Implementing an internal linking module: Should you build it or buy it? - Search Engine Land

Have you ever wondered what kinds of scalable SEO solutions can drive positive ROI year after year?

It’s possible using a feature called a “link module.”

Now, internal link modules can be built internally by product and engineering teams or outsourced to a third-party vendor.

But, SEO implementation managers beware: there are pros and cons to both paths between using a vendor solution or architecting it internally. Even a hybrid approach has tradeoffs.

As an in-house SEO at enterprise brands, I’ve been involved with two approaches for optimizing internal linking using a link module. This article is my documentation of the process, retrospective and learnings with the outcomes of each.

TL;DR: There’s no single right approach to implementing internal link modules

To save you some reading time – there is no definitive answer either way. Primarily because there will be different conditions for each website, business and team.

From my perspective, it seems the best investment of resources is to build your own solution because this path offers the most control as the SEO architect. Still, I’ve also been in the opposite scenario where the vendor solution was the only option, and it was equally viable.

I can only offer my experience and observations, having gone through the process in both cases. Hopefully, these insights will help others determine the best path forward because internal link modules are a powerful SEO lever.

What is a link module?

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