Links are one of the primary ways Google and other search engines understand and rank websites. Crawlers and bots follow links from external sites to your web property and then trace the internal links on your site, measuring the “flow” of ranking signals and attributing them to sites accordingly.
“Link flow goes by many names,” said Jonathan Epstein, CEO of Brewco, at SMX Next. “Some people call it link juice. Some people call it PageRank. In the broadest terms, link flows are a measurement of how important your pages are relative to other pages out there on the Internet.”
According to Epstein, two main signals go into calculating PageRank: the types of sites linking to your property and what your internal link structure looks like.
“The first is: What are the other sites that are linking to each of your pages?” he said. “How many are there? How big are they? How authoritative are they? And then secondly, it looks at how are you linking your pages to each other.”
Most marketers tend to focus a lot on gathering backlinks to improve their properties while neglecting to optimize internal links on their site. But, to get the most out of all the sites linking to your pages, marketers should make sure their internal link structure is well-optimized.
Here are three ways Epstein recommends marketers best optimize their sites with internal linking.
Optimize distribution of link flow
“How do you stop pushing link flow to less important pages and push it to the more important ones?”...
Read Full Story: https://searchengineland.com/3-ways-to-optimize-internal-linking-381289
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