How to Get Search More Engine Traffic with Internal Linking

With all the talk about external links, it’s easy to forget that you can use the existing juice on your site to rank your content higher for your target keywords. In this video I’ll walk you through how you can use the untapped power of internal linking to get more search engine traffic to your content.

Video Transcript

Hey, what’s up everybody? In this video, I’m going to show you how to get more search engine traffic by taking advantage of internal linking. Let’s say, for the example in this video, I was trying to rank this page for the keyword “link building.” Obviously, things like whether the keyword appears on the page, the number of external links from other websites pointing to this page, and social signals will all play a role in where this page ranks in Google. But, you can increase the rank of this page simply by building links from within your website.

Let me show you what I mean. Wikipedia is an excellent example of internal linking, because for every single entry on Wikipedia they build dozens, and sometimes even hundreds, of internal links to the other results. For example, we have this page, search engine optimization. As you can see, all these blue links here, 100 percent of these, link to other pages on Wikipedia. What this does is, it helps tell Google and other search engines what the other pages are about their web page. So, this is a link to “Web Page.” Every time the two words “web page” appear on Wikipedia, there is a link to that page. That passes authority via page rank, but also relevancy via the anchor text to that page, helping all the pages rank.

Let me show you some practical ways that you can incorporate this into your search engine optimization strategy. Let’s say I was going to publish this post at Backlinko. Again, we’re trying to rank this page for “link building.” In this article, you can see here that I actually mentioned the words “link building.” This is a perfect place to add an internal link to that page. Every time someone links to this particular page some of that juice will pass through this link and boost up the ranking of that page for the keyword “link building.”

To do that it’s very simple. Just highlight the text, click on the “Link” button, and you can click here on or “Link to Existing Content.” I just link, press here, press “Add Link,” and the link is added. If you’re not publishing new content or you want to take advantage of this to its fullest extent, you can link to the pages you want to rank from older content. But, to find out how to get the most bang for your buck, you want to find the pages that have the most authority. Those are the ones that you want to link from to the pages you’re trying to rank.

Let me show you what I mean. We’re at Open Site Explorer. What I did is, I put in the home page of my site and pressed the search button. When you’re here, it’ll automatically rank inbound links coming from other sites, but that’s not what we want. We want pages from within our site. So, click on the “Top Pages” tab. When you do that, you’ll see the page authority of all the pages on your site. Starting from highest to lowest, these are the pages that you want to build internal links on, pointing to the pages that you actually want to rank.

Let’s say I’m trying to rank this keyword “link building.” I’m having trouble, or maybe it’s on the bottom of the first page and I want it on the top. There is this page here, Google tool and ranking factors post, that has a page authority of 53 with 92 linking root domains. So, this is an authoritative page on my site.

What I would do is, I would visit that page. Then, I would look for somewhere on the page where there’s an opportunity for internal linking. Maybe I don’t say the words “link building” on this page. Well, I actually do, so this would be a perfect example right here. I would just highlight this within the editor and add my link. Now, a lot of that page authority that’s on this page will flow through that link to my page.

You can also do this in Majestic SEO. Just head over to Majestic SEO, put in your home page URL into their site explorer. Click on the “Pages” tab. This will give you kind of a second opinion on what your most authoritative pages are, because they have different metrics and different ways of finding the links. For example, this one thinks my article about YouTube, that’s SEO, is actually more authoritative. So, this might be another one that I would head to to try to find an opportunity to put the words “link building” in there and then link to that page.

If this seems like a lot of work or you have a huge site with thousands of pages, you can automate this using a plugin. Head over to WordPress and put in the search field “internal link building.” Click “Search Plugins.” Then, you just install it like you install any other plugin.

Once that’s installed, head to your dashboard and click on this button here, with the internal link builder. It’s very easy. Under “Key,” you put your keyword. In this case it’s “link building.” In the URL, you put the URL of the page that you’re trying to rank and “Save Keys.” When you press “Save Keys,” every time the keyword “link building” appears in any post on your website, it’ll automatically link to this post.

I’m not a huge fan of doing the automated, because if you do it like this, you’re not going to have a lot of anchor text diversity which may get you dings for over-optimization. If you have a site with thousands of pages, you will need to maybe do some automation and at least have some of your internal links done by a plugin or some piece of software.

So, that’s all there is to internal linking. It’s very straightforward, but it’s also very important. If you have some pages that are maybe on the second page or the bottom of the first page and you want to give them a bump, find the most authoritative pages on your site and link to them from those pages. That’s all there is to it.

Thanks for watching, and I’ll see you in the next video.