Here are 6 ways to create quality internal links to your website. This is called a backlink. Goal: To increase the popularity of your site by respecting the criteria of the algorithm that punishes objectionable links and go to Google results.
Let’s start with a little definition. A backlink or incoming link is a hypertext link that points to your website or its pages. Why are internal links so important? To improve its position in Google search.
The more links other sites have for your site, the more popular your page will be defined. Whatever links to the pages of your own website, your site's reputation will grow. In other words: several serious and popular sites are worth quoting you! This index of popularity is called PageRank because it was originally invented by Google founder Larry Page. This is still one of Google's many criteria for ranking search results.
In 2019, Google deployed an update to its algorithm, called the BERT, which penalizes abusive practices in terms of net linking or creation of links. So how not to be penalized by the BERT? The answer is in 6 practical tips:
1. Create natural and progressive links
For Google, a quality link is a natural link, that is to say, an average internet user can create it themselves to tell the content of your blog or article. With concrete, it's doubtful that Google created thousands of links to weird sites in such a short time ...
So opt-out of any automated method including robots. It just fills thousands of site directories or leaves thousands of comments on blogs or forums! These practices have become dangerous.
If you implement a net linking strategy, do it regularly and manually. Go for the long term by changing methods, which will require more or less time and will bear fruit at different times.
There are plenty of methods to create inbound links to your site, for example:
- Publish articles in guest-blogging or on collaborative sites.
- Leave comments on sites, blogs, or forums.
- Share links on social networks (Facebook, Twitter, LinkedIn, etc.)
- Pin links on bookmarking or curation sites (Pinterest, Tumbler, Pearltrees, Diigo, Paperblog, etc.)
- Register your business in professional or regional site directories.
2. Choose quality sites
The quality of the site on which the inbound link to your site is placed matters a lot. Favor websites:
- Serious, reputable
- With quality, well-written, frequently updated content
- Well-positioned in Google results
- Who talk about themes similar to yours
Quality takes precedence over quantity. It is better to have few links on popular high-quality sites (eg Wikipedia, news sites, official sites, etc.) than lots of links on small, low-quality sites (eg recent blogs, spammers, etc.).
The relevant content of the backlink is very important, in other words, the meaningful field around the built-in link should be similar to the page on which it points. If you have a site that talks about soccer and the inbound link is put on a DIY site, it doesn't matter.
Unfortunately, Google no longer communicates the PageRank of websites, as it once did in the Chrome browser. But, some tools offer interesting popularity scores, such as SEMRUSH which calculates the Trust Flow (site quality) and Citation Flow (volume of links) for a given URL for free.
This constraint pushes to avoid the sites which made the delight of the SEOs before Bert. The directories of sites, the platforms of press releases, etc were common. That's not to say that these types of sites are all low-quality, but if you link to them, be extra selective. Check-in particularly that they refuse duplicate content (or copy-paste other websites), that their webmasters refuse sites, and that they do not require reciprocal link exchanges.
3. Encourage Internet users to create links
The ideal is that you are not alone in creating links and that many Internet users create links to your site themselves. This technique is called link baiting. To do this, you must first have on your site interesting, non-commercial content that can be voluntarily shared by Internet users: blog articles, tutorials, sector news, white papers, infographics, videos, etc.
To facilitate sharing on your website, add a social sharing bar on your articles. Fill in the open graph tags and kindly ask people to share the content.
Also, think about the traditional methods of communication. Such as press relations, networking, participation in trade shows, organization of conferences, etc. The more active you are in the real world, the more inbound links you have on the Internet. When a journalist publishes an article about your business on a serious news site by adding a link to your website, it creates a high-quality link that can generate a lot of visitor traffic.
4. Vary the anchor texts
The text of the anchors (or anchor text) is the clickable text of the incoming link. If this anchor is always the same on the Web, it is suspicious in the eyes of the BERT who will suspect an automatic method of creating links.
It is therefore necessary to vary the anchor of the inbound links that point to the pages of its website. For example, for the JOCIAL site, I will make sure that different texts are clickable for the home page (“JOCIAL”, “jocial.com”, “influencer marketing”, “Facebook influencer marketing”, etc. .) and favor deeper links to blog posts (eg as above "how to link a WordPress site to social networks").
Don't necessarily try to over-optimize your anchor by stuffing it with keywords. This is doubtful for the BERT, who will also take into account the context of the link.
5. Write a title attribute in the links
When coding a link in HTML, we can add a title attribute in the <a> tag. This attribute is used to explain the content of the landing page. The title text appears in an info bubble when the user hovers over the link with his mouse. This gives information to Internet users and thus also to Google robots.
Fill in the title attribute of the links, again without stuffing keywords and without trying to over-optimize it: a few keywords are enough.
6. Prohibit abusive net linking methods
The latest Google SEO algorithm penalizes link creation methods that it considers abusive or illegal (see Google's instructions to webmasters ), for example:
- Buying or selling links
- Too many exchanges of reciprocal links
- Doorway or galaxy pages of mini-sites created on purpose
If the subject interests you, here are other articles on SEO (Search Engine Optimization) & influencer marketing published on this blog:
- Identify your content style and choose your platform
- Picking your niche – The most critical decision you will make
- The Road to Influencer