Creating Your Site's Internal Link Structure For Google
By: Aaron Wall
2007-11-02
The Dual Roles of Navigation: Navigation needs to be user friendly and search engine friendly. If you want a user to pay attention to an offer you have to link to it with a call to action in the content...
This video is a bit longer than some of the earlier videos, clocking in at 9 minutes and 39 seconds.
The Dual Roles of Navigation: Navigation needs to be user friendly and search engine friendly. If you want a user to pay attention to an offer you have to link to it with a call to action in the content area of the page. If you want search engines to pay attention to a page you have to link to it on important pages and/or from many pages. In general it is also better usability and better for your rankings to use descriptive (or keyword rich) text links over image links for your primary navigation, and in most in content links on your site.
Navigation Should Parallel Keyword Strategy: Your primary site navigation should be aligned with keyword categories, structured in related groups that capture keywords along the entire purchase cycle. If you have navigation that is not aligned with your keywords (like date based archives or an about page) you can use nofollow on it to prevent passing link equity through that portion of your site. You may also want to demote sections of your site that convert exceptionally poor relative to the better performing options.
Examples of Channeling Link Equity: Some websites, such as Target.com, show Google more navigation than they show end users to promote seasonally hot items. Other sites, like Chocolate.com, chose to use nofollow on unimportant internal links to de-emphasize unimportant options. You can view the nofollowed links on Chocolate.com by viewing their site with SEO for Firefox turned on. In some cases it also makes sense to use nofollow on user generated content to lessen the incentive for driveby spamming.
Clean & Clear Structure: If you author many pages about the same topic it is important to link to the most important articles in order to emphasize them, and use breadcrumb navigation to help structure the site and show what pages are most important.
Duplicate content: Google likes webmasters to believe that Google has duplicate content figured out, but if they have multiple similar pages indexed you are splitting your PageRank and they may rank the wrong version. Make sure you do not place the same (or exceptionally similar) content on multiple pages. Stuntdubl has a good list of resources for dealing with duplicate content.
Subdomains: If you have logical breaks in your content you may want to use subdomains to create smaller focused mini sites. If you have a strong brand you can get a bit more aggressive with subdomains, like eBay is.
About
the Author:
Aaron Wall is the author of SEO Book, a dynamic website offering marketing tips and coverage of the search space, free SEO videos, and free SEO tools. He is a regular conference speaker, partner in Clientside SEM, and publishes dozens of independent websites.
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