If your Internet resource is losing to competitors, purchasing power is falling, then you should think about why this is happening and what can be fixed. One of the reasons may be the relinking of the site. This is a very important detail in the operation of any site, even if it is not selling. How to set up internal linking?
Internal linking refers to the reference masses within the resource. This is the interweaving of pages on which site visitors “walk”. On one page, links are put down to another, so that it is convenient for people to logically move around the site.
Theoretically, internal linking is the presence of a link on a page. This approach is necessary, if only because buyers in a certain block of goods do not need goods from another category. There should be logic and adequacy in the work of the site. If you have a hardware store, then a client who is looking for a mobile phone will not need refrigerators.
Here are the tasks set before linking:
- Convenient use of the site for visitors;
- Determining the main link mass on important pages;
- Improved indexing performance;
- Maybe something else.
Why do we need internal linking? What is its effectiveness?
The first thing that this process affects is the usability of the site. Links are for that and nothing else. Pay attention to Wikipedia. Resource owners place great emphasis on internal linking. If a person wants to get detailed information about the desired subject or phenomenon, links to other pages are a sure helper in this. After all, everyone knows that it is on this resource that you will receive comprehensive information. And Wikipedia knows it too. Note that any transition within the site is logical. Let's single out the main rule: the link must comply with the logic of the location, it must be valuable for the visitor.
And now let's talk about what goals are set for linking:
- Improve site usability.
The conversion will automatically increase, and positions in the search engine results will grow. Users will return to your site if it is convenient to use it. The search engine clearly monitors the visit to the resource. The more steps a user takes on your site, the more likely it is to rise to the TOP.
This is an important linking function - you earn money, it is convenient for the visitor to use it, he makes more purchases and comes back to you again and again.
- Definition of page hierarchy. Search robots determine the usability of a site based on the logic of linking.
- Even distribution of resource weight. If you bought links only for the main page, then with proper linking, the weight will be distributed throughout the site, that is, all pages.
How to do relinking?
There are many schemes on the Internet in the form of a ring, a star, a Christmas tree, etc. But lately, close attention has been paid to the convenience for visitors.
Step №1. We collect data for linking.
If the resource has already been functioning for some time, and you can collect data, then turn to such a tool as Yandex.Metrica. There, go to the Link Map, where you will see which links visitors use most often, that is, the most relevant for them.
You will not collect such information on a newly created site. Then use the tips on Google and Yandex. Answers will be generated based on consumer demand.
Consider an example. In your online store, you sell office equipment. You want to distribute links to "Printers". In the Yandex search box, enter "buy a printer" and you will see drop-down tips. People who are looking for printers need printers that are inexpensive and feature rich.
Write down all the hints and you will have pages to link to. Even if there are no purchases, the behavioral reaction of people will increase the site in the ranking.
Use the Yandex.Wordstat service, which will display a list of similar queries.
When you enter a query, other queries similar to what you are looking for will pop up below it. This can also be used for relinking.
We paid special attention to the collection of phrases, since they determine the pages where the links will be located. If they are arranged in a chaotic manner or in a ring, then this will not give any result. The main thing is that there must be logic for the reference mass to work at all.
Where to relink?
There are several ways to customize the placement of links on the site. Let's consider a few of them.
On the Home page, they usually link to "Contacts", "About us", "Payment and delivery". If you have set a link to some page, then when you are on this page, it should not be active. That is, if you went to the "Payment for goods", then when you click on the button with the same name, the page should not reload. Try to put fewer links in the menu so as not to impair the perception of information - no more than seven.
These links take the user to the product pages. For linking, use only the most popular products, for example, by color, size, shape, etc. Do not put too many links - the site will be inconvenient to use.
When naming subcategories, don't use the same word in each. For example, point to kitchen cabinets of different colors, do not write “red cabinets”, “brown cabinets”, “white cabinets”, etc. Leave only the main characteristic - color.
It would be good to add pictures for the titles of sections - a person perceives information better visually.
Each product has different descriptive words. For example, beds can be defined by material, color, length, width, and so on. Therefore, tags are set on the pages that direct to the pages of grouped products.
Tags work well on information sites where related articles are linked. The tags should only include those pages that have the most requests.
In order for your site to work well, have a result in the form of high conversion and traffic, you need to correctly distribute internal links. This process is called internal linking. Do this laborious work with special care so that the resource is a success among users.