page from the back-end, for Google’s benefit. Then they can get to work on optimising the on-page content and building links throughout the site.
On-page link building (the easy bit)
Pretty much every business website has a blog or some sort of article catalogue. Updating your blog with regular, unique content is one of the best ways to tell Google your site is an active contributor to the web. Intelligently placing links within that content is an easy way to bolster your internal link building.
Any keywords that naturally relate to different sections of your website can be linked to those particular sections. For example, an online cosmetics store may feature a post on their blog about moisturiser – the word ‘moisturiser’, or anything similar, can be hyperlinked to direct users to the moisturiser product page.
Still, overdoing this could result in a penalty from Google and have a counterproductive effect. You need to make sure all your link building genuinely benefits the reader without damaging the integrity or appearance of the page – a post full of links is ugly to look at and Google will only see it as ‘spammy’.
BT Web Expert is a package designed to take care of all your internal link building and comes with plenty more to boot. As a starting point, this bundle is a good option – the BT SEO team can build your website perfectly in tune with Google’s algorithm and from there you can work with their support to optimise the on-page content. See, we said it was simple!
For a power-packed website with many of the features outlined in this blog, check out the Web Expert package from BT.