Internal link building is important for search engine optimization because it helps search engines understand the structure and importance of pages on a website. A good internal linking structure involves categorizing pages, using consistent in-text links and breadcrumbs to clearly show the relationships between pages, and sculpting PageRank flow so that the most important "money pages" receive more links and rankings. The presenter recommends optimizing a website's internal linking by following information architecture best practices and examples from Wikipedia.

1. Internal link building

2. Roy Huiskes
sr. SEO Consultant

3. The next 20 min:
• What’s an internal linking structure?
• Why is it important to optimize?
• Most important strategies
• Take aways

4. What you’ll learn:
• Why website structures are important for
link building
• Why the wikipedia works so well
• How to improve your breadcrumbs for link
building

5. Why are links
important?
• They give you a ‘vote’ for your website.
• They tell something about the page it
points to
• Therefore search engines use them to value
pages on your site and determine ranking

6. What is
internal link building
• Website structure
• In text links
• Breadcrumbs
• PageRank Flow (and PageRank sculpting...)
• tags and more...

7. Why?
Your linklove should flow to the pages which
are most important for your money flow!

8. Information
Architecture
• First for users
• Keep the search engines in mind for
accessibility and spiderability

9. So, give the right
directions!

10. Focus

11. Size does
matter!

12. Dont’ forget:
it’s about the
money pages!

13. An Example

15. Main
Secondary

16. Main
Secondary Great content!

18. Siloing

19. What? and why!
Contextual value in
content and links

23. PageRank Sculpting

24. Control PageRank flow

25. How?
• Nofollow (hipster)
• Javascript Links (old school)
• Robots.txt (kinda stupid)
• Noindex, Nofollow Meta information
(more advanced and works great)

26. The General Idea:
Don’t send linklove
to pages that do not
deserve or need it

27. Got some spare time?
• Go! see what it can do for you
• But rather spend more time on developing
a great website structure

28. Beware!
• Duplicate Content
• Print pages
• Canonical Issues

29. In text linking

30. Why the wiki works
Consistent, contextual links, in text
with great relevance and external link
building that flows with relevance
throughout the whole website

31. Breadcrumbs

32. Breadcrumbs
• Home > books > horror > Stephen King
• But think about this:
• Bookstore > Horror books > Stephen King

33. Where are you?
• And how do you know?
• It’s an extra relevant link to each page,
based on importance
• It increases the spiderability for your
website

34. WordPress Users?
• SEO Smart links
http://www.prelovac.com/vladimir/wordpress-plugins/seo-smart-links
• Internal Link Building
http://seoroi.com/specialty-services/new-seo-plugin-for-wordpress-internal-
link-building/

35. WordPress Users?
• Yoast Breadcrumbs
• Yoast Meta Robots
• Yoast RSS Footer
• http://yoast.com/wordpress

36. Take aways
• A good website structure is important
• Categorize your pages
• Be consistent with keywords
• In-text-linking is the best (remember the
wikipedia)
• Focus on Moneypages

37. Questions!

38. Get in contact!
http://www.onetomarket.com
http://twitter.com/chapter42
http://www.royhuiskes.com
roy@onetomarket.nl